Revealed: Key trends set to shape APAC’s beauty and personal care landscape in 2025
This article features exclusive insights into how the market trends were set to reshape the Asia-Pacific (APAC) beauty sector in 2025, and how brands are innovating to keep up with evolving consumer priorities.
Sunscreen stockpile: K-beauty expected to stay competitive in US despite price hike fears
South Korea-made sunscreens are among the imported products that US consumers have been stockpiling since the Trump tariffs were announced, but K-beauty is expected to retain its competitive edge in the market even with price hikes.
China’s most valuable beauty brands revealed for 2025
The combined value of China’s four most valuable cosmetics brands declined by 14% to USD5.5bn in 2025, according to the Cosmetics 50 2025 report by Brand Finance. Despite a drop in its brand value by 9% to USD3bn, PECHOIN remains as China’s most valuable cosmetics brand.
Shiseido bridges gap between cosmetics and aesthetics with ‘next-gen microneedle’ design
Shiseido has developed a novel microneedle system that applies pressure on skin to enhance penetration and target skin sagging, wrinkles, and barrier function. This approach promotes skin improvement by encouraging natural regenerative processes, making it potentially safer and less invasive.
Sunscreen scandal: TGA conducts ‘comprehensive review’ after report exposes overclaimed SPFs
The Therapeutic Goods Administration (TGA) is conducting in-depth investigations into sunscreens after Australian consumer advocacy group CHOICE published a report in June 2025, which found that 16 out of 20 sunscreens did not meet their claimed SPF 50+ ratings.
Why beauty majors Maybelline and Wella are exiting South Korea
L’Oreal Group’s Maybelline New York and German hair care brand Wella announced their departure from the South Korean market, signalling a shift in strategies amid increasing competition and evolving consumer demands.
‘Perfume is cost-effective luxury’: Why Gen Z is driving purchases in SEA
Luxury-minded Gen Z are embracing fine fragrances as a “value-for-money” investment, fuelling a surge in South East Asia’s perfume sales. Despite inflationary pressures, fragrance has remained relatively unaffected compared to other luxury beauty categories like skin care.
Kao’s Bioré looks to fill market gap with launch of first UV absorber-free sunscreen
Kao-owned skin care brand Bioré launched its first non-chemical, UV absorber-free sunscreen to meet increasing consumer demand for gentle products. This new formulation technology is said to offer strong sun protection, has a light texture, and does not leave a white cast.
Lab-grown ingredients, tech-enhanced experiences among key trends to watch – Ai Palette
Consumer packaged goods (CPG) insights platform Ai Palette identified several key trends in the cosmetics industry to look out for in 2025, including lab-grown ingredients, tech-enhanced experiences, cross-sector holistic wellness, and eco-conscious consumption.
How to win over… Beauty consumers in the era of longevity
Experts from L’Oréal, Justhuman, Taimana Beauty, and more shed light on the beauty industry’s quest to master longevity and how it is changing the landscape as we know it.
