How ‘beauty-from-within’ trend shapes consumer choices in APAC

It is driven by the increasing health consciousness amongst consumers.

The beauty-from-within trend is rapidly gaining traction in the Asia-Pacific (APAC) region, according to GlobalData. 

The shift reflects a growing consumer focus on holistic health, combining beauty with wellness through skin health, gut health, and mental well-being.

Naveed Khan, consumer analyst at GlobalData, said that markets such as China, Japan, and South Korea are leading this trend. 

“Consumers both men and women are willing to work on improving their lifestyle by eating right, getting enough quality sleep, and opting for supplements now and then to target health from within the body,” he said. 

“This trend is benefiting various nutraceutical start-ups offering innovative health supplements, Khan added.

A recent GlobalData survey indicates that 57% of respondents in Asia and Australasia consider how well cosmetic products meet their individual needs, whilst 63% prioritise health impacts in their purchasing decisions.

Manufacturers are responding by developing targeted supplements. For instance, Shiseido launched a probiotic powder under its Ultimune brand in July 2024, aimed at improving skin barrier function. Similarly, Amorepacific introduced Super Retinol C, an edible retinol supplement designed for daily skin radiance.

Khan said that as consumer preferences evolve, manufacturers must innovate or partner with nutraceutical companies to stay competitive in this growing market.