Spotlighting APAC beauty trends at in-cosmetics Asia

Evolving beauty trends and significant product innovations continue to cement the Asia Pacific (APAC) region as a powerhouse in the cosmetics and personal care industry. The birthplace of regional-turned-global movements such as K-Beauty, J-Beauty, and C-Beauty, is anticipated to account for over half (67%) of the global industry’s growth value – which is expected to reach $547 billion (USD) in 2027[1].

Bringing together the cosmetic industry to get under the skin of the most pertinent emerging trends in the sector, in-cosmetics Asia returns to Bangkok from 7-9 November creating priceless opportunities to inspire, learn and do business.

Love is in the hair

One of the leading trends set to be discussed at this year’s event is haircare. Traditionally dwarfed by APAC’s dominant skincare category, the ‘skinification’ of haircare has flourished, with online ‘haircare’ searches exceeding ‘skincare’ and ‘make-up’ in 2022. A recent study by Covalo revealed that 55% of professionals in the region searched for relevant applications and active ingredients compared to just 36% worldwide[2].

As one of two Spotlight On topics at this year’s in-cosmetics Asia, attendees can take a deep dive into defined haircare segments: scalp care and follicle care. Scalp care, which is often overlooked, is the common cause of hair problems such as dandruff and itchiness. In fact, according to Mintel research, 74% of Indian consumers experience scalp issues, while 55% of Thai consumers are concerned about dandruff[3].

As the third biggest category represented at in-cosmetics Asia, more than 75 exhibitors will showcase almost 200 ingredients suitable for haircare applications. From Laboratorios Argenol S.L.’s Acti-Hair Complex, Seiwa Kasei’s Aminoreact™ TsV; Hair Volumizer, and Cobiosa’s Bio Capigen anti-hair loss vegetal complex, attendees looking to tap into new opportunities in the region will be inundated with choice for new formulations.

The second of this year’s Spotlight On topics will take a deep dive into the broader sustainability movement that has gained traction in the APAC region, from increased traceability and transparency of the supply chain and embracing green chemistry principles to sourcing ingredients from upcycled sources and reducing waste.

Brands favour halal to enhance transparency

As informed ‘eco-conscious’ consumers demand cleaner products, and in the era of ethical consumerism, halal beauty represents the gold standard – putting it firmly on a path of continued growth.

In Indonesia, where halal certification will become mandatory by October 2026[4], certified beauty products grew from 2.7% to 7.1% from 2019 – 2022. This growth is anticipated to skyrocket, with 10% growth anticipated in 2023, while Malaysia will see 15% growth[5]. This growth is in part thanks to increased availability of these products, from brands including Shiseido and Estée Lauder.

Helping R&D specialists and formulators at this year’s in-cosmetics Asia, ingredient suppliers, including Arxada, Green Leaf Chemical Co, Hermosa Naturals, Indo World, J.Rettenmaier & Söhne GmbH + Co.KG, Lipotrue, Merck, Mibelle Biochemistry, will showcase the latest ingredients suitable for halal certified formulations.

Multifunctional ingredients that deliver a raft of benefits

The rise in K-Beauty 2.0 has challenged skincare enthusiasts to rethink their skincare regimes. From 10-step programmes for glass skin to a move to use, wear and buy less seen in ‘skinimalism’ – ingredients that deliver a raft of benefits are in high demand. So whether it’s a multifunctional ingredient that moisturises, protects and offers anti-ageing properties, or price-sensitive attributes that appear to consumers – multifunctional ingredients are on the rise.

And in 2023, skinimalism has seen simpler facial skincare routines gain traction in Asia, driving multifunctional and ingredient-led innovation, according to Mintel’s ‘A Year of Innovation in Facial Skincare’ report. And, consumers agree, with 73% of adults in Thailand believing that a minimalist approach to skincare has become more appealing since the pandemic.

Sarah Gibson, Exhibition Director, in-cosmetics Asia, said: “Beauty trends in the Asia Pacific region are constantly evolving, with a strong focus on sustainability, innovation, diversity and inclusivity. Companies are embracing eco-friendliness, exploring new technologies, and creating products that cater to a diverse customer base. We’re excited to return to Bangkok and resume our role as a platform for suppliers and brands within the space to connect, discuss inspiring new trends, and shape the future of the industry.”

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.

ENDS

[1] https://www.euromonitor.com/article/three-areas-where-global-beauty-companies-are-investing-in-asia

[2] https://cosmeticsbusiness.com/news/article_page/Hair_care_searches_exceed_skin_care_and_make-up_in_the_Asia-Pacific_region/205013

[3] https://www.mintel.com/beauty-and-personal-care-market-news/advancing-scalp-care-in-south-apac-tropical-climate/

[4] https://www.trade.gov/market-intelligence/indonesian-halal-product-assurance-requirements

[5] https://www.euromonitor.com/article/three-key-trends-driving-halal-beautys-growth-in-southeast-asia

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