This season, complexion make-up trends in Asia continue to focus on dimension and light to provide a very natural, close to natural skin finish.
In China, the C-STYLE LIGHT BEAUTY focuses on defining facial structure while maintaining a soft and delicate appearance. The look has low brightness and a sense of coolness, emphasizing natural features and temperament.
In Japan, complexion finishes manipulate light to enhance transparency in both matte and glow textures. The focus on bone structure and strategic light manipulation to contour the face is remaining quite trendy.
In Korea, this is reinforced by skincaring benefits the base makeup category, with stronger claims resembling skincare.
Skincare-like beautiful skin glow is definitely a desirable finish in Asia, illustrated by many launches such as the new B Idol AISARE FOUNDATION SPF30 PA++ that gives a ”Water gloss ring” glow. This water gloss face foundation is made of more than 77% beauty serum ingredients to lock in moisture with glossy film.
From trendy Japanese look that started last autumn named Ubumake or Ubuhuwa combining ‘Ubu’ for purity with ‘huwa’ for softness, the expectation of pure, innocent bare-like skin, continues focusing on healthy plumpy skin and beauty with a strong feeling of easy doing /effortless as a key driver
Makeup base /primer remain a key item to create a transparent and glossy skin. But going a step further, some brands are introducing products to enhance natural facial contours by strategically illuminating key areas. One such product is the ‘Inoui Liquid Foundation’ from Japan. This foundation enhances bone structure, complexion, and skin texture, resulting in fresh, glossy skin, thanks to the Inoui Human and Light Contouring technique.
The new Chinese makeup brand Becoming launched in March 2024 is positioned as a “native texture base makeup” brand, emphasizing a “BETTER ME BUT STILL ME” philosophy. Their new GENTLE & LIGHT LONG-WEAR SHEER FOUNDATION maintains a “native good skin” state for up to 12 hours, helping rediscover the natural texture of the skin with a clean makeup approach. It offers natural coverage and a soft-focus effect that enhances the skin’s delicate glow.
Going even further in the natural skin finish, Hera relaunched the iconic BLACK CUSHION SPF34 PA++ with a 24h-lasting moisture & increase in hydration level after 2 weeks use. Also in 2 weeks, it offers a balanced sebum production, skin oil-water balance improvement, pore elasticity improvement. This new types of claim are echoing to Chinese latest makeup launching claiming real skin quality improvement thanks to continuous makeup usage !
Last but not least, complexion makeup extends more and more to men, who are also concerned about skin tone correction but many find the application of an additional product bothersome. Skin tone-correcting products are presented as skincare alternative, like with the launch OBGE NATURAL COVER LOTION, a skin tone correcting emulsion for men that covers skin easily like skincare, in a natural looking finish. It has a 12h lasting pore coverage & finish, and 4 colored capsules break on skin and transforms into a natural skin-matching shade.
Asia Cosme Lab
Asia Cosme Lab is a French trend and innovation consulting agency, expert in Asian cosmetic markets:
– A unique French perspective on the Asian beauty market
– Enriched by a multicultural and enthusiastic team of Asian beauty experts based in Paris.
– Offering since 2003 decoding and insights into key trends in the Asian beauty markets
– Offering trend analysis and tailor-made innovation consulting to boost and challenge your inspiration to create tomorrow’s best products.
