On the 13th, Cosmax announced the establishment of a joint venture, Trinex, with Fujishin, a distinguished player in Japan's beauty sector. This initiative marks an initial stride in deploying AI-driven custom cosmetics within the Japanese market, leveraging local distribution capabilities to bolster global operations.

Fujishin, founded in 1956, boasts a robust offline distribution network supplying hair care, skin care, and beauty devices to approximately 20,000 salons across Japan. The combination of Fujishin's established market presence with Cosmax's AI prescription technology positions the new venture to tap into a sophisticated consumer base eager for personalized premium services.

The joint venture, named Trinex—an abbreviation for 'Trinity Next'—symbolizes the collaborative efforts between Cosmax and Fujishin to pioneer next-generation custom cosmetics. With Cosmax holding a 51% stake and Fujishin at 49%, this partnership is engineered to create a localized business model combining manufacturing capabilities with an extensive salon network.

Through Trinex, the two companies intend to harness Cosmax's AI-based custom formulation and manufacturing prowess alongside Fujishin's marketing and distribution expertise. This synergy will enhance the operational framework for personalized cosmetics, addressing critical market needs while optimizing customer engagement strategies.

The establishment of this joint venture represents a pivotal moment for Cosmax following its recent introduction of a custom cosmetics platform in 2023. The 3WAAU platform, having conducted over 2 million consultations in three years, has amassed valuable consumer data which will be integral to the upcoming rollout, particularly as it aligns with the launch of the BYNIQ platform targeting the global market.

Given Japan's readiness for a premium, subscription-based custom service model, Cosmax's choice of this market as its launch pad underscores an astute strategic alignment. The strong trust between beauty professionals and consumers facilitates an optimal environment for the proposed salon-led business model, laying the groundwork for deep customer loyalty and repeat purchases.

Trinex aims to implement a cyclical operational structure incorporating AI consultations, in-salon diagnostics, custom production, and feedback collection to refine prescriptions further. This methodology not only fortifies data accumulation but also enhances prescription accuracy, fostering strategies that promote repeat prescriptions and subscription-based consumption.

Thus, the joint venture is more than an entry into a new market; it signifies a transformative model for global operations in custom cosmetics. By exporting a comprehensive system that integrates AI-driven prescriptions, localized manufacturing, and customer feedback, Cosmax positions itself for a competitive advantage in the burgeoning global custom cosmetics sphere, especially amid rising demand for personalized beauty solutions.

Industry experts note a growing anticipation for personalized cosmetics driven by advancements in AI technology alongside a surge in premium beauty service demand. Leveraging insights from its Japanese operations, Cosmax plans to extend this model into key markets, including the United States and Italy, aiming to set new standards for global custom cosmetics.

Lee Byung-joo, CEO of Cosmax Beauty AI, remarked on the 13th that this JV combines Cosmax’s AI custom prescription capabilities with localized distribution strengths to directly implement a cutting-edge business model abroad. By continuously enhancing prescription capabilities based on data accumulated through trusted salon channels, the company aims to create a new benchmark for tailored beauty products in the global market.