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KOSE Eyes India's Booming Beauty Market with Tech & Local Partnerships

Japanese cosmetics leader KOSE is strategically targeting India as a key growth market within the global south. The company plans to leverage its specialized skincare technology, adapted for Indian skin types with higher melanin, through its investment in Mumbai-based Foxtale Consumer. KOSE's strategy focuses on India's large youth population and increasing number of working women, viewing them as indicators of a promising market. The broader "Beauty Consortium Plan" aims to make KOSE a lifelong beauty partner through cross-border collaborations in medical and anti-aging fields.

Key Points: KOSE Global Strategy: India a Key Growth Market for Cosmetics

  • Global south market share to grow from 3% to 12% by 2030
  • Partnership with Mumbai's Foxtale Consumer for market penetration
  • Japanese permeate technology adapted for Indian skin
  • Strategy targets young, working women in urban India
  • "Beauty Consortium Plan" expands into medical and anti-aging fields
2 min read

Japanese global cosmetic brand KOSE shares strategy with special attention to India

Japanese beauty giant KOSE targets India's young population with skincare tech and local partnerships, aiming to grow its global south market share.

"KOSE will support the growth of beautiful India. - Keita Matsunami"

Tokyo, April 9

KOSE is old established Japanese global cosmetic brand which has 80 years long history. Its representative person of global business, Keita Matsunami, executive officer, disclosed the global strategy, especially paying attention to India.

KOSE articulates its policy "Everyone's Lifelong Beauty Partner". This concept covers globally, genderless and every generation. Until now, KOSE has developed the global market USA, Europe and Japan. Currently, its gaze is set to global south countries.

Keita Matsunami explained the strategy." For KOSE, the market occupancy of progressed countries is established; on the other hand global south will increase from 3% to 12% in 2030. Regarding India, in 2014, KOSE released skincare and makeup products fitting to India. In 2025, KOSE invested in Foxtale Consumer in Mumbai. It aims to deepen analysis and develop a big market. Keita Matunami predicts that, according to the rise of GDP per capita, the consumption of cosmetics will increase. And for example, in Mumbai, 37% of women work outside of home and young people occupies 66% of the population. It is evidence of a promised market. Through cooperation with Foxtale, KOSE will aim to penetrate the Japanese cosmetic technology. Indian people's skin has much melanin pigment. KOSE's permeate technology is adaptable to create beautiful skin."

Beaty Consortium Plan is the basis of the management strategy. To realise Lifelong Beauty Partner, cooperation beyond borders will be progressed, covering medical supplies, iPS cell field, beauty appliances, antiaging treatment and so on. In addition, KOSE emphasises its policy genderless and generation gapless. It is the declaration of "Everyone's Lifelong Beauty Partner".

Keita Matsunami concluded, "KOSE cultivated a hospitality mind which is highly evaluated by inbound tourists. Based on its philosophy and solving some difficulties of the Indian market, KOSE will support the growth of beautiful India."

- ANI

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Reader Comments

A
Aman W
Good to see global brands recognizing India's potential. However, I hope they price their products competitively. Many international brands come here with premium pricing that only a small segment can afford. "Beauty Partner" should be accessible.
R
Rohit P
Interesting strategy. Partnering with an Indian startup like Foxtale is smart—they understand the local market. The mention of technology for higher melanin skin is crucial. Many brands fail to get that right. Hope they deliver on that promise.
S
Sarah B
As someone who has used KOSE products abroad, their quality is excellent. The "genderless" and "generation gapless" approach is very modern and welcome. India's beauty market is evolving beyond traditional norms. This could be a perfect fit.
V
Vikram M
While foreign investment is good, I hope this doesn't overshadow our own homegrown beauty brands. We have amazing Ayurvedic and herbal cosmetic companies that understand Indian skin best. Competition is healthy, but let's also support local.
K
Kavya N
The stats about working women and youth population are telling. The market is ripe. If their "permeate technology" works well with our skin, it could address common issues like pigmentation effectively. Cautiously optimistic! 🤞

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