Key Beauty Prospects in Asia Pacific

October 2021

Asia Pacific was the largest engine of growth for the beauty and personal care industry in 2020 when compared to other regions. It was also the first region to enter a recovery phase after COVID-19 and is expected to see the fastest economic growth globally in 2021. This report highlights major trends that have supported relatively stable sales of most beauty and personal care products in the region since the pandemic was first declared by the WHO.

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This report comes in PPT.

Key findings

Digital Strategy: Competing on digital capabilities will become the norm for companies in Asia Pacific in the post-pandemic era. Digital adoption and investment in new technologies will become imperative to survive.

Sustainability: A climate-driven strategy will be vital, as Asia Pacific consumers become increasingly conscious of their impact on the planet and will look to brands to reflect this.

Back to Basics: A no-frills approach based on authenticity and expert-backed efficacy will continue to gain relevance with consumers’ new perceived values and a shift towards simplicity.


Key findings
Asia Pacific a key source of growth
COVID-19 accelerates digitalisation, back to basics and sustainability in AP
The most influential trends that define beauty and personal care in AP in 2021
Digital engagement becomes a priority
Leveraging digital innovation in personalisation
Case study: Shiseido’s new digital and physical retail experience
Key takeaways
Sustainability as a common industry goal
Companies in Asia Pacific take on commitments towards sustainability
Case Study: Shiseido launches sustainable skin care brand, Baum
Key takeaways
Subtrend 1: searching for simplicity - traditional and natural concepts
Subtrend 2: demand for science-backed efficacy
Case study: winona (kunming botanee Bio Tech Co Ltd )
Key takeaways

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

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