Second-Generation Owners Lee Byungman and Lee Byungjoo Promoted to Vice Chairman at COSMAX Group

COSMAX Group Announces Regular Executive Appointments
Heo Minho Promoted to Senior Vice Chairman of COSMAX BTI
"Advancing Cosmetics ODM Business and Expanding New Ventures"

On December 29, COSMAX Group announced its regular executive appointments for 2026. In this round of appointments, COSMAX Group promoted Lee Byungman, CEO of COSMAX, and Lee Byungjoo, CEO of COSMAX BTI-both second-generation members of the owner family-to the position of Vice Chairman.

(From left) Heo Minho, Senior Vice Chairman of COSMAX BTI; Lee Byungman, Vice Chairman of COSMAX; Lee Byungjoo, Vice Chairman of COSMAX BTI. Provided by COSMAX.

Vice Chairman Lee Byungman will continue to oversee the cosmetics business, taking charge of all aspects of Cosmetics Original Development Manufacturing (ODM), including research and development (R&D), production, quality, and global client relations. He has led the expansion of COSMAX’s global production network and the strengthening of its technological competitiveness, playing a key role in solidifying the company’s position as the world’s leading cosmetics ODM firm.

Looking ahead, his focus will be on contributing to the global expansion of indie brands in the cosmetics market, securing next-generation cosmetics technologies, expanding premium and functional product lines, and strengthening strategic partnerships with key global clients-all aimed at maximizing the company’s manufacturing competitiveness.

His younger brother, Vice Chairman Lee Byungjoo, will oversee the group’s mid- to long-term strategy and new business initiatives at the holding company level, taking responsibility for COSMAX Group’s future growth engines. His role will encompass leading the group’s growth strategies in areas such as customized cosmetics and devices, beauty tech and data-driven personalized solutions, new business models centered on future consumer experiences, and strategic investments and M&A. As the global beauty industry rapidly shifts from mass production to hyper-personalization and customization, he is expected to play a pivotal role in transforming COSMAX Group into a “personalized beauty solutions company.”

Through strategic integration centered on the holding company, COSMAX Group plans to organically connect the technology, data, and manufacturing capabilities of its affiliates and establish a system to proactively nurture future businesses. With this approach, the group aims to secure both a stable profit structure and future growth drivers.

Heo Minho, who joined COSMAX BTI this year, was promoted to Senior Vice Chairman. Senior Vice Chairman Heo Minho is a distribution expert with extensive experience at companies such as CJ Olive Young and CJ ENM, and has been a key strategist in designing the group’s mid- to long-term growth strategy and management infrastructure. He is expected to provide direction for positioning COSMAX Group as a “future-oriented solutions partner” amid the rapidly changing global beauty industry environment.

Including the promotion of group vice chairmen and new executives, COSMAX Group appointed a total of 31 new executives. Fourteen new executives were named in this round. Once again, a significant number of executives born in the 1980s were selected. Starting with this year’s executive appointments, the company restructured its executive ranks into three levels-E1, E2, and E3-as part of a global integrated HR management system, which will be gradually implemented across affiliates.

Jin Hojung, Executive Vice President of COSMAX Pet, was promoted to President, and Kim Cheolhee, Executive Director of COSMAX Bio, was promoted to Executive Vice President. Song Jina, Head of New Business Division; Lee Hunsik, Head of Marketing Division, GCC Division; Kim Minsu, Head of Production Technology, SCM Division; Kim Mina, Head of Strategic Marketing; Bae Jihyun, Head of OBM; and Hong Yeonju, Head of Fragrance Lab, were all promoted to E2 level. Park Chunho, Deputy Head of R&I Unit at COSMAX BTI, and Kang Seunghyun, Deputy Head of R&I Unit at COSMAX, were each promoted to Head of Unit.

A COSMAX Group representative stated, “Through these appointments, we will proactively respond to changes in the global beauty industry,” adding, “Based on our overwhelming competitiveness in the core cosmetics ODM business, this will serve as a turning point for COSMAX’s future, creating new growth curves in the areas of customization, new businesses, and platforms.”