COSMAX Partners with Ministry of SMEs and Menswear Brand Musinsa to Operate Collaborative Booth

COSMAX, a global cosmetics ODM (research, development, and production) company, is collaborating with the Ministry of SMEs and Musinsa to support new K-beauty brands.

From August 21 to 23, COSMAX will operate a collaborative booth with 20 indie brands at 'Mubewpe in Seongsu', as announced on the 13th. This booth exhibition is part of the Ministry's '2026 Support for Small Business Market Development Project' that Musinsa is involved in. COSMAX has been selected as a partner in the beauty sector and will support 20 selected domestic small beauty brands with annual sales below 12 billion won, offering assistance from product planning and production to marketing consulting and brand enhancement.

The union booth, themed 'The Secret Lab', showcases the entire process from cosmetics research and development to production. The exhibition space comprises an 'Archive Zone' that presents the product research process as engaging content and a 'Brand Zone' that displays representative products from small beauty brands.

Additionally, an 'Event Zone' will offer full-sized or sample products from participating brands, along with a 'Photo Zone' designed to recreate a cosmetics laboratory using experimental spaces and props, enhancing visitor engagement through direct experiences and interactions.

Moreover, a separate booth will be set up in the outdoor space of 'Musinsa Empty Seongsu' from the 20th to 22nd, featuring visitor participation events and various benefits including product giveaways from the participating brands.

COSMAX will leverage its official Instagram channel to provide online support, sequentially revealing booth space and program information, as well as introducing new products from participating brands to heighten pre-event anticipation.

During the event, visitors will be able to check out the brands featured in Musinsa's online exhibition and will need to follow COSMAX's official Instagram before entering the booth. The Brand Zone within the booth will include introduction postcards with QR codes linking to detailed beauty pages on Musinsa, ensuring that offline experiences facilitate actual online purchases. Furthermore, COSMAX plans to actively support the awareness of participating brands post-event by utilizing content that captures the atmosphere of the exhibition.

A COSMAX representative stated, “We planned this collaborative booth exhibition to broaden consumer touchpoints for promising small K-beauty brands and support their initial growth. Our support spans product research, development, and production based on COSMAX's technological capabilities, as well as online promotion to help small brands establish themselves in the market.”