The APAC cosmetics and beauty market is expected to reach USD 177 billion in 2020 and to be worth nearly USD 190 billion by the end of 2021, 根据 欧睿国际. The continued desire for beauty and a widespread increase in disposable income  have driven industry growth. 韩国 (K-Beauty) and 日本 (J-Beauty) have a long tradition of and experience from  personal care and are with their innovative ideas and technologies regarded as global beauty trendsetters.

The coronavirus pandemic has changed consumer behaviour and buying patterns and the  following trends have been observed throughout the APAC region:

  • 家庭美容服务需求增加
  • 可持续包装
  • 天然有机成分
  • 直接面向消费者的技术

由于加强了距离措施, 在大流行期间,家庭皮肤和头发护理程序发生了变化并取得了进展. An increasing number of consumers pay more attention to their skin and hair types and purchase personalised and/or premium products.

公司推出了由美容专家提供技术和专业知识的“家庭护理”设备. 这些产品在家里使用很方便, 即使对于不熟悉这种护理的消费者也是如此, 虽然与专业人士的效果相似.

随着趋势的增加,自我护理产品的销售, 专业护发, 着色剂, 在疫情期间,相关家用电器的价格也有所上涨.


由于大流行期间一次性塑料的使用增加, Asian consumers have become more and more aware of the impact that their consumption can have on the environment. It has led to a demand for a sustainable lifestyle and “ethical consumerism” among Millennials and Gen Z consumers. 因此,美容品牌开始关注包装, 哪一个是对消费者产品对环境影响的可见提醒. 爱茉莉太平洋, 例如, 2020年开始开发天然成分产品,并开设加料站. Consumers can refill the hair care product in its own container or the one made with coconut shells at the station. Such initiatives benefitting from the 可持续性 trend will put the category leader in an outstanding position.


APAC holds a huge potentialfor natural and organic cosmetics driven by the increasing numbers of Millennials and female employment. The concept is still new to the APAC region and consumers show growing interest in inartificial content. Cosmetics companies in 日本 and Korea are focusing research and development on products that are safe for the skin and offer a prominent level of performance. 他们投资选择传统和天然的原料, 采用减少对环境影响的生产工艺. It has become abundantly clear that brand initiatives favouring the planet influence consumer decisions. The compliance requirements and regulations for natural and organic cosmetic products may differ by country. 因此,要求公司在进入日博备用网站之前检查这一点.


一般的生活方式, have become much more digitalised during the pandemic and the shift to online is reflected in the beauty industry. The industry has benefited from the increasing popularity of social media channels such as Instagram and YouTube. These media channels are not only highly influential among certain groups but create a demand for beauty products and help fill the gap between cosmetics brands and consumers. 特别是, leveraging social media influencers with thousands of followers have become a common and popular marketing strategy. Consumers are not only looking at brand websites but are also monitoring social media platforms, 在购买之前定期检查相关的合作. Therefore, it is essential for beauty brands to make themselves easily accessible and tech-friendly.


  • 日博备用网站品牌和强调关键成分: 美容行业要求很高. 为消费者提供了无尽的选择, 他们需要一个吸引人的品牌故事, 有吸引力的包装, 一个很棒的公式. 强调关键成分或英雄产品是吸引消费者注意力的一种方式. 日博备用网站血统与自然和干净的环境日博备用网站在一起也可以是一个优势.
  • 了解法规和认证要求:The skincare segment is a local business in all Asian markets (no unified standard like the EU) and there is a need for all brands entering a specific market to learn about the local regulations that apply depending on product category. Business 日博备用网站’s local offices are offering support and advice to Swedish companies before establishing in the APAC region.
  • 使用混合模式进行销售: 电子商务是增长的驱动力,这一事实在所有日博备用网站都是正确的, 尽管线下零售对品牌建设仍然很重要. Finding the right local partners can help Swedish brands to establish or increase their retail presence. Business 日博备用网站’s offices support partner recruitment and provide roadmaps for market expansion.  

Please do not hesitate to contact us to find out more about our experiences and how we could assist your company for a more in-depth analysis.

琳达布拉德利, 贸易专员