A perfectly hydrated skin is the ideal base for makeup. Hydration is the cornerstone of healthy skin in Asia, associated with plumpness, radiance, and glow.
In China, the focus this year is on providing hydration for dry sensitive skin, a category defined as follows: due to damage to the skin barrier, a large amount of moisture is lost, resulting in unhealthy skin conditions such as dryness and redness. This category continues to grow, reaching 2.2 million users on Tmall in 2023 who claim to have dry, sensitive skin and purchase skincare products for these needs.
In Korea, the latest hydration trends are closely related to aging appearance, as dehydrated skin leads to dehydration wrinkles. Indeed, dehydration affects the collagen and extracellular matrix—the skin’s support structure—and diminishes the skin’s ability to produce and retain moisture, resulting in dehydration wrinkles.
In Japan this season, there is a focus on hydration related to skin translucency, with 97.4% of Biteki magazine readers aspiring to have “translucent skin.” This look, associated with cleanliness, freshness, and youthfulness, is achieved through daily hydration practices such as using lotions, sheet masks, and maintaining hydration through a healthy lifestyle.
So, what’s new in hydration on the Asian markets?
A new inspiration coming from clinical care:
Inspired by microneedle technology, an innovative delivery system penetrates deeply into the skin, effectively boosting hydration levels. DR.G RTX INTO SERUM HYAL SHOT (KR) is a serum formulated with Hyaluronic Acid-coated spicules that provide immediate skin improvement through micro-channels. The 3-Second Moisture Care: Hyal-Aero Spicule™ opens up moisture pathways deep within the skin, while AHA exosome smooths dead skin on the surface.
BYRYZN BR is a Korean skincare brand of HUGEL, a company well-known for its clinical HA filler injections. The brand launched H.A SKIN BOOSTER, a boosting essence that creates a clear inner glow and provides moisturized elasticity,that reminds of the clinical skin booster injection.
A surge of innovative Hyaluronic Acids
Multi-type hyaluronic acids are increasingly utilized to enhance hydration benefits, providing even more effective and comprehensive hydration. RELLET HYALURONIC ACID MOISTURIZING AND REPAIRING TONER/LOTION (CN) are Formulated with 10 types of Hyaluronic Acid, including Cross-linked HA, Small Molecule HA, Supramolecular HA, Macromolecule HA, Gold HA, VC HA, Mini HA, Oligo HA, Sodium Acetylated Hyaluronate, and Silane HA, this product deeply moisturizes the skin and improves skin hydration by up to 24% in 28 days.
DERMATORY HYAL SHOT BARRIER PAD B5 are toner pads infused with that hydrates, provides glow and smoothens the skin grain, formulated with 1% 500Da Lacto-Hyaluronic Acid (Lactobacillus Ferment, Sodium Hyaluronate, 1,2 Hexanedio) that penetrates deep into skin, as well as Panthenol, Allantoin and Squalane.
Exciting new formats & textures to revamp the category
Jelly is a particularly functional summer texture that not only providing cooling and sensory feel but also maintaining hydration with advanced capsule technologies for long lasting hydration.
EST (KAO) THE LOTION JELLY TYPE is a limited summer edition with Est’s ultimate water storage technology which replenishes the keratin fibers in the stratum corneum with moisture to keep skin hydrated.
It is focusing on the loosening of the stratum corneum due to heat and sweat, which is a contributing factor todry skin in summer.
A new texture is oil beads enriched essences with added benefits to hydration, such as anti-aging and brightening. The Chinese brand KEYIN launched COLLAGEN LUCENT LUMINOUS SKIN ESSENCE (CN)
inspired by Hydra Facial treatments. This formula is enriched with Mucor Meihei Extract and Papain to gently remove dead skin cells and reduce the appearance of pores.
Pads are one of the hottest formats in Korea at the moment. GOODAL launched ICE HEARTLEAF HYALURON SOOTHING CLEAR PAD, toner pads formulated with Ice Heartleaf extract that provide moisturizing and soothing benefits to the skin. They give an instant -3.7°C cooling effect (Glacier Water, Erythritol), fill the skin with hydration, and cool down heated skin.
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.
