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

By Amanda Lim

- Last updated on GMT

The recent trend developments in the Asia Pacific beauty and personal care market. [Getty Images]
The recent trend developments in the Asia Pacific beauty and personal care market. [Getty Images]

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In our round-up of the recent trend developments in the Asia Pacific beauty and personal care market, we highlight the mum and baby care market in China, the potential of postbiotics in skin ageing products and more.

1 – Postbiotics in beauty hold potential for new product development

There is potential for microbiome in the anti-ageing segment​, where more consumers are searching for solutions that target the root causes of skin ageing.

The ​latest research on postbiotics have indicated a lot of promise as an anti-ageing ingredient.

“Postbiotics are by-products of probiotics and a lot of these postbiotics are actually amino acids. If there is a harmonious and well-balanced skin microbiome producing postbiotics, you have naturally produced amino acids to firm, smooth and even reduce wrinkles and other signs of ageing,” ​explained Julius Lim, CEO of Malaysia-based derma beauty brand, B&B Labs.

Postbiotics can also protect the skin against ultraviolet exposure, one of the leading causes of skin ageing.

2 – VNI Scientific eyes huge cosmetic potential in the rainforests of Malaysia

A Malaysian cosmetics manufacturer believes there is huge potential in exploring the use of local rainforest herbs​ as cosmetic ingredients.

VNI Scientific offers a handful of local ingredients, including kesum, moringa, neem, mangosteen and pineapple extract.

It is expecting demand for local Malaysian herbs to increase as these ingredients have an appealing story and can reduce cost and long lead times for imports.

Additionally, local consumers were more willing to support local businesses, especially as the market was able to give them quality products at a lower price.

3 – Why beauty brands can expect e-commerce boom to continue in 2022 – Shopee

Premiumisation, improved augmented reality services, greater sampling opportunities and the growing popularity of e-commerce​ outside of Asia’s major cities can propel online sales growth across the beauty category in 2022.

E-commerce platform Shopee believes e-commerce has become part of consumers’ and lifestyle and expects the online shopping habit to continue long after the COVID-19 pandemic.

This year, Shopee will be upgrading its suite of shopper engagement features, such as Shopee BeautyCam, an augmented reality (AR) make-up try-on tool.

It will be broadening its marketing efforts further with a new sampling programme to attract new shoppers in several categories, including beauty.

4 – How the pandemic redefined anti-ageing for beauty consumers

The acceleration of wellness and self-care trends during the COVID-19​ pandemic is accelerating the eradication of the beauty consumer’s long-held desire to completely erase the signs of ageing.

A new generation of brands like Earth Rhythm were no longer putting out anti-ageing products.

This is not to say consumers are not looking for products to smoothen fine lines or firm up their skin. However, the results they were expecting to see have become more grounded and realistic.

While anti-ageing has traditionally been an important category in beauty, more brands like Earth Rhythm no longer see it as a priority.

5 – WATCH – Aromababy and Lovekins on the opportunities and challenges baby care market

Watch Aromababy and Lovekins, two brands that have established themselves as the forerunners of baby care in China, discuss the trends, opportunities and regulatory issues​ facing this segment.

With the relaxation of the one-child policy and the trend of premiumisation across consumer goods, China’s baby care market is considered one of the most attractive in personal care.

However, it is still in the early stages of development and comes with its own set of challenges – including a strict new set of regulations and notoriously fussy consumers.

Today’s Chinese parents place a priority on Safety and efficacy, as well as a brand’s social values.

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