COSRX

A Korean skincare company founded in 2013, committed to one specific positioning that every competitor had ignored. Every product would contain only one active ingredient. Coesorex was founded in Seoul in 2013, by a small team that had worked in Korean skincare, OEM manufacturing for years. Their observation was that Western prestige brands were layering multiple actives into single products and building marketing campaigns around the blend, which made it difficult for a customer to diagnose which ingredient was driving results or irritation. Coesorex launched with the opposite discipline. Each hero product carried a single named active, usually at a clinically relevant percentage, with the active name written prominently on the front of the bottle. The single active positioning was a trust strategy.