'Cosmetics ODM's role is creating what's not out there yet,' Cosmax makeup research head says

SEONGNAM, Gyeonggi Province — Cosmax, one of Korea’s largest beauty original development manufacturing (ODM) companies, has to stay ahead of market trends as it develops products for some 5,000 beauty brands worldwide. Working with clients ranging from major European labels to emerging boutique brands, the company seeks not just to follow demand but to help shape the next beauty trend. At its research center in Seongnam, Gyeonggi Province, the company is working on what it hopes will be the next market breakthroughs. While many basic consumer needs and desires are relatively obvious, the paths to providing those solutions can be creative and innovative. According to Woo Young-hwa, director of the Cosmax Makeup Research & Innovation Center, there are three technologies currently under development that could emerge as major trends in the global beauty industry. Gel-type formulas are one of the technologies Cosmax sees as potentially reshaping product lines. After introducing a gelatinous lipstick this summer that leaves little residue after use, Woo is now focusing on developing form