There is no lack of trends to track and follow in this fast-paced and competitive beauty industry. However, in this era where consumers are increasingly vocal about what they want, it is important for brands to prioritize relevance over trends. Be updated on the latest trends and biggest conversations, because they serve as great sources of inspirations; but it is the right and relevant (to the brand) conversations that brands should be keeping their eyes out for and to consider what that would mean for their business goals and structure. 

3 areas to focus on within the Asia beauty landscape

• Modernized traditions
• Advanced A-Beauty
• Plant-based clean beauty