34 TRENDING TECHNOLOGIES
to transport and use fewer preservatives. With less packaging, waste is reduced, and carbon emissions and energy consumption resulting from shipping smaller, lighter products are also greatly minimized. Without water, waterless formulations are less prone to bacteria growth and require fewer preservatives for longer shelf life. Besides ingredient selection and
formulation, product usage of the final product is also essential. Packaging is evolving with refillable options and biodegradable materials. Easy rinse-off formulations reduce water consumption, while longer-lasting products diminish the need for frequent replacements.
Health aspect Consumers are increasingly looking for personal care products free from harmful chemicals to the skin. The industry is witnessing more stringent regulations governing the use of harmful substances, reflecting a growing concern for health and safety. For example, Thailand’s FDA recently
responded to growing concerns about using harmful chemicals in cosmetics by drafting a proposal to ban 13 types of PFAS (perfluoroalkyl and polyfluoroalkyl substances). In April 2022, South Korea’s Ministry of Food
and Drug Safety also updated its ‘Regulations on the Safety Standards, etc. of Cosmetics’ to include seven perfluorinated compounds as prohibited cosmetics ingredients.7
3. Advanced efficacy demands As consumers learn more about their skin and hair types and understand their needs better, they also demand products with proven efficacy, research-backed formulations, and scientific innovation. For example, ‘cleanical’ beauty’, an approach
that combines clean beauty principles with clinically proven ingredients or treatments, is highly sought after in Korea.8 Microbiome focus As APAC consumers understand the importance of microbiomes in skin, scalp, and oral health, they are turning to products that nurture these microbial ecosystems for optimal wellbeing. Antimicrobial oral products can help balance
the oral microbiome and reduce plaque accumulation and bacterial acid production. Probiotics have antimicrobial effects and can act holistically on the oral flora. While still relatively niche, probiotic claims in oral care product launches increased by more than 900% in APAC - from seven in 2018 to 72 in 2022 – according to Mintel. In response to this consumer demand, the
Azelis personal care team created a chewable and bouncy gummy using naturally derived thickening and jellifying agents compatible with the addition of active herbal ingredients and the essential components of toothpaste. The result was a ready-to-use, tooth-solid,
and packaging-free toothpaste that provides a convenient and fun way to encourage kids (and adults!) to brush their teeth. Moreover, it also comes with prebiotic, antimicrobial and anti- oxidative properties (Figure 1). Skincare product launches with microbiome claims (though still emerging) have also surged
PERSONAL CARE November 2023
associated with safety, efficacy and wellness,13 and are perceived to be natural, gentler on the skin, and kinder to the planet. Interestingly, natural wool fibres can also help protect the skin against pollution and free-radical damage, keeping the skin toned and firm, and maintaining a healthy microbiome to fight skin issues like acne. In addition, they also offer oil and odor
absorption, which makes them ideal to be added to skincare, colour cosmetics, toiletries, deodorant, and hair care.
Figure 2: Natural wool-based particles that can be used in many personal care applications are also renewable, biodegradable, cruelty-free, ethically sourced and traceable
significantly by 229% between 2020 and 2022 - 69 in 2020 to 227 in 2022 – according to Mintel. Multidimensional skin barriers, including specific barriers such as physical and microbiome ones, are replacing the generalized concept of the barrier. Some brands have recently started to specify the barrier repair concept in their product communication by separating the skin barrier into the microbiome, physical, and chemical barriers.9
Powerful ingredients from nature APAC consumers also embrace nature’s power with ingredients derived from adaptogens, marine algae, and botanical extracts. These ingredients offer holistic benefits and align with the growing interest in natural and sustainable solutions. Adaptogens, which can also be classified as
botanical extracts, are herbs, roots, and other plant substances that regulate processes in the body, allowing it to adapt to stressors and restore balance.10
Adaptogenic herbs are known
for their powerful beneficial properties and have long been used in Ayurveda and traditional Chinese medicine to help the body adapt to stressful situations. In addition, marine ingredients that include
seaweed, kelp, and algae have been dubbed as mainstream must-haves.11
Red seaweed, for
example, contains antioxidants and peptides like collagens, lending its anti-ageing properties. Not only are marine ingredients typically packed with vitamins, minerals, amino acids, and micro-nutrients, but they also check the boxes when it comes to sustainability. Products containing botanical ingredients
- naturally occurring complex chemical mixtures from plants - are a rich source of vitamins, antioxidants, and proteins and could offer antimicrobial, anti-inflammatory, and hyperpigmentation reduction properties.12 As consumers become increasingly aware
of issues and practices around sustainability and eco-friendliness, they expect cleaner and safer personal care products free from harmful chemicals. Products containing botanicals are
Conclusion In the ever-evolving landscape of APAC’s personal care industry, consumers seek more than just beauty products; they seek self- expression, wellness, science-backed solutions, and conscious choices. As these trends continue to shape the
market, it is evident that personal care in APAC is not merely about looking good but feeling good, being unique, and making sustainable choices that reflect a harmonious relationship between beauty and wellbeing.
References 1. Euromonitor 2. Euromonitor 3. Euromonitor 4. Hu Y. Beauty and Personal Care in South Korea. Euromonitor. May 2023.
5. Jindal S. 2023 Global Beauty & Personal Care Trends. Mintel. November 2022. https://
clients.mintel.com/content/trend/2023- global-beauty-personal-care-trends
6. Understanding Gua Sha: Benefits and Side Effects. Healthline. May 2023. https://www.
healthline.com/health/gua-sha
7. in-cosmetics Asia: “Biggest factors” influencing sustainable APAC beauty sector revealed. Personal Care Insights. July 2023.
8. Cleanical – the next big trend in K-Beauty. in-cosmetics Connect. June 2023. https://
connect.in-cosmetics.com/show-features/ cleanical-the-next-big-trend-in-k-beauty/
9. Tong D. Trending in China: sensitive skincare. Mintel. September 2023. https://clients.
mintel.com/content/trend/trending-in- china-sensitive-skincare-1
10. UCLA Health. What are adaptogens and should you be taking them? February 2022.
https://www.uclahealth.org/news/what-are- adaptogens-and-should-you-be-taking-them
11. Wong J. Stay ahead of the curve with these key beauty trends for 2022. WGSN. January 2022.
https://www.wgsn.com/en/blogs/ stay-ahead-curve-these-key-beauty- trends-2022
12. Ribeiro AS, Estanqueiro M, Oliveira MB, Sousa Lobo JM. Main Benefits and Applicability of Plant Extracts in Skin Care Products. MDPI. April 2015. https://doi. org/10.3390/cosmetics2020048
13. Villena K. Ingredient-led Beauty: Beauty and Personal Care Innovation in Botanicals and Functional Fragrances. Euromonitor. November 2022.
https://www.euromonitor. com/article/ingredient-led-beauty- beauty-and-personal-care-innovation-in- botanicals-and-functional-fragrances.
www.personalcaremagazine.com
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