What’s trending: The most

09-Jun-2023 - Last updated on 09-Jun-2023 at 01:31 GMT

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Italian cosmetics company Pupa Milano is gearing up to take on the ‘huge potential’ of Asia's beauty market with a new skin care line and new makeup innovations.

The brand has been going strong in China on the back of its new skin care portfolio, which was launched in July 2022 in response to the changing dynamics in the post-pandemic beauty market.

Furthermore, the brand has going strong in the Malaysian market, where it has resonated with Malay consumers.

The trend of premiumisation in fragrance is moving towards the mass personal care segment and driving demand for more complex scents, says an Australian sandalwood supplier.

Fragrance premiumisation has been most evident in the prestige market, but consumers are now expecting the same from their shampoos and body lotions, said Guy Vincent, CEO Dutjahn Sandalwood Oils.

"We have brands like Tom Ford that are pushing the envelope with lots of naturals, very high quality. They are pushing things at the prestige luxury market and that's opening a space in mass. Now people want that high quality in their daily use products," ​said Vincent.

Wella, the hair care brand best known for its professional-level products, is aiming to develop a younger consumer base to keep up with "changing times".

With a large young population, Asia is a particularly important for the company. In line with this, the firm developed Duo Energy, an Asia-exclusive line that protects hair from hard water.

Wella claims that this range of five products can remove up to 43% of copper ions that have been deposited onto hair.

Japanese brand BRANCHIC says it is focused on meeting the "quick and intensive" skin care needs of mature consumers, while increasing its sales channels to beauty salons in the local market.

BRANCHIC was established with the aim of expanding into the global premium skin care market.The brand entered Chinese cross-border e-commerce platforms such as Tmall, RED (Xiaohongshu) and Douyin in June 2022.

The firm has observed that serum products are particularly popular on these e-commerce platforms.

Indian cosmetics brand Botnal has seen a 30% growth within three months after listing on e-commerce platform Nykaa, which galvanised its plans to further tap into its domestic market and the rising probiotics skin care space.

Despite an increasingly saturated cosmetics market, Hemangi Dhir, founder of Botnal, believes that there is space for every brand to grow – as long as the right demands are met.

To differentiate itself, Botnal is focused solely on face and neck products at the moment.

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Related topics Market Trends All Asia-Pacific Asia in Focus Skin Care Hair Care Color Cosmetics Fragrance