Cosmax Establishes Joint Venture with Fujishin in Japan, Takes First Step in Overseas Expansion of Personalized Cosmetics

AI-Powered Prescriptions Enter the Japanese Beauty Market
Prescription and Subscription Model Leveraging a Nationwide Network of 20,000 Salons

Cosmax is partnering with a Japanese beauty specialist company to expand its AI-based personalized cosmetics business overseas.

On July 13, Cosmax announced that it has signed an agreement with Japanese beauty distributor Fujishin (FUJISHIN) to establish a joint venture called Trinex (TRINEX).

Fujishin, established in 1956, is a leading distributor in Japan's beauty industry, operating an offline distribution network that supplies haircare, skincare, and beauty devices to about 20,000 salons nationwide. The company is recognized for its strong on-site presence and distribution competitiveness across the Japanese beauty industry.

At the joint venture establishment agreement ceremony held in Tokyo, Japan, on the 6th, Kazunori Endo, CEO of Fujishin (left), and Jaeseon Uh, head of the Cosmax Japan Corporation, are taking a commemorative photo. Cosmax

The joint venture, Trinex, is an abbreviation of 'Trinity Next,' reflecting the goal of opening the next-generation personalized cosmetics market through collaboration among Cosmax, salons, and Fujishin. Cosmax will hold a 51% stake, while Fujishin will hold 49%. Through Trinex, the two companies plan to establish a local business model that combines Cosmax's AI-based personalized cosmetics formulation and manufacturing capabilities with Fujishin's salon distribution network. Cosmax will be responsible for product planning and production management, while Fujishin will oversee marketing, distribution, and sales.

This joint venture marks Cosmax's first implementation of its business model in an overseas market since launching its personalized cosmetics platform in 2023. Cosmax selected Japan as the first entry market, judging it to be well-suited for establishing an offline-based personalized prescription and subscription model. Japan is recognized for its high consumer acceptance of premium beauty services and for the strong trust relationship between beauticians and consumers.

Through the operation of its personalized cosmetics platform, Cosmax has accumulated data and know-how, enabling the company to provide a business model distinct from the traditional ODM approach. Cosmax's personalized cosmetics platform 3WAAU produces customized cosmetics through AI prescriptions based on one-on-one consultations, having collected consumer data through more than 2 million consultations over the past three years. Cosmax has also introduced the BYNIQ platform, which features a streamlined customization system targeting the global market.

Trinex plans to localize every step of the personalized cosmetics operation system for the Japanese market, including AI consultations and prescriptions, customized manufacturing, local filling, packaging, and delivery, post-use feedback collection, and algorithm advancement. Furthermore, Cosmax intends to leverage its experience and data accumulated in Japan to enhance the commercialization of personalized cosmetics and expand the business model to key markets such as the United States and Italy.

Byungjoo Lee, CEO of Cosmax BTI, stated, "This joint venture is the first case of directly implementing Cosmax's AI-based personalized prescription technology and local distribution capabilities in an overseas personalized cosmetics business model. We will continue to enhance our prescription competitiveness based on data accumulated through this trust-based salon channel and set new standards for personalized cosmetics businesses in the global market."

This content was produced with the assistance of AI translation services.