6 Beauty Trends In Asia To Know In 2024

Many worldwide magnificence manufacturers have their eyes on South East Asia. With a big and numerous inhabitants, and loads of progress alternatives, it’s an thrilling area. Representing patrons with various wants, and priorities on the subject of magnificence and private care. 

After crunching the numbers, listed below are the highest magnificence traits we’re seeing in South East Asia proper now, in keeping with detailed shopper knowledge:

Make-up purchases have surpassed pre-pandemic ranges

SPF is huge, and it’s getting greater

Extra magnificence patrons are taking good care of their hair 

Well being situations are pushing folks towards specific merchandise

Tech ought to be a giant a part of the sweetness buy journey

It’s all about unique and classy merchandise

1. Make-up purchases have surpassed pre-pandemic ranges

The pandemic was an odd time, and whereas some industries soared, others didn’t. With fewer folks within the area socializing, lockdowns, and mask-wearing when customers had been lastly allowed to depart their houses, it’s comprehensible that not many reached for make-up merchandise. 

However since 2021, cosmetics gross sales in South East Asia have been on the rise, with self-reported purchases in 2023 above pre-pandemic ranges. The sharp rebound factors to pent-up demand from lockdowns. 

The “lipstick impact” additionally feeds into this; folks in South East Asia are shopping for small indulgences to deal with themselves throughout onerous occasions, and a few are sporting daring colours to assist raise their moods. We’ve seen year-on-year jumps in folks shopping for blusher, lipstick, and eyeshadow within the area. 

Since 2021, there’s additionally been a 23% rise within the variety of males in South East Asia shopping for make-up. 

Largely due to extra male celebrities embracing make-up and inclusive advertising, manufacturers focusing on this area have new audiences to focus on. 

The extent of progress reveals how resilient the sweetness trade is in South East Asia. It didn’t take lengthy for it to catch as much as pre-pandemic purchases, and the world we reside in right this moment may be very completely different to 2019. Individuals are clearly nonetheless fascinated by make-up, and types want viewers insights to maintain up with alternatives and adjustments within the magnificence market.

2. SPF is huge, and it’s getting greater

It’s not probably the most glamorous of magnificence merchandise, however elevated consciousness of the impression of the solar on each well being and growing old has led to progress in folks reaching for SPF. 

In South East Asia, 2 in 5 magnificence patrons have used suncream within the final week, and virtually as many have used a facial moisturizer with SPF. 

Within the final two years, the variety of magnificence patrons in South East Asia who use suncream has grown 12%. 

It’s clearly develop into a go-to product in many individuals’s routines. 

Gen Z and child boomers are seeing the most important jumps in demand. And, practically 1 in 5 Gen Z magnificence patrons in SEA use anti-aging cream/serum, proving that youthfulness is a big commodity even amongst youthful audiences.

UV safety is a giant magnificence pattern in Indonesia and Thailand particularly, as magnificence patrons in these international locations come out prime globally for utilizing facial moisturizer with SPF and suncream. 

With a rising demand for SPF merchandise in South East Asia, manufacturers have a possibility to determine themselves on this increasing market and converse to particular teams. This could possibly be by broadening their vary, packaging merchandise in revolutionary methods, or including skincare advantages to formulation. 

For instance, Thai customers are huge on anti-aging serum – over a 3rd of magnificence patrons right here use it weekly, whereas Indonesians use comparatively extra lipstick and lip liner. So manufacturers seeking to break into these markets may do nicely by including anti-aging advantages to their formulation and broadening their product vary to incorporate SPF. Skincare-makeup hybrids have been constructing traction in the previous couple of years, and it seems to be like they’re right here to remain. 

3. Extra magnificence patrons are taking good care of their hair

Hair and scalp care is rising in recognition amongst magnificence patrons in South East Asia. The quantity who use hair oil weekly has grown 17% year-on-year, with patrons on this area standing out for buying particular haircare merchandise. 

Indonesia, for instance, is the nation on this planet probably to make use of anti-dandruff shampoo, whereas Thailand stands out for utilizing volumizing merchandise. Manufacturers that harness pure components to cleanse, strengthen, and revive tresses from root to tip stand to win huge with this regional viewers. 

Magnificence patrons in South East Asia aren’t simply fascinated by taking good care of their hair although, they’re additionally into styling it. The quantity who’ve used a highlighter (+33%), relaxer (+14%), and hair wax (+21%) within the final week have all risen year-on-year.

This area’s elevated curiosity in styling and haircare might give manufacturers the chance to create extra multi-purpose merchandise, which change the look of hair, whereas nonetheless sustaining its well being. For instance, hair coloring packs with nourishing components. 

4. Well being situations are pushing folks towards specific merchandise

The well being situations folks undergo from might steer them towards focused magnificence merchandise which promise aid. In South East Asia, sleep-related situations stand out as the most typical well being concern, with magnificence patrons right here being 13% extra more likely to expertise them than the typical shopper within the area. 

The variety of magnificence patrons who are suffering from sleep-related situations has grown 20% since 2020. 

For manufacturers, there’s an opportunity to double down on options which assist relaxation. Components like lavender, chamomile, or CBD can have a soothing impact, and subsequently assist put together the physique and thoughts for sleep. So, magnificence manufacturers ought to look to incorporate a few of these components of their merchandise, and focus their messaging round making these patrons really feel pampered. 

Magnificence patrons in South East Asia are additionally distinct for coping with skin-related situations, which means they could even be fascinated by merchandise which promise to be mild, fragrance-free, and have calming components. 

By catering to the distinctive well being struggles confronted by South East Asian customers, magnificence manufacturers stand to make significant connections by tailor-made merchandise. Firms that really perceive this market and its relationship with well being usually tend to flourish in it. 

5. Tech ought to be a giant a part of the sweetness buy journey

Magnificence patrons in South East Asia are very fascinated by tech. Over half say they comply with the newest know-how traits and information, and the quantity who personal a VR headset (+10%) and use TikTok results (+6%) has grown between 2020-2023. 

Which means magnificence patrons in South East Asia are more likely to be eager on beauty-related tech – like LED masks and digital facial massagers. 

Their curiosity in tech additionally means they’re extra open to embracing AI and AR within the buy journey. Manufacturers may look to make clients’ buy journey extra immersive and customized; this could possibly be by providing AR try-ons and permitting magnificence patrons to nearly pattern merchandise and shades, or by bringing AI into the acquisition journey. 

In Singapore, over half of magnificence patrons say they’d be comfy utilizing an AI-integrated device to purchase a services or products. 

AI could possibly be used to deal with buyer queries, to supply suggestions, and even create customized magnificence subscriptions based mostly on buyer preferences. A very good instance is private care firm Shiseido‘s cutting-edge “sensible mirror” often known as the Skincare Advisor.

No matter know-how instruments firms select, many magnificence patrons in South East Asia are able to embrace it. 

6. It’s all about unique and classy merchandise

If manufacturers are going to interact with magnificence patrons in South East Asia, they’re going to must embody what these customers need. 

First off, magnificence patrons need manufacturers to be unique, fashionable, and younger. In Singapore, they’re 28% extra more likely to need adverts to make them chuckle, and 1 in 4 ahead on memes weekly. So, protecting on prime of the web tradition they’re driving ahead may make a giant distinction. It’s additionally key to maintain magnificence patrons excited by releasing restricted version and unique collections, for instance, a quarterly assortment targeted on a hero ingredient. 

By way of what these customers need manufacturers to do, they’re most forward for bettering their on-line picture or fame, intently adopted by working buyer communities and providing custom-made merchandise. 

Manufacturers may assist enhance their clients’ picture by highlighting buyer success tales, or permitting followers to submit content material utilizing their merchandise for an opportunity to win a prize or be featured. 

And on the subject of custom-made services or products, investing in session experiences on-line or in-store to gauge particular person wants and personalize suggestions is an effective strategy to go. This could possibly be notably interesting to any magnificence patrons who are suffering with pores and skin complaints. 

In a nutshell, the sweetness scene is simply as huge and versatile as ever. The traits we’ve outlined are shaping how we see and snag our favourite merchandise, and wonder manufacturers ought to be accustomed to them in the event that they wish to preserve their glow.