APAC consumers demand multi-functional cosmetics

Demand is rising for products that address multiple needs in one formula.

Consumers across the Asia-Pacific (APAC) are increasingly looking for high-value cosmetics that offer multiple benefits, driven by fast-paced lifestyles, GlobalData reported.

The report said products that address multiple needs in a single formula are seeing a rise in demand.

“Cross category ingredients in cosmetics are gaining momentum, owing to the added functionality they offer,” said Naveed Khan, aonsumer analyst at GlobalData.

For instance, he pointed out that haircare products now often include skincare ingredients like hyaluronic acid, niacinamide, and peptides to support scalp health alongside hair care. Similarly, skincare products that combine moisturisation with SPF are increasingly popular.

In Malaysia, L’Oréal launched a 72-hour moisture shampoo containing hyaluronic acid, whilst India’s MCaffeine released a green tea day cream with SPF 30.

“Consumers, especially tech-savvy Gen Zs and millennials, are well informed about the types of active ingredients used in cosmetics that provide specialized functionalities through social media platforms and information available on the internet,” Deepak Nautiyal, consumer and retail commercial director, APAC and Middle East at GlobalData, added.

About 57% of APAC consumers value “multi-benefit” and “high quality” ingredients in their cosmetics, as per GlobalData’s 2024 Q3 survey.

“Growing demand amongst consumers for cross category ingredients in cosmetics will provide manufacturers with ample opportunities to improve their market shares,” Khan said.

However, companies may face tighter profit margins as ingredient research and competitive pricing pressures rise.