"Capture the Mask-Proof Market"... Beauty ODM Big Three Expanding Their Presence

[Asia Economy Reporter Yujin Cho] As mask-wearing has become routine due to the novel coronavirus infection (COVID-19), the three domestic cosmetics original design manufacturing (ODM) companies have begun pioneering the 'mask-proof market,' which does not smudge easily even when wearing a mask. This is interpreted as an effort to find a breakthrough through a niche market.

According to the related industry on the 18th, cosmetics ODM company Cosmecca applied the mask-proof method to products to be newly launched through brand companies (clients) in November. They emphasized that the mask-proofTM method, developed with proprietary technology, was used on the surface labeling of the new products.

A Cosmecca official explained, "Until now, there was no proper clinical testing method for mask-proof products, but we developed such a verification system ourselves in cooperation with the Dermacosmetic Dermatology Science Research Institute," adding, "We expect the related market to grow after COVID-19 and have pursued technological differentiation." Cosmecca is the only company in the industry holding a trademark for mask-proof and is currently awaiting registration after applying for a related patent (cosmetic composition and manufacturing method with increased skin adhesion and makeup durability).

Korea Kolmar, the largest ODM company in Korea, has recently strengthened mask-proof sales targeting brand companies with technologies such as the 'Layer by Layer Tapping System' and the 'Hyper Packing System.' This is to find brand companies that will launch products utilizing mask-proof technology. A Korea Kolmar official said, "This technology was applied to Able C&C Missha's new product The Cushion Skin Matte, which was recently released," adding, "We are pioneering a niche market by leveraging the rising demand for mask-proof products."

Earlier, Cosmax also marketed a three-dimensional compact with mask-proof functionality. The balm-type foundation with a three-dimensional pattern was developed to enhance coverage durability, adhesion, and anti-smudge functions.

Mask-proof is a technology similar to waterproof but designed so that makeup does not easily smudge or fade even when wearing a mask. It is mainly applied to color cosmetics such as air cushions, foundations, lipsticks, and eyeliners. As demand for color makeup decreased due to mask-wearing and the COVID-19 pandemic prolonged the industry's recession, companies have begun pioneering niche markets with new technologies.

However, there is also analysis that it is difficult to expect a boom because the cosmetics market environment is rapidly changing due to COVID-19, and demand has significantly collapsed due to prolonged remote work and social distancing. A cosmetics industry official said, "In a situation where overall demand in the cosmetics industry has greatly collapsed due to COVID-19, we are focusing on discovering new demand," adding, "The three companies are actively expanding the market with a niche strategy aiming for moderate success rather than a big hit."