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Quiet beauty emphasises subtlety, simplicity, and understated elegance. It often involves a minimalist style, a focus on natural elements, and a sense of tranquillity or calmness.

In the context of skin care, the trend may involve products that prioritise a refined and uncomplicated approach, utilising premium ingredients and scientific validation.

“The ongoing pursuit of holistic well-being post-pandemic continues. Beauty trends embracing ‘quiet beauty’ coupled with natural radiance, skin health and simple comfort is now becoming ever more important,” ​said Nancy Thong, Regional Brand Director, Clé de Peau Beauté, Shiseido Asia Pacific.

“Products with strong science-backed innovation using premium ingredients, with testimony to both efficacy and quality is continually propelling the industry forward. This is aligned with Clé de Peau Beauté’s commitment to science and innovation, solidifying our brand’s position at the forefront of the evolving beauty landscape,” ​said Thong.

Thong underscored Asia’s importance to the brand’s global growth strategy.

“We have bold ambitions for Clé de Peau Beauté in the luxury beauty market in Asia as a cornerstone of our global growth strategy,” said Thong.

She added the region holds several unique opportunities given its diversity.

“Asia is a very dynamic and diverse region. Each country in the Asia region presents unique opportunities for growth, and our strategy is tailored to the specific dynamics of each market. Currently, we see significant growth potential in countries such as Korea and Thailand, where the luxury beauty and skincare market is rapidly expanding,” ​said Thong.

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