Cosmoprof Bangkok 2024: Eight Key Takeaways

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behaviours
beauty
culture
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health & wellness
category - skincare
type - big idea
Big Idea
sector - beauty
category - society
On a mission to find poly-opportunities in a world of polycrisis, a gathering of thinkers, makers and artists came together in the city of Tangier. Cosmoprof CBE ASEAN 2024 (13-15 June) highlighted the tremendous growth potential of the region’s beauty market and its potential for leading product innovation. 

In its third edition, Cosmoprof CBE ASEAN (Bangkok, 13-15 June) has become a crucial platform for presenting cutting-edge beauty advancements and trends in Southeast Asia.

The 2024 edition saw over 1,500 brands and suppliers from 18 countries and regions. 

The accompanying Cosmotalks schedule raised pertinent discussions about the future direction of the beauty industry, particularly in terms of sustainability and technological integration.  

Asian skincare has long been renowned for its meticulous approach to skin health, often prioritising prevention, maintenance and products that promote a youthful and even skin tone.

However, the industry is now witnessing a shift towards more nuanced and convenient solutions, reflecting changes in consumer lifestyles and preferences.

We highlight eight key takeaways from the event. 

Read the full article on LS:N Global.

 

‘The beauty industry is at a crossroads where innovation must meet responsibility’

Source: Dominique Petruzzi, research expert for non-food FMCG and retail, Statista 

Published by:

6 August 2024

Author: Jessica Smith

Image: NOAV cosmetics, Korea, East Asia

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NOAV cosmetics, Korea, East Asia

1. From whitening to brightening

One significant change witnessed at the show is the evolving approach to whitening products. While these remain popular in the Asian market, the language and effects are shifting towards terms more commonly used in Western markets, such as ‘brightening’.  South Korean brand MuCent’s brightening body cream exemplifies this trend, promising to tone and brighten the skin rather than simply whitening it. 

2. Freeze-dried cleansing

In addition to these changes in product positioning, brands are also innovating with new application methods. South Korean brand Wismin introduced freeze-dried cleansing balls made from cottonseed, which melt in lukewarm water to create a barrier-protecting cleansing foam. South Korean label NOAV advanced this concept by offering freeze-dried cleansing balls that activate with an Ectopanthenol Spa Ampoule instead of water, enhancing the skincare experience. 

3. Instant effects

Simplifying skincare routines through instantaneous applications is another area of innovation. Chinese brand Msidai, targeting the Thai market, launched its Collagen Instant Dissolving Firming mask. Made from electrospinning nanofiber, this mask instantly dissolves into the skin when a white essence facial mist is applied, reflecting a trend towards more convenient, experience-led beauty solutions. 

4. Survivor ingredients

‘The ultimate goal is to create inclusive, transparent and effective beauty solutions that cater to diverse consumer needs’
Aik Lim, senior director, Meiyume
 
 

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