In the Asia-Pacific (APAC) region, beauty trends are constantly evolving with changing consumer needs and the advent of technology in beauty care. There is a consumer shift towards a more focused and holistic approach that combines beauty and wellness through broader concepts of skin health, gut health, conscious living, and mental health. Concurrently, the concept of beauty-from-within also referred to as nutricosmetics, which constitutes a self-care routine using cosmetics and supplements that provide both health and beauty benefits, is gaining traction in the region, says GlobalData, a leading data and analytics company.
Naveed Khan, Consumer Analyst at GlobalData, comments: “With the rising beauty-from-within trend, the demand for innovative nutricosmetic products is gaining momentum, especially in geographies such as China, Japan, and South Korea. Moreover, consumers both men and women are willing to work on improving their lifestyle by eating right, getting enough quality sleep, and opting for supplements now and then to target health from within the body. This trend is benefiting various nutraceutical start-ups offering innovative health supplements.”
Consumers also prefer target specific products focused on specific aspects such as anti-aging, scalp health, and oral health. This underlines the potential demand for beauty-from-within products.
A GlobalData 2024 Q2 Consumer Survey* corroborates this trend, where 57% of respondents in Asia & Australasia stated that their product purchasing decisions for cosmetic and toiletry products are either always or often influenced by how well the product/service is tailored to their needs and personality. In the same survey, 63% of respondents stated the same for how the product/service impacts their health and wellbeing.
Khan continues: “Manufacturers in the APAC region are investing in target specific supplements with carefully selected ingredients backed by clinical trials, as consumers are looking for effective solutions tailored to their body and skin needs. For instance, in July 2024, Japanese cosmetic giant, Shiseido, introduced a probiotic powder under its Ultimune brand. According to the company, the beauty drink powder contains Bifidobacterium BB-12 and other beauty ingredients to improve and repair the skin barrier from within.”
In South Korea, beauty and cosmetics company Amorepacific introduced Super Retinol C dietary supplement under its Vitalbeautie brand. The company claims that the product, an edible retinol codeveloped with dermatologists, provides daily radiant skin.
Khan concludes: “With evolving consumer needs and the growing beauty-from-within category, manufacturers will be required to continuously innovate products or partner with nutraceutical businesses to improve their offerings and gain a larger market share. Moreover, with the wider scope offered by the beauty-from-within category and the growing health needs of consumers, the demand for innovative solutions in the segment will continue to grow in the years to come.”
*GlobalData 2024 Q2 Consumer Survey – Asia & Australasia, published in July 2024, included 6,505 respondents
