Sun Cushion Cosmetics Sales Increase 234% in Q1
Overseas Exports Surge... Development of Containers in Production Stage
Collaboration with GS Caltex to Prevent Product Deformation
Cosmax, an Original Design Manufacturer (ODM) in the cosmetics industry, has established itself as a leader in the 'cushion' category. With growing consumer interest in cushion-type sun care products that can be easily applied without getting hands dirty, and fueled by the recent K-beauty boom, cushion products are selling rapidly in regions like South America and Europe where such formats were previously unfamiliar.
According to Cosmax on the 19th, sales of sun cushions increased by 234% in the first quarter of this year. Over the past three years, sales growth rates have steadily continued at 42% in 2021, 150% in 2022, and 25% last year. Sun cushion products are sun care items that were traditionally in cream form but have been transformed into cushion formats. As the formulations of sun care products have diversified, including solids, demand has surged due to the convenience of reapplying without touching the hands.
In particular, overseas market growth is reported to be steep. Korean sun care products are highly favored in the United States, Japan, and Southeast Asia. These regions have traditionally used cream-form products, but recently consumer interest has shifted toward sun cushions. Sales are also trending upward in Europe, South America, and the Middle East.
These countries have historically had low usage rates of cushion products. However, with increasing interest in K-beauty, cushion purchases are rising. Cosmax’s total cushion sales in the first quarter of this year increased by 28% compared to the same period last year, with the growth in overseas market demand playing a key role.
A Cosmax representative explained, "In the past, tapping cushions felt like something exclusive to women, but nowadays, men also tend to buy cushion products that are easy to apply," adding, "In countries unfamiliar with cushion formulations, sales are increasing not only for sun cushions but also for cushion products in general."
To enhance the competitiveness of cushion products in overseas markets, Cosmax is also strengthening investments in packaging. On the 17th, Cosmax signed a business agreement with GS Caltex for 'cosmetics packaging development.' For cushion products, the compatibility between the formulation and the container must be well matched to prevent product deformation or deterioration.
Through this business agreement, Cosmax will proceed with development specialized for cosmetic containers starting from the material research stage. Cosmax has secured and holds exclusive supply rights to ‘Cosmax PP (Polypropylene),’ a functional material customized for cushion foundation containers, through GS Caltex. Cosmax PP is a functional material that enhances the stability of the container inside the cushion that comes into contact with the formulation.
A Cosmax representative said, "This is to solve the problem of formulations with potential UV blocking properties, like sun cushions, deforming inside the container," adding, "As global exports of K-cushion products are on the rise, we developed this considering the possibility of deformation under harsh conditions such as storage periods, logistics environments, and transportation processes."
On the 17th, at the business agreement ceremony held at the Cosmax Pangyo headquarters in Seongnam-si, Gyeonggi-do, Lee Byung-joo, CEO of Cosmax (left), and Kwon Young-woon, Vice President of GS Caltex, are taking a commemorative photo. [Photo by Cosmax]
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