Japanese global cosmetic brand KOSE shares strategy with special attention to India
Tokyo, April 13
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 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 global market USA, Europe and Japan. Currently its gaze is set to global south countries.
Keita Matsunami executive officer explains strategy, "For KOSE the market occupancy of progressed countries are 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 to Foxtale Consumer in Mumbai. It aims to deepen analysis and develop big market. Keita Matunami prospects that according to rise of GDP per capita, consumption of cosmetics will increase. And for example, in Mumbai 37% of woman work outside of home and young people occupies 66% of population. It is the evidence of promised market. Through cooperation with Foxtale, KOSE will aim to penetrate Japanese cosmetic technology. Indian people's skin has much melanin pigment. KOSE's permeate technology is adaptable to create beautiful skin."
Beauty Consortium Plan is the base of management strategy. To realize Lifelong Beauty Partner, cooperation beyond border will be progressed covering medical supplies, iPS cell field, beauty appliances, antiaging treatment and so on. In addition, KOSE emphasizes its policy genderless and generation gapless. It is the declaration of "Everyone's Lifelong Beauty Partner".
Keita Matsunami executive officer concluded "KOSE cultivated hospitality mind which is highly evaluated by inbound tourists. Based on its philosophy and solving some difficulty of Indian market, KOSE will support growing of beautiful India."
— ANI
Reader Comments
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.
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.
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.
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.
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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