Many worldwide magnificence manufacturers have their eyes on South East Asia. With a big and numerous inhabitants, and loads of development alternatives, it’s an thrilling area. Representing consumers with various wants, and priorities on the subject of magnificence and private care. 

After crunching the numbers, listed here are the highest magnificence developments we’re seeing in South East Asia proper now, based on detailed shopper knowledge:

1. Make-up purchases have surpassed pre-pandemic ranges
2. SPF is huge, and it’s getting larger
3. Extra magnificence consumers are taking good care of their hair 
4. Well being circumstances are pushing individuals towards specific merchandise
5. Tech must be an enormous a part of the wonder buy journey
6. It’s all about unique and stylish merchandise

1. Make-up purchases have surpassed pre-pandemic ranges

The pandemic was an odd time, and whereas some industries soared, others didn’t. With fewer individuals within the area socializing, lockdowns, and mask-wearing when customers have been lastly allowed to depart their houses, it’s comprehensible that not many reached for make-up merchandise. 

However since 2021, cosmetics gross sales in South East Asia have been on the rise, with self-reported purchases in 2023 above pre-pandemic ranges. The sharp rebound factors to pent-up demand from lockdowns. 

The “lipstick impact” additionally feeds into this; individuals in South East Asia are shopping for small indulgences to deal with themselves throughout exhausting instances, and a few are sporting daring colours to assist carry their moods. We’ve seen year-on-year jumps in individuals shopping for blusher, lipstick, and eyeshadow within the area. 

Since 2021, there’s additionally been a 23% rise within the variety of males in South East Asia shopping for make-up. 

Largely due to extra male celebrities embracing make-up and inclusive advertising, manufacturers focusing on this area have new audiences to focus on. 

The extent of development exhibits how resilient the wonder business is in South East Asia. It didn’t take lengthy for it to catch as much as pre-pandemic purchases, and the world we stay in right this moment may be very totally different to 2019. Persons are clearly nonetheless eager about make-up, and types want viewers insights to maintain up with alternatives and modifications within the magnificence market.

2. SPF is huge, and it’s getting larger

It’s not essentially the most glamorous of magnificence merchandise, however elevated consciousness of the impression of the solar on each well being and ageing has led to development in individuals reaching for SPF. 

In South East Asia, 2 in 5 magnificence consumers have used suncream within the final week, and virtually as many have used a facial moisturizer with SPF. 

Within the final two years, the variety of magnificence consumers in South East Asia who use suncream has grown 12%. 

It’s clearly change into a go-to product in many individuals’s routines. 

Gen Z and child boomers are seeing the largest jumps in demand. And, almost 1 in 5 Gen Z magnificence consumers in SEA use anti-aging cream/serum, proving that youthfulness is a big commodity even amongst youthful audiences.

UV safety is an enormous magnificence development in Indonesia and Thailand specifically, as magnificence consumers in these nations come out high globally for utilizing facial moisturizer with SPF and suncream. 

With a rising demand for SPF merchandise in South East Asia, manufacturers have a chance to ascertain themselves on this increasing market and communicate to particular teams. This could possibly be by means of broadening their vary, packaging merchandise in progressive methods, or including skincare advantages to formulation. 

For instance, Thai customers are huge on anti-aging serum – over a 3rd of magnificence consumers right here use it weekly, whereas Indonesians use comparatively extra lipstick and lip liner. So manufacturers trying to break into these markets might do properly by including anti-aging advantages to their formulation and broadening their product vary to incorporate SPF. Skincare-makeup hybrids have been constructing traction in the previous few years, and it appears to be like like they’re right here to remain. 

3. Extra magnificence consumers are taking good care of their hair

Hair and scalp care is rising in reputation amongst magnificence consumers in South East Asia. The quantity who use hair oil weekly has grown 17% year-on-year, with consumers on this area standing out for buying particular haircare merchandise. 

Indonesia, for instance, is the nation on the planet probably to make use of anti-dandruff shampoo, whereas Thailand stands out for utilizing volumizing merchandise. Manufacturers that harness pure elements to cleanse, strengthen, and revive tresses from root to tip stand to win huge with this regional viewers. 

Magnificence consumers in South East Asia aren’t simply eager about taking good care of their hair although, they’re additionally into styling it. The quantity who’ve used a highlighter (+33%), relaxer (+14%), and hair wax (+21%) within the final week have all risen year-on-year.

This area’s elevated curiosity in styling and haircare could give manufacturers the chance to create extra multi-purpose merchandise, which change the look of hair, whereas nonetheless sustaining its well being. For instance, hair coloring packs with nourishing elements. 

4. Well being circumstances are pushing individuals towards specific merchandise

The well being circumstances individuals undergo from could steer them towards focused magnificence merchandise which promise aid. In South East Asia, sleep-related circumstances stand out as the most typical well being concern, with magnificence consumers right here being 13% extra more likely to expertise them than the common shopper within the area. 

The variety of magnificence consumers that suffer from sleep-related circumstances has grown 20% since 2020. 

For manufacturers, there’s an opportunity to double down on options which help relaxation. Components like lavender, chamomile, or CBD can have a soothing impact, and subsequently assist put together the physique and thoughts for sleep. So, magnificence manufacturers ought to look to incorporate a few of these elements of their merchandise, and focus their messaging round making these consumers really feel pampered. 

Magnificence consumers in South East Asia are additionally distinct for coping with skin-related circumstances, that means they could even be eager about merchandise which promise to be mild, fragrance-free, and have calming elements. 

By catering to the distinctive well being struggles confronted by South East Asian customers, magnificence manufacturers stand to make significant connections by means of tailor-made merchandise. Firms that really perceive this market and its relationship with well being usually tend to flourish in it. 

5. Tech must be an enormous a part of the wonder buy journey

Magnificence consumers in South East Asia are very eager about tech. Over half say they comply with the most recent expertise developments and information, and the quantity who personal a VR headset (+10%) and use TikTok results (+6%) has grown between 2020-2023. 

Which means magnificence consumers in South East Asia are more likely to be eager on beauty-related tech – like LED masks and digital facial massagers. 

Their curiosity in tech additionally means they’re extra open to embracing AI and AR within the buy journey. Manufacturers might look to make prospects’ buy journey extra immersive and personalised; this could possibly be by means of providing AR try-ons and permitting magnificence consumers to nearly pattern merchandise and shades, or by bringing AI into the acquisition journey. 

In Singapore, over half of magnificence consumers say they’d be comfy utilizing an AI-integrated instrument to purchase a services or products. 

AI could possibly be used to deal with buyer queries, to offer suggestions, and even create personalised magnificence subscriptions primarily based on buyer preferences. A great instance is private care firm Shiseido‘s cutting-edge “good mirror” generally known as the Skincare Advisor.

No matter expertise instruments firms select, many magnificence consumers in South East Asia are able to embrace it. 

6. It’s all about unique and stylish merchandise

If manufacturers are going to interact with magnificence consumers in South East Asia, they’re going to should embody what these customers need. 

First off, magnificence consumers need manufacturers to be unique, fashionable, and younger. In Singapore, they’re 28% extra more likely to need adverts to make them chortle, and 1 in 4 ahead on memes weekly. So, preserving on high of the web tradition they’re driving ahead might make an enormous distinction. It’s additionally key to maintain magnificence consumers excited by releasing restricted version and unique collections, for instance, a quarterly assortment centered on a hero ingredient. 

When it comes to what these customers need manufacturers to do, they’re most forward for bettering their on-line picture or fame, carefully adopted by operating buyer communities and providing personalized merchandise. 

Manufacturers might assist enhance their prospects’ picture by highlighting buyer success tales, or permitting followers to submit content material utilizing their merchandise for an opportunity to win a prize or be featured. 

And on the subject of personalized services or products, investing in session experiences on-line or in-store to gauge particular person wants and personalize suggestions is an effective method to go. This could possibly be significantly interesting to any magnificence consumers that suffer with pores and skin complaints. 

In a nutshell, the wonder scene is simply as huge and versatile as ever. The developments we’ve outlined are shaping how we see and snag our favourite merchandise, and wonder manufacturers must be acquainted with them in the event that they wish to maintain their glow.