The Art of Effortless: Simplifying Your Beauty Game

Remember when we thought perfect skin meant piling on countless products? We'd dutifully layer our toners, serums and moisturisers, convinced that a 10-step routine was the only way to go. Fast forward to today, and things look quite different. Between busy schedules and office deadlines, we've learned that simple, effective skin care can work just as well and save us precious morning minutes. In fact, according to Euromonitor’s Voice of the Consumer: Lifestyles Survey 2024, 21% of consumers in Asia Pacific are looking for ways to simplify their lives and 16% of them are willing to spend money to save time. Sometimes, less is really more.

Squeezing more benefits from fewer products

With the pace of life picking up, many seek to streamline their beauty routines, desiring simplicity without compromising results. Multifunctional products are the hero, with skinimalism - the trend of embracing fewer, high-quality products for a simplified yet effective routine, and skip-care - a Korean beauty-inspired approach focusing on fewer steps without sacrificing results - leading the beauty revolution. This shift makes sense; consumers now invest in fewer, higher-quality products that pack multiple benefits into each formula.

32.1% of consumers in Asia Pacific would rather buy fewer, but higher quality items

^{Source: Euromonitor Voice of the Consumer: Beauty Survey, fielded June to July 2024}

Best-in-class examples include moisturisers with built-in SPF protection, lip oils that both nourish and tint, and sunscreens that hydrate while fighting signs of ageing. 

The appeal lies in both efficiency and effectiveness, as beauty consumers continue to ask themselves, “Why use five products when one can deliver the same results?” About 15.2% of consumers in the Asia Pacific region were most influenced by multifunctionality when making their product purchase choices, according to Euromonitor’s Voice of the Consumer: Beauty Survey 2024. These products not only save precious bathroom shelf space but also simplify morning routines, reduce waste and often prove more cost-effective in the long run. 

^{Source: Colourette}

Brands have taken notice, developing innovative hybrid formulas that combine skin care, sun protection and cosmetic benefits, meeting the modern consumer's demand for products that work as hard as they do. For example, Filipino brand Colourette offers multifunctional products such as its First Base Everyday Skin Tint. This versatile product provides light to medium coverage and SPF 30 while incorporating beneficial ingredients such as Azelaic Acid, Hyaluronic Acid and Niacinamide, which help maintain healthy skin.

Convenient formats are the solution for on-the-go beauty and personal care without the hassle

Consumers increasingly seek compact, versatile solutions that simplify their routines, 31% of consumers in Asia Pacific are willing to pay 10-20% more for new and innovative product formats, according to Euromonitor’s Voice of the Consumer: Beauty Survey, 2024. Mini sizes, stick applications and spray formats have become game-changers for travellers and busy individuals who prioritise efficiency. Sun care in particular has seen remarkable transformation in packaging and application methods, recognising the critical need for convenient protection that encourages consistent use throughout the day.

The evolution of beauty products reflects a deeper understanding of consumer needs, especially in categories requiring frequent reapplication such as sun protection. Spray applicators, roll-on sticks and innovative sunscreen patches have emerged as popular alternatives for those seeking hassle-free protection, with sun care in Asia Pacific projected to grow 6% in constant terms (9% current terms) in 2024-2025, highlighting the growing market demand (Euromonitor International Forecast Model, updated 25 November 2024). These convenient formats not only address practical concerns but also appeal to consumers who want to maintain their skin care regimen without compromise, regardless of their location or schedule.

Personalisation providing convenience by offering tailored product recommendations

In today's saturated beauty market, product selection can feel overwhelming. With countless options available, beauty consumers are increasingly turning to AI-powered personalisation tools to simplify their skin care journey. According to Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January to February 2024, 40% of consumers from Asia Pacific want products that are uniquely tailored to them. This trend aligns with a broader movement towards convenience and efficiency in shopping. Consumers are busy, and they appreciate when brands make it easy for them to find what they need quickly and effectively. Personalised recommendations help eliminate the guesswork from the purchasing process, reducing the likelihood of product returns and increasing customer satisfaction. Moreover, as more consumers become accustomed to personalised experiences in other areas, such as streaming services and online shopping, they expect the same level of customisation in their beauty products. 

What’s next for 2025?

As we look at what's next for the beauty market in Asia Pacific, convenience is getting an upgrade. Beauty brands should watch for three big trends: Super-powerful formulas that do multiple jobs at once; skin care apps that tell you exactly what your skin needs; and packaging you can refill instead of throwing away. The future isn't just about saving time, it's about making your skin care routine work harder and smarter for you.

Download our presentation, Megatrends: Convenience - Impact on Consumer Goods and Services Categories, for in-depth analysis on how this trend has affected other industries

Learn more about Beauty and Personal Care in our report, World Market for Beauty and Personal Care.