Cosmax, one of South Korea’s largest cosmetics manufacturers, has formed a strategic partnership with eBay Japan to expand its foothold in the Japanese beauty market, building on three years of strong export growth.
The collaboration, announced at the “2025 Qoo10 Japan K-Beauty Mega Conference” in Seoul, comes as Korean cosmetics have dominated more than 30% of Japan’s total cosmetics imports for three consecutive years. Cosmax’s direct exports to Japan have grown by approximately 22% annually over the past three years.
The company established a Japanese subsidiary in 2022 to capitalize on this trend. Its “Heart & Seoul” strategy focuses on developing formulations specifically tailored to Japan’s climate and aging demographic.
Lee Kyung-soo, Cosmax Group Chairman, emphasized the shift from brand-centric to consumer-driven beauty markets, noting the company’s focus on delivering products consumers want “at the best prices and fastest speeds.”
Under the partnership, Cosmax will provide research, development and production support to indie brands seeking entry to Japan, while eBay Japan will leverage its Qoo10 platform to facilitate market access.
The partnership represents Cosmax’s attempt to establish a new formula for global K-beauty success by working directly with local distribution platforms in one of the world’s largest cosmetics markets.
