Asia’s Beauty and Wellness Market Sets the Pace for Global Trends

Beyond a consumer powerhouse, Asia’s $380 billion beauty market is shaping the future of global product innovation and wellness culture.

According to Zarina Kanji, managing director for the U.K. and Europe at WPIC Marketing + Technologies, consumers in Asia are redefining what beauty and health mean, driving brands to integrate nourishment, longevity, movement, and mindset into their offerings.

Four Key Pillars

Kanji highlighted four factors fueling Asia’s market growth at a presentation in May at Vitafoods Europe in Barcelona.

1. Nourishment: Consumers are investing in functional foods, nutricosmetics, and supplements to improve skin, hair, and overall vitality.

2. Longevity: Preventive health and anti-aging solutions are in demand, from collagen powders to omega‑3 fish oils.

3. Movement: Fitness and active lifestyles are influencing product development, with outdoor sports like cycling and hiking booming in China’s $52 billion outdoor sports market.

4. Mindset: Mental well-being is emerging as a key component of beauty, with mindfulness routines integrated into skin care and hair care rituals.

Technology & Transparency

The APAC region is pioneering tech-driven beauty innovations that are spreading globally:

• AI-powered live commerce: Platforms like Douyin are enabling brands to use hyper-realistic digital clones of livestream hosts, delivering 24/7 product engagement.
• Hyper‑personalized skin care: Chinese brands such as Yunifang analyze micro‑expressions to match fragrance preferences, while Beforteen customizes acne treatments using algorithmic insights.
• Blockchain for authenticity: Shiseido traces herbal ingredients from farm to serum, while Coupang’s R.LUX service guarantees 24‑hour delivery with blockchain-verified authenticity.

The combination of personalization and transparency resonates with a new generation of digital-first consumers who demand science-backed, trustworthy solutions, said Kanji.

Traditional Chinese Medicine Goes Mainstream

The global herbal medicine market is projected to hit $356 billion by 2029, said Kanji, propelled by Asia’s embrace of preventive, holistic care. In China, Traditional Chinese Medicine (TCM) now represents 40-45% of treatments in integrated hospitals. In Japan, sales of Kampo’s remedies have jumped 90% in value and 210% in volume over the last two decades.

Beauty brands are harnessing TCM ingredients like ginseng and licorice to power Asia’s $12.6 billion cosmeceuticals market, while tools such as Gua Sha, (skin scraping), continue to bridge ancient practices with modern beauty routines.

Supplements and Nutricosmetics

China’s nutricosmetics market is projected to reach $3.5 billion in 2025, driven by women and Gen Z consumers who favor “beauty from within” formats.

Shiseido’s INRYU brand launched first in China and Japan in 2024, underscoring how APAC serves as a testbed for innovation. The brand features three nutricosmetic collections: Night Ritual+ for firming and rejuvenation, Advanced Radiance for brightening, and Laser Refine for hydration and balance. Each formulation blends botanicals like Siberian ginseng with targeted bioactives.

The top five beauty and wellness supplements in China include fish oils, digestive and slimming aids, beauty collagen, protein powders, and bone/joint products.

APAC’s collagen market is estimated at $415 million in 2024, with 51% of consumers taking collagen for skin health and 29% for joint support.

Japan’s health supplement market has grown 30% since 2021, led by collagen, protein, gut health, multivitamins, and nootropics. In South Korea, 84% of consumers take supplements daily, spending an average of $235 annually, with market growth up 25% since 2021.

Lifestyle Shifts Driving Demand

Government initiatives like Healthy China 2030, which aims to improve the overall health and well-being of its population, are accelerating demand for balanced diets, active living, and whole-food-based solutions.

For example, ingredients such as white kidney bean extract are gaining attention as consumers seek support for weight management and digestive health, said Kanji. Related hashtags have generated over 430 million views on China’s RED platform, demonstrating how social media is shaping functional nutrition trends.

Meanwhile, outdoor sports participation is on the rise in China; cycling is up 54%, mountaineering and hiking up 52%, and skiing up 22%. These shifts further integrate wellness into everyday life, creating opportunities for brands to align beauty and nutrition products with active lifestyles.

Holistic Health and Mindfulness

An overwhelming 94% of APAC consumers now modify their lifestyles to improve holistic health. Mindfulness practices are gaining traction as stress reduction becomes as important as physical appearance.

Douyin’s wellness content, featuring yoga, meditation, and self-care techniques, saw a 51% rise in engagement in 2024, said Kanji, demonstrating that mental wellness has become inseparable from beauty and personal care.

Key Takeaways for Global Brands

1. Beauty is inside, outside, and environmental. APAC consumers expect integrated solutions combining topical, ingestible, and lifestyle elements.

2. Science-backed and tech-powered wins. Whether it’s AI-driven personalization or blockchain for supply chain integrity, consumers demand evidence and transparency.

3. Trends flow outward from APAC. From TCM-inspired skin care to nutricosmetic innovations, what starts in Asia increasingly influences product development worldwide.

Meanwhile, Southeast Asia could offer the next wave of wellness innovation, Kanji noted. Global brands hoping to stay ahead of the curve must look to APAC not just as a market, but as a blueprint for the future of beauty and wellness.