What’s trending: Top stories on APAC beauty market and consumer insights

By Amanda Lim

- Last updated on GMT

The recent trend developments in the APAC beauty market [AMIKA]
The recent trend developments in the APAC beauty market [AMIKA]

Related tags trends Skin care Cosmetics Hair care

In our round-up of the recent trend developments in the Asia Pacific beauty market, we’re featuring insights from Amika, Shopee and more.

Hair care for everyone: Amika on quest to address diverse hair needs in SEA

Amika is targeting localised innovation to drive success in South East Asia with its sea buckthorn-focused range of products.

The American brand launched in 2007 and is known for its extensive range includes shampoos, conditioners, masks, and styling tools.

The key ingredient in its products is sea buckthorn, a superfruit rich in nutrients and antioxidants. The brand claims it helps to protect the hair against free radical damage and the natural ageing process.

Amika aims to be an inclusive brand, focusing on providing products that cater to a diverse range of hair types and needs.

Esmi Skin Minerals aims to tap into skin barrier-strengthening needs in SEA

Esmi Skin Minerals has launched with Sephora in South East Asia, where it hopes to find a significant market for its barrier protection and microbiome-friendly products.

This launch with Sephora SEA marks the firm’s debut in the South East Asian region. The brand was conceived by founder Evette Hess, who prior to launching the brand was a beauty therapist with two decades of experience.

“I also worked as a cosmetic dermal therapist for quite a few years while at the same time teaching beauty therapy. We were doing a lot of advanced treatments for scarring, for pigmentation, for acne. They were quite harsh and very stripping and would often be unpleasant.”

K-beauty orders to Vietnam increase more than five-fold in the last three years – Shopee

E-commerce platform Shopee says Vietnam has become a key market for K-beauty brands with orders surging more than five-fold over the last three years.

From 2021 to 2023, K-beauty orders to Vietnam have increased 5.2 times, while transaction amounts have increased 4.9 times, according to Shopee Korea.

The company supports Korean sellers operating in South East Asia and Taiwan markets. Last year, K-beauty products dominated the sales share on Shopee Vietnam.

Sleep-centric beauty demand grows while regulatory constraints remain - WATCH

Beauty companies that want to tap into the surging demand for sleep-boosting cosmetic products are coming up against regulatory hurdles that prevent them for making direct claims.

With today’s hectic lifestyle, a full eight hours of sleep is a luxury. Quality sleep plays a crucial role in promoting both physical and mental well-being, supporting a range of functions that are vital for overall health – and skin.

However, while there is potentially massive demand, the problem is that manufacturers are not able to make any direct claims related to sleep, resulting in a grey area for both brands and consumers.

Is face cupping the new guasha? Daily Habits on gentle alternatives to aesthetic treatments

Daily Habits says gentle and natural alternatives to aesthetic treatments in Asia are taking off, with Traditional Chinese Medicine (TCM) therapy face cupping proving a hit with consumers.

The Miami-based brand is a holistic skin care brand that aims to treat skin from the inside out with the help of facial tools and products formulated with natural ingredients such as herbal extracts.

One of its best-sellers is its Face Cupping Kit, which was inspired by the traditional Chinese cupping therapy.

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