maXpace

There is a high demand for cosmetics that perfectly match individual skin tones and preferences, but existing products are mass-produced in standardized formats, limiting the ability to meet these segmented needs. While there have been attempts at customized cosmetics, they have mainly beenlimited to one category (e.g., customized foundation)or suffered from poor consistency and efficiency due to manual blending.

In addition, the cosmetics industry faces problems with inventory and environmental waste (such as discarding unsold colors). These issues can be improved by producing only the required amount through on-the-spot manufacturing. However, existing customized devices in stores require separate machines for each product type or lack flexibility in changing prescriptions, resulting in insufficient general-purpose scalability. Manufacturing hygiene and quality control also remain difficult challenges in on-the-spot manufacturing.

maXpace can produce multiple types of cosmetics (skincare, foundation, lip color, etc.) on a single platform through its modular cartridge board system. By swapping cartridges, the machine switches to manufacturing the corresponding product line, allowing the same device to handle various formulas. The manufacturing process automates precise ingredient dispensing and hygienic mixing processes, ensuring consistent quality.

The core software, ShadeXense™ algorithm, and patent-pending prescription structure analyze each consumer's skin data and preferences to create optimal recipes in real time. For example, by entering skin tone measurements and desired texture/coverage information, AI instantly calculates the color and mixing ratio specifically for that customer.

Although it is a standardized hardware platform, cosmetic brands can customize the cartridge contents (ingredients), allowing them to offer personalized services while maintaining their unique formulas. This is a strength of ODM manufacturer COSMAX, which can supply this device to multiple brands while providing cartridges containing each brand's recipe. In short, maXpace is a customized production platform that combines efficiency and versatility to meet the personalized beauty trend.

In a B2B2C model, cosmetic brands/retailers bring this device into their stores or beauty service spaces to provide customized products to consumers. For example, beauty multi-shops, brand flagship stores, and department store cosmetics counters can install this device to allow customers to have their own products manufactured on the spot.

From a B2B perspective, COSMAX supplies the device and cartridges to brand companies. In the long term, B2B service providers such as personal skin clinics and spas can also use it as a customer-tailored solution.General Consumers (B2C)A model in which general consumers (B2C) purchase this device and use it at home is not currently envisioned; it is intended for professional service use.

In terms of regulations, compliance with cosmetics manufacturing regulations in each country is required. For example, there is a customized cosmetics preparation manager system (in Korea, etc.), and maXpace implementation must meet on-site preparation licenses or quality control protocols. COSMAX may offer solutions for this aspect as well.

The industrial scalability is very high. In the global cosmetics market, personalized products are emerging as a next-generation trend, and major cosmetics brands may rush to adopt them. In particular, while Lancôme and others have partially introduced customized foundation manufacturing, maXpace has a competitive advantage by expanding to multiple product lines.

In addition, brands' ROI is expected to increase due to efficiency gains such as reduced obsolete inventory in production and simplified logistics through on-site production. Technology can also be expanded to other fields such as hair care and perfumes in the future. From an environmental perspective, it meets sustainability trends by reducing waste by producing only as much as needed and using refillable containers. Initially, it will be introduced mainly by premium brands, but as technology costs decrease, it has the potential to gradually spread to mass-market brand stores.

The CES judges called maXpace"the future of beauty manufacturing"and highly praised it as a solution with both technical completeness and practicality. The combination of a precise metering and mixing system and AI-based skin tone matching to achieve both personalization and quality was considered innovative.

In particular, the modularity that allows a single device to produce various product categories was praised, and it was noted as a means to drive in-store experience innovation. In terms of market expectations, there was great industry interest in COSMAX, a K-Beauty manufacturing powerhouse, releasing this technology, and it was expected to form partnerships with many global brands.

Some evaluators expressed caution, pointing out the stability (preservatives and hygiene) and regulatory approval of the actual manufactured cosmetics, but they saw the concept verification as sufficient and the award as not underestimated. In terms of completeness, a prototype had already been demonstrated at CES, showcasing on-the-spot formulation output, which was positively evaluated as evidence of overcoming technical difficulties.