Asian trends

Aromatherapy is a trend to watch for the coming years in Asia as it will surely keep on growing and is in synch with many local aspirations of consumers.

Cross-industry collaborations are quite common in Asia, and beauty is a sector all companies want to invest in. Proof is this recent partnership between two Korean powerhouses, Samsung and Laneige, which was a real success.

Cushion foundation has become an essential product for any Korean makeup brands.

Beauty is no longer a market intended for women only. In Asia, there is an intensification of male beauty on several levels.

Everyone has probably heard the word kawaii (cute in Japanese) before and it is no secret that in Asia, cuteness is considered very appealing. In consumption too, products and packaging need to have this cute factor.

Toner pads have been very popular in Asia for a long time now. While they are less known and used in western countries, this is fast changing, so let’s take a look at how they are used and why.

Tone-up creams are very popular in Asia and not so common in Europe and the US. All Asian beauty brands have a tone-up cream in their range and some international brands release tone-up creams specifically for the eastern markets.

What is my color?’ is a personality test that has been gaining traction recently in Korea and Japan for being quick, fun and accurate.

If most people in Asia have cellphones to take pictures and selfies they still enjoy going to photo booth a lot. It is called Purikura in Japanese and it looks like your classic photo booth but with upgrades, like props, changing backgrounds and filters or stickers to edit the pictures.

Sheet masks are single-use face masks that consist of a sheet cut to fit over the face, soaked in a large volume of liquid essence. They are typically made from cotton, silk, or pulp, although microfiber, bio-cellulose, and hydrogel are also options.