Cosmax Promotes Both Sons to Vice Chairmen, Reframes Succession Landscape
Creatrip Team
2 months ago
Cosmax Group promoted chairman Lee Kyung-soo’s two sons—Lee Byung-man and Lee Byung-ju—to vice chairmen in the 2026 executive reshuffle. The move clarifies a divided leadership: eldest son Lee Byung-man will continue to lead the cosmetics ODM (original design and manufacturing) business, focusing on R&D, production quality, premium and functional product expansion, securing next‑generation cosmetic technologies, and global indie brand and partner growth; younger son Lee Byung-ju will oversee the holding company (Cosmax BTI) and group-level strategy, driving new businesses such as personalized cosmetics and devices, beauty tech and data-driven personalization, future consumer experiences, and strategic investments and M&A. Their comparable shareholdings and the mother’s (Seo Seong-seok) sizable stake (21.62%) mean the succession outcome remains uncertain and will likely hinge on future performance. The group says the appointments aim to proactively respond to global beauty industry shifts and pursue growth through customized solutions, new businesses, and platforms.
