BW Confidential highlights the innovations from the Cosmoprof Asia trade show, which took place in Hong Kong from November 11-14
A range of innovations in K-beauty, new packaging and new make-up textures were on show at this year’s Cosmoprof Asia trade show in Hong Kong. In skincare, products focusing on the microbiome and containing ingredients such exosomes and PDRN were much in evidence, as were hybrid make-up/skincare and multifunctional items.
There was also a greater focus on fragrance at this year’s event. For the first time, the show hosted the Fragrance Avenue displaying mass-market perfume brands and an area called Explorers by Esxence presenting niche fragrances organized in collaboration with perfumery event Esxence. Exhibitors also remarked on how the trend for Middle Eastern fragrance, which has made its mark in Europe and the Americas, is also beginning to take hold in Asia.
In addition, the 5C Fragrance Experience organized with creative agency Centdegrés, fragrance house MANE and Chinese company Boitown, offered visitors a personalized fragrance based on their personality
The show hosted 2,688 exhibitors from 46 countries and regions (40% from outside China, Taiwan and Hong Kong) and organizers said it attracted 64,761 attendees from 140 countries and regions. Some 75% of visitors came from outside Hong Kong. Compared to last year, increases in attendance were recorded from regions such as South America (+45%), North America (+21%), Europe (+13%), the Middle East (+24%) and Africa (+38%).
Citing figures from Euromonitor International, Margaret Ma Connolly, President and CEO – Asia at Informa Markets, which organizes the show with BolognaFiere Group, said that the global beauty and personal-care market is projected to reach $690bn in 2025, with Asia Pacific to contribute over $230bn by 2028. She adds that the market is being transformed by innovations in skincare, as well as the proliferation of digital channels to promote and sell, such as live streaming and social commerce.
Seen & heard in show
In partnership with Intercos Group, Meiyume presented four key beauty trends identified by its Beauty Intelligence Platform (BIP), which the company says analyzes more than 10 million data points monthly and has inspired its turnkey collections. The trends are:
1. Circular beauty, which focuses on sustainability and zero-waste design. Meiyume’s research shows that Japan, South Korea and China are leading the trend for refillable packaging – which is expected to continue through to 2034.
2. Everyday environmental defense, which focuses on protective, antioxidant-rich skincare. The company says this segment is expected to have the second highest growth rate in beauty – a CAGR of 6.2% from 2025 to 2029 – just behind fragrances.
3. Multi-functionalism. Meiyume explains that the popularity of hybrid products stems from consumer demand for efficiency and quality. The company adds that 57% of consumers now prefer multi-benefit cosmetics that simplify routines.
4. Lightweight, yet heavy impact formulas. Meiyume says 48.6% of consumers prioritize hydrating formulas and 35% prioritize long-lasting formulas that are protective but also lightweight.
The company also showcased several new turnkey collections for APAC and the UK. They included Cellular Revival, a range that speaks to the longevity and slow aging trends. The collection aims to address the 12 hallmarks of aging, with each product targeting at least two of them. The company presented a separate range of skincare with SPF protection featuring different textures such as mists, mousses and gels and containing trending ingredients PDRN and exosomes.
Meiyume also presented a collection of neuro-cosmetic face and eye masks called Skin Therapy that contain 95% natural ingredients. Clare Barr, Head of Skincare I & D at Meiyume, said the company worked with a fragrance house to create scents for the masks with neurological benefits, which are combined with different textures. For example, one mask has a gel-to-milk texture, while another is said have a “glass skin” finish.
Meiyume is also focusing on adaptive beauty with a range called Element to protect against heat, sun and humidity, including a UV defense hair mist, anti-humidity hair mist and whole-body deodorant. Barr says haircare and whole-body deodorants are trending, adding: “The premiumization of bodycare is a big trend. Bodycare has been neglected a little over the past few years and we’re starting to see that there’s a lot more science going into the category.”
South Korean beauty brand Elroel showcased its foundation called Blanc Cover Cream Stick V White, which has gone viral on social media due to its color-changing effect and built-in brush. The foundation first appears white, but when it is applied to the face changes to a skin color. A make-up artist-founded brand, Elroel sells color products with a focus on skincare – for example, the foundation stick contains collagen.
The brand also presented a sunscreen called Pang Pang Yellow Sun Cushion, which has a soft cushion applicator for SPF protection, as opposed to more traditional squeeze bottles. It claims that the sunscreen decreases skin temperature by up to 4.7 degrees. It contains aloe vera leaf and plant extracts.
In addition, it showcased its Dot Ampoule Cushion, which was nominated for a Cosmoprof Award. The compact foundation contains PDRN, derived from Centella asiatica, as well as collagen. The compact was created using a multi-liquid injection process and the cushion features a polka dot design.
South Korean cosmetics manufacturer Imine presented its hydrogel Chewy Jelly Slice Patch for the eyes, which was nominated for a Cosmopack Award. The patch is meant to have a mochi-like texture and contains Ganghwa mugwort powder, panthenol and collagen. It is formulated with what the company calls a gel elasticity control technology to provide a soft, yet tear-resistant elasticity and enable the patch to adhere seamlessly to the skin’s contours. The patch features a silicone-free, emulsion-type hydrogel composition. Imine specializes in hydrogel masks, to which it can add sparkles, colors and designs.
The company also presented its range of gel creams featuring capsulizing technology and oil beads; its range of scrubs; a balm-to-foam cleansing balm; and a whipped cream mist, which is a two-layered product comprising a cream and an essence. Imine says it is focusing on textures and multifunctional products.
French packaging company Coverpla preseted its new refillable system for screw neck fragrance bottles, which come in three different models. Coverpla also showcased its new surlyn caps for which it says it has obtained a certification deeming them fully recyclable, and its wooden caps with PP inserts, which the company says provides waterproofing and mix-and-match versatility.
Italian cosmetics manufacturer MPlus Cosmetics presented a new collection called Resonance, which it says is inspired by the connection between sound, movement and self-expression. The 23 vegan formulas are positioned as hybrid skincare/make-up products.
The textures are designed to be versatile, sensorial and transformative, including bouncy, touch-responsive formulas and luminous finishes that play with light. The bases are sheer and breathable, with the aim of enhancing the skin’s natural glow as opposed to concealing it. The lip and eye products are characterized by bold colors, while multipurpose formulas contain skincare actives to nourish the skin.
The five hero products are a face serum and primer called Skin Armony, which aims to hydrate and illuminate skin; a lash and brow treatment called Growth Symphony, which claims to strengthen and lengthen lashes; a mascara called Bold Crescendo, which aims to provide intense black color, volume, length and definition; a lip product called Matte Whisper, which claims to offer the richness and intensity of a liquid lipstick with the weightlessness of a tint; and the multipurpose melting balm called Halo Melt, which is said to provide a radiant wet-glow effect for both the face and body and comes in three shades.
MPlus says it prioritizes the use of mono-materials such as PP or PET, which are easier to recycle. It adds that its packaging features a high percentage of recycled plastic, avoids unnecessary metal parts and uses cylindrical, minimalist designs that facilitate recyclability.
Collective of French beauty brands La French Beauty is gearing up for expansion in Asia. This month, it will launch an e-shop selling 15 brands in Taiwan, alongside pop-ups in department stores, with plans to open a brick-and-mortar store there in the future. La French Beauty has also expanded to Singapore, launching a pop-up this month selling 25 brands, before opening a permanent brick-and-mortar store in early 2026. In addition, the collective has helped launch some of its brands in China.
The collective leverages its Paris-based flagship store as a first point of sale for new, emerging brands and as a place of discovery for consumers, while helping its core brands become ready for export. Sébastien Guerra, Co-founder and President states: “Our Paris store is the full picture of what we can offer, including the newest, most advanced and innovative brands.”
He says expansion to Singapore and Taiwan will attract larger brands. “Some brands don’t need us in France, because they’re already strong in pharmacies, but they could be interested in joining forces with us for export purposes rather than start from scratch.”
La French Beauty is also beginning to explore selling on TikTok Shop. Guerra says: “I’m looking into TikTok Shop, because the brands individually don’t really know how to address it. It’s challenging, it’s time consuming, it’s new.”
UAE-based fragrance brand Ard Al Zaafaran is focusing on gaining distributors in Asia. Shaikh Tahir Iqbal Ahmed, Director, stated that the niche fragrance category is picking up in Asia, with Malaysia and Indonesia leading markets for Middle Eastern fragrance brands. Iqbal Ahmed also noted a significant increase in demand from India and Pakistan.
Spanish skincare and personal care brand Byphasse highlighted its new vitamin C micellar water. The brand has also launched a new bodycare line for its 25th anniversary called Glow, which contains prebiotics. The range comprises a shower gel, illuminating body milk, exfoliating body scrub and a shimmering oil for body and hair. The brand aims to launch its full range in China.
Italian fragrance distributor Dremar Parfum International showcased its first make-up brand called Nejha, which it launched six months ago and comprises a complete range for face, eyes and lips. The products are made in Italy and come in pastel purple, minimal packaging. The brand is already available in Italy, Greece, Lithuania, Saudi Arabia and the Philippines and is looking to expand internationally and throughout Asia. Nejha has three large mascots in the shape of the brand’s mascara, foundation and lipstick, which are used in its social media marketing.
Distributor Supergo presented French cosmetics brands Gemology and Xposome. Jean-Claude Bozou, Scientific Director and CEO of Gemology, said it is focusing on promoting the company’s new organic skincare brand Xposome, which aims to protect the skin from environmental aggressors such as pollution. The brand, which currently comprises six products, targets younger consumers, from 15-years-old to 35 or 40-years-old, who may be more concerned about issues such as pollution, blue light and heavy metals. Xposome has been launched in France and in Hong Kong and is looking to expand to other countries.
Fragrance brand Kajal Perfumes Paris exhibited for the first time in Hong Kong in partnership with fragrance trade show Esxence and is seeking distribution in Asia. It showcased its latest launch Topez, a fresh gourmand fragrance, as well as Ruby, a gourmand cherry fragrance, which launched at the Esxence trade show in Italy this year. The brand has been introduced in Thailand and its long-term focus is to launch in China, as well as in Japan and South Korea. The company says that the demand for Middle Eastern fragrances is beginning to take hold in Asia.
Glass packaging company Baralan showcased 3D printing, following its purchase of a new machine that can undertake a variety of designs. The company says 3D printing is more flexible than using molds, enabling it to change its designs over time and be more efficient.
Baralan also presented its airless glass packaging for creams or foundations, which allows for up to 99% consumption of the product while not compromising the formula. In addition, Baralan showed its ecological materials, which includes the use of rice and coffee scraps in caps, 30%, 60% and 100% PCR, as well as bio-based materials.
Manufacturer Schwan Cosmetics highlighted double-ended pencils with different formulas on each end, such as a highlighter and contouring pencil, or two different shades of eyeshadow. The formulation was developed in Germany and comes in different kinds of packaging, but the dual options are only available in China. Schwan says clean products remain a key trend, with most brands requesting formulas that meet beauty retailers Credo or Sephora’s clean beauty requirements.
Cosmoprof & Cosmopack Asia Awards
The Cosmoprof Asia & Cosmopack Asia Awards took place during the show. The awards recognize companies for their research and development in formulation, packaging, sustainable approach, storytelling and value proposition. BW Confidential journalist Alison Postma was a member of the jury for this year’s Awards, with a total of 18 jury members. For the Cosmoprof Asia Awards, there were six categories, for the Cosmopack Asia Awards, there were five categories, and each category had four finalists each.
Cosmoprof Asia Award winners 2025
Green & Organic: Laboratoire Science et Nature – Centifolia Deodorant Stick Refillable 48h Citrus Fruits
Hair Products: MAKEMAKE – SOOO Swim Shampoo 500ml
Home & Professional Devices and Tools: Feagle – PLUNA
Make-up Products: Shanghai Maojue Biotechnology – EUFOREAL Tinted Repair Cream
Personal Care & Body Care Products: Bellabaci International – Meno-Free Comfort Body Night Lotion
Skincare Products: STANDARD SEOUL – Firming Bouncy Boost Serum
Cosmopack Asia Award winners 2025
Innovative Technology: Ausmetics Daily Chemicals – Jelly Multi-Shield: Astaxanthin & Rutin Encapsulated Sunscreen
Make-up Formula: Tair Jiuh Enterprise – Ionic Filmless Whipped Jelly Powder
Packaging Design & Materials: SHINKWANG M&P – Mono-material Container
Skincare Formula: ICURE PHARM & COSMETICS – NMN Sleeping Mask (presented by BW Confidential journalist Alison Postma and Shiseido Director Product Development Katsura Kozu)
Sustainability: Tair Jiuh Enterprise – Eco-Botanical Lifting Primer Stick
Cosmoprof Asia 2025 at a glance
Took place: November 11-14 at the Hong Kong Convention and Exhibition Centre and AsiaWorld-Expo
Exhibitors: 2,688
Exhibitor countries: 46
Visitors: 64,761
Visitor countries: 140