Product profiles: Top stories on the product innovations in the APAC beauty space

1 – One-step showstopper: Serum that contains 11 actives aim to help consumers overwhelmed by skin care choices

India-based beauty start-up D’you believes the number of single-ingredient skin care products have inadvertently created more confusion among beauty consumers​ and has developed an 11 active multitasking serum to tackle it.

D’you is a beauty start-up based in India that offers one product, a premium skin care serum called Hustle (U$40).

Despite being only a year old, the company has a repeat purchase rate of up to 40% and is recording profits after breaking even in its seventh month in business

Founder and CEO Shamika Haldipurkar, a former lawyer, attributed the firm’s success to the efficacy of its serum, which was formulated in South Korea.

2 – Mindfully made: Spa brand endota targets new market with accessible new range of conscious products

Aussie beauty and wellness company endota has introduced a new clean beauty label​ that aims to make conscious beauty products more accessible to a wider market.

Clean by endota is a new range of natural personal care products featuring hand and body washes and lotions made to its clean beauty standards of harnessing botanical ingredients for its products.

The COSMOS-certified products, which range from A$25 to A$30 (U$18 to U$22), were designed to make clean and organic products more accessible to a wider market.

“[Consumers] have a strong focus on improving their health and well-being and choosing products that are treading lightly on the earth, with regard to being ethical and sustainable, looking after our land, our people and our environment,”​ endota founder and CEO Mel Gleeson.

3 – Colour theory: GoPlay moves to target US market with new and improved DIY lipstick system

Singapore-based beauty start-up GoPlay looking to zero in on the US market following the rebirth of its new and improved DIY lipstick system​ this coming November.

GoPlay's Lipskit is a make-up tool that lets you make any lip colour in various textures, from long-lasting opaque mattes to sheer tints.

Since unveiling the Lipskit in August 2019, the beauty market has experienced huge shifts triggered by the COVID-19 pandemic, some of which impacted the beauty start-up greatly.

Like many online direct-to-consumer brands, it benefitted greatly from the great online shift of 2020.

4 – Lather and save: Waterless brand Bhuman unveils powdered shampoo to ‘make bigger impact’ on sustainable mission

Zero-waste personal care brand Bhuman has launched a new water-activated powdered unisex hair wash​, a move the brand believes will enable it to make a bigger positive environmental impact given the high penetration of shampoo.

Bhuman is a waterless personal care brand by Yeeli Lee, former vice president of Amazon China and brand consultant that has worked with Unilever, Proctor & Gamble, Coty and The Estée Lauder Companies.

The brand, which launched in 2020, specialises in waterless products, allowing it to cut down on emissions from transport as well as packaging – especially single-use plastics.

Its first-ever product was the B Clean Waterless Facial Wash Powder, a 100% plant-based enzyme powder cleanser.

5 – Ticking all the boxes: Shakeup Cosmetics expands into skincare with intuitive multitasking launches

Shakeup Cosmetics has expanded its line-up with two new skin care offerings that were developed to meet the needs and concerns of the busy modern male.​

Shake-up Cosmetics was established in 2018 by Beijing-born twin brothers Shane Carnell-Xu and Jake Xu. The brand made its debut in the market in 2019 and is best known for its range of men’s make-up products that are enhanced with skin care benefits.

Recently, Shakeup made its entry into the skin care market with the release of two products: a facial moisturiser and a charcoal facial mask.

Hydrate In A Hurry is a portable solid moisturiser stick infused with ingredients such as witch hazel, cucumber extract, and hyaluronic acid. It was developed to be suitable for all skin types.