With consumers exploring the latest clean-beauty trends, the beauty industry has seen explosive growth and undergone a significant transformation over the past decade. Against this backdrop, brands in Asia-Pacific (APAC) are trying to diversify and retool their product offerings to boost their ethical product standards and sustain in the evolving landscape, says GlobalData, a leading data and analytics company.

Sumit Chopra, Consumer Research Director at GlobalData, highlights the top clean-beauty trends that are going to impact the production, marketing and sales of beauty and grooming products in Asia-Pacific (APAC) in 2019.

Green Consumerism 

The desire of the consumers to lead a wholesome life has given rise to the concept of organic and cruelty-free products with claims such as free-from non-genetically modified organism (non-GMO) and 100% natural and cruelty-free certifications. GlobalData’s Consumer Survey Q3 2019 reveals that 24% and 35% consumers in APAC responded that they actively look for ‘vegan’ and ‘cruelty-free’ products, respectively, while purchasing beauty and grooming products.

As a result, the manufacturers are reformulating their product combination with more natural and non- toxic infusions. For instance, in 2018 Australia-based G&M Cosmetics launched Australian Creams MK II range of products like Emu Oil Cream – MK II, which are paraben free and enhanced with Vitamin E in Malaysia to cater to the need of the eco-conscious consumers.

Sustainable Packaging

With consumers becoming more quality-focused and embracing ethically virtuous products, beauty brands are giving priority to sustainability. According to GlobalData’s 2018 Q4 Survey, 33% APAC consumers claim that they often consider how ethical/environmental-friendly/socially-responsible the product/service is while making a purchase decision. For instance, cosmetics company Lush, which has retail presence in Asia, pioneered the zero packaging movement through the launch of its egg-shaped solid foundation stick. Tagged as 100% vegan, the product is said to have a peelable wax handle and is sold in reusable and recycled cardboard boxes to keep the product fresh.

Wellness Revolution

The traditional notion of beauty is getting modified with shift towards aspirational wellness concept among the consumers who are increasingly putting-off brands that project a tightly defined and stereotypical portrayal of beauty. According to GlobalData’s Consumer Survey Q3 2019, 78% respondents agreed that they pay medium/high/very high amount of attention to the ingredients used in the beauty/grooming products, focusing more on ‘streamlining skincare’ and ‘better for you products’, obtaining a health boost.

Hero Ingredients

According to GlobalData’s Consumer Survey Q3 2019, 74% consumers in APAC claimed that incorporation of beneficial food-grade ingredients like turmeric in beauty and grooming products make them somewhat/very appealing while purchasing. In line with the shift in customers’ purchasing behavior and Asia being the hotspot for organic skincare, Beyorg Organic, a Hong Kong-based retailer specializing in natural skincare, has formulated its first in-house brand Cha Ling with precious oils such as rose and sea buckthorn, and marine ingredients such as kelp and konjac.