Cosmax Partners with Shopee to Boost K-Beauty Penetration in Southeast Asia
Creatrip Team
a year ago
South Korea's leading cosmetics ODM company, Cosmax, is collaborating with Shopee, Southeast Asia's largest e-commerce platform, to expand the presence of K-beauty in the region. At the '2025 Shopee Korea K-Beauty Summit' in Seoul, Cosmax's Vice President Choi Kyung outlined strategies for localizing K-beauty brands in Southeast Asian markets. Having established a strong foothold in the region since 2012, Cosmax has achieved significant success with products like their cushion foundations in Indonesia and small sachet cosmetics in Thailand. The company is focusing on adapting products for the hot and humid climates typical of the area, including the fast-growing sun care market. With markets in Indonesia and Thailand expected to grow substantially by 2029, Cosmax is expanding facilities and operations to meet increasing demand and further promote K-beauty technology in Southeast Asia.
