Cosmax pivots to premium strategy after record 2025 revenue

COSMAX Group has outlined a strategy to reposition “Made by COSMAX” as a premium manufacturing label, as the company seeks to build on record results posted last year and strengthen its standing in global beauty markets.

The plan was presented during the company’s 2026 New Year’s kickoff ceremony held Monday at its Pangyo headquarters in Gyeonggi Province, where Vice Chairman and CEO Lee Byung-man delivered a New Year’s address to employees.

Lee Byung-man, Vice Chairman and CEO of COSMAX, delivers a New Year’s address at the 2026 kickoff ceremony held on Monday at the company’s headquarters in Seongnam, Gyeonggi Province.

Cosmax said the strategy centers on strengthening research and innovation capabilities, expanding cross-border collaboration among its global subsidiaries, and accelerating entry into new markets. The company also plans to step up consumer data analysis by region and further develop customized product solutions.

Lee said 2025 marked a turning point for the group, citing expanded global operations and efforts to support the growth of indie beauty brands as future drivers for K-beauty.

“Under the principle that ‘the world is one, and Cosmax is one,’ we focused on building a foundation for new growth,” Lee said.

The company reported that it achieved its highest-ever annual revenue in 2025, driven by broader collaboration with domestic and overseas e-commerce platforms, joint development with global indie brands, and strengthened capabilities in research and innovation as well as supply chain management. Cosmax also pointed to research achievements, including becoming the first Korean company to win a main award at the International Federation of Societies of Cosmetic Chemists, as evidence of its growing global profile.

Looking ahead, Lee said the group would move beyond scale-driven growth toward what he described as “premiumization of customer value,” positioning the shift as an opportunity for Korean beauty manufacturers in global markets.

As part of this shift, Cosmax has set its 2026 management focus on three areas: advancing core technical capabilities, strengthening global operations, and executing strategies based on consumer insights.

In practical terms, the company plans to concentrate R&I resources on strategic product categories such as sun care and base makeup, with greater emphasis on regulatory compliance, localized research, and functional innovation. It is also accelerating smart factory initiatives aimed at improving automation and profitability.

Globally, Cosmax intends to expand joint sales and project execution among its subsidiaries and increase its presence in emerging markets including India, Latin America, the Middle East, and Australia. The company said cooperation between its Korean and overseas units would be reinforced to support clients’ export and distribution efforts.

Beyond cosmetics, Cosmax also plans to pursue new growth opportunities in its health functional food business, targeting Southeast Asia and Central Asia while strengthening its position in China.

On the consumer side, the company said it will place greater emphasis on analyzing global consumer data, e-commerce purchasing patterns, and local sensory research to inform product development.

Lee said the company must also rethink its manufacturing approach to respond more quickly to market signals.

“Rather than producing large volumes of a single product, we need to adopt a model that allows faster learning and validation through smaller, more diverse production runs,” he said.

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