Unfolding Clean Beauty and Experience-Led Strategies: Why Beauty Brands Should Focus on Asia 

The landscape of consumer behaviour in the lifestyle sector has undergone significant shifts in recent years. Events such as the collapses of Matchesfashion and other setbacks in the luxury market, coupled with global crises like the Russian-Ukraine war, have prompted a dramatic pivot in consumer priorities. The younger generation, including Gen Z and millennials, is leading this change towards authenticity and sustainability, particularly in their purchasing habits within the beauty and well-being sectors. This paradigm shift underscores the importance of focusing on clean beauty and crafting experience-led strategies, especially in Asian markets. 

The Influence of Global Events on Future Buyers 

The impact of events like the COVID-19 pandemic and geopolitical tensions has left a lasting imprint on the state of mind of Gen Z and younger millennials. These generations are now more conscious than ever about their purchasing decisions’ environmental and ethical implications. Ninety per cent of Gen Z and younger millennials are interested in purchasing clean beauty products in the future. Clean beauty products, which emphasize sustainability, natural ingredients, and ethical practices, have thus sparked interest and loyalty among these demographics. By 2027, overall revenue is expected to grow by 12% in the global clean beauty market. 

Rise of Key Markets: China, Japan, South Korea, the US and Germany 

Economically speaking, several countries are emerging as key players in the global retail cosmetics and toiletries segment. China, Japan, South Korea, the US, and Germany collectively dominate this space, commanding a significant market share – 60% of the global market size of the retail cosmetics and toiletries segment. Factors such as rising disposable incomes, growing awareness of clean beauty and knowledge of non-invasive alternative beauty practices contribute to the prominence of these markets. Beauty and wellness brands keen on expanding their global footprint must strategically align their efforts with these dynamic regions to capitalize on market opportunities effectively. 

The Role of WA:IT in Shaping the Future 

As a pioneering carbon-negative wellness brand, WA:IT embodies the essence of modern beauty that resonates with today’s conscientious consumers. Our fusion of Japanese tranquillity and Italian vibrancy captures the essence of beauty’s duality, offering products that evoke mood-lifting experiences rooted in authenticity. 

Sustainability is not just a buzzword at WA:IT; it’s at the core of our mission. From ethically sourced ingredients to operating in a carbon-negative manner, we set new standards in the industry. Our recent participation in the New York Climate Week Summit underscores our commitment to reshaping the beauty industry’s production chains and perceptions. 

As we expand into the USA and Asian markets, we are excited to introduce our unique brand ethos to a wider audience. Our specialized SPA protocols and product ranges tailored for the travel and wellness hospitality sectors reflect our dedication to providing holistic experiences that transcend traditional beauty norms. 

In collaboration with Piero Lissoni, founder of Lissoni & Partners, we recently unveiled our latest creation, the TOKA scented candle, adding another dimension to our product offerings. As the beauty and wellness landscape continues to evolve, WA:IT remains at the forefront, inspiring authentic beauty journeys that celebrate sustainability, mindfulness, and the art of conscious presence. 

Statistics Source: Ulta Research Services LLC.