COSMAX is partnering with Southeast Asia's largest e-commerce platform, "Shopee," to support the entry of K-beauty into Southeast Asia.
On the 10th, COSMAX participated as an official sponsor of the "2025 Shopee Korea K-beauty Summit" held at Lotte World Tower in Songpa District, Seoul. At the event, Vice Chairman Choi Kyung took the stage as a speaker to present localization strategies for K-beauty brands in Southeast Asia.
Vice Chairman Choi stated, "COSMAX entered the Southeast Asian market over ten years ago, and based on various successful experiences with global and local customers, we can offer differentiated services. Southeast Asian consumers prioritize quality, brand reliability, and trendiness in their cosmetic purchases, so collaborating with reliable local partners and having marketing strategies will be key factors for market entry and expansion."
Since establishing its Indonesian subsidiary in 2012, COSMAX has grown as a leading cosmetic ODM (research, development, and production) corporation in Southeast Asia over the past 13 years. COSMAX Indonesia, leveraging natural materials made from native plants and product localization strategies based on local consumer analysis, achieved a record sales volume surpassing 100 billion won for the first time last year.
The Thai subsidiary, established in 2018, has also recorded double-digit growth annually, thanks to the popularity of localized small-sized pouch cosmetics. Last year, it achieved operational profitability for the first time in six years.
COSMAX anticipates continued rapid growth in the Southeast Asian cosmetic market and is initiating ongoing reinvestment. This year, new factories are being established in both Thailand and Indonesia in preparation for the rising demand for cosmetics.
Vice Chairman Choi emphasized, "COSMAX prides itself on being a market expert in Southeast Asia's cosmetics industry. We will strategically serve to ensure smooth product supply through local production as well as develop formulations suited to the Southeast Asian market and create local success stories utilizing the market data held by COSMAX and Shopee."