Beauty and personal products may grow by US$39.3b by 2027

Euromonitor International identified four Asian beauty trends.

As the beauty and personal products market is expected to flourish, Euromonitor International identified trends that will help grow the market.

Under skinification and dermocosmetics, skin health is important in the post-pandemic era with East Asian customers seeking lip products with anti-ageing, brightening, and sun protection benefits, with ingredients like hyaluronic acid and caviar extract. 

Over 15% East Asian consumers want ingredient formulation in beauty products in 2022. 

More than 20% of Thailand respondents selected ingredient formulation as a desired product feature in beauty products, according Euromonitor’s Beauty Survey. In Thailand, the dermocosmetics market size increase from 12% in 2021 to 14% in 2022, the highest market size in the region. 

For compact and premium, the rising cost of inflation hit 87% of APAC respondents in the beauty industry. Brands offer smaller sizes and include miniatures with full-size products as discounts. 

The "lipstick effect" has led to a 20% increase in sales of combined sales of premium lip products, hand care, and unisex fragrances in Japan and 26% in South Korea in 2022. 

Another trend is the rapid e-commerce penetration with online platforms thrive for mass and premium beauty products with exclusive promotions. 

Thailand and Indonesia generate over 30% e-commerce value growth from 2021 to 2022, as more affordable products were readily available online and next-day delivery services. 

In China, 50% of millennials use livestream selling to purchase beauty and personal care products. 

Under clean beauty demands, Asia's younger consumers are fueling the demand for clean beauty products, driving brands to prioritize ingredient-led narratives and sustainability.