Tokyo

Japanese cosmetics company KOSE Corporation is sharpening its focus on India as part of its global expansion strategy, with senior executive Keita Matsunami highlighting the country’s strong growth potential.

Speaking about the company’s international plans, Matsunami said KOSE, which has a legacy of over 80 years, is now looking beyond established markets such as the US, Europe, and Japan to tap into emerging economies, particularly in the Global South.

The company’s guiding philosophy, “Everyone’s Lifelong Beauty Partner,” aims to cater to consumers across genders and age groups worldwide. Matsunami noted that while KOSE already has a strong presence in developed markets, regions like India are expected to play a much larger role in its future growth. He projected that the contribution of Global South markets to the company’s business could rise significantly by 2030.

KOSE first introduced products tailored to Indian consumers in 2014. More recently, in 2025, it invested in Mumbai-based Foxtale Consumer to better understand local demand and expand its footprint in the country.

Matsunami said India’s rising per capita income and changing demographics make it an attractive market. He pointed out that increasing workforce participation among women and a large young population are likely to drive higher demand for beauty and skincare products.

Highlighting product innovation, he added that KOSE’s technology is well-suited to Indian skin types, particularly in addressing higher melanin levels, and can help deliver effective skincare solutions.

The company is also advancing its broader “Beauty Consortium” strategy, which involves collaborations across sectors such as medical research, iPS cell technology, beauty devices, and anti-ageing solutions. This approach aligns with its long-term goal of offering comprehensive beauty and wellness support.

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Matsunami concluded by saying that KOSE aims to combine its expertise and customer-centric approach with local insights to contribute to the growth of India’s beauty market.