Why beauty majors Maybelline and Wella are exiting South Korea
Global beauty leaders Maybelline New York and Wella have announced their departure from the South Korean market, signalling a shift in strategies amid increasing competition and evolving consumer demands.
News has been circulating on Korean local media that German hair care brand Wella and L’Oreal Group’s Maybelline New York will withdraw from the market.
On 3 February, Korea outlet Biz.Hankook revealed that Maybelline, one of the L’Oreal Group’s most recognisable colour cosmetic brands, will end its operations in Korea.
‘We’re not optimistic’: Shiseido’s 2024 results reveal troubles for Drunk Elephant
Drunk Elephant is failing to keep up with intense competition in the skin care market, leading to sales decline of 25% in 2024, according to Shiseido’s FY2024 results.
The Japanese beauty giant attributed its poor performance in the Americas in the fourth quarter to the “delayed recovery” of Drunk Elephant.
Kentaro Fujiwara, Shiseido Company president and chief executive elaborated on Drunk Elephant’s struggles by highlighting the changes in the market, particularly in the Americas region.
CJ Olive Young actively pursuing goal of launching storefront in the US
South Korean beauty and health retailer CJ Olive Young says it is aiming to open its first store in the US following announcement that it has established a US subsidiary.
This marks a significant step as it aims to capitalise on the rapidly growing market for K-beauty products in the US.
The leading K-beauty retailer CJ Olive Young announced on February 4 that it has set up a local corporation, CJ Olive Young USA, based in Los Angeles, California.
The Ordinary set for China launch as Estée Lauder targets masstige consumers
The Ordinary will debut in China in February as parent company Estée Lauder ramps up efforts to capture the growing masstige consumer base.
Stéphane de la Faverie, president, chief executive officer and director of The Estée Lauder Companies announced this news on February 4 during the firm’s second quarter earnings conference.
“We are thrilled that The Ordinary is debuting in Mainland China this month with its proven disruptive launch strategy,” he said.
Lotus Herbals’ new lip balm range marks strategic move into ‘hybrid beauty’
Lotus Herbals’ latest lip balm innovations reflect brand strategy to develop multi-functional products that combine cosmetic with skin care benefits.
The Indian beauty company started off the year announcing the launch of its premium lip balm range.
This new launch is a major move in the company’s new product strategy, said Nitin Passi, chairman and managing director of Lotus Herbals.
Coty Japan plans portfolio expansion as it takes full control of operations in July
American multinational Coty will assume direct control of its Japan operations from Bluebell Japan effective July as it aims to deepen its presence in the market.
Starting July 1, Coty will directly handle import, distribution, and sales of its products in Japan. This will include products from brands such as Burberry, Calvin Klein, Chloe and Gucci.
In press statement released by Coty, Shosaku Yamamori, president and chief executive of Coty Japan indicated that the company plans to expand its portfolio in Japan.
Demand for K-beauty in SEA drives Shopee Korea growth by 63%
Shopee Korea experienced significant growth in 2024, fuelled by strong demand for K-beauty and the expansion into key South East Asian markets.
The beauty category led the growth with a 77% year-on-year increase in order volume in 2024.
Orders for K-beauty product sets increased by 87% while skin care and makeup orders rose by 81%. Additionally, orders for makeup tools grew by 70%.
Study on elastin highlights key challenges limiting its potential as anti-ageing ingredient
A study from China sees elastin’s potential as an anti-ageing cosmetic ingredient, but highlights multiple challenges in applying it successfully.
Elastin is a key protein in the extracellular matrix (ECM). It is essential for skin elasticity and resilience, allowing skin to maintain its shape and structure.
It is crucial in giving skin a bouncy and full look often associated with youthfulness. As such, it has gained recognition as an essential factor in maintain skin health.
Beyond appearances: Science-backed, skin benefits key to makeup brand’s longevity
Australia’s InClinic Cosmetics believes that the key to brand longevity has evolved from a makeup product’s effect on one’s look to formulations that are backed by science and come with skin care benefits.
Prior to the popularity of mineral makeup, larger companies cared more about performance rather than skin benefits, according to brand founder Josephine Carbone.
The category’s boom, reportedly in the mid-2000s, created the need for cosmetics companies to reconsider the ingredients that they are formulating their products with.
China focus: Latest developments in China’s booming beauty market
We round up recent developments in the Chinese beauty market, including cosmetics regulations to watch in 2025, K-beauty exports, Croda’s ceramide solutions, Keune Haircosmetics’ China ambition, and more.
CosmeticsDesign-Asia dissects the regulatory challenges set to impact the Asia-Pacific cosmetics sector, with expert insights from leading industry insiders.
In China, from May 1, 2025, cosmetic companies will be required to submit the full version of the safety assessment report registering/notifying their products. This would include safety assessments for all ingredients used in a formulation.
