[New Year's Address] Lee Byungman, Vice Chairman of Cosmax: "Leading the Premiumization of K-Beauty"

2026 Cosmax Group New Year’s Address
Establishing 'Made by COSMAX' as the Standard of Premium Trust
"Plan to Lead the Premiumization of K-Beauty"

Cosmax Group, a cosmetics Original Development Manufacturing (ODM) company, announced that this year it will establish 'Made by COSMAX' as the standard of trust for premium products and solidify its position as the world’s leading beauty company.

On January 6, Lee Byungman, Vice Chairman and CEO of Cosmax, delivered his New Year’s address, stating, “2025 was a year in which we achieved meaningful results globally under the theme ‘One World, One Cosmax.’” He further emphasized, “Now is the time to move to the next stage-elevating customer value itself to a premium level based on our achievements so far.” He added, “This is an opportunity to lead the premiumization of K-Beauty in the global market.”

On the 5th, at the Cosmax headquarters in Seongnam, Gyeonggi Province, Byungman Lee, CEO and Vice Chairman of Cosmax, delivered the New Year's address at the 2026 opening ceremony. Provided by Cosmax Group

Cosmax Group has selected its 2026 management keyword as “Enhance customer value with our own strength.” To achieve this, the company will focus its capabilities on three core strategies: advancing core competencies (CORE), strengthening its position as the global leader (GLOBAL), and implementing a consumer-centric approach (CONSUMER).

First, as the starting point for the CORE strategy, Cosmax presented “enhancing R&I competitiveness.” The company plans to strengthen its core capabilities by focusing on strategic categories such as sun care and base makeup, responding to global regulations, innovating functions and formats, and conducting customized local research. In addition, Cosmax will accelerate the smart transformation of its factories to promote both production automation and improved profitability.

For the GLOBAL strategy, Cosmax will reinforce the execution of the “One COSMAX” initiative. The company will expand joint sales and project initiatives among its global subsidiaries, while increasing its influence in emerging markets such as India, Latin America, the Middle East, and Australia. Cosmax also aims to promote overseas market growth for client companies by expanding export and distribution support through collaboration between its Korean and overseas subsidiaries. In the health supplement business, Cosmax plans to accelerate entry into new markets, including Southeast Asia and Central Asia.

Under the CONSUMER strategy, Cosmax intends to reflect the actual voices of consumers throughout its products and services by analyzing global consumer data, planning products based on e-commerce purchase data, and conducting research on local market responses.

Vice Chairman Lee stated, “Premium means providing valuable products and services based on differentiated quality, thereby earning customer satisfaction and trust.” He emphasized, “To achieve this, we must evolve from the traditional approach of producing 10,000 units of a single product to a consumer-centric model that rapidly learns and verifies by producing 1,000 units each of 10 different products.”