What’s trending? The most-read stories on APAC beauty market and consumer insights

1 – PODCAST – What men want: Co-founder of Shakeup Cosmetics on why we’re finally ‘on the cusp’ of the male beauty boom

On this episode of Indie Pioneers, we’re chatting with Jake Xu, the co-founder of male beauty brand Shakeup Cosmetics about the intricacies of the men’s cosmetics category​, and how it has been influenced in recent years by social media, pop culture and the pandemic.

UK-based Shakeup Cosmetics was founded in 2018 by Beijing-born twin brothers Jake Xu and Shane Carnell-Xu who observed a gap in the market for male-friendly make-up products.

“This industry is heavily targeted at women… As a guy, trying to find skin care, let alone make-up is very daunting and very difficult. You have to overcome that hurdle of asking for help in department stores, not to mention the 52 shades you have to try and select from,” ​said Xu.

Just like women, Xu believes the skin and beauty needs are men are potentially just as diverse.

2 – Blue is the new green: How APAC beauty firms are riding the wave towards marine protection

From ethically sourced marine ingredients to waterless formulations, cosmetic companies in Asia Pacific are turning their attention towards marine protection​ on the latest step on their journey towards sustainability.

While green beauty focuses on environmental protection, blue beauty stems from the need to address and correct the ways the industry’s products harm our oceans.

“From ingredient sourcing to responsible packaging, industry leaders that were previously seen as ‘green’ are now making a concerted effort to become ‘blue’. It’s certainly resonating with the sustainability and ethical expectations of consumers. With the oceans covering more than 70% of the Earth’s surface, it comes as no surprise that future leaders are advocating their protection,” ​explained Krutika Sen, business affairs manager of Australian biotech firm Marinova.

She said that the trend, while a global one, is spreading quickly in the APAC region, evidenced by more research into the potential of marine-derived ingredients.

3 – ‘Going to be a game changer’: Bombay Hemp Company expanding skin care line as it aims to take category mainstream

An India-based firm specialising in hemp and CBD health and wellness products is working to expand its skin care range as interest in hemp oils and CBD beauty products soars.​

Bombay Hemp Company (BOHECO) develops a range of industrial hemp and medical cannabis products, ranging from nutrition to beauty and wellness.

A year ago, BOHECO expanded into personal care with a cannabidiol (CBD) facial oil, CannaReleaf Skin Health CBD Oil, to tap into the increasing interest in hemp and cannabis beauty.

“It’s really catching on because people are opening up to the idea of hemp. Not only is it good for you, plant-based and sustainable, it’s also new and people are always looking towards something new and experimenting. Yes, CBD is still very niche, but people are very open to trying it,” ​said Anna Dias, marketing and communication manager of the brand.

4 – China’s fragrance identity: Partnership with Tmall crucial with demand for localised fragrance reaching its ‘peak’ – Givaudan

Co-creation and collaboration with partners such as Tmall are key to understanding how to localise perfumes for consumers that are hungry for new fragrant interpretations of Chinese culture​, says Givaudan.

In the past years, Chinese preferences for fragrances have moved away from leading international prestige brands like Dior and Chanel and towards niche fragrance labels like Byredo and Diptyque.

While the demand for such brands has reached a fever pitch in the booming Chinese market, Givaudan believes local consumers are now looking for perfume brands that offer more than cult status.

“The demand for quality fine fragrance that is localised for Chinese tastes is now at the very peak. There is a perceivable stronger need for a Chinese interpretation [of perfume] and we have a need as a fragrance house to better understand the local consumer psyche,” ​said Yaling Li, Givaudan's head of fragrances, China and Korea

5 – Finer details: US brand Ingredients targets APAC’s ‘lagging’ clean beauty market with ‘transparent’ approach

The US duo who sold a premium men’s grooming brand to Procter & Gamble are now targeting APAC markets with its latest venture – a transparency focused skin care brand​ called Ingredients.

The brand is the latest venture by Myriam and Eric Malka, the duo behind The Art of Shaving. The prestige men’s grooming brand was bought over by Procter & Gamble in 2009 for an undisclosed amount, but industry sources estimated that P&G likely paid around $60 million for the brand.

With its foray into the world of clean beauty, Ingredients aims to take a truly transparent approach. The brand takes a striking departure from industry standards by including the exact formulation percentage on the front of each product.

Ingredients was launched at the beginning of the year with offering skin care, body care as well as tea ranging from U$14 to U$48.