Cosmax breaks down K-beauty at New York Suppliers’ Day

Cosmax Strategic Marketing Team Leader John Noh, center, speaks during a session of the New York Society of Cosmetic Chemists Suppliers’ Day on May 20 at Jacob K. Javits Convention Center in New York. On the right is Cosmax BTI R&I Unit Senior Researcher Park Se-ho. Courtesy of Cosmax

Cosmetic original design manufacturer Cosmax highlighted latest cosmetic technologies and market trends at a global forum in New York, where a special session was dedicated to K-beauty and its worldwide boom.

This year’s New York Society of Cosmetic Chemists (NYSCC) Suppliers’ Day, held May 19-20, dedicated a session to examining technologies and principles developed by Korean companies. Cosmax said Tuesday that two of its officials took part in the large-scale program titled “Next Generation K-Beauty Trend.”

The NYSCC said the session was aimed at highlighting a “global phenomenon in which the popularity of K-beauty has evolved beyond a passing trend into a global movement.”

Cosmax officials and other experts at the forum pointed to “K-skincare philosophy” as a key reason for K-beauty’s global success. They analyzed that an approach prioritizing “prevention” and “skin-first” health has resonated with global consumers via social media, driving the continuous growth and global expansion of Korean beauty products.

They added that while the skin care market previously focused on lightweight textures or simple hydration and brightening, it has recently evolved toward demanding proven, medical-grade efficacy.

John Noh, head of strategic marketing at Cosmax who participated in the session, said that among next-generation ingredients drawing attention in the current beauty market, PDRN has the highest potential in terms of market scalability and promise. PDRN is known for its tissue-regenerating and anti-inflammatory properties and can be extracted from the semen or testes of salmon or trout.

Noh then talked about the company’s proprietary PDRN formulation and stabilization technologies, high-purity extraction methods and exosome encapsulation technology designed to maximize ingredient absorption.

He also referenced a recent resurgence of epidermal growth factor (EGF), an ingredient used since a decade ago that is gaining renewed popularity alongside ongoing wellness trend. He said EGF proves that market popularity can be sustained long term only when three key elements harmoniously align: outstanding technical expertise, a distinct marketing philosophy and consumer demand.

"K-beauty is leading global trends based on its exceptional efficacy, rapid integration of consumer feedback and creative marketing strategies," a Cosmax official said.

"As consumers become highly knowledgeable about ingredients and their efficacy, we will expand our research and development of innovative technologies to further solidify our position as a leading K-beauty company."