Cosmetics manufacturer Cosmax is targeting the summer makeup market with innovative jelly formulations that enhance hydration and cooling effects while minimizing transfer in lip products.
On July 30, Cosmax announced that it has applied jelly formulations to lip balms, blushers, hydrogel patches, mists, and cleansers, in line with the growing 'jelly core' trend in the fashion and beauty industry. The company plans to expand this technology to include sun care products, such as sun sticks.
Jelly formulations are characterized by their transparent and elastic appearance, as well as their hydrating properties. Cosmax has intensified its formulation research to provide a refreshing and moisturizing experience for consumers seeking skincare benefits in color cosmetics.
In the global beauty market, there is a rising trend for consumers to seek multifunctionality and ease of use in fewer products. Market research firm NielsenIQ has noted that consumers are increasingly prioritizing efficacy, ingredients, and multifunctionality while reducing the number of steps in their beauty routines.
One of the flagship products, the 'Water Painting Jelly Blusher,' incorporates agarose gel extracted from seaweed. This design encapsulates moisture within a three-dimensional mesh structure, providing a resilient feel and a cooling sensation upon application.
According to the company, the product also offers improved spreadability and color longevity compared to traditional balm-type products. It was nominated as a finalist in the ODM category at the 'Makeup in Paris 2026' beauty fair held in June in Paris.
The lip products are tailored to meet the durability demands of consumers in China and Japan. In China, the term 'buzhanbei' refers to lip products that do not easily transfer onto cups, while in Japan, 'nomikai lip' is popular for its long-lasting color even during social gatherings.
Cosmax has focused on developing technology that reduces transfer while maintaining shine or a matte finish. The 'Glowcoat' technology is applied to lip products with a clear gloss, while 'Blurrfix' technology is used for matte lip products that maintain a blurring effect, with both names now trademarked.
A Cosmax representative stated, “There is increasing demand for visually refreshing jelly formulations and makeup products that enhance durability in various environments. We will expand our formulation development to reflect consumer preferences and usage patterns in different markets.”
* This article has been translated by AI.
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