At a time when beauty innovation is increasingly about solving real-world lifestyle stressors, a Korean entrant has emerged from the water to take global notice. At the recent Cosmoprof Asia 2025 (Hong Kong), the Korean startup MAKEMAKE Inc. and its swim-care brand SOOO made headlines by winning the Hair Products category with its “Swim Shampoo” formulated specifically to tackle chlorine and saltwater damage. This milestone signals not just a brand success, but a broader shift in how Korean beauty (K-Beauty) is evolving — from general-purpose skincare and haircare into niche, technology-driven solutions.
Background: Cosmoprof Asia — A Global Platform for Innovation
Cosmoprof Asia is regarded as one of Asia’s premier B2B beauty trade shows, bringing together exhibitors across the full value chain — finished products, ingredients, packaging, manufacturing, and more. In 2025 alone, the Awards programme received 424 submissions and selected 44 finalists across 11 categories — underscoring the level of competition and international scope. Winning here is a recognised indicator of a brand’s readiness for global markets and technical credibility.
Meet the Winner: MAKEMAKE Inc. SOOO Swim Shampoo
The product that took the prize is “SOOO Swim Shampoo 500 ml”, developed by MAKEMAKE Inc. According to the product listing, the shampoo uses a patented “Zeodualite™” technology — a dual-action composite that combines zeolite, sodium thiosulfate, and vitamin C to adsorb, neutralis,e and detoxify residual chlorine on hair. The claim: removal of over 96% of residual chlorine after swimming. What sets it apart:
- The formulation pairs high-tech chemistry with clean-beauty credentials (EWG Green-rated ingredients, amino-acid-based surfactants) for gentle but targeted performance.
- It is positioned not just for pool goers but for anyone exposed to hard-water, salt-water or frequent swim activities — a lifestyle niche rather than the standard hair-care mass market.
- The brand explicitly frames the product as a lifestyle solution: “Swim-life” meets scalp and hair health.
In addition, industry reports note that amongst the finalists at Cosmoprof Asia, MAKEMAKE was the only Korean brand in the hair-care category, and its win is seen as a breakthrough for Korea’s chemical-tech beauty sector.
Why This Win Matters
SOOO’s win in Hong Kong is more than a product accolade. It symbolizes Korea’s rapid transition from OEM-centric beauty manufacturing to IP-powered innovation. Being the only Korean finalist—and then the category winner—demonstrates that Korean chemical-tech brands can now stand shoulder-to-shoulder with European specialists traditionally known for high-performance haircare solutions.
For buyers, retailers, and investors, this victory is a clear market signal. Korean beauty is no longer competing only on speed-to-market or aesthetic branding. It is entering a new era where materials science, patented formulations, and functional performance define global competitiveness.
The significance of this win can be appreciated from multiple angles:
1. Niche + Tech as growth frontier
K-Beauty has long been associated with skincare, mass-market hair-care, and aesthetic trends. But swim-care (hair and body) remains a relatively specialised offshoot. By delivering a measurable performance claim (96%+ chlorine removal) and combining it with clean-beauty benefits, SOOO is tapping into a lifestyle-driven niche. In other words: active consumers + water exposure + hair/ scalp concerns = a new frontier.
2. Credibility on a global stage
Winning at Cosmoprof Asia gives the brand an endorsement that it can compete not just regionally but globally. Packaging, formulation, performance, and story all matter. The jury for 2025 included experts from Asia, Europe, the Americas, and Africa — signalling that the evaluation was genuinely international.
3. For Korean beauty R&D: A new signal
K-Beauty is well-known for its rapid innovation, design, marketing, and export strength. But by showing up in a high-tech hair-care category (versus just trendy masks or skincare serums), it signals that Korean brands are moving into deeper performance territory — which could attract further investment, collaborations, and attention.
The Technology Behind the Formula
What exactly does “Zeodualite™” bring to the table? Well, it does have multiple functions:
- Zeolite acts as an adsorbent, trapping chlorine and saltwater residues on hair shafts.
- Sodium thiosulfate and vitamin C work to neutralise and detoxify the residual chlorine, converting harmful compounds into inert forms.
- The rest of the formulation supports hair and scalp health: ceramide NP, hyaluronic-acid complexes, keratin, naturally-derived oils, and amino-acid surfactants.
- It sits within the clean-beauty framework: Free from silicones, parabens, sulphates; safe for sensitive scalps / colour-treated hair.
From a market perspective, the active claim (96% removal) gives the product a quantifiable edge over standard clarifying shampoos, which may remove buildup but don’t necessarily address chlorine ion detoxification specifically.
Market Trends: Why Swim-Care is Emerging
A few factors are driving interest in this category:
- Lifestyle changes: More active swimmers, water-sport enthusiasts, families with pool access, beachgoers, wellness travellers. Hair and scalp are facing more “water stressors” (chlorine, salt, hard-water minerals) than ever before.
- Consumer expectations: Beauty buyers increasingly expect formulas that deliver function (not just scent + feel). Performance claims are rising in importance, especially in niche segments.
- Clean/functional narratives: Combining “clean beauty” with “functional performance” is becoming a premium differentiator. Brands that can show measurable benefit + safety have an edge.
- Global expansion: As Korean brands continue to go global, finding “white-space” niches (like swim-care hair) is a practical route to stand out.
For example, the swim-shampoo category has been underserved in many markets — typical salons or drug stores offer clarifying shampoos or “beach hair” treatments, but few target chlorine removal with patented chemistry. SOOO’s win may help elevate the category.
What’s Next: For the Brand and for Korea
For MAKEMAKE and SOOO, the win opens several pathways:
- Global roll-out: Recognition from the Cosmoprof Awards enhances credibility for entry into overseas markets (North America, Europe, Australia) where swim culture is strong. The technology-performance angle will appeal to specialty retailers, sports-beauty channels, and premium salons.
- Expansion within category: From shampoo to body-wash, kids 2-in-1 formulas, and broader “swim lifestyle” extensions (the brand already lists body wash, kids all-in-one, etc).
- R&D spill-over: As the brand’s own R&D team (SOOO.LAB) reportedly pursues other mineral-removal or UV/biomimetic technologies
- K-Beauty positioning: Raises the bar for Korean hair-care; helps shift perceptions from “cute/trendy” to “tech-driven specialist”.
For the Korean beauty industry at large, this signals that performance hair-care is a credible export dimension. It may prompt more brands to invest in swim-care, active-lifestyle beauty, or technical hair solutions (beyond just scalp care or hair repair).
What This Means for Investors and the Beauty Industry
The company’s recognition at Cosmoprof Asia offers a roadmap for what the future of K-Beauty will look like. Brands that invest in patent-backed technology, build internal R&D capabilities, and leverage Korea’s growing innovation ecosystem will set the pace in the next decade. For investors, MAKEMAKE shows why chemical IP is becoming a high-value asset class in consumer industries. For global retailers and distributors, it proves that Korean beauty brands can compete on formulation excellence—not just trend appeal.
Conclusion
The win by SOOO Swim Shampoo at Cosmoprof Asia 2025 is more than a trophy — it is a marker of where K-Beauty is headed. A mature marketplace is demanding solutions that go deeper, that solve specific pain-points, and that deliver measurable results. For swimmers, beach-lovers, and anyone exposed to pool or ocean water, the formula speaks to a real need. For Korean beauty brands, it offers a blueprint: find the niche, develop differentiated tech, pair it with the “clean beauty” story, and take it global.
As beauty becomes ever more lifestyle-integrated (active, outdoorsy, sport-adjacent), brands like SOOO may well point the way. The water may be clear, but hair after the swim often isn’t — and that’s precisely the space where innovation is making waves.
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