Convenience and inclusivity remain two key themes that beauty companies are capitalising on for their portfolio expansion and marketing strategies.
Glide and depuff
Biossance’s Squalane + 5% Niacinamide Brightening Eye Serum is a fast-acting formulation with a potent combination of 5% niacinamide, vitamin C, and caffeine for immediate and long-term results.
A key feature of this product is the 360° Lymphatic Roller, claimed to be a first-of-its-kind stainless steel applicator that glides over skin, delivering a cooling sensation that soothes and refreshes the delicate eye area with one swift motion.
The easy application makes it ideal for busy mornings or evenings out.
According to the brand, the serum is suitable for all skin types, and targets dark circles, puffiness, and tired-looking eyes. One tip is to use under the eyes and across the brow bone in outward motions to help visibly sculpt and depuff.
Swipe, glow, go
The latest member of Paula’s Choice’s travel-size line-up is 2% BHA Exfoliating Pads, reimagined from the brand’s bestselling 2% BHA Liquid Exfoliant. The cult-favourite product is now available in a pre-soaked pad form.
Each pack contains 10 individually packaged biodegradable pads that can be used on face, neck and body. The pads allow for no-rinse, mess-free application both in-flight to hydrate and brighten, and after landing to cleanse and reset the skin.
Besides being travel-friendly, it is also suitable for people who are new to exfoliation. The BHA formula with salicylic acid helps unclog pores, while green tea provides hydrating and barrier-strengthening effects.
Just like second skin
In a move that mirrors the global shift towards more inclusive beauty standards, JUNGSAEMMOOL recently introduced 30 “thoughtfully calibrated” shades for its bestselling Essential Skin Nuder Cushion.
The new shade spectrum spans cool, warm, and neutral tones — from porcelain to rich espresso, each shade is designed to deliver a natural, skin-like finish that complements undertones and enhances the skin’s healthy, radiant glow.
The cushion comes with its signature artist-blending palette with a skin-like texture that helps to spread the formula evenly for a thinner application.
Championing inclusivity
Sephora has launched a major new campaign titled “The Perfect Shade For You” across 10 markets in Asia-Pacific (APAC), namely Australia, China, Hong Kong, India, Indonesia, Malaysia, New Zealand, Philippines, Singapore, and Thailand.
In partnership with creative agency Virtue Asia, the campaign provides an intimate, behind-the-scenes glimpse featuring a diverse cast of individuals from across the region who represent a wide range of cultures, ages, and backgrounds.
Highlighting Sephora’s industry-leading range of over 1,500 foundation shades, the campaign aims to empower consumers to discover and celebrate their unique identities through makeup.
“We believe beauty is inherently diverse and everyone possesses a unique beauty worth celebrating. In today’s context where consumers increasingly demand authenticity and personalisation, especially in a region as culturally rich as ours, it’ll be remiss if we confine beauty to a narrow definition.
“With ‘The Perfect Shade For You’, we’re investing in a future where every individual in APAC feels seen, represented, and empowered to embrace their own beauty. We believe this initiative will drive meaningful conversations and change in the industry, and set a new standard for inclusivity,” said Jenny Cheah, managing director of Sephora Southeast Asia, Oceania and India.
