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

By Amanda Lim

- Last updated on GMT

Recent trend developments in the Asia Pacific beauty and personal care market. [Decorté]
Recent trend developments in the Asia Pacific beauty and personal care market. [Decorté]

Related tags beauty trends

In our round-up of the recent trend developments in the Asia Pacific beauty and personal care market, we’re featuring our 2024 trend round-up, quiet luxury in makeup, beauty devices and more.

Revealed: Key beauty and personal care trends set to shape the APAC industry in 2024

As we move into the new year, we reveal the consumer and market shifts that are going to have a major impact on the beauty and personal care industry in Asia Pacific in 2024 with insights from L’Oréal, Kenvue and more industry leaders.
In CosmeticsDesign-Asia’s​ 2023 trend forecast​, Maxime De Boni, vice president, L'Oréal R&I North Asia and China, emphasised that efficacy was set to be the “mega mega trend” ​in beauty.

The persistent demand for performance is not showing any signs of waning; on the contrary, it is poised to intensify, especially with the increasing normalisation of aesthetic procedures.

How the quiet luxury fashion trend will influence makeup in 2024

The quiet luxury fashion trend is set to influence makeup in 2024, according to new insights from Japan.
Quiet luxury has become almost synonymous with a more mindful and conscious approach to living.

The quiet luxury aesthetic has moved from fashion to interior design and is set to arrive in makeup, according to data gathered by @cosme.

medicube sees global expansion propelled by demand for cost-effective next-gen devices

South Korea-based APR Corp says its beauty device technology is the key driving force behind the company’s accelerated expansion into overseas markets, amid growing demand for cost-effective devices.
As of November 2023, cumulative sales of APR’s beauty devices domestically and abroad have exceeded 1.5 million units.

The firm recently announced its participation in CES 2024, said to be the world’s largest consumer electronics and home appliances trade show, which will be held from January 9 to 12 in Las Vegas, US.

Shohei Ohatani’s Decorté endorsement stirs interest among male consumers

Baseball star Shohei Ohtani’s endorsement of Japanese skin care brand Cosme Decorté’s Liposome series has garnered the brand more interest from men, according to new consumer insights.

According to the brand, the overall number of male consumers increased approximately four-fold in 2023 compared to the previous year. The number of male consumers for its flagship Liposome Advanced Repair Serum saw a 7.5-time increase.

This trend was also seen in @cosme reviews, where female users have reported sharing the product with their male partners.


Korean sunscreen, glass skin among top searches by Indian consumers

A surge in consumer interest for Korean sunscreen and glass skin has prompted Indian retailer Nykaa to curate products, content, and events to cater to the growing demand for K-beauty in India.

According to the beauty retailer, the search terms ‘Korean sunscreen’ and ‘glass skin’ increased 148% and 61% this quarter.

It has also observed a 50% growth for its top Korean brands. The company retailer global K-beauty brands such as Sulwhasoo, Innisfree, Cosrx, and TonyMoly.

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