CEO Lee Jinsu: "CMS Lab to Expand Globally as a True Derma-Cosmetic Company"

Rejecting Uniform Prescriptions: Establishing a Research Lab for Independent Product Development
Building a Brand Portfolio with Cell Fusion C, Dermablock, Suiskin, and More
Targeting Eastern European Medical Markets and Launching Localized Products

"If it is truly a derma-cosmetic, it must break away from standardized prescription structures."

This is the point emphasized by Lee Jinsu, CEO of CMS Lab, a K-derma cosmetic company. Derma-cosmetics refer to functional cosmetics based on dermatology. He pointed out, "Hospitals provide post-procedure care cosmetics, but ultimately, these products are made with the same formulations," adding, "This is because many cosmetic brands outsource manufacturing to ODM (Original Design Manufacturer) companies such as Cosmax and Korea Kolmar." The cosmetics research institute, pH Barrier Lab, was established in 2016 in response to this issue. The goal was to reject standardized prescriptions and for the company to directly accumulate technological assets in core areas such as moisturizing, sun care, and cooling.

On the 26th, Lee Jinsu, CEO, is explaining C-Pirit at the CMS Lab headquarters in Seocho-dong, Gangnam-gu, Seoul. Photo by Choi Hokyung

Since its founding in 2009, CMS Lab has supplied cosmetics to hospitals and clinics, and in 2017, it entered the retail market through Olive Young. Over the past nine years, the company has achieved an average annual sales growth rate of 27 percent. Last year, CMS Lab posted consolidated sales of 79.3 billion won and an operating profit of 3.4 billion won. Having consistently launched high-performance products, CMS Lab is now actively pursuing global expansion. On the 26th, at a press conference for "Outstanding Alumni Companies of the Happy Management University" hosted by the Happy Success Association, CEO Lee introduced the company's core competitive strengths and unveiled a global expansion strategy targeting overseas demand in the United States and Southeast Asia, in addition to the Chinese market, which the company entered in 2018.

From mid-range to premium... Accelerating an all-encompassing brand strategy

CMS Lab stands out particularly in the sun care category. Last year, it became the first in Korea to launch "Sun MD," a Class 2 medical device with UV protection functionality available through healthcare professional prescriptions. "Cell Fusion C," the company's flagship brand, combines UV protection and anti-aging features and boasts the largest product lineup in Korea. The company also operates a cooling line that soothes heat from sunlight and the Toning C line for improving blemishes and pigmentation.

For the hospital and clinic-focused premium brand "Cell Fusion C Expert," the company renewed its main product "Barrierderm MD" as mildly acidic in the second half of this year, strengthening treatment options for both medical professionals and patients. CMS Lab is also targeting the mid-range market, including Daiso, with its minimalist derma brand "Derma Block." In addition, the company is expanding the product range of its vegan brand "Suiskin" from skincare to body care, broadening its brand portfolio to meet diverse consumer needs.

On the 26th, Lee Jinsu, CEO, announced the global expansion strategy at the CMS Lab headquarters in Seocho-dong, Gangnam-gu, Seoul. Photo by Choi Hokyung

Building on these competitive advantages, CMS Lab is expanding its distribution channels not only in the global retail market but also in spa and clinic channels. In Europe, the company plans to focus on Eastern European markets such as Poland and Russia. In Poland, where the aesthetics and clinic industry is well developed, CMS Lab is raising brand awareness by hosting workshops for local medical professionals to introduce its products, while also running programs in which Korean medical staff participate to train on actual procedures and care processes.

In Southeast Asia and China, the company is highlighting mid-range brands such as "Derma Block." In Vietnam in particular, CMS Lab is strengthening its market responsiveness by launching products tailored to local consumer preferences and skin characteristics. In the United States and Japan, "TikTokable" marketing is at the core of the strategy. An in-house marketing team is responsible for both short-form content production and performance analysis. This year alone, the company published over 10,000 TikTok contents online, more than a tenfold increase from the previous year. Next year, the goal is to achieve 10 billion won in sales each in Japan and the United States.

"So what? It's no big deal"... Another growth engine: 'C-Pirit'

The phrase "Spirit Principle 1" is engraved on the glass window of the conference room "Recovery Liberation" inside the CMS Lab headquarters. Photo by Ho-kyung Choi

Lee, a graduate of the first class at Happy Management University, cites "talent" as another driving force behind this growth. On this day, he also introduced CMS Lab's organizational culture, "C-Pirit." Meaning "the spirit of CMS Lab," it encompasses seven operational principles derived directly by employees. One of these, "So What?" represents a mindset of acknowledging and turning failures into assets. The company even holds separate award ceremonies to encourage this. In addition, CMS Lab has simplified its job hierarchy and adopted flexible working arrangements. Its culture of horizontal communication is also notable. Within the company, CEO Lee is not called "CEO" but is known by his English name, "James."