▲ This poster provided by Cosmax promotes its "Water Painting Jelly Blusher," which features the cosmetics manufacturer's jelly formulation technology. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, July 31 (Yonhap) -- South Korean cosmetics manufacturer Cosmax said Friday it plans to strengthen its presence in the summer makeup market by expanding its lineup of jelly-textured products and promoting proprietary long-lasting lip technologies.

 

The company said it has advanced its research into jelly-based formulations and diversified its product portfolio in line with the fast-growing "jelly-core" beauty trend.

 

Cosmax currently offers jelly-textured products across categories including lip balms, hydrogel patches, facial mists, cleansers and blushes, and plans to extend the technology to sun care products such as sunscreen sticks.

 

Last month, the company was named a finalist in the original design manufacturing (ODM) category at the global beauty trade show MakeUp in Paris 2026 for its "Water Painting Jelly Blusher," which features its jelly formulation technology.

 

The product uses an agarose gel network derived from seaweed to trap moisture within a fine three-dimensional gel structure, enhancing hydration, elasticity and smooth application, the company said.

 

Cosmax has also developed proprietary technologies to improve the staying power of both glossy and matte lip products, responding to growing demand for long-lasting makeup in Asian markets. The company has registered the trademarks "Glow Coat" and "Blur Fix" for the technologies.

 

According to Cosmax, consumers in China have embraced the term "buzhanbei," referring to lip products that do not leave marks on cups, while in Japan, "nomikai lip" — makeup that stays intact through after-work gatherings — has gained popularity.

 

"Demand is increasing for visually refreshing jelly textures and makeup products that maintain their performance in various environments," a Cosmax official said. "Leveraging our formulation expertise and trend analysis capabilities, we will continue introducing innovative products tailored to the global beauty market."

 

jwc@yna.co.kr

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