Prime tales on APAC magnificence market and client insights

Hair care for everyone: Amika on quest to address diverse hair needs in SEA

Amika is targeting localised innovation to drive success in South East Asia with its sea buckthorn-focused range of products.

The American brand launched in 2007 and is known for its extensive range includes shampoos, conditioners, masks, and styling tools.

The key ingredient in its products is sea buckthorn, a superfruit rich in nutrients and antioxidants. The brand claims it helps to protect the hair against free radical damage and the natural ageing process.

Amika aims to be an inclusive brand, focusing on providing products that cater to a diverse range of hair types and needs.

Esmi Skin Minerals aims to tap into skin barrier-strengthening needs in SEA

Esmi Skin Minerals has launched with Sephora in South East Asia, where it hopes to find a significant market for its barrier protection and microbiome-friendly products.

This launch with Sephora SEA marks the firm’s debut in the South East Asian region. The brand was conceived by founder Evette Hess, who prior to launching the brand was a beauty therapist with two decades of experience.

“I also worked as a cosmetic dermal therapist for quite a few years while at the same time teaching beauty therapy. We were doing a lot of advanced treatments for scarring, for pigmentation, for acne. They were quite harsh and very stripping and would often be unpleasant.”

K-beauty orders to Vietnam increase more than five-fold in the last three years – Shopee

E-commerce platform Shopee says Vietnam has become a key market for K-beauty brands with orders surging more than five-fold over the last three years.

From 2021 to 2023, K-beauty orders to Vietnam have increased 5.2 times, while transaction amounts have increased 4.9 times, according to Shopee Korea.

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