Euromonitor: Asia Pacific beauty shoppers buy less use less

What happened Asia-Pacific’s $183 billion beauty and personal care market is navigating a new reality: slower growth, smarter spending, and an unexpected surge in scent. According to Euromonitor International’s latest 2025 Asia Pacific Outlook: Beauty Trends & Opportunities, the region accounted for 31% of global sales in 2024, but grew just 1.4% as consumers tightened budgets and redefined what counts as “premium.” Yang Hu, Asia-Pacific insight manager for health and beauty at Euromonitor, summed up the mood: “With inflation front of mind, consumers’ smarter spending is redefining the beauty playbook. The definition of premium is changing — less about price, more about perceived value and purpose.” The Jing Take The “Recession Glam” mindset is transforming the beauty basket. Consumers are trading down on price but refusing to compromise on quality or desirability. That shift is fueling demand for mini formats, multifunctional formulas, and trustworthy affordable labels. In Southeast Asia, Chinese brand Pinkflash is capturing share with $1–$6 color cosmetics tailored to local spending power. In Australia, MCoBeauty is riding the wave of “dupes,” offering accessible versions of prestige hits without losing trend credibility. Digital channels remain the primary growth engine, but the retail story is no longer purely about e-commerce dominance. In markets like Japan and South Korea, convenience stores, variety stores, and health and personal care specialists are reclaiming relevance. The hybrid model, which anchors discovery online and seals the deal through immersive offline experiences, is becoming the new normal. Beauty science, longevity, and status Clinical credibility is another major currency in the region’s beauty economy. Dermocosmetics, science-backed claims, and active ingredients once confined to clinics — microneedling, thread lift materials, exosomes — are moving into mainstream ranges. Beauty devices, from AI-powered LED masks in Seoul to post-procedure care tools in Bangkok, are driving a premium tech-luxe segment that straddles wellness and vanity. Alongside this, the “healthspan” trend is gaining momentum. Consumers are investing in products that promise to extend not just youthfulness, but overall vitality — whether through hormone-responsive skincare, UV-protective powders, or ingestible beauty supplements. The line between health and beauty is increasingly blurred. Sustainability with receipts Eco-consciousness is no longer a feel-good add-on; it’s a purchasing prerequisite. Consumers want measurable impact, not just slogans. Vegan formulas, refillable packaging, biodegradable materials, and plastic-free formats are finding traction, especially in markets where regulation and peer pressure reinforce sustainable choices. In Australia, Ethical Brand Co is building loyalty by pairing ethical sourcing with social transparency. Asia-Pacific’s beauty market is in transition. Growth is measured, but the pace of reinvention is accelerating. The next five years will be defined by brands that can straddle affordability and aspiration, embed science and sustainability into their storytelling, and fuse digital immersion with tactile, real-world touchpoints. In this region, loyalty will be earned not through price or prestige alone, but through proof: Proof of efficacy, ethics, and experience. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

‘Recession Glam’ sweeps Asia-Pacific beauty

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‘Recession Glam’ sweeps Asia-Pacific beauty