Cosmax Chairman Lee Kyungsoo: "K-Beauty's Strength Lies in Creativity and Speed"

Dinner lecture at "KOOM WEEK 2026," a festival for K-brands and startups
Accelerate U.S. localization after subsidiary returns to profitability; become a reliable partner

"The greatness of K-beauty lies in its 'unmatched technological capabilities' to quickly turn creative ideas into reality and the dynamic 'diversity' created by countless indie brands."

Lee Kyungsoo, chairman of Cosmax Group, made the remarks while citing "creativity" and "speed" as the growth drivers of K-beauty during a dinner lecture on October 16 (local time) in Manhattan, New York, at KOOM WEEK 2026, a festival celebrating K-brands and startups. He said that rapid product development and competition among diverse brands had propelled Korean cosmetics to the top spot in the U.S. imported cosmetics market.

Lee Kyungsoo, chairman of Cosmax Group, explains the secret behind K-beauty's global popularity at the "KOOM WEEK 2026" dinner event held in New York on the 16th (当地 time). Provided by Cosmax.

Lee said, "K-beauty is expanding widely, deeply and rapidly around the world, establishing itself as a new standard for the global beauty industry. Drawing on research and development data accumulated over decades, COSMAX has provided sophisticated formulations that address consumers' skin concerns in countries around the world." He added, "The scientific innovation and authenticity embodied in our products are precisely why consumers around the world are so enthusiastic about K-beauty."

COSMAX plans to accelerate its localization strategy in the U.S. market following this event. It will use the production infrastructure of its U.S. subsidiary, which returned to profitability this year, as a foothold to strengthen its comprehensive support system for indie brands seeking to enter the local market.

Lee emphasized, "When K-indie brands with excellent ideas take on the formidable challenge of conquering global markets, COSMAX will be a reliable partner, leading the way and sharing the burden."

COSMAX will also expand its collaborations with creators who introduce products to local consumers. The company plans to offer products tailored to the needs of U.S. consumers by developing customized products using consumer data and building partnerships with local companies.

Lee Byungjoo, CEO of Cosmax BTI, presents an award at the KOOM K-Beauty Creator Awards held in New York, U.S., on the 17th (local time). Photo courtesy of Cosmax.

COSMAX and UKF (United Korean Founders), a network of Korean American founders in North America, held the KOOM K-Beauty Creator Awards in Manhattan, New York, on October 17. As a key program of KOOM WEEK 2026, the event was organized to expand collaboration with creators promoting K-beauty in the local market.

About 150 influential beauty influencers and creators active across North America attended the invitation-only event, demonstrating K-beauty's growing stature. Attendees also included Lee, Lee Byung-joo, vice chairman and CEO of COSMAX BTI, and UKF Chairman Jeong Se-ju.

A COSMAX representative said, "It was an opportunity to share K-beauty's strengths in New York with the local partners who have driven its growth. We will bring together our technological capabilities and global production network to support K-beauty's leadership in the global beauty industry."

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