Pop culture influence, social media, and beauty tourism are some of the main reasons for the global spread of Asian beauty trends, with Korean and Japanese ones being the most prominent.

At the same time, the worldwide movement of body positivity and inclusivity has reached South East Asia and offers hope to those who have been affected by unrealistic beauty standards.

This led SuanNutra to observe that enhanced self-awareness in Asia Pacific has reshaped local consumers’ perception of beauty.

As for their assessment of East Asia, Japan emphasises natural and holistic care, China is focused on freedom and independence, and South Korea gravitates towards health and wellbeing.

“In Asia, people are starting to embrace the concept that being beautiful doesn’t stop at being attractive in appearance, it is also about health, freedom, and embracing your sense of self,” says Ignacio Cartagena, Vice President of SuanNutra Asia Division.

With Asia playing an increasingly influential role in today’s global beauty and fashion industries, more localised solutions and trend-setting products will enable industry players to seize market opportunities.

This is why Cartagena believes there are still significant growth opportunities despite the strong presence of Korean and Japanese brands in the region: “We absolutely do not agree with the view that these markets are becoming saturated. In fact, Japan and Korea are the cornerstone of our Asian strategy, in which our local partners, like Willfarm in Japan, are key.”