“COSRX's vision can be summarized by three key adjectives: Innovative, Comfortable, and Inclusive. Ultimately, our goal is to empower our customers to gain self-confidence and discover their own unique beauty from within.”
Words by Sara Delgado. Still life photographed by Matthew Shave at One Represents.
If you have ever been even remotely interested in Korean skincare, chances are you have seen a bottle or two of COSRX products. Since its inception in 2013, COSRX has become a staple in vanities worldwide, renowned for its simple yet potent formulations combined with clean, modern packaging and accessible price points.
Founded in 2013 by Sang Hun Jun, the company's current CEO, COSRX has always prioritized sensitive skin. Jun’s personal struggle with sensitive skin and the lack of suitable products on the market motivated him to fill this gap. "He established COSRX with the aim to go above and beyond standard beauty [norms] by creating a skincare brand dedicated to addressing diverse skin concerns with gentle yet effective formulations that are accessible to all," shares Hyun Suk Lee, Vice President of COSRX.
The brand's name, a portmanteau of 'cosmetics' and 'RX' (which stands for prescription), embodies its mission to formulate over-the-counter products with prescription-like efficacy. While there is no shortage of options in the Korean skincare market, COSRX has carved out a niche by simplifying skincare. “COSRX stands out for its steadfast commitment to simplicity, effectiveness, and tailored skincare solutions," Lee explains. "Our core emphasis is on the creation of science-backed, gentle formulations that maximize the concentration of active ingredients while eliminating unnecessary additives."
In addition to the "less is more" philosophy, COSRX stands out due to its rigorous clinical testing. To validate each product's efficacy, new formulations undergo extensive clinical trials. “These include anything from stability to skin irritation tests, featuring both in vitro and clinical trials,” Lee shares.
COSRX's global success is no accident but the result of strategic initiatives. Through TikTok campaigns and partnerships with global retailers, the brand aims to engage consumers where they are and pritoritizes inclusivity by creating products tailored to their diverse skin types.
A relentless focus on consumer feedback is also central to COSRX's success, guiding every aspect from development to distribution. "We actively receive input from our community through surveys, reviews, and social media engagement. The feedback informs decisions regarding formulation improvements, new product concepts, and adjustments to existing offerings. By prioritizing consumer preferences and concerns, we ensure our products meet the evolving needs and wants of our potential consumers."
The brand even has a dedicated Consumer Research Centre, where researchers merge in-depth ingredient and formulation studies with thorough consumer feedback analysis. "We aim for continuous growth and improvement, working hand in hand with our consumers to create products that meet their wants and needs. We continue to reformulate and repackage to fit the needs and requests of our consumers as it is our goal to not only elevate their skincare but also their lifestyle by providing products. A notable example of this collaborative approach is the introduction of a new packaging option, offering a tube and larger size version of our best-selling Advanced Snail 92 All in One Cream. Actively listening to our customers and striving to fulfil their desires is what makes our brand stand out from others in the market."
The aforementioned cream is part of one of the hero lines in COSRX's lineup. "[Our] Advanced Snail line products contain a high concentration of snail mucin, which can benefit all skin types. It is particularly beneficial for those with dry, sensitive, ageing, or acne-prone skin, [thanks] to its hydrating, soothing, and regenerative properties," Lee explains.
Discover the rest of the interview inside the Korea Chapter at The Silk Road Issue 12
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