Cosmoprof Asia 2025: APAC shifts to high-tech beauty, premium fragrance

Cosmoprof Asia 2025, the APAC’s leading beauty trade show, closed in Hong Kong on November 14 with the strongest signal yet that the region has regained its central role in global beauty. The four-day fair drew over 64,000 visitors and some 2,700 exhibitors from 46 countries, making this one of its most international editions to date. Three-quarters of attendees came from outside Hong Kong, with notable growth from North and South America, Europe, the Middle East, and Africa. Renewed confidence defined the mood across booths and meeting rooms. Companies described buyers arriving with specific innovation roadmaps, tighter product briefs, and clearer timelines — signs that the Asia-Pacific beauty economy is stabilizing and accelerating after three years of structural adjustment. “Customers come from around the world, so it’s a perfect place to meet everybody,” says Denis Maurin, global president of sales and innovation at HCT by kdc/one, noting that buyers were more prepared and more decisive this year. Andrea Richter, managing director of Beautynova Elite, observed a similar shift, saying that Cosmopack Asia remains “the most important trade show in this region” because it enables suppliers to “find new business opportunities and expand our network,” with visitors demonstrating clearer objectives. Multinational players also sensed the momentum. “The rise of local competitors is accelerating innovation across Asia,” says Mahina Djenno Billard, head of L’Oréal’s Luxe Division Innovation Center in China, adding that staying close to consumers now requires faster decision-making, a trend reflected in buyers’ more focused agendas this year. Dual-venue format showcases full supply chain strength Across its two venues — Cosmopack Asia at AsiaWorld-Expo and Cosmoprof Asia at the Hong Kong Convention & Exhibition Centre — the fair showcased a market shifting toward biotech-driven formulations, hybridized categories, and increasingly sophisticated consumers. From indie newcomers to national pavilions representing South Korea, Japan, Italy, France, Australia, and the U.S., the fair illustrated APAC’s continuing role as a launchpad for global expansion, particularly in the skincare, fragrance, and wellness categories. Cosmopack, which recorded a 17% rise in attendance, reflected a growing appetite for next-generation supply-chain solutions, from ultra-lightweight packaging to clean-tech emulsifiers and AI-assisted compliance systems. Meanwhile, the main Cosmoprof venue showcased where demand is heading: skincare infused with color, science-backed recovery treatments, emotional wellness rituals, children’s personal care, and a new generation of vegan DNA-repair actives. Skin-makeup hybrids reach new level of sophistication One of the clearest trends this year was the deepening fusion of skincare and makeup. Brands moved beyond simple tinted moisturizers toward technically complex hybrids incorporating exosomes, prebiotics, hyaluronic acid, peptides, and barrier-repair complexes into cushions, powders, and BB fluids. This reflects a shift in consumer expectations: complexion products must now behave like treatment formulas, offering hydration, oil balance, barrier support, and immediate aesthetic benefits simultaneously. The rise of these hybrids also signals how beauty in Asia increasingly prioritizes performance claims backed by biotech or dermatological research. The annual Cosmotrends report, curated by Beautystreams, spotlight key trends emerging from exhibitors that will shape future consumer habits across Asia-Pacific. Post-procedure care becomes a core category With Asia established as a global destination for medical aesthetics, post-procedure care took center stage. Exhibitors presented masks, mists, serums, and gels formulated for use after laser, peeling, and micro-needling treatments. Regenerative technologies featuring PDRN, EGF, squalane, and soothing botanicals attracted strong buyer interest, particularly from clinic chains, medical spas, and cross-border e-commerce operators. The category’s rapid growth aligns with rising aesthetic literacy among younger consumers across China, South Korea, and Southeast Asia, who view routine dermatological procedures as part of their long-term skincare strategy. Well-being integrates into daily beauty rituals Another defining theme was the integration of emotional wellness into beauty products. Many brands introduced aromatherapy microcapsules, mood-enhancing actives, sleep-supporting formulas, and circadian-rhythm-focused treatments. These products blend functional skincare with stress-relief attributes, appealing to consumers seeking multi-sensory rituals rather than single-purpose solutions. The shift reflects broader lifestyle changes: younger consumers are increasingly attuned to mental health and view beauty routines as moments of recalibration. This convergence of self-care and skincare is gaining traction across premium and mass segments alike. Children’s personal care shows real momentum One of the most notable growth areas was children’s personal care. Exhibitors displayed gentle, allergen-free formulas alongside playful packaging, customizable bottles, and educational elements designed to engage children directly. The category is expanding rapidly across East and Southeast Asia, driven by rising parental expectations for ingredient transparency and safety. The products presented at the fair demonstrated how children’s care is evolving beyond simple “mild” formulations into a more thoughtfully designed category with its own aesthetic language and innovation track. Vegan biotech pushes PDRN into a new phase A standout scientific trend this year was the rise of plant-based PDRN, a mixture of deoxyribonucleotides. Traditionally sourced from salmon DNA, PDRN has long been prized for its regenerative and soothing properties. This edition, however, showcased a new wave of vegan PDRN derived from Centella asiatica, ginseng, rose, and green tea. Brands emphasized improved skin affinity, faster absorption, and ethical sourcing — aligning with consumers seeking high-performance biotech without animal-derived inputs. This transition reflects a broader movement toward clean, clinically backed actives that fit within luxury and mass-market frameworks. Fragrance emerges as Asia’s premium growth engine Fragrance made its strongest appearance yet at Cosmoprof Asia, signaling the rapid elevation of scent culture across the region. The debut of Explorers by Esxence, one of the fair’s major highlights, brought over 20 artistic perfume houses to Hong Kong for the first time. The pavilion attracted buyers from travel retail, specialty beauty chains, and luxury distributors, many searching for differentiated olfactory identities tailored to Asian consumers. Interest centered on gourmand compositions, resinous woods, long-wear formulas, and craftsmanship-driven houses with strong storytelling. The momentum confirmed that fragrance — particularly niche and artisanal — is becoming a cornerstone of premium beauty strategies in APAC. Jing Daily’s fragrance panel on November 12, held in partnership with Esxence, offered additional insight into the market’s rapid maturation. Speakers from Esxence, Fragrances of the World, Cereria Terenzi, and Eternal Group discussed how niche perfumery, data-driven trend analysis, and heritage storytelling are converging to shape consumer preferences. The session confirmed that fragrance is emerging not only as a high-margin category, but also as a cultural and emotional anchor for the next stage of luxury beauty in the region. Industry dialogue strengthens strategic alignment Alongside product innovation, this year’s Cosmoprof Asia placed greater emphasis on cross-sector dialogue. Jing Daily hosted an Elite Circle roundtable on November 10 on ESG as a growth engine, featuring speakers from Canopy, Shiseido, and IRI-SyS. The discussion emphasized how sustainable sourcing, circular product and packaging design, and AI-enhanced compliance are becoming core pillars of competitiveness across the region. Jing Daily also served as a judge for the Cosmoprof Asia Awards, strengthening its role as a contributor to beauty innovation standards in Asia-Pacific. The awards highlighted advancements in clean formulation, sensory design, packaging efficiency, fragrance craftsmanship, and clinically backed skincare technologies. As exhibitors and buyers look ahead to the 2026 edition, one conclusion stands out: Asia-Pacific is no longer simply a high-growth market. It has become the global testing ground where beauty’s next decade of ideas, technologies, and cultural trends will be shaped — and eventually exported worldwide.

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Cosmoprof Asia 2025: APAC shifts to high-tech beauty, premium fragrance