APAC Beauty Market, Wellness and Sensory Experiences Emerge as Growth Keywords
The Asia-Pacific (APAC) region holds the largest share in the global beauty and personal care market, establishing itself as a key area. The market’s core keywords are ‘wellness’ and ‘consumer experience,’ which are emerging as influential factors in the success or failure of brands.
Asia-Pacific, The World’s Largest Beauty Market at $183 Billion
At the ‘Hong Kong Cosmetics Market Entry Strategy Briefing’ held ahead of the 2025 Cosmoprof Asia event, Euromonitor consultant Prudence Lai shared an analysis of the APAC market. According to the presentation, APAC’s market size is expected to reach $183 billion by 2024, making it a colossal market comprising more than a third of the global beauty market.
A steady growth rate of 3% per annum is anticipated over the next five years, with Southeast Asia expected to rebound rapidly post-pandemic, recording high growth rates of 5% annually. In contrast, mature markets are reaching saturation and showing slower growth. Notable growth is seen in Korea’s fragrance and body categories and Indonesia’s sun care and skincare.
“The Asia-Pacific region has experienced moderate growth over the past five years but is poised for a healthy recovery phase in the future.”
– Euromonitor Consultant Prudence Lai
Trend ① Consumers Who Don’t Compromise on Quality Even in Recession
One of the key trends in the APAC market is ‘Recession Glam.’ This trend indicates that consumers are not giving up their small indulgences despite economic uncertainty, preferring quality products at reasonable prices. This is why mini-sized, multifunctional, and value-for-money brands are popular.
In the same context, a lineup with a wide price spectrum is gaining attention as a consumer-centric strategy. Accessible products are preferred over expensive premium ones, and consumer loyalty gravitates toward ‘trustworthy brands with good value for money.’
“While consumers have become sensitive to costs, they are not lowering their expectations for quality or brands.”
Trend ② Expansion of Clinical Trust… Surge in Beauty Devices
The second trend is ‘Clinical Trust.’ Consumers focus on whether products are developed based on scientific evidence rather than just sensory promotions. Collaborations with dermatologists, skin suitability tests, and the involvement of pharmaceutical companies have become key points, leading to high-functionality and high-trust products.
In the field of beauty devices, securing trust through clinical data has become important. Products that are scientifically proven from the time of use to effectiveness are narrowing the boundary with expert domains, aiding their entry into the premium market.
“High-function products developed through collaborations between professional domains and brands are key to gaining the trust of APAC consumers.”
Trend ③ Rise of ‘Wellbeing Beauty’ for Long-term Health Goals
The third trend is ‘Products Contributing to Health and Wellbeing.’ Beauty products are no longer limited to short-term appearance improvements. Products that approach overall wellness, such as skin health, stress relief, and body balance, are gaining consumer favor.
This trend goes beyond simple functional benefits, emphasizing continuous routines and intersections with lifestyle. Especially highlighted are wellness beauty routines that can be easily practiced in daily life, along with natural ingredients, scent therapy, and gender-neutral formulations gaining popularity.
“Consumers no longer just want products to ‘make them pretty,’ but expect sustainable wellbeing results.”
Trend ④ Encouraging Loyalty Immersion Through Brand Apps and Content
Alongside technological evolution, the important fourth trend is ‘Loyalty Immersion.’ Structures that continuously interact with consumers via app-based platforms, community features, and video content have become necessary. This goes beyond simple repurchase, encouraging deep immersion within the brand’s world.
Content that enhances engagement is also transforming into participatory ‘co-created’ formats. AI-based skin analysis, AR filter experiences, and gamified purchase journeys are effective in converting consumers into brand enthusiasts.
“Consumers want fun and shareable experiences. True loyalty stems from there.”
Trend ⑤ Standardization of Sustainability… Gap Between Action and Perception
The fifth trend is ‘Eco-Friendly Evaluation.’ Eco-friendly packaging, plastic-free, and vegan certifications have become starting points rather than choices. Waste minimization and the use of regenerative materials must be considered from the product’s design inception, with refills and compact capacities also gaining attention.
However, a gap still exists between consumer perception and action. The message that eco-friendliness equates to high costs still faces resistance, requiring sustainability to be addressed from a brand philosophy or value perspective.
“Sustainability should not be misunderstood just as a premium strategy, but should be instilled as an obvious choice in everyday life.”
Value of Offline ‘Exploration’ Despite E-commerce Growth
Significant changes are also being detected in the distribution sector. Between 2019 and 2024, e-commerce penetration in the APAC region has soared from 19% to 30%. Interestingly, the exploratory functions of offline spaces such as warehouse stores, convenience stores, and health & personal care stores are being further strengthened.
Online caters to convenience and information provision, while offline offers experiential and sensory interactions.
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