Japanese brands have innovated by formulating
makeup for women in their 50s and 60s, including
Shiseido’s Prior (pictured).
Despite this, Japan is the most
developed and advanced beauty
market in Asia, with a steady stream
of innovation coming from domestic
companies. Areas that global beauty
companies should keep a close watch
on include senior beauty, time-saving
products and protection beauty.
50s and 60s from Kanebo’s Chicca and
Beyond Korea and Japan
Korea and Japan are by no means
the only Asian countries making
waves in beauty. Thailand has a
vibrant beauty business with local
brands that meet the demands of its
consumers. These include the leading
cosmetic brand Mistine, which is
heavily marketed, Namu Life, best
known for its snail white cream, and
Gla Nature, made from Asian herbs
and essential oils.
is a consultant to in-cosmetics.
For more information, contact
Mistine is one of the leading Thai beauty brands,
signaling innovation throughout Asia.
Rudd declares J-beauty “a confident,
expressive form of beauty that blends
technical expertise, traditional
ingredients, and a sense of fun and
experimentation. If I’m looking
for cleansing products, and, above
all, hair care products that offer
something new and interesting, Japan
is where I look first.”
However, this is not to say that Japan
does not innovate: probiotic skin care
first started in Japan and Yakult, best
known for its probiotic drinks, has
been selling prestige probiotic facial
skin care for years.
Other groundbreaking beauty
innovations that started in Japan
include hair treatments with camellia
oils, and makeup for women in their
Elsewhere, My Beauty Diary masks
are huge in Taiwan, Singapore and
Malaysia, among other markets,
where there is a strong culture of
local brands. For example, in Taiwan,
celebrities, bloggers and dermatologists
create their own lines in partnership
with locally manufactured brands. n
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