Clean Beauty in Southeast Asia: Skinification, Dermocosmetics and Ingredient-Led Beauty

The pandemic introduced a well timed reminder of the significance of private hygiene, as Southeast Asian shoppers flocked to inventory their houses with a wider vary of bathe merchandise. Three years later, the business has witnessed this idea of cleanliness morphing right into a deeper appreciation for the substances that comprise magnificence and private care merchandise.
Cleaning up magnificence routines with elimination of pointless substances
Clean magnificence is characterised by merchandise made with out substances proven or suspected to hurt human well being and the surroundings. According to Euromonitor International’s Product Claims and Positioning 2022, the business has witnessed a shift from hygiene claims in the direction of clear claims, aptly termed “free-from”.
At the beginning of the pandemic, claims reminiscent of “antibacterial” and “delicate pores and skin” quickly gained reputation, given the better give attention to well being and hygiene. However, not too long ago, clear claims have been gaining momentum, as clear options are more and more emphasised by the business.Beyond this new focus of the business, clear options are shortly gaining better prominence amongst the buyer base. According to Euromonitor International’s Voice of the Consumer: Beauty Survey, fielded June to July 2022 (n=20,320), 31% of Asia Pacific on-line magnificence shoppers rated “All pure substances” as probably the most influential issue in their buy determination, whereas 25% rated “Ingredient transparency” as their most influential issue.
In 2022, 31% of Asia Pacific on-line magnificence shoppers rated “All pure substances” as probably the most influential issue in their buy determination
Source: Euromonitor International
Against this backdrop, Malaysian model Bzu Bzu’s child powder has gained reputation, given its 100% corn starch method with no use of talcum powder. In reality, “no talcum powder” shortly turned a number one product declare throughout child merchandise as they’re thought of safer and gentler to make use of, with Johnson & Johnson eradicating talcum-based child powder from world cabinets following adverse publicity stemming from litigation in the US.
Ingredient elimination drives additional wins for dermocosmetics
These ingredient-led narratives have enormously benefited the continued progress of dermocosmetics. The dynamic efficiency of the latter was beforehand attributed to pandemic-induced fears and consciousness of pores and skin sensitivity.Not solely is the expansion of dermocosmetics excessive, however its vary additionally carries in depth affect, pushed by manufacturers’ confirmed claims and well-substantiated efficacy.
Across Southeast Asia, dermocosmetics achieved double-digit gross sales progress in 5 classes in 2022, starting from 11% in color cosmetics to 14% in skincare
Source: Euromonitor International
This contrasts with dermocosmetics’ efficiency in 2021, the place large-scale progress was attributed largely to skincare.
Euromonitor International additionally discovered in survey knowledge that Southeast Asian shoppers are satisfied that dermocosmetics’ advantages are superior to these provided by normal choices, which highlights a presumably everlasting shift amongst shoppers in the direction of cleaner and gentler merchandise past their COVID-19 and particular person wants.
Skinification creates additional alternatives for model and class growth
The removing of presumably dangerous substances has paved the way in which for the inclusion of scientifically-proven helpful substances in skincare. In 2022, the sweetness business witnessed additional transformation with the skinification development, the place pores and skin care-inspired substances expanded into different classes. Industry improvements shifted their focus to resolving root pores and skin and hair well being points to higher help shoppers. An instance is the Kundal Caffeine Scalp Care Shampoo, obtainable throughout Southeast Asia, which makes use of caffeine for scalp remedy to alleviate hair loss signs. The product has additionally dermatologically-tested as adverse for 13 dangerous substances usually discovered in shampoo.
Popular skincare substances discovered throughout magnificence classes embrace people who assist with hydration (Hyaluronic Acid and Ceramides), brightening (Vitamin C and AHAs) and bettering pores and skin texture (Retinol and Niacinamides). As such particular ingredient information is historically linked to the business and pores and skin specialists, shoppers are taking better initiative in ingredient training, together with studying extra about substances they want in their magnificence merchandise on-line. Smaller magnificence classes have additionally benefited from the skinification development, reminiscent of Malaysian model Veri Natural, which is thought for its long-lasting pure deodorants and not too long ago expanded its distribution by means of offline well being and magnificence specialists.
Increasing premiumisation implies that “clear” substances are more likely to stay central to increased pricing
As the Southeast Asian magnificence business heads in the direction of rising premiumisation, “clear” substances are more likely to stay central to premium pricing. According to Euromonitor International’s Voice of the Consumer: Beauty Survey, fielded June to July 2022 (n=20,320), 28% and 35% of Indonesian and Thai shoppers, respectively, are prepared to pay 10-20% extra for pure ingredient formulations – this can be a rise of seven proportion factors for shoppers in Thailand displaying a better willingness to pay extra versus 2021.
Additionally, 28% and 31% of Indonesian and Thai shoppers, respectively, are prepared to pay 10-20% extra for scientific formulations. Apart from being more and more wanted, these pure and scientifically-proven skincare substances present room for gamers to supply their merchandise at a premium.
Future outlook: Clean magnificence is contributing to better ingredient consciousness in Southeast Asia
The momentum from the clear magnificence motion has contributed to the rise of ingredient-led magnificence, which highlights the advantages of particular substances and empowers shoppers to hunt particular actives to deal with or forestall pores and skin issues, resulting in a extra personalised and efficacious routine. Ingredient-led magnificence additionally presents alternatives for rising manufacturers, since shoppers loyal to sure substances could also be extra open to utilizing a greater variety of manufacturers.
As the next variety of Southeast Asian shoppers seek for particular substances, manufacturers can promote their choices by specializing in energetic substances and, most significantly, speaking their advantages. The result’s better shopper urge for food for sustainability, biotech, and worldwide magnificence ideas, and is contributing to a wellness-positioned view of beauty substances in Southeast Asia.
Learn extra about clear magnificence in our report, The Evolution of Beauty: From Green to Clean to Conscious, to establish alternatives in clear magnificence positioning.

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