Beauty creator awards held at North America K-brand festival

Chairman Lee Kyung-soo: 'K-beauty's strength lies in technology and diversity'

Company to expand support for indie brands on back of US unit's return to profit

Cosmax Group Chairman Lee Kyung-soo speaks about the secrets behind K-beauty's global popularity at a dinner event held Friday (local time) in New York as part of KOOM WEEK 2026. [Cosmax]
Cosmax Group Chairman Lee Kyung-soo speaks about the secrets behind K-beauty's global popularity at a dinner event held Friday (local time) in New York as part of KOOM WEEK 2026. [Cosmax]

Cosmax, a global cosmetics original design manufacturer, is stepping up its push into the US market by showcasing K-beauty's competitive strengths in New York.

The company announced Monday that it co-hosted the "KOOM K-Beauty Creator Awards" with UKF (United Korean Founders), a North American Korean entrepreneur network, in Manhattan on Saturday (local time).

The awards were part of KOOM WEEK 2026, a North America K-brand and startup festival. About 150 beauty influencers and creators based in the United States attended.

Cosmax Group Chairman Lee Kyung-soo and Cosmax BTI Vice Chairman Lee Byung-joo were among those present, along with UKF President Jeong Se-joo and other local industry figures.

At a dinner held Friday — the evening before the awards — Lee delivered a speech on K-beauty's global competitiveness, citing creativity and speed as the driving forces behind its rapid rise in world markets.

"K-beauty has spread broadly, deeply and rapidly across the globe, establishing itself as a new standard in the global beauty industry," Lee said. "The essence of its greatness lies in the cutting-edge technology that turns creative ideas into reality at speed, and in the dynamic diversity created by countless indie brands."

He added that Cosmax has drawn on decades of research and development data to offer precise formulations that address the skin concerns of consumers around the world. "The scientific innovation and authenticity embedded in our products are precisely why consumers worldwide are so passionate about K-beauty," he said.

Cosmax plans to use the event as a springboard to strengthen its US localization strategy. The company will expand support for Korean indie brands seeking to enter the American market by leveraging the production base of its US subsidiary, which returned to profitability this year.

The company particularly aims to bolster its product development and manufacturing capabilities tailored to US consumer demand, and to deepen collaboration with local beauty creators.

As K-beauty's footprint in the United States grows, the local production and development capabilities of Korean cosmetics manufacturers are becoming increasingly important. A production base that can respond quickly to local consumer preferences and market shifts is seen as a key factor in helping Korean indie brands establish themselves in the US market.

"When K-indie brands with outstanding ideas set out to conquer the rugged terrain of the global market, Cosmax will be the steadfast partner leading the way and sharing the load," Lee said.

Going forward, Cosmax will strengthen data-driven customized product development and work with local creators to support K-beauty brands entering the US market.


boo@heraldcorp.com