Individuality at its finest: in-cosmetics Asia unpacks indie brands’ impact on the APAC beauty industry

Individuality at its finest: in-cosmetics Asia unpacks indie brands’ impact on the APAC beauty industry

As the APAC region prepares for the return of in-cosmetics Asia to Bangkok this autumn, the event organisers have released a new report, ‘Independent Beauty in APAC’, delving into the growing impact of indie brands, suppliers, and SMEs on the cosmetic sector.

With the region’s personal care ingredients market set to reach USD 7.41 billion by 2028[1], indie brands have risen to capture a substantial share of the sector, putting themselves at the forefront of product innovation, consumer engagement, and sustainability efforts.

Drawing on market research

The report features insights from market intelligence leader, Mintel, and other experts including Lucas Meyer Cosmetics, Hermosa Naturals, Jaka Biotech, and more, analysing the pivotal role indie brands and suppliers are playing in driving innovation and setting new standards for the industry.

“Consumers are continually asking themselves ‘Who am I?’ Therefore, a brand that can offer community, identity, heritage, and individuality for people to identify with, resonates strongly,” said Sharon Kwek, Director of Consulting, Beauty and Personal Care, South APAC at Mintel Consulting. She continued: “When you think about heritage and individuality, one core component is community, which is something indie brands are really good at driving. These pioneers have shown great success and given a lot of confidence to the industry.”

Serving as a valuable resource for industry professionals looking to understand the themes, dynamics, and opportunities at play in this sector, the report delves into the motives driving indie brands, namely brand-consumer connection, sustainable ingredient sourcing, and fair and honest product claims. The report also examines the remarkable journeys of three indie brands that have not only thrived but have left an indelible mark on the cosmetics market.

These include: Velettà Skincare, a small indie brand founded by lawyer Sarah Bacon; Two Dudes, a natural hair, skin, and body care brand founded by duo, Michael McRae and Tom Tappin, who were left confused and disappointed at the male market offering; and Mary Grace, the sensitive skincare, beauty, and fragrance specialist born out of founder Mary Gouganovski’s own sensitive skin issues.

Each story sheds light on the brands’ unique approaches and journeys, inspiring others in the industry to recognise the limitless potential of small to medium sized companies. Other suppliers including Misceo Cosmetics, AD Particles, Laboratorios Argenol, Sethic Innovation Labo, and more, also shared their insights and advice in the report.

Commenting on the release of the report, Sarah Gibson, Exhibition Director at in-cosmetics Asia, said: “The personal care ingredients industry is undergoing a transformation, with indie brands, suppliers, and SMEs playing a pivotal role in driving innovation and consumer-centric approaches.

“We’ve noted a perceptible shift in more start-ups making their mark and disrupting the market. This report not only celebrates their achievements but also serves as a valuable resource for industry professionals looking to understand and learn from the indie brands shaping the landscape.

“Each story and insight are testament to the remarkable resilience and creativity of small companies, and we hope to offer encouragement and inspiration to others embarking on their entrepreneurial journeys. The Indie Trail will play a big role in this year’s event, aimed at highlighting and recognising the significant contribution they make to the industry and demonstrating the endless opportunities that are available.”

The Indie Trail is designed to help visitors identify suppliers that can fulfil small ingredient orders and what that process might look like. To download the free Independent Beauty in APAC report, and for more information on the Indie Trail and exhibitors, visit the in-cosmetics Asia website here.

View more information on the Indie Trail and exhibitors here

Download the report now

in-cosmetics Asia will take place from 7-9 November 2023 at the Bangkok International Trade & Exhibition Centre (BITEC), in Bangkok, Thailand. For more information and to register to attend, visit here.


About RX (Reed Exhibitions)

RX is in the business of building businesses for individuals, communities and organisations. We elevate the power of face-to-face events by combining data and digital products to help customers learn about markets, source products and complete transactions at approximately 400 events in 22 countries across 42 industry sectors. RX is passionate about making a positive impact on society and is fully committed to creating an inclusive work environment for all our people.  RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers.


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