Asia Pacific continues to lead the global beauty and personal care landscape, accounting for over 30% of global market value. Despite its scale, the region is projected to grow by 3% between 2024 and 2029. Within Asia Pacific, the trajectories of major markets – China, Japan and South Korea – highlight distinct consumer behaviours, brand strategies and innovation pathways, underscoring the need for market-specific approaches.
China: “Recession Glam” Meets Local Brand Resurgence
“Recession Glam” was categorised as one of the Top Trends shaping the beauty and personal care industry in China in 2025. With a heightened focus on value, consumers are signalling a shift towards more thoughtful consumerism during a time of restrained beauty spending.
China’s beauty and personal care market declined by 2.2% in 2024 in constant value terms, to USD75 billion, amid ongoing macroeconomic uncertainty. However, certain categories defied the trend, particularly those positioned around functionality, affordability and brand trust, demonstrating resilience in a challenging environment.
Dermocosmetics emerged as a resilient category in 2024, growing by 3.1%. Brands like Comfy and CeraVe gained traction by delivering clinical proven efficacy at accessible prices.
Local brands are also reshaping the competitive landscape, combining affordability with rising quality perceptions. Proya has grown nearly fourfold since 2019, underpinned by robust scientific R&D and agile digital marketing. Winona has strengthened its credentials in sensitive skin through expert-led forums.
Japan: Premium Fragrance and Clinical Skin Care Take Centre Stage
Japan’s beauty and personal care market grew modestly in 2024, by 1.1% in constant value terms, reaching USD28 billion. While mass segments remain flat, value growth was driven by premium categories, especially fragrances and dermocosmetics.
Fragrances, once considered a niche in Japan, are now expanding rapidly. Premium fragrances posted a 6.7% CAGR between 2019 and 2024, signalling a shift in consumer preferences towards personal indulgence and elevated shopping experiences.
Jo Malone London exemplifies this shift, with its flagship store in Harajuku offering immersive experiences like ocean-scented phones and personalised gifting, transferring fragrance shopping into a sensory journey. Retail concepts like Mitsukoshi Isetan’s Salon de Parfum and ZOZOTOWN’s exclusive mini fragrance sets are further driving consumer exploration, and positioning fragrance as a compelling gifting category.
Japanese consumers are also embracing clinically proven skin care, with the concept of “skin management” gaining traction. More consumers are opting for products that deliver visible, science-backed results. Mediderma and Lalaskin are among the brands leading this shift – Mediderma with its microneedle serum that mimics thread lifts treatment, and Lalaskin with glutathione-infused mists inspired by aesthetic treatments.
41% of Japanese respondents selected “proven efficacy” as a path to purchase in skin care
Source: Euromonitor International Voice of the Consumer: Beauty Survey, 2025
South Korea: Dermocosmetics – Power and Product Innovation
South Korea’s beauty and personal care market grew by 1.8% in constant value terms in 2024, reaching USD13 billion. Rapid growth was seen in dermocosmetics and premium fragrances – two categories that reflect shifting consumer priorities towards efficacy and self-investment.
Dermocosmetics posted impressive 13% growth in South Korea in 2024, as consumers increasingly turn to clinically backed, results-orientated solutions. Fast-growing players, such as Aestura, Physiogel and Medicube are gaining traction by delivering efficacy at accessible price points.
This momentum has positioned K-beauty dermocosmetics brands as attractive targets for global acquisition. L’Oréal’s 2024 purchase of DrG – despite already owning a robust dermocosmetics portfolio – signals a deliberate move to strengthen its foothold in South Korea’s localised, high-growth dermocosmetics market.
In South Korea, with the wide acceptance of aesthetic surgery, advanced active ingredients once used exclusively in aesthetic procedures – such as PDRN and exosomes – are now driving a new wave of innovation in skin care product development.
Stream our webinar, 2025 Asia Pacific Outlook: Beauty Trends & Opportunities, to explore more beauty trends uncovered. Read our report World Market for Beauty and Personal Care for more analysis on global beauty and personal care market.