'Cosmetics ODM's role is creating what's not out there yet,' Cosmax makeup research head says
Cosmax, a major Korean beauty original development manufacturing (ODM) company, is developing new beauty formulas and devices to shape future global trends. Woo Young-hwa, director of the Cosmax Makeup Research & Innovation Center, stated the company focuses on gel-type formulas, ultra-thin high-adherence gel, and products combining makeup and skincare. Cosmax serves approximately 5,000 beauty brands worldwide, from European labels to boutique brands. The company aims to anticipate consumer demand faster and utilize AI for data analysis to shorten development cycles in the beauty industry. This strategic shift reflects the evolving role of ODMs from simple production to proactive trend anticipation.
Cosmax, a leading South Korean beauty ODM, is actively developing three key beauty technologies: gel-type formulas, ultra-thin high-adherence gels, and hybrid makeup-skincare products. This initiative, led by Woo Young-hwa of the Cosmax Makeup Research & Innovation Center, is driven by the need for ODMs to move beyond client orders and proactively shape market trends. The company is leveraging AI to analyze extensive data, including consumer reviews and market trends, to accelerate product development cycles and cater to diverse regional preferences. This approach highlights a significant evolution in the ODM business model within Asia's competitive beauty sector. By integrating AI into research and development, Cosmax aims to anticipate consumer desires before they materialize, offering a competitive edge to its 5,000 global beauty brand clients. The move suggests that future success for Asian ODMs will hinge on their ability to innovate and predict, rather than merely respond to, market demand.
