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Transforming Asian beauty trends

Feb 2024

Over the past five years, the Asian beauty landscape has continuously transformed. Between October 2022 and September 2023, Lip Cosmetics took center stage, dominating the new product launches. Notably, long-lasting formulations claimed the top position with 71% of these launches. The market has also witnessed a rising trend in multifunctional makeup items and a surge in sustainable and clean beauty products. Formulas without animal ingredients, emphasizing plant-based alternatives and boasting free-from claims are growing fast. This signals a shift toward eco-conscious and ethical beauty choices in the Asian market.

Bewild
4U2
Tuco Intelligent
Shiseido
Browit
Luna
Shu Uemura
Etude House
Laneige
In2it

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Bewild Candy Lip Tint Oil: 02 Melon (Thailand)

  • This lip oil delivers an intense color that adheres closely to the lips. It nourishes and replenishes moisture in the lips. 
  • The benefits of natural oil extracts of jojoba oil and olive oil nourish the lips to be healthy with vitamin E. The concentrated hyaluron makes the lips plump, juicy, shiny, smooth, soft, chewy, pleasant to the touch, light, and comfortable, not heavy on the lips or sticky. 
  • It is long lasting up to 24 hours, all day.
  • The lip tint comes in a 2.5 g plastic tube with an applicator held in a carton tuck flap box.
Innova Market Insights data indicates that skin care launches with ethical claims have experienced a notable average annual growth rate of 20% between October 2018 and September 2023. Facial/Neck Moisturizers were the leading sub-category launches with ethical claims, while Eye treatment was the fastest growing. The top ethical claim in skin care launches was Ethical – Animal/Fish & Bird, with two-thirds of global launches. Meanwhile, Ethical – packaging claims in skin care launches are gaining traction.
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Innova Market Insights data indicates that there is a surge of personal care launches that mention skin barrier with a 27% growth from October 2018 to September 2023. 72% of these launches were in Skin Care category. Additionally, with the alignment with the skinification trend there is a steep increase in skin barrier health claims for hair care with a 47% growth in the five years. 
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As consumers increasingly prioritize sustainability and seek products aligned with their values, the quest for petrochemical alternatives in personal care has emerged. From plant-based and botanical extracts to bio-based surfactants, the industry is witnessing a shift toward a green chemistry approach, with ingredients that are renewable, biodegradable, and environmentally responsible.
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Skinification refers to incorporating skin care principles and practices into hair care routines. Innova Market Insights data indicates a surge in skin care mentions used for hair care product launches, with a 21% average annual growth from October 2018 to September 2023. Most of the launches were noticed in hair treatments, with this category continuing to expand with 36% average yearly growth through five years.
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With the changing weather and seasonal transitions, the personal care product industry adapts to cater to the specific needs of this time of year. From lightweight moisturizers to combat warmer temperatures to floral-scented products that evoke the essence of spring, the trends in personal care during this season give insights into the art of self-care tailored for springtime.
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Innova Market Insights data indicates a 2% growth in personal care and beauty launches in Western countries from October 2018 to September 2023. Face/Body Cosmetics had the leading share of launches, especially Face Foundations/Illuminators. The top claims were Moisturizing & Hydrating and Long-Lasting. Traceless cosmetic claims are gaining ground, especially with a 71% average annual growth in the last five years.
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