[E-Daily Reporter KIM EUNG-TAE ] Global cosmetics Original Design Manufacturer (ODM) company COSMAX, INC.(192820)is establishing a joint venture with a Japanese beauty specialist firm to target the personalized cosmetics market. The strategy involves applying a business model that combines AI-based personalized formulation technology with local distribution infrastructure to the Japanese market.

COSMAX, INC.(192820)announced on the 13th that it had signed an agreement to establish a joint venture (JV) named “TriNex” with Fujishin, a Japanese beauty trading company. COSMAX, INC. 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, INC.’s AI-based customized cosmetics formulation and manufacturing capabilities with Fujishin’s distribution network of beauty salons. COSMAX, INC. will handle product planning and production management, while Fujishin will be responsible for marketing, distribution, and sales. Founded in 1956, Fujishin is a leading distributor in Japan’s beauty industry, with an offline distribution network that supplies hair care, skincare, and beauty devices to approximately 20,000 beauty salons nationwide.
The establishment of this joint venture marks the first instance of COSMAX, INC. implementing its business model in an overseas market since it launched its customized cosmetics platform in 2023. COSMAX, INC. chose Japan as its first target market based on the assessment that it is well-suited for establishing an offline-based customized formulation and subscription model. Japan is regarded as a market with high consumer acceptance of premium beauty services and strong trust relationships between hairstylists and consumers.
COSMAX, INC. is introducing a business model that differentiates itself from the traditional ODM approach by leveraging the data and know-how accumulated through the operation of its personalized cosmetics platform. COSMAX, INC.’s personalized cosmetics platform, “3WAAU,” produces customized cosmetics through AI prescriptions based on one-on-one consultations. Over the past three years, the company has collected consumer data through more than 2 million cumulative consultations.
Trinex plans to establish a foothold in the Japanese market by localizing the entire personalized cosmetics operational system, which encompasses △AI consultations, prescriptions, and customized manufacturing △local filling, packaging, and delivery △collection of post-use feedback △algorithm refinement.
COSMAX, INC. aims to enhance the commercialization of its personalized cosmetics business in Japan based on its operational experience and accumulated data there, and plans to expand the supply of this business model to major markets such as the United States and Italy in the future. Lee Byung-ju, CEO of COSMAX BTI, stated, “Based on data accumulated through beauty salons—a channel built on trust—we will continue to enhance our prescription capabilities and set a new standard for the personalized cosmetics business in the global market.”