The beauty industry in the Asia Pacific (APAC) region is undergoing a significant transformation as consumer preferences evolve towards age-positive, science-backed, and sensitive skin-focused products. According to Mintel’s APAC 2024 Beauty and Personal Care Landscape report, these trends are reshaping the market, creating new opportunities for brands to innovate and build trust with increasingly discerning consumers.
Anti-ageing reimagined
The concept of anti-ageing in APAC is shifting from traditional approaches to more inclusive and holistic solutions. In markets like China and Japan, there is a growing acceptance of ageing, with consumers embracing products that cater to age-specific needs. Brands are moving beyond just targeting wrinkles and elasticity, offering products that promote healthy ageing and address a broader range of concerns.
For instance, in China, younger consumers are critical of unrealistic advertising and prefer brands that advocate for healthy ageing. Social media platforms like Xiaohongshu (Little Red Book ) and Douyin (China’s version of TikTok) reveal that discussions around anti-ageing often focus on fine lines and dullness, rather than just wrinkles. Brands like JIASEE are capitalising on this trend by offering tailored solutions for different age groups, addressing issues such as glycation and oxidative stress in the 20s, collagen replenishment in the 30s, and collagen regeneration in the 40s.
This shift is also evident in Japan, where there is a balance between pro-ageing and anti-ageing, with an emphasis on normalising skin ageing while offering solutions for age-related concerns. The rise of ‘skinified’ colour cosmetics that address issues like eyebrow definition and lip volumising for older women is an example of this evolving trend. Additionally, there is potential for growth in beauty products tailored for menopause, as Japanese women increasingly express a willingness to discuss the female body and its changes.
Science-driven beauty to fuel innovation
Science-backed beauty is becoming a critical factor in fostering innovation and building consumer trust in the APAC region. Consumers are increasingly seeking products that are supported by scientific evidence, with a focus on efficacy and proven results.
In China, the demand for products developed by renowned research and development (R&D) teams and supported by laboratory research data is high. This trend is also prominent in Japan, where strict regulations require brands to rely on clinical trials to prove efficacy, pushing them to provide credible proof of their products’ benefits. In South Korea, the skincare market is driven by innovation and expert recommendations, with consumers prioritising products that have been clinically tested and proven effective.
India is also seeing a rise in the popularity of science-backed skincare, with consumers drawn to products with high-quality ingredients and functional efficacy. Brands in India are focusing on active ingredients like snail mucin concentrate and hyaluronic acid, emphasising their benefits in their marketing communications. In Thailand, consumers are increasingly researching skincare ingredients before purchasing, reflecting a growing demand for products that offer tangible proof of efficacy.
Sensitive skin takes centre stage
The trend towards sensitive skin-focused products is gaining momentum in the APAC region as consumer awareness of skin issues grows. Moisturising claims dominate product launches in China, where sensitive skin concerns like dryness and poor moisture retention are prevalent. Japanese consumers favour ‘additive-free’ products, while in South Korea, there is a growing demand for non-comedogenic and sensitive skin-tested products.
The increase in pollution-induced skin concerns, particularly in Thailand, is driving demand for gentle formulations in facial cleansers. Thai consumers are increasingly seeking products that offer protection against environmental aggressors while addressing sensitive skin issues. The rise of dermacosmetics, which combine dermatological and cosmetic benefits, is also gaining traction in the region, reflecting a broader trend towards products that are both effective and gentle on the skin.
Brands are responding to these trends by developing specialised products for sensitive skin, using ingredient-focused communication to highlight the efficacy and safety of their formulations. The Japanese market, in particular, is seeing an expansion of sensitive skin claims across various beauty and personal care categories, including facial skincare, personal care, and even fabric care.
Conclusion
The beauty industry in APAC is at a pivotal moment, with significant opportunities for brands that can innovate and adapt to the evolving needs of consumers. The shift towards age-positive, science-backed, and sensitive skin-focused products is reshaping market dynamics across the region, from China and Japan to South Korea, India, and Southeast Asia.
As consumers become more informed and discerning, they are prioritising products that offer efficacy, transparency, and gentleness. For brands, the challenge lies in developing products that meet these expectations while communicating their benefits effectively. By embracing these trends, beauty brands in APAC can position themselves at the forefront of the industry, building trust and loyalty among a new generation of beauty consumers.
This article was first published in the Spring issue of Retail Beauty:
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