The world of beauty is always on the go, and recent events such as Beauty Expo Taipei have shown us that the industry is moving towards innovation and growth. This article highlights five essential takeaways from the event, which took place from March 12-15, 2024 and brought together importers, brands, and suppliers mainly from Taiwan, Korea, Japan, Thailand, and mainland China.
- Taiwan’s beauty market is dynamic, supported by a strong economy and rising purchasing power across all demographics.
- Estimated at about USD 5.58 billion in 2024, Taiwan’s beauty market is expected to grow at a steady rate, reaching USD 6.28 billion in 2028.
- Taiwan’s beauty sector is highly import-driven, with leading suppliers of cosmetic products coming from Japan, South Korea, France, the United States, China, Germany, and Thailand.
- Korea and Japan are the main trend drivers for beauty trends in Taiwan, with France remaining a key reference for luxury products.
- Sustainability is not a primary purchase driver, with consumers preferring more affordable products.
Korea and Japan: The Driving Forces Behind Beauty Trends in Taiwan
Blending Western and Eastern influences, Taiwan’s beauty market shows a strong appetite for innovation and cutting-edge technologies. “This makes Taiwan an ideal hub for showcasing the latest beauty industry trends and technology,” said Stephan Buurma, Group Managing Director, Messe Frankfurt Asia Holding Ltd., at the event opening ceremony.
- Korea and Japan are the main drivers for beauty trends in Taiwan.
- Korea is experiencing a strong trend for products promising to prevent or reduce acne, while Japan is seeing a rise in soft and elegant makeup looks.
- Skin boosters are becoming increasingly popular, with anti-aging and regenerating active ingredients like NMN, NAD, and exosomes being highlighted on many stands.
Skin Boosters: The Key to Radiant Skin
Skin boosters, designed to rapidly and effectively enhance the appearance of the skin, were a prominent feature at the exhibitor stands at Beauty Expo Taipei.
| Active Ingredients | NMN (Nicotinamide Mononucleotide) | NAD (Nicotinamide Adenine Dinucleotide) | Exosomes |
| Description | Delivers hydration and radiance | Regenerates and rejuvenates skin cells | Delivers essential nutrients to the skin |
Sustainability: A Growing Concern, But Not a Primary Purchase Driver
While sustainability was not entirely absent from the marketing strategies of products showcased at Beauty Expo Taipei, it was far from being a central focus.
“Sustainability is not a primary purchasing factor,” said Kikuko Yano, Editor-in-Chief at BeautyTech.jp. “Indeed, with consumers facing tighter budgets, there is a growing preference for more affordable products.”
Beauty Expo Taipei: A Trade Show to Watch
While the beauty market in mainland China is struggling to recover and the United States is surrounding itself with tariff barriers, Taiwan could become a highly sought-after market in the event of increased competition between the main cosmetics exporters.
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