Recognized in Paris, the Heart of Beauty
Eco-Friendly Product Minimizing Plastic Use
Strengthening R&D for Sustainable Packaging in the Future
Cosmax, an original design manufacturer (ODM) specializing in cosmetics, announced on June 26 that it received the "Full Service" category award at "MakeUp in Paris 2025," held at Carrousel du Louvre in Paris, France, from June 18 to 19, for its eco-friendly "Eco Formelt Pencil."
Celebrating its 15th edition this year, the MakeUp in trade show is a global B2B beauty exhibition held annually in Paris, France, as well as Los Angeles and New York in the United States. This year, with the newly established Marine Beauty category, a total of five categories?Accessories, Formulation & Ingredients, Full Service, and Packaging?recognized winners based on quality and innovation.
The Eco Formelt Pencil, developed for the first time by Cosmax, is a formulation that enhances eco-friendliness by minimizing the use of plastic packaging. Notably, the outer container uses plant-based wax that is safe for direct application to the skin. The product label is made from corn starch-derived material, while the protective cap uses upcycled material from recycled plastic.
The makeup pencil features an "all-in-one" structure, with the contents encased in wax, allowing for sharpening with a sharpener as needed without staining the hands. It offers a wide range of textures, from high-gloss glossy finishes to soft matte types, enabling versatile makeup applications for lips, shadow, and blush. The product is attracting attention as a next-generation formulation to expand the highly popular "multi lip and cheek" category.
Pencil-type formulations are experiencing rapid growth as the "midface makeup" trend gains traction. This trend highlights the area between the eyes and nose, as a shorter midface creates the effect of a more defined and smaller facial contour. The technique involves brightening the area under the eyes with a pearl-infused stick shadow, adding a highlighter to the nose bridge, and accentuating the lips with a lip pencil for enhanced definition and volume.
As a result, Cosmax's sales of pencil-type products have recorded double-digit growth rates every year since 2020. Sales related to lip pencils more than doubled in 2023 compared to the previous year, and continued to grow by approximately 23% last year as well.
Cosmax is actively conducting research and development on eco-friendly packaging in line with the growth of pencil-type products and the increasing demand from global clients for clean beauty products. The company plans to expand its global competitiveness with pencils made from paper materials and will introduce a variety of pencil products in the future, including eyebrow and shadow pencils with powdery texture and point makeup pencils that offer even adhesion.
A Cosmax representative stated, "This award is very meaningful as it demonstrates that Cosmax's quality and innovation are widely recognized in the global market," adding, "We will continue to strengthen the status of K-beauty by introducing innovative formulations that enhance sustainability and meet the diverse needs of consumers both domestically and internationally."
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