Exclusive insights from brands like MANSCAPED and FIVEISM x THREE reveal the drivers behind men’s evolving perception of cosmetic products and shed light on what exactly they want from skin care and make-up.
From being regarded as an indulgence that only a certain group can appreciate, cosmetic products have become part of daily habits, like brushing your teeth.
It is possible that reframing beauty in this manner has made it more accessible to men and driven the overall rise of the male beauty and personal care segment.
Getting the stamp of approval from TikTok can generate a lot of success for beauty brands, but one insider cautions companies not to fall into the trap of letting TikTok dictate their product development.
While TikTok is a boon for beauty, brands must ensure they do not to blindly let it influence the product development process.
The rise of TikTok has stimulated the generation of new trends that brands try to jump on. However, brands that insist on following the trends instead of concentrating on their core can lose their way.
Japanese beauty brand Est will be launching a new powder foundation that resembles liquid foundation thanks to a new powder gel technology.
The new foundation has been touted to be a game-changer by the brand, promising to introduce beauty consumers to a “new sensation”.
According to the brand, this powder foundation adheres to the skin and finishes with a lustre-like liquid foundation. Furthermore, its unique technology allows it to be used without a primer.
Lucas Meyer Cosmetics believes its latest upcycled active ingredient can solve major pain points in the hijabi hair care market, especially in the warm and muggy climates of Asia Pacific.
One panel of 16 hijabis were asked to apply a leave-on gel with 1% Wastar Pink Berry for 14 days and saw a reduction in redness, itchiness, and flakes on the scalp within seven days.
The company believes the ingredient has a place in the humid climates of Asia. In particular, the company hopes to tap into the underserved halal beauty market.
A Singapore-based start-up is developing perfumes that solve the Asian consumers’ biggest pain points with fragrances, while also delivering tangible benefits to them.
Founder Joyce Lian observed that consumers have a more pragmatic approach to perfumes compared to their western counterparts.
This led her to develop “mindful perfumes”, concoctions that do not just smell good, but also deliver tangible benefits for the user.