COSRX成为首个加入British Beauty Council的K-beauty Patron，利好母公司爱茉莉太平洋但交易增量不足

K-beauty skincare brand COSRX became the first Korean beauty brand to join the British Beauty Council (BBC) as a Patron this month. The move signals that the company is stepping up its push into the European market by expanding its influence within the local industry, beyond simply selling products.
The BBC is a nonprofit founded in 2018 to support the growth and development of Britain's beauty industry. It works to raise the value the beauty industry contributes to the U.K. economy and society, address shared challenges across the sector and convey the industry's voice to the government. Its signature activities include strengthening consumer safety in the fast-growing aesthetics and cosmetic-procedure fields and raising standards for industry self-regulation and professional ethics. Global beauty giants and retailers such as Estée Lauder, Sephora and Boots serve as major patrons and members, and the council holds British Beauty Week, one of the U.K.'s leading beauty festivals, each autumn.
The council has recently been active in efforts to broaden its points of contact with overseas markets. In April, it partnered with the U.K. Department for Business and Trade (DBT) and others to hold the first global British Beauty Festival (BBF) in Shanghai, China. More than 20 brands spanning categories including skincare, wellness, fragrance, haircare and color cosmetics took part in the event, running pop-ups and showcases at leading distribution channels in Shanghai.
COSRX's decision to join is likewise drawing attention as a move to accelerate its global expansion strategy. Analysts say it has both won recognition for K-beauty's global influence and laid a foundation to respond to various regulations and expand distribution partnerships by tapping into local networks.
Because taking part as a Patron requires actually running a business in the U.K., the step is read as a sign of COSRX's commitment to strengthening long-term investment in the British market. The U.K. is a leading beauty market where global beauty brands and retailers converge, and it is considered a market with significant influence over European consumers and industry trends.
COSRX said, "Our products have been designed to help people cultivate healthy skin by focusing on various skin concerns such as strengthening the skin barrier, moisturizing and sensitivity," adding, "We expect this collaboration to let us communicate this brand philosophy more authentically."
COSRX has indeed been posting steep growth recently in Europe, including the U.K. Its European revenue in the first half of this year rose 68% from a year earlier. In particular, after shifting its collaboration with Boots, a leading U.K. health-and-beauty (H&B) chain, from a distributor-centered structure to one in which the brand directly plans and runs marketing, it quadrupled local sales in just seven months. In Germany, it formally entered Douglas, the largest beauty retailer known as "Europe's Sephora," last July and continues to expand its product lineup there.
Going forward, COSRX plans to jointly pursue major industry projects with the BBC. Notably, it will take part in the council's UV Safety Coalition initiative to help raise awareness of the importance of sun protection. It also plans to join various activities that spread science-based skincare education and help consumers obtain accurate information about skin care.
Jeon Sang-hoon, founder of COSRX, stressed, "COSRX's mission has always been to help people restore their naturally healthy skin through effective, science-based skincare, and to enjoy a better life and greater confidence," adding, "We believe positive changes in the skin spark confidence, and that this confidence builds a better tomorrow."