In 2021, there were 761 million adults aged 65 or above, a number projected to increase significantly by 2050, when one in six people globally will be 65 or older, according to the United Nations. As the Baby Boomer generation enters their retirement years, their focus on looking and feeling healthy is becoming increasingly evident, as highlighted in Mintel’s 2024 Beauty and Personal Care Trend, “NeuroGlow”. The steady rise in global life expectancy has spurred a growing demand for functional solutions that promote healthy ageing. Consumers are increasingly turning to preventative skincare, opting for products that tackle skin damage before it even manifests.
Longevity Opportunities in the Global Skincare Market
Brands can tap into this longevity-driven market by combining holistic wellness concepts with technological advancements. Advances in longevity research have led to innovations in biohacking and cellular rejuvenation, targeting the root causes of ageing. A notable breakthrough includes the use of exosomes for hair and skin rejuvenation.
Terms like “slow ageing” embody a beauty philosophy that promotes embracing healthy and natural beauty without denigrating the ageing process. Consumers are moving beyond the so-called “fountain of youth”, seeking ingredient-led skincare solutions with components like retinol, vitamin C, peptides, and ceramides tailored to enhance skin vitality at every stage. In China, for instance, 34% of consumers with sensitive skin have either heard of retinol or bought products with it as a main ingredient, according to Mintel research.
Healthy ageing encompasses a multifaceted approach, including skincare, nutrition, exercise, and stress management. Therefore, the next level of anti-ageing will involve addressing specific longevity factors like inflammation, oxidative stress, and DNA damage. This is a cue for brands to explore biomimetic ingredients and personalised solutions based on individual skin needs.
Consumers are also increasingly seeking products that address both skin health and mental health. For instance, 67% of Indonesian consumers report that looking good boosts their confidence. In South Korea, some brands offer products designed to improve sleep, while in Japan, anti-stress skincare is gaining popularity.
Another sector seeing rapid growth is dermocosmetics, which bridges the gap between cosmetic and dermatological needs. High ingredient concentrations and advanced technology are driving product efficacy in this category, which is becoming the new definition of luxury skincare. According to Mintel research, 46% of Indian consumers see dermocosmetics as products that improve skin health and appearance. Between 2020 and 2024, the Indian market saw a rise in dermatologically-tested product launches. Meanwhile, over half of Thai consumers use suncare products from dermocosmetic brands.
The growing acceptance of cosmetic surgery in Asia Pacific, particularly in China, Thailand, and South Korea, is also noteworthy. In South Korea, half of consumers view non-invasive procedures as acceptable methods to enhance appearance. In China, 47% of consumers who haven’t undergone cosmetic surgery plan to do so for anti-ageing purposes.
Educating younger consumers about facial skincare is also vital for long-term skin health. Brands can take the lead in helping teenagers understand their skin types and build healthy skincare habits early on.
Additionally, social media will continue to be a powerful tool for brands to engage with consumers. Collaborations with influencers and dermatologists can help increase brand awareness and loyalty. Tapping into trends like “skin slugging,” for example, can help brands connect with male consumers.
Mintel can Help Brands Bring it All Together
As life expectancies rise, the APAC skincare market is entering an exciting new era where consumers are seeking more than just anti-ageing products. Renovating claims and highlighting the benefits of proven ingredients can resonate more deeply with consumers than simply chasing the latest “trendy” components. This shift calls for new approaches to communicating the science behind established ingredients.
The expanding dermo-cosmetics market provides additional opportunities to develop specialised formulations for a wider consumer base. As these trends evolve, brands that offer a holistic approach—integrating skincare with wellness, mental health, and even cosmetic enhancements—will be well-positioned to thrive in this longevity-driven market. The key to success will lie in providing solutions that meet the diverse needs of ageing consumers while empowering them to make informed decisions about their skin at every life stage.
Catch Mintel at this year’s in-cosmetics Asia, with expert presentations on the current and future trends in beauty and personal care.
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