Leading South Korean cosmetics manufacturer Cosmax has announced a landmark joint venture with Fujishin, a prominent Japanese beauty supplier. This strategic partnership marks the first international expansion of Cosmax’s innovative artificial intelligence (AI)-powered beauty platform, designed to deliver personalized cosmetics solutions globally.
Named Trinex, the new joint venture sees Cosmax holding a controlling 51 percent stake, with Fujishin retaining the remaining 49 percent. Trinex strategically combines Cosmax’s advanced cosmetic formulation technology with Fujishin’s extensive network of approximately 20,000 beauty salons across Japan. This collaboration aims to offer Japanese consumers highly customized beauty products, developed through dedicated one-on-one skin consultations.
Trinex is set to manage the entire personalized cosmetics process locally within Japan. This comprehensive service ranges from initial AI-powered consultations and custom product formulation to efficient filling, packaging, delivery, and even post-purchase feedback, ensuring a seamless and responsive customer experience.
This collaboration represents the inaugural overseas deployment of Cosmax’s acclaimed personalized cosmetics platform, initially launched in South Korea in 2023. The Korean platform, known as 3waau, has already leveraged extensive data from over 2 million one-on-one AI consultations conducted over the past three years. To further facilitate global market entry, Cosmax has also developed Byniq, a streamlined version of its successful platform.
Cosmax strategically selected Japan as its first international market, citing Japanese consumers’ strong receptiveness to premium beauty services and deep trust in salon professionals. This cultural preference perfectly aligns with Trinex’s proposed in-person, subscription-based consultation model, offering a robust foundation for market success.
Japan will serve as a crucial proving ground for Trinex’s innovative business model, with Cosmax planning to subsequently expand this personalized beauty service into other significant global markets, including the United States and Italy.
Emphasizing the long-term vision, Lee Byung-joo, CEO of Cosmax BTI, stated, “By building on data gathered through salons, we’ll continue to sharpen our formulation edge and establish a new global standard for personalized cosmetics worldwide.”
