KOSÉ is shifting its global strategy towards India and other Global South markets, using its investment in Foxtale Consumer to build local insight, expand relevance and scale long-term beauty innovation beyond mature markets.
Japanese cosmetics company KOSÉ is realigning its global growth strategy to focus on India and the Global South. The company, which has an 80-year history, has established presence in mature markets such as Japan, the US and Europe. The next growth phase will come from emerging regions. Its leadership expects the contribution of Global South markets to rise from 3 per cent to 12 per cent by 2030. India has emerged as a key market within this plan.
Foxtale Investment Strengthens Local Play
As part of this shift, KOSÉ invested in Mumbai-based Foxtale Consumer in 2025. The move is aimed at deepening market analysis and building stronger local relevance in India’s beauty market. The company said the partnership will help it better understand consumer behaviour, skin needs and category opportunities while supporting long-term market penetration.
KOSÉ had already introduced skincare and makeup products suited to Indian consumers in 2014. The Foxtale investment now adds a stronger local execution layer.
Why India Is Central to the Strategy
The company sees India as a high-potential market driven by rising GDP per capita, a young population and increasing workforce participation among women. It also sees an opportunity to apply Japanese skincare technology to local needs.
The focus includes adapting KOSÉ’s skin permeation technology to products designed for melanin-rich skin and India-specific beauty concerns. This market-fit approach is expected to support stronger acceptance and long-term growth.
Beyond Cosmetics
The strategy also ties into KOSÉ’s larger “Everyone’s Lifelong Beauty Partner” vision.
- This framework expands beauty beyond products into adjacent areas such as:
- Medical supplies
- iPS cell research
- Beauty devices
- Anti-ageing treatment
The company also continues to position its portfolio as gender-neutral and relevant across age groups.