CosRX is a Korean skincare brand that focuses on minimal branding, effective ingredients with simple formulations. They’re really quite unique in their market because most skincare products in the Korean market are marketed with very outstanding color schemes, floral and fruit patterns, and rather arcane naming such as “Tony Moly I’m Real Green Tea Mask.” The features of CosRX that make the brand desirable are their minimalistic and unisex branding, lack of fragrances and other non-essential ingredients that can bother sensitive skin, and reliability and innovation of products. Because CosRX sticks with their product philosophy, there is a lot of brand loyalty amongst consumers who rely on their products for sensitive skin.