COSMAX Chairman Lee Kyung-soo: “Consumers are passionate about K-beauty’s innovation and authenticity”

[Financial News] Lee Kyung-soo, chairman of COSMAX Group, emphasized at a K-beauty event in New York, U.S., “I will be a steadfast supporter of K-beauty indie brands.”
Lee gave a lecture at the dinner for the “Kkum K-Beauty Creator Awards,” held in New York, U.S., on the 16th. COSMAX co-hosted the event with United Korean Founders (UKF), a North American network of Korean entrepreneurs. The event was part of “Kkum Week 2026,” a North American K-brand and startup festival.
Lee cited creativity and speed as key factors in K-beauty’s success. He said, “The essence of K-beauty, which has established itself as a new standard in the global beauty industry, lies in its ‘unparalleled technological prowess’ and the diversity created by indie brands. The scientific innovation and authenticity embodied in these products are why consumers around the world are passionate about K-beauty.”
Lee said, “When K-beauty indie brands with great ideas set out to conquer the formidable heights of the global market, COSMAX will take the lead in clearing the way and sharing the burden.”
Around 150 beauty influencers and creators active in North America attended the event.
COSMAX will accelerate its localization efforts in the U.S. market, starting with this event. It will support K-beauty indie brands’ entry into the local market, using its U.S. subsidiary, which turned profitable this year, as a beachhead. It will also expand partnerships with creators who showcase K-beauty’s strengths locally and broaden successful localization models through the development of data-driven, customized cosmetics.
A COSMAX representative said, “We will continue to bring together our unparalleled technological capabilities and global infrastructure and spearhead efforts to establish K-beauty as a leader in the global beauty industry.”
[email protected] Kang Myeong-yeon Reporter