Establishing an “Investment-Driven K-Beauty Global Growth Model”
Combining Manufacturing, Distribution, and Investment Capabilities to Foster K-Beauty Brands
On December 16, CJ OnStyle announced that it will establish the industry’s first “investment-driven K-Beauty global growth model” in partnership with cosmetics original development manufacturing (ODM) company Cosmecca Korea, covering every stage from discovering and investing in K-Beauty brands to their expansion into global markets.
CJ OnStyle and Cosmecca Korea signed a memorandum of understanding (MOU) earlier this month at Cosmecca Korea Central Research Institute located in Seongnam, Gyeonggi Province, to jointly discover and nurture K-Beauty brands. Jo Imrae, Chairman of Cosmecca Korea (left), and Lee Sunyoung, CEO of CJ ENM Commerce Division (right), are posing for a commemorative photo.
To this end, the two companies signed a memorandum of understanding (MOU) earlier this month at the Cosmecca Korea Central Research Institute in Seongnam, Gyeonggi Province. The signing ceremony was attended by Lee Sunyoung, CEO of CJ ENM Commerce Division, Jo Imrae, Chairman of Cosmecca Korea, and other key executives from both companies.
This agreement is significant in that it represents a collaborative model combining strategic investment, among the many MOUs Cosmecca Korea has signed. CJ OnStyle is the first case where a manufacturer and distributor have jointly discovered and nurtured emerging brands, connecting not only brand development but also direct investment as a single axis of growth.
CJ OnStyle has previously demonstrated its foresight in identifying brand growth potential by making preemptive investments in K-Beauty companies such as APR and Vinaw. By combining this with Cosmecca Korea’s R&D and production expertise, the two companies have established a “complete growth structure” that spans from brand planning to global expansion.
The two companies plan to combine their brand development experience and infrastructure to discover brands with high growth potential, and to systematize the process of discovery, verification, and nurturing by linking indie brand pools with CJ OnStyle’s Oncubating program (a health and beauty SME brand development initiative). In addition, through a jointly established beauty-dedicated fund, they will provide tailored support for each stage of brand growth, including product development, marketing, content creation, and global expansion.
A CJ OnStyle representative stated, “This collaboration will serve as a practical foundation for emerging K-Beauty brands to grow faster and larger in the global market,” adding, “We will continue to discover and nurture K-Beauty brands with global competitiveness.”
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