Korea's Cosmax strengthens business in Middle East, Africa

Cosmax Inc., South Korea's largest cosmetics manufacturer specializing in original design manufacturing (ODM), is embarking on a full-scale entry into emerging markets this year.

Cosmax announced on Thursday that its efforts to secure clients in four regions, including the Middle East, Latin America, India, and Africa, through the operation of task forces for emerging countries. Notably, the Middle East has been a region of focus for an extended period.

Cosmax obtained certification from LPPOM MUI, one of the world's top three halal certification bodies, in 2016, making it the first in the domestic cosmetics ODM industry.

After supplying products to an influencer brand in the United Arab Emirates (UAE) in 2021, it established and operated a Middle East task force, expanding its client base to include customers in Turkiye.

Operating a factory in New Jersey, the US, Cosmax plans to expand its strategy to target the Latin American region. The Latin American task force secured new clients in Mexico last year.

The African task force achieved success by promoting a basic cosmetics brand from Kenya, gaining recognition in other African countries such as Nigeria and Uganda, resulting in expansion into three countries.

The Indian task force, capitalizing on the premium image of K-beauty, also secured numerous clients there.

To discover clients in emerging markets, the company plans to actively utilize digital showrooms while making direct visits to local areas.

Write to Hun-Hyoung Ha at hhh@hankyung.com