More APAC beauty trends are sensitive skin focused

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There is a growing demand in the Asia Pacific region for beauty and personal care products addressing various skin concerns with sensitivity being a key focus.

“Brands in the region are increasingly focusing on creating specialised products for sensitive skin, using ingredient-focused communication, and highlighting holistic approaches. This change is fueled by consumer demand for products that not only tackle skin concerns but also resonate with their values and lifestyle,” said Mintel in its APAC 2024 Beauty and Personal Care report.

Mintel research shows that the percentage of Chinese consumers reporting sensitive skin increased from 35% in 2021 to 41% in 2022 and remained relatively stable through 2024. Over 80% of launches in China have moisturising/hydrating claims and this aligns with the growing number of sensitive skin consumers experiencing dry skin issues (54%). The most commonly reported symptom among sensitive skin consumers is poor moisture retention (47%).

In Japan, consumers are affected by fluctuating skin conditions believed to be caused by environmental and hormonal factors. Data from Mintel Global New Products Database shows that between April 2023 and March 2024, Japan led in new product launches featuring ‘free from’ claims for sensitive skin, accounting for 39%, surpassing the US (28%) and France (12%).

In South Korea, consumers reported a higher prevalence of skin conditions such as spots/acne, allergic reactions, and dermatitis compared to Chinese and Japanese consumers. Thus, there has been an increase in skincare products claiming to be tested for sensitive skin and non-comedogenic, along with a focus on products targeting specific skin issues like redness and acne as observed in product launches over the last three years between January 2021 and December 2023, during which ‘for sensitive skin’ claims rose from 26% to 35% during this period.

Over a third of of Thai consumers are interested in dermacosmetics that offer anti-pollution benefits with over half (52%) describing their facial skin as sensitive. Elevated air pollution levels are driving consumer interest in skin protection and sensitive skin treatment. As a result, the growing trend of facial cleansers launched with gentle formulas and claims specifically designed for those with sensitive skin reflects the category's response to growing consumer awareness and demand for these solutions.

“As consumer awareness of various skin issues continues to grow, the sensitive skincare market will evolve to focus more on comprehensive skin health solutions,” said Hwajun Lee, Principal Beauty and Personal Care Analyst at Mintel.

Besides sensitive skin, brands are also shifting their anti-ageing beauty strategies with a broader and more inclusive approach, catering to a wide range of consumer needs and preferences. This shift aligns with the increasing interest in healthy ageing. In China, age-specific solutions are driving innovation, while South Korea and Japan are seeing trends in preventive skincare and skinified colour cosmetics tailored for older women, respectively, according to Mintel.

Science-backed beauty is also one way for brands to foster innovation and build consumer trust in the beauty industry. Consumers are increasingly seeking transparency and scientific validation for the claims made by beauty brands. In India, over half of consumers (51%) turning to science-backed skincare are driven by the perception that such products contain high-quality ingredients.

Mintel’s report suggests that brands are expected to enhance their understanding of local consumers, whether through segmenting products based on specific needs or leveraging technology for ingredient innovation.