The global Beauty & Personal Care market is a highly diverse ecosystem, shaped by the racial, cultural, and socioeconomic heterogeneity of consumers in each region. Factors such as skin phototype, hair morphology, climatic conditions, cultural practices, and aesthetic perceptions generate differentiated cosmetic needs, driving the development of specific categories, formulations, and rituals.

The cosmetics market is one of the most dynamic in the global economy. Several reports indicate that it will be worth approximately US $380 billion in 2026, with a projected value of US $560 billion by 2032 and a CAGR of 6.64% for this period.

The Asia-Pacific region is the largest, accounting for approximately 39% of the total market. It is followed by Europe with 26%, the United States with 22%, Latin America with 9%, and the Middle East and Africa with 4%.

As a result of this diversity, market growth is not uniform: each region leads in different categories and generates its own trends. Asia Pacific stands out for its innovation in skincare and preventative routines, Europe for its dermocosmetics and scientific approach, and North America for its inclusivity, personalization, and clean beauty.

Latin America, meanwhile, is experiencing dynamic growth in fragrances, hair care, and body care, influenced by ethnic diversity, climate, and a strong sensory culture, while the Middle East and Africa are showing increasing sophistication in hair care and products adapted to skin with high environmental exposure.

These local realities are progressively converging, redefining global standards of innovation, inclusivity, and cultural relevance. These are some of the main trends projected for 2026:

The seventh sense: Recent research suggests that humans can detect objects hidden under sand or other materials without directly touching them – a skill called remote touch, which could be our seventh sense. This new sense would join the five classic senses: touch, hearing, sight, taste, and smell, and the sixth, proprioception (which allows the brain to know the position of body parts without using sight).

The research indicates that humans could perceive an object before seeing or touching it. In the near future, we will see innovations in tactile concepts based on these findings, opening the door to new sensory experiences in skincare and makeup.

Freeze-Dried beauty: We will see a boom in freeze-dried formats like powders and tablets that are activated with water. These formats are ideal for travel, subscriptions, and situations where small storage spaces and easy transport are needed.

Biobots: These are bio-inspired or biohybrid systems that combine biological components, such as cells, enzymes, or naturally derived materials, with engineering and biotechnology principles to perform specific functions in a controlled manner.

Their development has been driven by advances in synthetic biology, nanotechnology, and materials science. In skincare, they represent an emerging innovation with the potential to transform how cosmetic actives are delivered.

Their application will allow for more precise and targeted release of key ingredients into the skin, responding to stimuli such as pH, temperature, or skin condition. This could improve the efficacy of anti-aging, repairing, or soothing actives, optimizing their action and reducing the amount of ingredient required.

Hair essences: This is a growing trend in Korea: the expansion of facial essences concept into hair care. We’ll see traditional skincare mechanisms like cica, soothing, and calming adapted to soothe scalp irritation and treat hair loss.

From glass skin to glass hair: In 2026, we’ll see this trend expand into hair care, but at a deeper level than just shine. This concept pays greater attention to scalp health, including microbiome balance and hair barrier repair.

Atypical inspirations: Niche perfumery in 2026 will be marked by atypical inspirations from ingredients that challenge traditional olfactory codes and respond to the search for more emotional and authentic sensory experiences.

Notes inspired by mineral materials, smoke, metallic accords and synthetic metal molecules, damp earth, hot stone, sea salt, fermented beverages, herbal infusions, smell of toast, electricity, hot oatmeal, green coffee, plant-based leather, pet-inspired accords, croissant, and rice, among others, will gain prominence.

Less is more beauty: Long, multi-step routines are about to evolve. We’ll start seeing fewer-step, but smarter options, thanks to multifunctional products. Evidence of multifunctional effectiveness will drive innovation in the development of new, shorter routines. All-in-one is the new black.

Premiumization of oral care: There is a growing consumer demand for premium oral care products, including high-quality materials, formulas with new benefits, and high-end design aesthetics. The goal is to enhance daily hygiene routines with new benefits and claims. This trend represents a significant opportunity for innovation in our industry.

Glitchy beauty: Pinterest presents this trend as one of the key protagonists for 2026. It represents an aesthetic and cultural movement that merges traditional luxury and glamour with digital, imperfect, and disruptive elements inspired by technological “glitches” (visual errors such as distortions, broken pixels, and interferences).

In cosmetics, this trend will manifest through irregular metallic finishes and fractured chrome effects, holographic, pixelated, or iridescent surfaces, contrasts between polished skin and unexpected graphic details, and the use of neon hues, silver tones, electric violets, and digital reflections. Additionally, it will feature looks that blur the boundaries between the real and the virtual, evoking an image that appears ‘interrupted.’

 Cloud dancer: Pantone has selected the soft white “Cloud Dancer” as the Colour of the Year 2026. This gentle white is characterized by its understated presence and its contribution to visual calm. The shade, described as balanced and light, appears within a broader cultural context where designers and creatives are re-evaluating the role of clarity, simplicity, and spatial stillness.

This is a colour that will be highly valued in environments that support reflection and measured creativity rather than constant acceleration, and it is sure to inspire disruptive concepts in fragrances, makeup, and skincare.

Pre/post skincare: Minimally invasive aesthetic treatments (lasers, peels, energy devices, injectables) are driving a range of products designed to prepare, repair, and strengthen the skin barrier, as well as reduce inflammation. In 2026, we will see a boom in pre/post-procedure aesthetic kits and new co-creation concepts with clinics and aesthetic centres.

2026 brings countless expectations, but it will also lead us to reflect on the fact that youth is not static; it is nurtured, enjoyed, and transformed. Innovation will be measured not only by evidence and technology – AI, personalization, biochemical breakthroughs – but also by the ability to generate trust, emotional well-being, and relevant rituals in the consumer’s real life.

In a context of saturation, the brands that will win are those that simplify without trivializing and that combine scientific rigour with cultural sensitivity. As Madonna said some years ago, “Reinvention is how I stay alive.” In 2026, that decision will be guided by knowledge, authenticity, and purpose.

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The last decade of skincare was defined by abundance. Ten-step routines. More active ingredients. More promises. But as we move toward 2026, a new shift is emerging. One that doesn’t reject minimalism, but evolves it.

The global beauty consumer is no longer asking how many products they need. The beauty & personal care industry has matured into something more intelligent, more biological, and more intentional.

Welcome to the era where skin minimalism meets biohacking.

The end of excess, the rise of intention

Skin minimalism was never about doing less, it was about doing better. Using fewer products, with a clearer purpose, for stronger skin health. This mindset was born from excess: irritated skin barriers, over-exfoliation, trend-driven routines that promised glow but delivered inflammation.

In 2024, consumers had shifted their trust toward dermatology-backed formulas, pH-balanced routines, and multifunctional products. By 2026, this trust deepens, allowing minimalism to clear space for the next evolution in beauty. A place where a ‘less is more’ approach is the starting point, not the end goal.

What does biohacking mean in beauty?

In beauty, biohacking is about understanding the skin’s biology, and working with it.

This includes formulations that respect the skin’s circadian rhythm, products that strengthen the skin barrier rather than strip it, and actives that adapt to lifestyle concerns like pollution, blue light, hormonal fluctuations, and climate.

Think fermented ingredients that improve bioavailability. Peptides that signal skin repair. Postbiotics that train the skin to become more resilient over time. Sunscreens that protect not just from UV, but from oxidative stress and digital exposure.

Biohacking, in its truest form, is less about fixing skin. It’s about doing the right thing at the right time.

A smarter consumer

By 2026, the global consumer will be deeply informed. They may not read INCI lists in detail, but they understand overall skin concepts: barrier health, inflammation, pH, absorption, and skin longevity.

This consumer doesn’t want instant results anymore. They are motivated by consistency, compatibility, and prevention. They’re drawn to brands that explain why something works, not just what it does.

In 2026, education will no longer be a value addition, it will be the entry point.

Performance without overload

Perhaps the biggest change is philosophical. Skincare is no longer reactive. It’s preventative.

Instead of layering five products, consumers are consciously choosing one that hydrates, supports the skin microbiome, gently exfoliates, and adapts to skin stress. This aligns beauty with the broader wellness movement: one where sleep, nutrition, lifestyle ,stress, and mental health are now recognised as determinants.

In 2026, efficiency becomes the new luxury.

Where brands must evolve

For brands, the road ahead is clear. Fewer launches on the marketing calendar. Innovation that is purpose-led and intentional. Claims that are supported and studied. Routines must be built for purpose, not for perfect.

The future belongs to brands that simplify without sacrificing science. That educate without overwhelming the consumer. That build trust beyond trends. 

They treat the skin as a living ecosystem, not a surface.

A 2026 vision built on balance

Skin minimalism taught consumers to step back. Biohacking teaches them to tune in.

As 2026 approaches, the global consumer is choosing skincare that listens, adapts, and endures. The industry will be more thoughtful, and deeply rooted in biology. Together, they define a future where beauty is not about more, but about better intuition — with biology, lifestyle, and long-term health.

And in that future, trust will be the most valuable active of all. 

References

British Journal of Dermatology (2021). Skin barrier function, inflammation, and the impact of over-exfoliation.
Euromonitor International (2024). The informed beauty consumer: Education, prevention, and skin longevity.
Harvard Health Publishing (2022). Circadian rhythm and skin health: Why timing matters in repair and protection.
McKinsey & Company (2024). Beauty’s next chapter: From routines to results-driven, biology-led skincare.
National Center for Biotechnology Information (NCBI). Skin barrier, microbiome balance, and preventative dermatology.
WGSN (2024). Beauty Futures 2026: Bio-intelligent skincare, wellness convergence, and performance minimalism

Feeling inspired?

Then why not visit one of the in-cosmetics events around the world?

BROWSE SHOWS

By Covalo

From the surge in hyperpigmentation solutions to the mainstreaming of biotech actives, new data patterns are reshaping the personal care landscape. Explore the signals behind the trends, and what they mean for R&D, sourcing, and sustainability strategies in 2026.

Predicting 2026’s beauty breakthrough through real search behaviour

The cosmetic industry is evolving faster than ever, with new ingredients, actives, and formulations emerging almost daily. But in an era of hype-driven trends, how can brands separate short-lived fads from innovations with staying power?

The answer lies in data-driven insights.

At Covalo, we monitor real-time ingredient searches, formulation interests, and campaign-driven behaviuor across the beauty ecosystem.

By analyzing these patterns, we can better understand what’s trending today and anticipate which ingredients and categories may influence skincare innovation in 2026. By analyzing these patterns, we can identify not only what’s trending today but also which ingredients and categories are likely to shape skincare innovation in 2026.

We’ll explore the top searched ingredients of the last few months, uncover the signals behind sudden spikes versus steady growth, and tie these insights to lessons learned from our campaigns.

Data speaks: The ingredients driving beauty’s next chapter

When it comes to predicting where beauty innovation is heading, ingredient search behaviour offers an unusually clear window into the industry’s mindset. Over the past few months, certain keywords have stood out on Covalo, signalling the actives and benefits that are capturing most attention.

Among the most-searched ingredients we have exosomes (consistently on the top spot since the beginning of summer), retinal, collagen, caffeine, urea, niacinamide and ceramides. Alongside these, there has been a dramatic spike in searches related to hyperpigmentation, which jumped nearly 1.000% in September.

This sudden surge suggests that interest in hyperpigmentation isn’t following a steady, long-term curve, but rather a pattern of even-driven or campaign-influenced attention – possibly linked to seasonal launches, social conversations, or emerging claims around tone correction and photoaging.

In contrast, peptides, like peauforiaᵀᴹ by Core Biogenesis or Cellaigie by LipoTrue, tell a different story. Their steady growth since August reflects consistent, sustained interest. The kind of interest often seen when an ingredient moves from “trending” to “trusted”. Peptides have become quite a powerhouse for skin longevity, barrier reinforcement, and repair, underpinning a new generation of functional anti-ageing formulations.

Together, these patterns highlight the dual nature of today’s beauty innovation landscape: fast-reacting and content-driven on one side, yet steadily grounded in proven, science-based actives on the other.

Trends steering 2026 innovation

If 2025 was the year beauty embraced biotech buzzwords, 2026 will be the year the science actually lands on the shelf. Industry forecasts and ingredient search data point toward a convergence of clinical performance, skin resilience, and transparent sustainability – a new standard where innovation must prove both its efficacy and its ethics.

1 – Biotech becomes everyday beauty

According to Mintel’s 2026 forecast, “Metabolic Beauty” will define next year’s innovation pipeline. Actives such as exosomes, peptides and fermented polysaccharides, are transitioning from niche clinical ingredients to accessible daily skincare.

Covalo’s search data echoes this shift. Steady interest in peptides and continued curiosity around exosomes suggest R&D teams are moving beyond traditional retinoids to explore how cellular communication and regeneration can be optimized. 2026 will reward brands that can translate biotech sophistication into clear, results-driven stories consumers can trust.

2 – Precision care

The sharp surge in hyperpigmentation-related searches reveals a renewed obsession with targeted correction. At the same time, consistent searches for ceramides, niacinamide, and urea show that barrier care remains a bedrock of formulation strategy.

Together, these patterns suggest that skincare in 2026 will be both precise and protective, addressing tone irregularities and visible photoaging while reinforcing the skin’s natural defences.

As seen with Covalo’s longevity campaign, there’s a shift from “anti-ageing” to “longevity” – meaning preserving skin health, boosting resilience and barrier strength rather than just reversing damage. The future of corrective skincare lies in pairing visible transformation with long-term barrier support.

3 – The Blue Shift: From sustainability to accountability

“Blue Beauty” is evolving from a marketing term into a measurable practice. Reports from Cosmetics Design, Vogue, and Covalo’s own data, highlight ocean-safe formulations, traceable marine sourcing, and regenerative seaweed farming as rising expectations for 2026.

Search and formulation data indicate growing interest in marine-derived polysaccharides and algae extracts, confirming that the sea remains one of beauty’s most promising frontiers. In your ingredient story, emphasise provenance, ecosystem impact and traceability. Bring in real supply-chain details and metrics (farmer partnerships, regenerative practices) to reinforce credibility.

Clearly, traceability and circular sourcing are no longer optional, they’re proof points that earn consumer and regulatory trust.

4 – Personalisation meets the senses

Beyond efficacy, next year’s innovation wave will focus on how skincare feels and fits into daily life. Mintel’s “Sensorial Synergy” trend highlights the growing importance of texture, scent, and emotional engagement, while advances in AI are pushing hyper-personalized formulations to mainstream routines.

Search behaviour from brands already hints at this evolution, consumers are ready to explore ingredients that promise not only results but comfort, calm, and pleasure in use.

Turning data into strategy

Identifying a trend is only the first step, the real value lies in how you act on it. The ingredient search patterns and broader forecasts for 2026 highlight an important shift: the beauty industry is no longer driven by inspiration alone, but by interpretation.

Formulators and brands are learning to read signals the way investors read markets, balancing short-term momentum with long-term fundamentals. A sudden surge in “hyperpigmentation”, for instance, might point to a marketing opportunity or an emerging need for new brightening actives. In contrast, the steady climb of peptides or ceramides shows where R&D investments will continue to pay off over time.

The industry’s most forward-thinking players are already combining market data, search behaviour, and sustainability metrics to guide early-stage innovation. By treating ingredient data as a predictive tool, beauty brands can move from reactive formulation to proactive creation.

Conclusion – Reading the signals of 2026

As the data shows, 2026 won’t be defined by a single “it” ingredient, but by a new mindset shaping how industry approaches formulation. The next generation of beauty will blend biotechnology and biology, precision and protection, science and sustainability. All guided by a deeper understanding of what consumers truly value: proof, purpose, and performance.

Behind every spike in search interest lies a story of curiosity, innovation, and opportunity. Some peaks hint at short-term buzz. Others, like the steady rise of barrier-strengthening and longevity actives, signal where lasting investment is headed. The brands that can read these shifts early and act decisively will set the pace for the year ahead.

Stay ahead of the curve and explore Covalo’s trend filters to track ingredient movements in real time, and uncover the signals shaping skincare’s future.

Feeling inspired?

Then why not visit one of the in-cosmetics events around the world?

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Dupe culture has exploded across the beauty industry. A viral foundation, mascara, or serum can be copied and stocked on supermarket shelves within weeks, offering consumers an affordable version of a luxury product.

For shoppers, it feels like democratisation – a beauty win at a fraction of the cost. For brands, however, it’s a more complicated story: duplication can serve as savvy marketing, but it also risks legal disputes, reputational damage, and stifling innovation.

The Australian brand MCoBeauty offers a fascinating case study in how duping has evolved from opportunistic mimicry to a structured business strategy. They don’t even hold back on calling it what what they do best,

Is it easier than ever?

If you are a seasoned cosmetic chemist, creating the exact texture and skin feel from the ingredient listing used to take many trials and errors.

Now, there are AI tools like Potion AI that can dissect your ingredient list into a formulation. You don’t even have to think; it literally takes 2 minutes.

Of course, you still need to try, but instead of manually experimenting with ingredient combinations and active ingredients takes seconds. This means that duping can be faster than ever.

Can you really dupe it?

The popularity of dupes is driven by accessibility and social media ( e.g. Lipstick Lesbians). In most cases, dupes have the 2-3 or at most the shown or claimed active ingredient added.

We all know that doing a masstige or lower category product at a fraction of the cost is not viable for the brand or the manufacturer, even in most cases, on a large scale. You can only mimic the texture.

Also, you cannot mimic the brand ethos. I think one of the most copied products I have seen is the Sol De Janeiro – Brazilian Bum Bum cream. I have even seen better textured dupes as well, but that does not mean they are sourcing Cupuaçu Butter from Amazon or that the sources of the ingredients are less altered.

There is a real ethical concern here. Of course, when we are formulating, there are benchmarks and inspirations from other textures created. In some cases, if a formulation is too stable, you might reverse engineer it, but we cannot create brand value just by being a cheaper version of something.

The other most concerning part of it is actually the misinformation age that we are living in.

TikTok has a huge volume of searches for dupes. I have seen DIYs of shower oils mixing baby shampoo and body oil. I wish it were that easy! Or a so-called dermatologist claiming ingredients are toxic or hormone disruptors.

Essentially, your feed determines what you might believe in, and a bit of luck, if you are into DIY, you might end up risking your skin in the process of creating a cheaper version of something else.

I think this is also a side effect of cancel culture because we are trying to cancel the brands that are charging a premium. Yes, the product might be a fraction of the cost, but we forget that every product sold is a fraction of someone’s salary. We choose to believe they just overcharge because they can.

Also, this can be true as well, but then it comes down to how much you believe in these brands’ stories and what drives you to buy them. Is it just the premium feel, or is there something deeper that resonates more? I think that is the key differentiation consumers need to consider.

The last place to be in this dupe world is probably a premium brand, since the cost of living crisis isn’t going away, but a luxury brand has much more to prove to its customers about what it stands for.

Yet the bigger question lingers: are dupes a clever shortcut to accessibility, or a slow erosion of the industry’s capacity to innovate?

References

RNZ: MCoBeauty follows a rigorous process when it dupes cosmetics – here’s what it looks like
Beauty Independent: MCoBeauty Faces Scrutiny Over Dupes And Legal Battles

Feeling inspired?

Then why not visit one of the in-cosmetics events around the world?

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Thailand is celebrated for its picturesque turquoise waters, limestone cliffs and luscious greenery, but beyond its natural wonders, Thailand is becoming a powerful global contender in beauty.

Drawing on centuries of wellness spa culture and traditional herbal wisdom, merged with innovative formulation science, Thai-beauty (T-beauty) is fast becoming Southeast Asia’s most compelling player with sensorial textures that are playful yet purposeful, sweat-resistant and everything tuned to its tropical lifestyle.

Thailand’s Beauty Market

Thailand’s beauty industry is experiencing huge growth and frequently cited as one of Association of Southeast Asian Nations (ASEANs) strongest performers, signalling there is room and an appetite for fresh innovation.

This growth is driven by an increased demand for skincare, medical aesthetics and sun protection, with a market size projected to reach over USD 7.1 billion by the end 2025 and an estimated compound annual growth rate (CAGR) of 4.6% from 2025 to 2030 (Euromonitor International, 2024).

According to Thailand’s Ministry of Commerce, the country ‘punches above its weight’ in R&D investment per capita, positioning itself as a regional manufacturing hub for ASEAN.

This foundation is strengthened by a vibrant domestic market, a thriving tourism economy and an export‑first mindset that is amplifying its global reputation.

Key Drivers of Growth

Thailand’s long-standing role as an ASEAN cosmetics focus continues to attract an increase in local brand manufacturing and ingredient research, alongside a thriving aesthetics sector (Cosmetics Business, 2024).

Often described as Asia’s second destination for plastic surgery and tweakments after South Korea, thanks to accessibility and fast adoption of treatments such as polydeoxyribonucleotide (PDRN) – medical tourism in Thailand is setting new standards.

Thai brands are gaining ground with favourable price points, sensory appeal and for solving real, climate related pain points. Consumer behaviour is evolving too: shoppers prioritise science‑led efficacy, skin health and wellness with measurable results.

This is perfectly exemplified by local brands like Ingu Skin, which has built a loyal following by focusing on a minimal, science-backed lineup that directly targets humidity-induced acne and barrier sensitivity with ingredients like niacinamide, salicylic acid and Thai botanicals.

This domestic success is now being leveraged for global growth with Hong Kong based e-commerce retailer YesStyle, amplifying its reach to over 148 countries!

T-beauty is innovating multifunctional skincare and hybrid makeup categories that are outpacing broader Fast-Moving Consumer Goods (FMCG), highlighting how quickly brands are responding to consumer demand (Euromonitor International, 2024).

The Digital & Cultural Engine

Social platforms are accelerating product awareness and revolutionising how brands interact with consumers, such as TikTok super-charging beauty in Southeast Asia with product searches for acne, oil control, sensitivity and hyperpigmentation.

The consumer shift toward ingredient-conscious purchasing is quantifiable. On platforms essential for T-beauty discovery, ingredient-specific demand is surging. In Southeast Asia, #niacinamide videos on TikTok have gained over 4.7 billion views, while #salicylicacid has exceeded 1.8 billion views, demonstrating massive consumer interest in these ingredients for acne and oil control (TikTok, 2024).

This online conversation directly translates to search behaviour. According to Mintel (2024), searches for ‘salicylic acid’ on leading Thai e-commerce platforms grew by over 65% in the past year and ‘centella asiatica’ by 48%, confirming that these ingredients are powerful drivers of product discovery and purchase decisions for Thai consumers.

Tourism, Thai pop culture and creator-led content have also propelled local brands such as Mistine, Panpuri and Cathy Doll onto international wish-lists. Short-video platforms such as China’s Xiaohongshu (RED Note) and Douyin are turning celebrity-inspired looks, haul posts and live streams into beauty engines converting offline tourism into online demand.

A seamless ‘omnichannel’ approach remains critical. Nearly half of beauty purchases are made online, yet physical retail (including convenience stores) still attracts an eight times higher footfall, demonstrating the agility of Thailand’s retail landscape (Euromonitor International, 2024).

T‑beauty is converting tourist curiosity into repeat purchases, supported by the visibility of Thai stars with soft‑glam, fluid aesthetics that are shaping regional trends. Hero products such as Mistine’s sunscreens are now best‑sellers on China’s Tmall (Jing Daily, 2025).

Market Trends

Skincare accounts for roughly 50% of Thailand’s beauty market value, with make‑up around 20%. According to Cosmetics Business (2024), the prestige segment “is already contributing to 28% of category revenue.

Top skin concerns include pigmentation (post inflammatory hyperpigmentation and heat-triggered melasma), sensitivity, acne and barrier weakness influenced by environmental stressors such as UV, humidity and pollution. Mintel’s research on Thai skincare identified acne as the number-one concern for Gen Z and Millennials (Mintel, 2024).

Thailand’s tropical climate shapes consumer needs and presents opportunities for smarter formulations. Heat, monsoon humidity and year-round UV stress are well documented.

In major cities such as Bangkok and Chiang Mai, peak afternoon heat indices and fluctuating air quality interact directly with the skin (IQAir, 2025). Particulate matter from air pollution can cling to sweat and sebum, lodge in pores and accelerate oxidative stress, pigmentation and barrier damage (Vierkötter et al., 2010).

To address these concerns, Thai brands are formulating with ingredients focused on climate resilience and skin recovery. Ingredients that provide long-lasting hydration and offer regenerative, anti-inflammatory properties ideal for calming acne-related inflammation and supporting barrier repair.

This shift reflects a robust consumer demand for efficacious formulas that deliver targeted, measurable solutions.

Healthy-looking skin has become a standard aspiration for digitally literate Thai consumers, with growing interest in microbiome-friendly products. Personalised, science‑led routines now emphasise lightweight textures, barrier‑first moisturisers and robust suncare (Mintel, 2024).

SPF Trajectory

Category momentum mirrors those needs. Sunscreen formulas prioritise UVA filters that remain effective in the sun and are designed to have a weightless, invisible finish on the skin and layer well under make‑up without compromising protection.

Multifunctional tinted SPF formats are among the fastest‑growing globally, helping consumers streamline protection and light coverage in one step.

And sticks, mists and gels continue to drive sensorial innovation as re‑application becomes the new compliance metric.

R&D Strengths and Ingredient Heritage

Thailand’s R&D strengths are grounded in a blend of heritage and biodiversity positioning it as both a mass-market leader and a premium innovator.

The global herbal economy was valued at USD 60 billion in 2024 with projections of USD 78 billion by 2029 (Thailand Ministry of Commerce, 2024).

This opens opportunities for wellness driven skincare that combines natural ingredients with modern technologies e.g. anti-inflammatory turmeric (curcuma longa), calming centella asiatica (gotu kola) and polyphenol-rich mangosteen (garcinia mangostana).

This bridges spa heritage and science-backed beauty, appealing to a wider global audience.

Formulation Strategies

The development of climate-first products draws on tropical-specific functionality and wellness inspiration from spa heritage, aromatherapy and herbal traditions.

The result is a fusion of sensory indulgence and measurable efficacy, creating an exciting and unique positioning for T-Beauty.

This playbook is defined by several key strategies:

• Lightweight and protective films that let the skin breathe without feeling heavy or clogging pores.
• Sebum-smart polymers that respond to excess oil production and prevents separation from sweat or humidity.
• High‑stability SPF with robust UVA filters, plus brightening and anti‑inflammatory ingredients to reduce PIH risk and melasma flare‑ups.
• Antioxidants for pollution defence and barrier‑supportive, alongside thorough yet gentle cleansers to lift particles bound to sweat and sebum.
• Lightweight gels, serums, mists and powders that don’t pill; film‑formers for longevity; high‑UVA daily protection that sits nicely under make‑up.

Regulations

Thailand’s regulatory frameworks support this pace of innovation and aligns with the ASEAN Cosmetic Directive under the Cosmetics Act B.E. 2558 (2015) and Cosmetics Act (No. 2) B.E. 2565 (2022).

Products are placed on the market via notification rather than pre-market approval, but the Responsible Person must maintain a Product Information File (PIF) and ensure ingredient compliance with banned/restricted lists that Thailand periodically updates to track ASEAN changes.

The Thai FDA’s harmonisation portal consolidates guidance, from safety evaluation to UV filter annexes, making compliance relatively straightforward for teams familiar with EU/ASEAN records.

It is an agile framework that protects consumers while enabling fast iteration, exactly what a vibrant T-beauty ecosystem needs.

Thailand’s Beauty Legacy

Thailand doesn’t just export products, it exports a climate-adapted playbook, excelling at localisation with authenticity that shape everyday consumer needs in ways cooler climate markets often overlook.

Driven by affordability and proven efficacy, T-beauty is gaining global recognition as brands invest in development and digital outreach to build direct relationships with consumers worldwide.

Beyond its rich heritage of spa rituals and herbal wisdom, Thailand’s modern legacy is defined by sweat-proof sunscreens and colour cosmetics that perform in a tropical context.

By fusing scientific validation with cultural authenticity, T-beauty has become a defining pillar of the nation’s identity and its influence is expanding from ASEAN onto the global stage.

For more insights and winning global strategies connect with me on LinkedIn and at in-cosmetics Asia in Bangkok, 2025.

References

• Cosmetics Business (2024) Thailand beauty market overview; premium share and growth
• Euromonitor International (2024) Beauty and Personal Care in Thailand
• Jing Daily (2025) The rise of T-beauty in China via Xiaohongshu/Douyin
• Mintel (2024) APAC Beauty & Personal Care Landscape – Thailand
• Thai Food and Drug Administration (2015) Cosmetics Act B.E. 2558
• Brinkhaus, B., Lindner, M., Schuppan, D. and Hahn, E.G. (2000) ‘Chemical, pharmacological and clinical profile of the East Asian medical plant Centella asiatica’, Phytomedicine, 7(5), pp. 427-448
• Byrd, A.L., Belkaid, Y. and Segre, J.A. (2018) ‘The human skin microbiome’, Nature Reviews Microbiology, 16, pp. 143-155
• Dumbuya, H., Grimes, P.E., Lynch, S., Ji, K., Brahmachary, M., Zheng, Q. and Bouez, C. (2020) ‘Impact of iron-oxide containing formulations against visible light-induced skin pigmentation in skin of color individuals’, Journal of Drugs in Dermatology, 19(7), pp. 712-717
• Gehring, W. (2004) ‘Nicotinic acid/niacinamide and the skin’, Journal of Cosmetic Dermatology, 3(2), pp. 88-93
• Hakozaki, T., Minwalla, L., Zhuang, J., Chhoa, M., Matsubara, A., Miyamoto, K., Greatens, A., Hillebrand, G.G., Bissett, D.L. and Boissy, R.E. (2002) ‘The effect of niacinamide on reducing cutaneous pigmentation and suppression of melanosome transfer’, British Journal of Dermatology, 147(1), pp. 20-31
• Handel, A.C., Miot, L.D.B. and Miot, H.A. (2014) ‘Melasma: a clinical and epidemiological review’, Anais Brasileiros de Dermatologia, 89(5), pp. 771-782
• Herrero-Fernández, M., Montero-Vílchez, T., Díaz-Calvillo, P., Román-Rodríguez, J.L., González-Mencí, A., García-Briones, G., Sánchez-Díaz, M., Tercedor-Sánchez, J. and Arias-Santiago, S. (2022) ‘Impact of water exposure and temperature changes on skin barrier function’, Journal of Clinical Medicine, 11(2), p. 298
• Rogiers, V. and EEMCO Group (2001) ‘EEMCO guidance for the assessment of transepidermal water loss in cosmetic sciences’, Skin Pharmacology and Applied Skin Physiology, 14(2), pp. 117-128.
• Vierkötter, A., Schikowski, T., Ranft, U., Sugiri, D., Matsui, M., Krämer, U. and Krutmann, J. (2010) ‘Airborne particle exposure and extrinsic skin aging’, Journal of Investigative Dermatology, 130(12), pp. 2719-2726.

  To find out more about the Thai beauty market, visit in-cosmetics Asia in Bangkok (4-6 Nov 2025).

On 4 Nov, Faiza Hussain will be moderating a panel discussion at in-cosmetics Asia (Bangkok, 4-6 Nov) on how to launch a beauty brand with guest speakers including Ingu. Register for free show entry.  

Feeling inspired?

Then why not visit one of the in-cosmetics events around the world?

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Men’s skincare has officially transitioned from the era of the all-in-one product, the infamous “shampoo-face-body in one bottle”, to a sophisticated, multi-step industry catered to specific needs.

According to Euromonitor International, the male grooming market was valued at approximately $61.3 billion in 2024, with an expected compound annual growth rate of about 6.4%.

In the US alone, skincare products targeting men, particularly among Generation Z (ages 18–27), saw usage escalate from 42% to 68% within just two years, indicating a significant shift in consumer behaviour.

Social media platforms like Instagram and TikTok have played a significant role in democratizing skincare advice and routines. Also, brands from the male celebrities contributed to this situation too.

Rock’s Papatui, Brad Pitt’s luxury brand, Beau Dome and many more. Also, campaigns like Dr.Squatch with Sydney Sweeney’s bath water just show how male skincare is a target now for the market.

This cultural shift, as reported by Euromonitor, has seen young men increasingly seek authenticity, leading brands to move away from stereotypical ‘for men’ branding that often felt insecure.

Additionally, society has begun to see a shift in the definition of genders and their associated roles. There is a better place for males to express their feelings and needs.

On the skincare side, I think one of the main influences is still females and heterosexual relationships. They are more intelligent in their needs, understand the ingredients better and introduce this to their partner as well.

This creates a need and a want to use a skincare product more than a shave balm. They want moisturisers, SPFs and serums because they are looking to impress their partners as well. Also, it is a good activity to do self-care/skincare together and turn that into a routine.

Of course, the K-beauty side of this is more advanced.

For example, in Olive Young, which probably has one of the largest shelf spaces for male skincare. There are even make-up shelves for males.

Will the rest of the world follow this with the K-beauty hype that is a big question mark, as I don’t think men are that much influenced yet. They might try to add an essence to the skincare range, but the rest is questionable

Even in smaller markets like New Zealand, you can see the change.

For example, one of last year’s in-cosmetics Asia 9 Faces of APAC beauty, Two Dudes, has entered a competitive shelf space in supermarkets, but they have also developed their D2C channel quite well.

They have put a mission to raise awareness on men’s health and made a simple routine that really resonates with their audience.

Last year, at a conference, one of New Zealand’s biggest male skincare brands, Triumph & Disaster, was a guest speaker. He mentioned that his grandfather used a balm – simple, all-purpose, but effective for taking care of his skin. Over time, the cultural look of masculinity shifted to be more macho and focused on skincare. became something that is diminishing masculinity. That’s why they’ve developed the range to bring back that old simple but effective skincare.

The need in the market is really clear and simple. There is a need to educate the customer and make the products as simple as possible.

What the future holds according to Future Market Insights.

Future Outlook (2026–2029)

– Shift Toward Needs-Based, Gender-Neutral Lines: As comfort with gender diversity grows, brands will launch inclusive products for SPF, barrier repair, and acne aimed at all genders.

– Ingredient Literacy as Loyalty Driver: Brands that educate consumers about active ingredients -without condescension – will build trust and loyalty, especially as men progress from starter kits to active ingredients and preventive skincare.

References

Future Market Insights – Men’s Grooming Products Market Size and Share Forecast Outlook 2025 to 2035

Cosmetics Business -Cosmetics Business reveals the top 5 male grooming trends of 2025 in new report

Two Dudes – Men Health’s Mission

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How does Korea affect Indonesia’s Beauty?

K-Beauty has significantly reshaped beauty ideals in Indonesia. The pursuit of “glass skin” and a bright complexion, popularized by K-pop idols and K-dramas, has created aspirational standards.

These ideals link beauty to confidence, success, and modernity, making Korean aesthetics highly desirable. K-Beauty products also resonate deeply because their lightweight, hydrating, and natural formulations suit Indonesia’s tropical climate and Asian skin types better than heavier Western alternatives.

This wave of K-beauty fervour has sparked a surge in local product innovation, with numerous Indonesian brands eagerly imitating Korean cosmetics, from core concepts and formulations to eye-catching packaging and branding strategies.

Take Somethinc, a rising local powerhouse, which has crafted products like its HYALuronic9+ Advanced + B5 Serum and AHA BHA PHA Peeling Solution, echoing the Korean staples from COSRX, complete with sleek, minimalist bottles that scream premium K-skincare.

Emina, Indonesia’s go-to teen cosmetic line, mirrors this by offering glossy lip stains and compact cushions in playful, pastel-hued packaging inspired by the cute aesthetics of Etude House.

Even more telling are brands like Avoskin, Hanasui, and Miss Glam, which draw inspiration from Korean giants such as By Wishtrend, Nature Republic, and COSRX.

These adaptations highlight how local players infuse K-beauty’s tech-driven trends with cultural relevance, fueling a homegrown movement where entrepreneurs aspire to replicate, and perhaps one day rival, South Korea’s global beauty dominance.

A Tale of Inspiration: Comparing Korean and Indonesian Skincare Innovations

Indonesia’s Beauty Market Dynamics

Young and fast growing, the total cosmetics market revenue of Indonesia has reached US$ 9.17 billion and is projected to reach nearly US$10bn as of 2028, growing annually by 4.6% (CAGR 2025-2028) (Insight of Consulting, 2024).

Several factors drive this expansion: a rising middle class, increased urbanization, and greater beauty awareness for both women and men. Crucially, Indonesia has a youthful demographic profile, with Gen Z alone constituting approximately 27.9% of the population, about 75 million people, and when combined with Millennials, over 52% of the population is under 35 years old (VOI, 2021).

This massive, trend-conscious young consumer segment is the reason why Indonesians are highly influenced by global pop culture, especially the Korean Wave (K-pop, K-drama, K-beauty).

According to Kantar, the beauty and personal care category grew 16% annually as of Q1 2025, four times faster than general FMCG. In 2024, Indonesia imported roughly $317 million in cosmetics, with ~$56.7 million from Korea, making Korea the 2nd largest cosmetics importer in Indonesia. (Kantar, 2025)

Prabowo (Indonesia’s President) and Lee Jae-myung (South Korea’s President) 
vow to deepen strategic ties © The Korea News

Indonesia and South Korea enjoy a strong economic partnership (IK-CEPA free-trade agreement) that reduces the trade barriers (Kumparan, 2022).

This has encouraged many Korean beauty brands and OEM giants—such as COSMAX, a Korean company that expanded to Indonesia in 2013.

As of August 2025, Cosmax Indonesia has achieved stellar growth, achieving annual sales of KRW 113.2 billion in 2024 (+31.9% YoY) and KRW 29.6 billion in Q1 2025 (+22.8% YoY), boasting an average annual growth rate of 48% over the past three years (TopDaily, 2025).

Globally, Cosmax has secured its position as the No.1 cosmetics ODM worldwide. Existing in 100 countries, Cosmax has consolidated sales of KRW 2.166 trillion in 2024, surpassing Italy’s Intercos and Korea Kolmar, and recording a 51.6% YoY surge (The Dong-A Ilbo, 2025).

In the first half of 2025 alone, the company posted KRW 1.21 trillion in sales and KRW 112.2 billion in operating profit (+30.2% YoY), underscoring its drastic worldwide growth momentum.

These achievements are driven by Cosmax’s strategic localization and its ability to adapt K-beauty trends into global contexts, making Indonesia a key driver for the Group’s international success (MK Korea, 2025).

© Cosmax.com

Indonesian distribution companies also frequently partner with Korean suppliers (e.g. Infinisia Sumber Semesta Co., Ltd., an Indonesian cosmetics raw materials distributor has 7 suppliers from Korea (Infinisia, 2025).

Many local brand owners use Korean ODM (original design manufacturer) services to develop products aligned with K-beauty trends. Conversely, Korean firms tap Indonesia as a production base or investment location, attracted by its large consumer base and lower labour costs.

Indonesian Food and Drug Regulatory (BPOM) even shows thousands of new product registrations each year, reflecting both imports and local creations (Insight of Consulting, 2024).

E-commerce is the driving force behind this growth. With around 189.6 million digital commerce users, beauty and personal care hold the largest share at 54.4% of total transactions.

Platforms like Tokopedia, Shopee, and Lazada have made Korean products more accessible across the archipelago. Research shows that featuring K-pop idols as brand ambassadors on Tokopedia boosted purchase interest by 46.1%, while on Shopee, 80.3% of surveyed Gen Z students said their buying decisions were influenced by their idols.

Moreover, Gen Z in Indonesia shows a strong tendency to buy during live streaming (62% made purchases via live shopping based on a 2024 data), making features like Shopee Live and TikTok Live powerful conversion tools.

After TikTok Shop reopened in Indonesia, the number of beauty products sold surged by 250%, underscoring the explosive adoption of social commerce (Food Navigator Asia, 2025).

Globally, TikTok Shop’s beauty category recorded even more dramatic growth, with GMV reaching US $2.1 billion in Q4 2024, up 153% year-on-year (InfoCharm.io, 2025).

Moreover, the beauty and personal care sectors dominate the platform: nine out of the top ten stores and eight of the top ten best-selling products belong to this category. Additionally, beauty is the most active category on TikTok Shop, with 63% of all brands and 87% of local beauty brands operating a TikTok Shop account (Momentum Works, 2025).

Best Selling Products from Korea at Sociolla © Sociolla.com

As of 2025, Indonesia has approximately 1,292 cosmetic companies, underscoring a thriving beauty landscape.

However, the nation still faces a critical challenge: the inability to produce raw materials domestically. Most local manufacturers rely on basic natural extracts, while South Korea has soared ahead with advanced technologies such as PDRN, exosomes, and encapsulation.

In a recent FGD with Paragon, Dra. Mediana Hadiwidjaja from Infinisia Sumber Semesta, acting as a key respondent, pointed out that at the undergraduate level, Indonesia still has no dedicated degree in cosmetic science; the subject is only offered as an elective course.

She is actively advocating for the establishment of a specialized cosmetic science program to strengthen local research and innovation. Without concerted government support, in the form of policy, research funding, and educational infrastructure, this gap in raw material production remains one of Indonesia’s most pressing weaknesses in the cosmetics sector.

Mediana Hadiwidjaja attending the Annual BKKPII 2025 Meeting (RRI.com, 2025)

Emerging Trends and Ingredients

Both markets are witnessing rapid evolution in beauty trends and ingredients:

• Skincare dominance:  Consumers focus on acne care, brightening, and anti-ageing. Key ingredients include multi-type hyaluronic acid, ceramide, retinol, and peptides. Korean clinic-grade actives like vegan PDRN, microneedles, and exosomes are gaining popularity in Indonesia.
• Digital and social influence: Indonesians are tech-savvy and beauty-obsessed. Korean celebrities and influencers help brands engage local audiences. For instance, Hanasui’s revenue surged by 252% after positive reviews from viral influencer Dokter Detektif amid the overclaim skincare controversy.
• Value and versatility: Price-sensitive consumers want multifunctional products (e.g. SPF + moisturizer + brightening). Brands like Skintific respond with affordable, multi-active formulas. A study found 60% of Indonesians now read packaging to check ingredients.
• Clean and sustainable beauty: Demand for natural, “clean” formulations is growing. Local brands emphasize halal-certified, eco-friendly ingredients and packaging. Korean brands, too, are marketing green credentials and transparency (for example, vegan skincare).

Key Takeaways

• Indonesia’s beauty market is booming thanks to its large youth population (over 270M people, 52% under 35) and rising middle-class. Skincare is king (projected >$800M by 2026), and consumers are eager for innovation, often from Korea.
• The Hallyu effect means Indonesian consumers heavily follow Korean beauty standards. Trade data confirms this linkage: Indonesia is one of Korea’s key export markets for cosmetics. Meanwhile, global brands (Korean, Chinese, Western) compete for market share, with Chinese brands rising fast due to affordability.
• Beauty trends continue to evolve: Korean innovations (microneedles, PDRN, exosome, snail mucin, etc.) and Indonesian preferences (brightening, multifunctional, halal/natural) are merging. Staying updated on these trends is crucial for brand owners, suppliers, and distributors in both countries.

Overall, Indonesia and South Korea form a dynamic beauty symbiosis. Indonesia’s young consumers fuel demand for K-beauty, while Korea contributes innovation and global influence.

Yet as Chinese brands rise, the landscape is shifting. Looking forward, with stronger research, smarter regulation, and better education, will Indonesia have become “the next Korea” in beauty innovation—moving from a trend-follower to a trendsetter?

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Then why not visit one of the in-cosmetics events around the world?

BROWSE SHOWSThe post Beauty without Borders: How K-Beauty is shaping Indonesia’s cosmetics market and trends first appeared on in-cosmetics Connect.]]> https://connect.in-cosmetics.com/trends-en/beauty-without-borders-how-k-beauty-is-shaping-indonesias-cosmetics-market-and-trends/feed/ 0 23658 https://connect.in-cosmetics.com/trends-en/forever-young-the-rise-of-senior-cosmetics/ https://connect.in-cosmetics.com/trends-en/forever-young-the-rise-of-senior-cosmetics/#respond Sat, 13 Sep 2025 03:39:29 +0000 https://connect.in-cosmetics.com/?p=23607 Over 80, more style: the new map of senior cosmetics. At this age, numbers are a thing of the past. The beauty of longevity is not a niche: it can become established as the new focus of the category. Today’s 80-plus consumer who buys cosmetics is not the same as a decade ago. They value […]