Korean Beauty has grown 300% in the US over the last 2 years, with 63% of consumers being of Caucasian demographic. This number alone speaks for the power of Asian influences in the American market, which have driven trends and new product development in key applications such as BB creams, CC creams, face and hair mask and cushion foundations. In addition to K-Beauty, Japanese Beauty is coming into play now as the blueprint to aging gracefully, and offering a minimalistic approach to skin care, which appeals greatly to younger consumers and Millennials.
We are here to help you discover the aspects of Asian Beauty that fit your brand, let’s see how:
Key Aspects of K-Beauty & J-Beauty Influencing the US
Fit Your Brand to K-Beauty Routine Concepts & Benefits
Some Food for Product Development Thought
- LOTION: Water-like liquid that balances the skin pH after washing the face. Used to restore the skin’s natural pH balance after cleansing. Typically full of water-pushing humectants like Hyaluronic Acid, Ceramides, and Aloe.
- SERUM: Biyoueki, which roughly translates to “beauty liquid,” targets specific conditions like dark spots, wrinkles, or dullness. Beauty liquids address some of the same concerns as lotions, but they typically have a thicker consistency and are little more concentrated. In the Japanese mindset, more gentle layers are preferred over one bullish product.
- EXFOLIATOR: Gommagesor gels – apply the gel to dry skin and the polymer-based liquid binds to the oil on the face, forming little balls, which gently exfoliate the skin, revealing a lighter, brighter complexion.
- SUNSCREEN: Japan has many of the world’s best-formulated sunscreens. They are advanced formulations, that are both effective and cosmetically elegant. Formats include fast-absorbing gels, runnier milks, and the well known waterproof sunscreens.
Asian-Inspired Ingredient Trends:
- Probiotic and antioxidant-rich
- Free-radical fighting
- Dark spot reducing
- Skin barrier boosting
- No artificial coloring, fragrance, or preservatives (If scented, must be subtle and natural, like citrus or rose)
- Water like textures
- Natural plant extracts
- Low-pH foaming cleansers
- Free of harsh sulfates
- High Fatty Acid content
- Actives: Ceramides, Peptides, Hyaluronic Acid, Collagen
Ask your Account Manager for the Trends & Ingredients Roadmap