Cosmax, South Korea’s leading cosmetics original design manufacturer, is teaming up with e-commerce platform SSG.com to develop emerging K-beauty brands targeting younger consumers.
The companies signed a memorandum of understanding on February 28 at SSG.com’s Seoul headquarters, establishing a collaborative model that connects manufacturing capabilities with digital retail expertise to help indie beauty brands scale both domestically and internationally.
Under the partnership, Cosmax will leverage data insights from its 4,000-plus global clients to identify trending formulations and beauty preferences, while SSG.com will provide marketing support and feature the selected brands during major shopping events like SSG Day.
The alliance specifically targets millennial and Gen Z consumers, whom both companies view as crucial demographics driving growth in the beauty sector. SSG.com plans to gather direct consumer feedback through dedicated experience groups, creating a continuous improvement loop for participating brands.
“We will actively foster new brands with our high level of technology and differentiated quality competitiveness accumulated over 30 years,” said Choi Jae-woo, Cosmax’s marketing head, who attended the signing ceremony alongside Kim Il-sun, SSG.com’s fashion and beauty division leader.
The collaboration represents part of Cosmax’s broader strategy to identify new growth opportunities in the increasingly competitive K-beauty landscape, which has seen rising interest from international consumers in recent years.
