From all-day face masks to hijab-friendly haircare, Southeast Asia’s beauty and personal care landscape is evolving into one of the world’s most innovative markets. On top of that, the region is now recognised as an opportunity hotspot for beauty and personal care brands looking to expand their global footprint.
Below, we take a look at 10 of the most innovative home-grown beauty products from Southeast Asia, as well as those from brands that are making waves in the East.
The 1A™ All Day Mask is said to be the world’s first leave-on day treatment mask. The product claims to have a powerful formula that fuses the potency of a mask with the easy application of a moisturising cream. The formula is supercharged with a multitude of peptides, antioxidants and anti-inflammatories to fortify the skin’s defences against harmful pollutants in the atmosphere, reduce skin irritation and boost collagen production.
This Halal nail colour product claims to be long-lasting, and is made with an ‘Oxygen’ formula that allows water and oxygen to permeate through the polish to reach the nails.
This hair serum is said to be formulated exclusively to build comfort and confidence for women who wear the Hijab. The Halal-certified product also claims to soothe the scalp within 15 seconds. Packed with clean and natural ingredients, it is said to have a non-greasy feel and easily penetrates into the scalp and hair.
Originally launched exclusively for Air Asia but now available in major chain stores, the 2 Way Cake features a smooth, crystal-like texture that is said to glide on seamlessly for porcelain looking coverage and optimal luminosity. It is embedded with SPF30, Halal-certified and includes sebum control for ultra-long wear.
A lightweight treatment mist formulated with snail secretion filtrate and Syn-ake that is said to repair, soothe, refresh and rehydrate damaged skin while acting as a cooling moisturiser. The mist claims to have firming, brightening and regenerating capabilities for a smoother and healthier skin. Suitable for all skin types, it also claims to simultaneously protect the skin from future damage.
This product is a deep cleansing sulfate-free formula that removes dirt, oil and excess sebum, preventing dandruff and hair fall. Safe for henna- or colour-treated hair, it helps hair to become strong and smooth, as well as stay fresh.
This product claims to be the world’s first solid toner. Packed with matcha green tea, the Matcha Toner from MILK Makeup detoxifies and protects and ingredients like kombucha and witch hazel which purify pores, while the organic cactus elixir calms irritated skin. The TSA-friendly solid formula is said to refresh skin at home or on-the-go.
Yuni is a brand that is based on the rituals of yoga and beauty, with versatile, multi-tasking products that aim to help users save time, while enabling them to practice yoga more often. Aligned with Mintel’s 2017 Global Beauty & Personal Care Trend ‘Active Beauty’, this body heat-activated leave-in treatment and conditioning mist treats and conditions the hair while one works out.
Already making waves in Southeast Asia and inspired by the technical innovations of Korean beauty, Charlotte Tilbury’s Instant Magic Facial Dry Sheet Mask claims to feature ingredients that are clinically proven to reduce wrinkles, smooth, brighten, lift and hydrate one’s skin exactly where it needs it.
The Duo-Shot Masks is a two-step mask: Purifying mask and Revitalising mask.
The Purifying mask is a sea-green coloured mask with a rich and creaming texture that claims to help eliminate pollutant particles and deeply purify skin. The Revitalising mask is a rosy smooth gel-cream that claims to revitalise the skin and intensively hydrates it.
This range under Givenchy is said to provide a revolutionary approach to ageing. It is formulated with a ‘unique’ complex capable of generating micro-stimuli that encourage the skin’s cells to produce their own age-defying protein HSP70.
Download Mintel’s latest thought piece, Asia Pacific: The Beauty Landscape, and discover the key trends set to impact Asia Pacific’s beauty and personal care market, including implications for consumers, brands, retailers and manufacturers.
Sharon is Senior Innovation and Insights Analyst, Beauty and Personal Care at Mintel. Sharon is based in Singapore making her well placed to provide insights and analysis of the beauty and personal care categories to Mintel’s key beauty clients around the region. She has 9 years’ experience in the FMCG industry helping clients to develop their beauty businesses across Asia Pacific. She has accumulated an in-depth understanding of the beauty industry in key Asian markets.
