This month’s Across the CD-Verse highlights key developments shaping the global beauty and personal care market. From shifts in consumer behavior and emerging retail strategies in Asia-Pacific, to regulatory updates and new brand launches in the Americas and Europe, CosmeticsDesign editors tracked the latest trends and industry movements across regions.
Below is a selection of stories that capture the breadth of activity influencing the sector worldwide in August 2025.
CosmeticsDesign APAC
In the Asia-Pacific region, stories ranged from fragrance personalization trends and retail expansion strategies to advances in biotechnology and branded consumer experiences.
Popularity of custom-made fragrances on the rise among male consumers in Japan
Fragrance Project Co Ltd, which operates MY ONLY FRAGRANCE, has found that the number of people visiting the stores to make their own fragrance in the first two weeks of July increased significantly, compared to the same period last year.
In particular, there has been a marked increase in the number of male consumers shopping alone, which is about five times higher than the previous year, while there are about 2.5 times more female customers visiting the stores on their own.
ImmVira eyes bigger opportunities following INCI designation of engineered exosomes
This dual certification is said to solidify ImmVira’s leading position in engineered exosome technology, facilitate overseas market entry, and enhance consumer trust through INCI’s mandated ingredient transparency.
Utilizing proprietary OVPENS technology, the company developed its engineered exosome portfolio, including MVR-EX103 for skin-related conditions (INCI name granted in April 2025), EX104, and EX105, for direct commercialization with flexible registration pathways, targeting the “substantial opportunities” in the aging market.
JOOCYEE capitalises on shifting perception of C-beauty in SEA with Singapore flagship
In July, JOOCYEE marked a major milestone in its global expansion, with the opening of its first international retail store in Singapore.
“Singapore was chosen as JOOCYEE’s first step outside of China because it is a vibrant, trend-conscious hub that blends Eastern and Western cultures, perfectly mirroring our brand philosophy. As a major travel destination, Singapore also welcomes visitors from all over the world, giving us the opportunity to connect with international consumers beyond South East Asia,” Melvin Beh, Marketing and Sales Associate Director at JOOCYEE, told CosmeticsDesign-Asia.
MINISO builds IP ecosystem via dual-strategy to meet demand for interest-driven consumption
In an era where Gen Z and Millennials are seeking more than just products, but also emotional value, self-expression, and shared experiences, MINISO is targeting this phenomenon with its Super Store and Super IP strategies.
“These spaces encourage photo moments, social sharing, and viral engagement. Frequent new launches keep assortments fresh, while collaborations with global IPs and adaptation of products with local cultural elements further strengthen emotional resonance,” MINISO told CosmeticsDesign-Asia.
CosmeticsDesign EMEA
Across Europe and the Middle East, coverage explored counterfeit cosmetics in online marketplaces, new brand launches, and the evolving luxury fragrance retail landscape.
New research finds counterfeit cosmetics on Amazon, TikTok, Vinted & eBay
UK-based consumer rights champion Which? recently undertook a project whereby its research team purchased 34 cosmetic products from third-party sellers across retail channels such as Amazon, eBay, TikTok Shop, and Vinted. The products were marketed under brand names including MAC, Charlotte Tilbury, La Roche-Posay, Maybelline, and The Ordinary.
In total, the researchers believed that 23 of the 34 products purchased were likely to be counterfeit (67%). Broken down by retail channel, this was six out of six bought on Vinted, four out of 11 products ordered on Amazon, eight out of 11 products purchased on eBay, and five out of six products ordered from TikTok shop.
Revolution Beauty founder launches Trouble Maker to shake up “Gen Zalpha” offering
With playful branding and bright colours, Trouble Maker has been created for ‘Gen Zalpha’ – those upcoming beauty consumers who are just entering their teenage years and wanting to experiment with their own makeup products.
It has already launched with 300 SKUs and has plans to quickly grow to 400.
“Time-honoured plant wisdom” meets modern scalp science for new hair range
R&D cosmetic chemist at Tara Formula, Miriam Freixa Villen, said the brand prioritises local and traceable ingredients that have been used ancestrally for generations in food and natural remedies.
“Around 80% of our raw materials are sourced locally. Many of our key actives are inspired by foods or botanicals commonly used in the Mediterranean diet – think rosemary, onion, sage or wild strawberry,” she explained, adding that they are functional with proven properties for hair and scalp health.
Byredo & more join Covent Garden’s luxury scent revolution
Covent Garden already houses some of the world’s biggest names in luxury fragrance, such as Creed, Diptyque, Jo Malone London, Le Labo, Miller Harris, and Penhaligon’s.
Director of retail and restaurant leasing at the property investors behind the beauty shopping hub, Shaftesbury Capital, William Oliver, noted how Covent Garden has become “the leading destination for luxury beauty in the UK,” adding that it is “already home to a host of world-class fragrance houses and an epicentre where brands can launch, innovate, and thrive.”
CosmeticsDesign Americas
In the U.S. and beyond, regulatory scrutiny, ingredient innovation, retail insights, and the growth of menopause-focused beauty defined the month’s headlines.
Certain novel sunscreen forms face increased FDA scrutiny
The U.S. Food and Drug Administration (FDA) has issued warning letters to five personal care brands marketing mousse, whipped, or foam sunscreen products without FDA approval.
The letters, dated August 6, 2025, were sent to Supergoop!, Vacation Inc., Kalani Sunwear, Fallien Cosmeceuticals, and K & Care Organics (BOTAÓ brand).
The warning letters, which were made publicly available on FDA’s website on August 12, emphasize that mousse and foam sunscreens cannot be sold in the U.S. without an approved application or final FDA order.
Patented enzymatic complex offers alternative to traditional surfactants
“It is very hard to strike a balance between efficacy and harshness,” Dr. Landry told CosmeticsDesign US, but “the HEC finds the perfect balance by being highly efficacious at removing oil and surface buildup while at the same time being gentle to skin and the skin microbiome.”
HEC achieves this through a combination of hydrolytic enzymes and emulsifying proteins, he explained, offering a surfactant-free approach that is both effective and microbiome-safe.
Retail report highlights need for shopper autonomy, value alignment, and ‘wellness-forward sustainability’
ChangeUp, a retail brand experience agency, has released Part Two of its Beauty Report series, which identifies gaps between industry priorities and consumer expectations regarding the in-store shopping experience.
The report’s conclusions are based on a survey of over 1,600 US beauty shoppers, selected to represent a diverse cross-section of age, gender, race, region, and income.
Stripes Beauty enters Credo as retailer’s first dedicated menopause brand
The launch includes Stripes’ top-selling products, such as The Full Monty body oil, Vag of Honor intimate moisturizer, Oh My Glide personal lubricant, The Inside Addition wellness support supplement, The Crown Pleaser hair mask, and The Dream Date sleep support supplement.
Cara Kamanev, Global Brand President of Stripes Beauty, told CosmeticsDesign U.S. that the Credo partnership represents a significant milestone. “We’re not just expanding shelf space – we’re signaling to the industry and to consumers that midlife is a powerful, worthy, and underserved life stage,” she said.
