[Edaily Reporter KIM EUNG-TAE ] Global cosmetics Original Design Manufacturer (ODM) company COSMAX, INC.(192820)is teaming up with the Ministry of SMEs and Startups and Musinsa to support emerging K-Beauty brands.

COSMAX, INC. announced on the 13th that it will operate a joint exhibition booth with 20 indie brands at “Mubuepe in Seongsu” (Mubuepe), taking place in Seongsu-dong, Seoul, from the 21st to the 23rd.
This exhibition was planned as part of the Ministry of SMEs and Startups’ “2026 Support Project for Market Expansion of Small Manufacturers,” in which Musinsa is participating. COSMAX, INC. was selected as the partner company for the beauty sector and will provide early-stage support—ranging from product planning and production to marketing consulting—to 20 carefully selected domestic small beauty brands with annual sales of 12 billion won or less.
The booth is designed around the concept of a “secret lab,” featuring a visualization of the entire process from cosmetics research and development (R&D) to production. The exhibition space consists of an “Archive Zone,” which presents the product research process through engaging content, and a “Brand Zone,” showcasing flagship products from the small manufacturers’ brands. An “Event Zone,” where visitors can receive full-size products or samples from participating brands, and a “Photo Zone,” which recreates a cosmetics laboratory using experimental setups and props, have also been set up.
During the event, visitors can check out the brands in the Musinsa online showcase, follow the official COSMAX, INC. Instagram account, and then enter the booth. The Brand Zone within the booth features introduction postcards with QR codes linking to the Musinsa Beauty product detail pages, designed to ensure that the offline experience translates into actual online purchases. Furthermore, even after the event concludes, COSMAX, INC. plans to actively support the participating brands’ brand awareness by utilizing content that captures the on-site atmosphere.
A COSMAX, INC. representative stated, “We planned this booth exhibition to expand consumer touchpoints for promising small K-Beauty brands and support their initial growth,” adding, “We will provide comprehensive support for brand development—ranging from product R&D and production support based on COSMAX, INC.’s technological capabilities to online promotion.”