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

By Amanda Lim contact

- Last updated on GMT

The recent trend developments in the APAC beauty and personal care market. [Perfect Diary]
The recent trend developments in the APAC beauty and personal care market. [Perfect Diary]

Related tags: trends, Apac

In our round-up of the recent trend developments in the Asia Pacific beauty and personal care market, we highlight the latest insights from Perfect Dairy, Sanfe, KATE and more.

1 – Next stage of growth? The firm behind Perfect Diary refocusing efforts on skin care as make-up wanes

Yatsen Holdings, the firm behind popular make-up brand Perfect Diary, is channelling its efforts and resources into skin care​, where it believes will be key to the firm's future growth.

Founded in 2016, the Chinese cosmetics unicorn is one of the most successful beauty brands from China. The company's flagship brand, Perfect Diary, claims to be one of the top make-up brands in China in terms of online retail sales value.

However, the firm has been hampered by what it has observed to be the softening of the colour cosmetics category amid the deceleration of general consumer spending in China.

“This extended into the Singles Day promotion period between November 1 and November 11, during which colour cosmetics sales on Tmall fell by low-single-digit compared to the prior year,”​ said Huang Jinfeng, founder, CEO, and chairman of the company.

2 – Intimate business: India-based Sanfe targeting ‘underserved’ feminine hygiene market in lower-tier cities

Feminine hygiene brand Sanfe is aiming to expand into lower-tier cities in India​, where it believes it can fill a major gap in the market.

Sanfe is a direct-to-consumer brand from India that specialises in feminine hygiene, grooming and intimate care products founded in 2018 by Archit Aggarwal and Harry Sehrawat.

The company has a recurring annual run rate of INR30cr (U$4m) and clocks in around 25% month-on-month growth.

Sanfe first made a name for itself with organic period care products and two years later, it delved into intimate skin care products.

3 – Monster hit: KATE struggling to keep bestselling mask-friendly lipstick in stock as demand swells

Japanese make-up brand KATE is facing supply issues​ as demand for its bestselling mask-friendly lipstick, Lip Monster, soars among consumers.

KATE is a highly popular mass-market make-up brand owned by Kanebo, a subsidiary of personal care major Kao Corporation.

In November, Kanebo was compelled to issue an apology for failing to keep up with the market demand for Lip Monster, a transfer-resistant, mask-friendly lipstick it launched over six months ago in Japan.

“We have received a strong response from the market immediately after its release… it has been a big hit and the product has been in short supply. We sincerely apologise for any inconvenience caused to our customers,” ​said Kanebo in a statement released to the press.

4 – Zen for your skin: Taiwanese brand Phytoflow claims to unlock benefits of meditation with natural extracts

Taiwanese cosmetics firm 3dL Inc. launches a new series of skin care products that claim to mimic the effect of meditation on the skin​ with natural extracts by increasing beta-endorphin release.

The company is an original design manufacturer (ODM) that owns beauty brands such as Ujelly and Horaios.

Recently, the company launched a new brand, Phytoflow, that was developed to meet what it believes to be beauty consumer interest in well-being.

“With COVID-19 still looming around the globe, uncertainty and anxiety is ever present in day-to-day life. This not only influences a person’s mental condition but skin appearance as well. We have all seen the market trends and we believe skin care products related to destressing and well-being are the future even in the post-pandemic era,” ​said Timmy Pan, international product development leader at 3dL Inc.

5 – PODCAST – Keeping traditions alive: Feniu founder on using beauty as a platform to showcase Tongan culture

On this episode of Indie Pioneers, we chat with Mele Olivetti, the founder of Tongan beauty brand Feniu​, who is on a mission to use her brand as a platform to share the heritage and culture of a tiny island nation with the world.

Olivetti was born in Australia but grew up in a Tongan household which practiced the use of coconut infused oils in daily beauty rituals for the face, body, and hair.

“Coconut oil has played a really crucial part in my upbringing when it comes to beauty… It was the only product that is used to nourish the skin in tongue for your face and for your body, but also for your hair.”

Feniu was conceived to showcase the culture, heritage, and traditions of Tonga, as well as shine a spotlight on its local agricultural produce.

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