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Top 3 K-Beauty Trends in Southeast Asia 2017

Posted on July 23 2017

Top 3 K-Beauty Trends in Southeast Asia 2017

The Southeast Asian region is Korea's second largest export destination for its cosmetics and personal care. We source for some data and here's the top 3 K-beauty trends that will continue to thrive this year. 

Multi-function on the rise

According to Kantar Worldpanel report, the consumer trend in Korea today is driven by the need to pursue higher level of convenience and customisation. As such, higher demand can be seen for multi functional and hybrid categories. Not only these categories of product reduce the number of steps in beauty care but fulfill the desire to save time yet producing the results that consumers want. Kantar Worldpanel research shows that 31% of consumers have reduce the number of skincare products while the volume has grown to more than 20% in recent years. 

As consumers in the eastern part of the world has darker skin, more are seeking for whitening, hydration and brightening products that can make their skin look dewy, fair and young. Multi-function beauty tools are getting more popular today as consumers are becoming more tech savvy and educated in combining usage of technologies and skincare products for optimum results.

New hybrid experience 

More brands are introducing hybrid products to cater to consumers with increasingly busy lifestyles. For example, a whitening cream works as foundation base,  tone-up cream as well as UV protection at the same time. Product texture is evolving from cream based to lightweight water-based as consumers prefer the natural look without heavy application. Also eye serum is designed conveniently with a roller where consumers can treat eye bags and wrinkles at the same time. For masks, we see more of 3 steps in one comprising cleanser, ampoule and mask for quick solution especially to busy people and travelers.

We also see more new products being introduced in a way that bring unique experience that continue to fascinate consumers. Such like gel-based skincare product that slowly form bubbles on skin is one of the many kind. Also mask with micro needles and serum akin to injection treatment are uniquely designed to capture consumers who are not in favor or might be preparing to actual cosmetic surgery. Some of the channels that spread influence are like TV shopping, beauty reviews show and influencer video through social media sharing. 

Natural ingredients 

From herbs to plants, consumers are more aware of the ingredients, source of manufacturing and safety claims. From Red Ginseng, flower extract, green tea, thermal water to charcoal, those are the common names growing in popularity today. Essentially the natural products are seen as mild but effective, according to Kline research. Consumers are paying more attention and switching away from harmful ingredients like paraben, sulfate, triclosan, benzo and many others. 

Countries like Malaysia and Indonesia also seek for halal certified products given their majority population of Muslim people. The desire for quality products has grown driven by increasing consumer expectations, easy accessibility to products and information and trendsetting beauty secrets by Korean artist and celebrities. 

Source: Mintel, Cosmetics-design Asia, Kantar Worldpanel, Kline Research