Hello, beauty mavens! Dive into the rich tapestry of Asian makeup trends with me and discover how they’re shaking up our Aussie beauty game. Through lively Instagram chats with a kaleidoscope of Asian beauty buffs, I’ve uncovered some trends that are totally turning heads—way different from what you usually see Down Under. So, grab your makeup bag and let’s explore these fab trends, dishing out some savvy tips for Australian retailers eager to meet the refined tastes of their Asian clientele.

SOFT POWER: THE RISE OF SKINIMALISM
Asian beauty is all about ‘Skinimalism’—that flawless look with minimal fuss. It’s all about a fresh, dewy finish that’s miles apart from the bold Aussie glam. The goal? Make folks double-take and wonder if you’re even wearing makeup!

Retailer Tip: Stock up on airy BB and CC creams that offer a touch of cover while pampering the skin. Cushion foundations or tinted moisturisers with skincare perks like hydration or brightening are total crowd-pleasers.

@icybutterfly picks: A buildable long-wear foundation with skin treatment benefit, applied with a brush and then patted down with a wet sponge for seamless blending. On rushed days, a light coverage cushion foundation saves the day. A medium coverage concealer that only goes onto wherever is needed, finished with a translucent setting powder for a luminous effect.

BROWS ON FLEEK: NATURALLY YOU
It’s all about soft, feathery brows that enhance what you’ve got, rather than remaking it—quite the contrast to Australia’s love for bold, statement brows.

Retailer Tip: Bring in fine-tipped brow pencils, tinted gels, and powders. A little birdie told me that my Asian pals adore lighter brow shades—there’s definitely a chance to school your customers on finding that perfect shade match to create a more balanced look.

@icybutterfly picks: Begin by feathering a softer shade through the brows. Use a darker pencil to fill any gaps and define the shape, then draw individual lines upwards and downwards with an even deeper shade to mimic real brow hairs. Top it off with a gel to set everything in place.

LIPS TELL A STORY: THE GRADIENT MAGIC
The gradient lip, a darling of K-Dramas, where the inner lips are deeper than the outer edges creating that covetable justbitten look, is a major hit. This trend differs significantly from the full lip coverage or bold lip colours common in the West. And guess what? It’s evolved! Now, we’re playing with subtle contours and shades that add a whole new dimension.

Retailer Tip: Showcase lip tints over the usual lipsticks and demo that oh-so-chic gradient effect at your counters. Pro Tip: A slightly darker lipliner feathered onto the inner lips, and drawn a tad upward at the corners, can fake a forever smile.


@icybutterfly picks: Start by applying a natural colour lip tint across the lips using a
lip brush. Then, intensify the middle of the lips with a liquid lipstick for that perfect pop. For a glossy finish, seal the deal by layering a glossy topcoat to lock in the intensified shade and add that irresistible shine.

THE EYELINER EVOLUTION: SUBTLE DRAMA
Forget the fierce wings; Asian trends are about soft, understated eyeliner looks.

Retailer Tip: Stock a variety of precise eyeliners, from brush-tip pens to creamy gel liners. Maybe even hold a class on mastering the art of subtle eye definition—think soft, dreamy lines that whisper drama. Pro Tip: Did you notice many Asian beauty enthusiastic love drawing fake bottom lashes by liquid liners to create a doll-like look? Show them a fine tip liquid eyeliner, they will fall in love instantly.


@icybutterfly picks: Draw a guide line with an eyeliner pencil. This step prevents the thickening the eyeliner unnecessarily when trying to even it out on both sides, and helps the liquid eyeliner last longer

DOUBLE EYELID TAPE: CRAFTING THE DESIRED LOOK
Double eyelid tape is a staple for many looking to enhance their natural eye shape—a novel idea outside of Asian beauty circles.


Retailer Tip: Teach your customers how to apply makeup that complements the tape
invisibly, ensuring a look that’s both striking and natural. Don’t forget to show how different applications change eye shape!


@icybutterfly picks: The edge of the tape can be tricky to blend seamlessly. Apply a thin layer of cream eyeshadow as a smooth film to help conceal the edges of the tape. Additionally, it holds everything in place.

LAYERED SKINCARE: A RITUAL OF RADIANCE
In Asian beauty, more is more when it comes to skincare. Layering is key to achieving that glowing, well-nourished skin.

Retailer Tip: Offer a well-rounded selection of skincare goodies—from essences to serums and moisturisers. Why not throw in a personalised skincare consultation to sweeten the deal? Pro Tip: Introduce alternative AM and PM skincare routines.


@icybutterfly picks: Instead of applying an extra layer of product over your entire face and avoid overloading skin, consider using a spot treatment to target specific areas of concern.

NURTURING THE NICHE: CULTURALLY INCLUSIVE BEAUTY SPACES
Make your beauty space a welcoming hub for all by understanding the products and shades that best resonate with Asian aesthetics.

Retailer Tip: Education is key—train your staff in cultural sensitivity and encourage advisors who are clued in on Asian beauty standards to share their tips and tricks. It’s all about making everyone feel at home.

ENGAGING THROUGH EDUCATION
Keep the buzz alive with workshops, demos, and live sessions that dive deep into these trends. Not only will this position your store as a hotspot for the latest in global beauty, but it’ll also build a community of informed, enthusiastic beauty lovers.

By embracing these hot Asian beauty trends, Australian retailers can truly cater
to a diverse and dynamic demographic, enriching our beauty landscape. Let’s fling open the doors to our beauty counters and celebrate a world of beauty that’s inclusive, exciting, and unendingly beautiful. Let’s make beauty a universal language spoken fluently across all shores! @icybutterfly

This article was first published in the Winter issue of Retail Beauty:

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