#Japan #COSRX #Tokyo #AnyMind Group #Sun Smile

AnyMind Group Expands COSRX's Reach in Japan

In a significant move aimed at strengthening the presence of the popular Korean skincare brand, COSRX, in Japan, AnyMind Group's subsidiary, Sun Smile, has entered into an exclusive distribution agreement. This partnership was officially sealed on July 1, 2026, allowing Sun Smile to become the sole distributor for COSRX's offline retail in Japan. Effective from August 10, 2026, key products from COSRX will be available at various outlets, including variety shops, drugstores, and mass retailers across the country.

Overview of the Agreement

With this new agreement, five standout products from COSRX will soon be accessible to Japanese consumers through an extensive distribution network managed by Sun Smile. These selections include some of COSRX's flagship items such as their well-received serums and creams. Sun Smile will not only oversee the wholesale and distribution processes but also take charge of in-store promotions. Meanwhile, AnyMind Group will contribute by leveraging its expertise in digital marketing, e-commerce, and data utilization to enhance interactions between COSRX and Japanese consumers.

Introduction to COSRX

Launched in 2013, COSRX has made a name for itself in the skincare industry with the slogan, "Expecting Tomorrow" which underscores their commitment to addressing skin concerns with sincere, straightforward formulas. The brand is known for its effective yet gentle formulations suited for sensitive skin. It has garnered a global following, with products available in over 146 countries. Popular items like the "The Vitamin C 23 Serum" and "The Retinol 0.1 Cream" have received high acclaim for their ingredient-centric approach, making COSRX a go-to choice for skincare enthusiasts.

Market Context and Growth Strategy

Historically, COSRX has had multiple distribution channels in Japan, but the brand recognized the need for a streamlined approach to enhance its offline market growth. The exclusive partnership with Sun Smile is expected to facilitate a more robust and unified strategy for product availability and in-store presentations. Sun Smile's extensive distribution network, combined with its successful history in marketing foreign cosmetics brands in Japan, positions them as the ideal partner to spearhead COSRX's growth in the region.

The consolidation of offline distribution channels under Sun Smile will not only guarantee a more stable product supply but also expedite the launch and presence of COSRX in physical stores throughout Japan.

Support from AnyMind Group

AnyMind Group is dedicated to fostering brand growth by amalgamating Sun Smile's offline distribution knowledge with its own strengths in digital marketing and data analysis. This synergy will help facilitate a comprehensive approach to brand development across both online and offline landscapes. Through online marketing campaigns and in-store promotions, AnyMind will support the expansion of consumer interactions with the brand, employing an OMO (Online Merges with Offline) strategy. They will utilize their proprietary "AnyAI OMO" solution to cross-analyze online and in-store sales data, optimizing promotional tactics, product launches, and store strategies.

Statements from COSRX and Sun Smile

In a statement regarding the partnership, COSRX acknowledged Sun Smile's strong distribution network and expertise in the Japanese market, expressing confidence that together they will enhance the brand's offline presence and long-term growth. They see this collaboration as not just a short-term sales strategy, but a chance to build a lasting partnership that reflects the values of the COSRX brand.

Moreover, Tokiya Tanaka, President of Sun Smile, emphasized the importance of making COSRX products more accessible to the Japanese market. He believes that combining their established distribution capabilities with AnyMind Group's digital reach will allow for the effective delivery of COSRX's quality products to local consumers.

Product Lineup

The initial lineup for Japanese consumers will include:

• - The 6 Peptide Skin Booster Serum (150ml) - Priced at ¥2,178 (tax included)
• - Advanced The Vitamin C 23 Serum (20g) - Priced at ¥2,420 (tax included)
• - Ceramide Skin Barrier Moisturizer (80ml) - Priced at ¥2,530 (tax included)
• - Advanced Snail 96 Mucin Power Essence (100ml) - Priced at ¥2,200 (tax included)
• - Advanced Snail 92 All in One Cream (100g) - Priced at ¥2,200 (tax included)

These products are designed to meet diverse consumer needs, offering effective skincare solutions derived from scientifically backed ingredients. As COSRX prepares to make its official debut in physical stores, anticipation for their presence in the Japanese market grows.

About Sun Smile and AnyMind Group

Founded in 1997, Sun Smile specializes in the cosmetics and beauty goods sector, integrating manufacturing and distribution functions within its business model. The company asserts a stronghold in Japan by providing a wide range of products and maintaining a robust retail network.

AnyMind Group was established in 2016 in Singapore and has expanded its reach across 15 countries in Asia. The firm focuses on providing technology-driven solutions that connect data and operations, thereby enabling brands to thrive in both online and offline markets. Listed on the Tokyo Stock Exchange, AnyMind Group has proven its capability in driving growth for brands in today's competitive landscape.

This partnership heralds a new chapter for COSRX in Japan, promising to enhance accessibility and allow more consumers to experience its acclaimed skincare offerings.