Hot topics: Top 5 beauty and cosmetics stories trending on our socials right now

By Amanda Lim

- Last updated on GMT

The top five stories trending on our social channels. [The Powder Shampoo]
The top five stories trending on our social channels. [The Powder Shampoo]

Related tags Social media trends

In our round-up of the top five stories trending on our social channels, we highlight a waterless innovation from beauty start-up The Powder Shampoo, Amorepacific’s acquisition of a cult beauty brand and more.

1 – ‘Clear trend towards everything Korean’: DTC brand Pilgrim bringing K-beauty trends to India

India-based beauty brand Pilgrim is riding the rising K-wave by tapping into Korean beauty trends​ and making them accessible to the domestic market.

The direct-to-consumer beauty and personal care brand launched in 2020 that aims to bring beauty trends from overseas to India.

“Everyone wants to travel and visit different countries to experience different cultures. We wanted to bring the sense of exploration to life in the context of beauty by bringing native beauty ingredients and traditions to our consumers,” ​said Anurag Kedia, co-founder of Pilgrim.

The brand’s first range of products was inspired by Korean beauty trends and ingredients. The Secret of Jeju collection used ingredients like volcanic lava ash, white lotus, and camellia.

2 – Powder power: Singapore start-up to launch eco-conscious hair care brand with waterless shampoos

A Singapore-based start-up is set to launch a range of waterless shampoos​ to tackle the issue of plastic waste and water scarcity in 2022 after delays brought about by COVID-19.

The Powder Shampoo was established this year by CEO Lynn Tan, a veteran in the hair care industry who has established a successful beauty distribution business in Asia over the past two decades.

She was also the former managing director of Ales Groupe Singapore, the company behind Phyto Haircare and Lierac Skincare.

“In recent years, I’ve become more aware of the facts and figures on climate change. The more I read, the more I knew, the more it bothered me. I started to question the role I play in the ecosystem as a distributor, if I have been part of the problem for the past twenty years?” ​she said.

3 – PODCAST – ‘Skin care should be fun’: Founders of 5 to 5 weigh in on the debate between ‘clean’ and ‘science-based’ beauty brands

The founders of 5 to 5 Skincare drop by the Indie Pioneers Podcast to give their two cents and more on the controversy stirring up between clean beauty brands and the cosmetic science community​.

Before stepping into the harrowing world of beauty, founders Selvie Jusman and Nico Yosman set out to research the market and quickly learnt that the clean beauty movement was the dominant trend.

Despite that, the Indonesian duo decided against climbing aboard the clean beauty bandwagon.

“As we dug a little bit deeper, we realised that [clean beauty brands] – I’m trying to be nice – didn’t seem very accurate in terms of their messaging,”​ said Yosman.

4 – Pandemic skin care: Shiseido's AQUALABEL launches range focusing on skin health and fermented ingredients

Japanese beauty giant Shiseido has launched a new range of skin care products under the AQUALABEL brand​ that was developed in response to skin care needs and concerns that have been influenced by the COVID-19 pandemic.

Aqua Wellness is the latest range from AQUALABEL, a skin care brand owned by Shiseido, that was designed to be a simple beauty solution to protect the skin barrier and keep skin healthy.

It was developed in response to a market research study conducted by Shiseido in July, which sought to find out how the perception of skin care has shifted considering the COVID-19 pandemic.

Shiseido reached out to 500 women and 55 men through an online questionnaire to find out that around half of the respondents currently identified as being health conscious.

5 – ‘Emerging powerhouse’: Gen Z and millennial insights key to Amorepacific taking 38.4% stake in COSRX

Knowledge of the Gen Z and millennial consumer combined with a burgeoning global reputation are two of the reasons Korean major Amorepacific has taken a 38.4% stake in cult K-beauty brand COSRX​, as it looks to expand its own footprint overseas.

Founded in 2013 by Jeon Sanghoon, COSRX is best known for sensitive skin products like its Low pH Good Morning Gel Cleanser, BHA Blackhead Power Liquid, and Acne Pimple Master Patch.

Amorepacific announced that it had decided to acquire a significant minority stake for KRW180bn (U$153m) in the “emerging powerhouse” ​as part of its Vision 2025 strategy to enter new markets overseas.

“We have been looking for a partner to share the value of New Beauty as stated in our ‘Vision 2025’, which we declared this year as part of the celebration of our 76th anniversary,”​ said Lee Jinpyo, head of Amorepacific group strategy division.

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