Cosmax recently said it will partner with eBay Japan to expand K-beauty's reach in the Japanese market.

Cosmax introduced a comprehensive strategy to enter the Japanese market at the “Qoo10 Japan K-Beauty Mega Conference 2025,” held at Grand Intercontinental Seoul Parnas in southern Seoul, Friday. 

Cosmax participated as an official sponsor of the event organized by eBay Japan's online open market platform, Qoo10 Japan. 

Lee Kyung-soo, Chairman of Cosmax Group, Park Cheon-ho, Head of Cosmax R&I Unit, and Jason Eo, CEO of Cosmax Japan, spoke at the event, delivering lectures on how to successfully enter the Japanese cosmetics marke

Cosmax plans to work with eBay Japan to establish a K-beauty growth strategy tailored to local distribution conditions. 

Cosmax will offer customized support for indie brands in R&D and production, while eBay Japan will utilize the platform influence of Qoo10 Japan, the No. 1 K-beauty marketplace in Japan, to aid the strategic entry and growth of Korean indie cosmetic brands with high growth potential.

Cosmax analyzed the Japanese cosmetics market not only in terms of cosmetic trends but also considering factors such as climate, demographics, consumption behavior, and regulations. The key takeaway is that products need to be developed to suit Japan's hot and humid climate and aging society, while also leveraging one of K-beauty's biggest strengths—cost-effectiveness.

Cosmax also introduced its technology tailored to the Japanese market's unique characteristics. The company set up a booth under the theme of “Heart & Seoul” and showcased popular K-beauty formulations that have gained traction in Japan, drawing the attention of industry officials. As a highlight, Cosmax presented a lineup of products, including cushion foundations, lipsticks, creams, essences, and sun care items, all featuring its differentiated technology.

At the conference, Cosmax Group Chairman Lee Kyung-soo emphasized, “The beauty market is shifting from being brand-centered to a consumer-driven system.” He further stated, “Cosmax will grow alongside its customers by leveraging world-class R&D technology and a global supply chain, introducing products that consumers desire at the fastest and best price.”

Cosmax has established subsidiaries in the U.S., China, Indonesia, Thailand, and Japan, along with sales offices in Mexico, Malaysia, and Vietnam. With dedicated task forces in emerging markets such as Latin America, India, the Middle East, and Africa, Cosmax is continuously expanding its global network. The company works with over 4,000 client firms, strengthening its position as one of the world's leading cosmetics ODMs.

Since the beginning of 2025, Cosmax has expanded its production capacity to over 3 billion units in anticipation of growing demand in global markets, including Japan. To support indie brands, Cosmax has established an "all-around" system to ensure quick responses from R&D to production. Moving forward, Cosmax plans to enhance collaborations with major platforms to expand the global reach of K-beauty and improve its support system for K-indie brands, including distribution strategies.

This article is a collaboration between Korea Biomedical Review and Beautynury, a Korean cosmetics industry news media (beautynury.com). -- Ed.