Technology, ‘tweakments’ boom in Asia’s beauty market

In recent years, the intersection of beauty tech and “tweakments” — subtle, non-invasive enhancements promising quick recovery — has seen an explosive rise in popularity within China. The latest 2024 Beauty Trends report from Xiaohongshu spotlights “high-intelligence skincare” as a pivotal trend shaping the country's beauty landscape, driven by advanced, technology-fueled skincare solutions. “Looking ahead, customization, sustainability, and digital innovation will be key drivers for the beauty industry,” says Gabby Chen, president of global market at Florasis. “The integration of tech in beauty routines and the emphasis on eco-friendly practices will shape the future landscape of beauty in China.” Asia's beauty tech market is poised for rapid growth, fueled by innovations in skincare devices and precision treatments. Millennials and Gen Z are leading the charge, eagerly diverting disposable income towards enhancing their appearance. A segment of younger Chinese consumers are also gravitating towards “noble lady” skincare rituals, marrying luxury with the latest in beauty tech. At-home innovations Dr Maryam Zamani, the founder of MZ Skin, has become a global leader in luxury LED masks, with its APAC markets primed for expansion. Last Chinese New Year, Hong Kong’s Lane Crawford saw customers snapping up multiple masks: “one for themselves and one for a family member” – highlighting their popularity as high-end gifts. “LED light therapy can really be added to skincare routines from a young age,” says Zamani, addressing Chinese and Asian consumers’ anti-aging obsession. “By combining red and blue light … an LED mask will serve beauty fans with age-specific concerns, from hormonal teen acne all the way through to early signs of wrinkles and beyond. The goal with at home beauty devices is to elevate the skincare rituals to combine purpose with joy.” MZ Skin’s top-seller, LightMax Supercharged LED 2.0, is seeing growth across all APAC markets. The silicone shape and outer is patented, “but it’s also proven by independent clinical trials to reduce wrinkle depth by 36% in four weeks (red light mode) and reduce inflammatory acne by 77.9% in eight weeks (blue light mode),” she says. Across Greater China, beauty tech devices are quickly becoming staples in at-home skincare arsenals, from LED light therapy tools to radiofrequency gadgets. These appliances bring clinical-grade treatments for anti-aging, acne, and skin brightening into the comfort of homes, blending convenience with cutting-edge science. “I started using a light therapy mask device from Currentbody in 2022 after a friend, who works for the brand, introduced it to me,” says Shanghai-based Jennifer Wang, associate account manager at marketing agency Red Ant Asia. “She said it was really effective … this kind of device is ideal for someone like me, perfect for lazy days, you can just wear it at home.” There are plenty of players in the market today. Chinese brand Flossom offers LED therapy devices targeting specific skin concerns, including acne and brightening. In 2021, Shiseido partnered with beauty tech company Ya-Man to launch Effectim, zeroing in on anti-aging through high-end skincare products and home devices. The brand’s success was evident during China’s Singles' Day, where Effectim sold over 580,000 units of its $732 3D Beauty set in just a few hours. Wang saw improvements in her skin’s texture and oiliness after using her mask device. But despite many friends purchasing similar masks, “few have kept up with regular use,” she says. “Instead, many are gravitating towards aesthetic treatments like intense pulsed light or botox.” These technical interventions promise quick, dramatic results compared to standard facials, compelling some to travel as far as Korea for the treatments. Salon treatment and ‘tweakment’ trends Aesthetic medicine is increasingly within reach for many, with treatments such as photo-rejuvenation, botox, lasers and micro-needling gaining traction on platforms like Xiaohongshu and Douyin in China. In salons, treatments such as the Ultimate Lift HIFU at Hong Kong’s EstheClinic are seeing a surge in demand. HIFU claims to target collagen-rich skin layers, bypassing surface skin entirely and all without the need for a scalpel. The concept is simple: stimulate the body’s natural healing mechanisms to achieve a tighter, more lifted face. It’s a perfect match for Chinese consumers who seek subtle yet significant enhancements, redefined jawlines and slightly more taut cheeks. “Our Asian clientele are coming in for jawline slimming botox. I think it’s down to Asian beauty standards and wanting a slimmer and more defined lower third of their faces, making the face almost more feminized,” says Dr Shaan Patel, whose Āatma Aesthetics clinic in London treats many East Asian clients. “It is popular with not just East Asian women but also some men.” Patel adds treatments like Profhilo are also popular with the demographic, an injectable hyaluronic acid skin booster that gives the skin “a glow up by stimulating collagen and elastin, but also intensely hydrating the skin within.” Chinese clients are chasing the coveted Korean “glass skin” look, prioritizing improved hydration. Microneedling is also growing in popularity to treat acne scars, while lasers are the go-to for resurfacing skin to improve texture and tone. The buzz-worthy “salmon sperm facial” is also turning heads, a stem cell-like treatment injected into the skin, promising boosted collagen and elastin for a youthful glow. On Xiaohongshu, everyone from celebrities like Jelly Yun to influential bloggers are openly sharing their hyaluronic acid skin booster injection routines, known as mesotherapy on the platform, emboldening consumers into experimenting with the ‘tweakments.’ “Skin boosters have almost overtaken derma fillers as a treatment,” Patel adds. “The injectable treatment Sunekos brightens skin and improves hyperpigmentation. We don't do this, but I know East Asians are a fan of calf botox, or trapeze muscle botox that became fashionable after the Barbie film.” A glowing future Chinese consumers worldwide are spearheading a beauty tech revolution, embracing a scientific, results-oriented skincare approach. This shift is transforming the traditional landscape, and social media has been crucial: Xiaohongshu’s report states over 40 million-plus users discovered and purchased new beauty products directly through the app, while Douyin has emerged as a dominating force for beauty brands. As these trends continue to grow, the future looks bright, with AI and AR technologies set to further enhance beauty personalization. Brands are quickly leveraging this tech goldmine for bespoke skincare solutions, tailoring products to individual skin needs. For example, Charlotte Tilbury launched an AI-enabled app for individual makeup shade-matching, while Elizabeth Arden is exploring virtual stores that use generative AI.

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Technology, ‘tweakments’ boom in Asia’s beauty market