Slugging and sheet masks. Emulsions and overnight lip treatments. For these now-standard beauty rituals, we have the explosive influence of South Korea and Japan’s cosmetic cultures to thank.
Indeed, it’s difficult to understate the global impact of ‘Asian beauty’. Synonymous with innovation and high quality, the world has long looked to these East Asian powerhouses for the make-up and skincare trends of tomorrow. But to equate ‘Asian beauty’ with K-beauty and J-beauty alone is to do our region’s vast offerings a disservice. The diversity and depth of Asian countries contribute to a beauty landscape that’s far richer than most realise—and now, a new wave of rising, regional markets is asking the world to catch up.
Consider the high drama of Chinese Douyin make-up, which has influenced the sweeping popularity of C-beauty brands including Joocyee and Judydoll. That’s not to mention a growing interest in Chinese perfumery, with tradition-led fragrance houses such as To Summer leading the way.
Closer to home, the breadth and affordability of cosmetics shopping in Thailand is hardly a secret. But the “quiet resonance” of Thai beauty and wellness brand Pañpuri is offering a distinctly mindful counterpart. And there’s no overlooking the vibrant creativity of the Philippines’ beauty scene, thanks to the likes of homegrown cosmetics brand Sunnies Face and international content creators like Bretman Rock.
Below, Vogue Singapore delves deeper into these up-and-comers.
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Chinese beauty
Bold, exaggerated manhua lashes. Shimmering placements of glitter—and then some.
Rising in popularity thanks to the Chinese equivalent of TikTok, a beauty look known as Douyin make-up has attained significant traction in recent years. Large lashes and generous glitter touches meet a matte foundation base, vibrant blush and blurred lips for a style that’s “tradition meets avant-garde”, according to Melvin Beh, marketing and sales associate director at Chinese cosmetics brand Joocyee.
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Joocyee is one of several Chinese beauty brands, alongside the likes of Judydoll and FlowerKnows, that are expanding their reach and popularity beyond China’s shores. Joocyee recently opened its first international boutique at Singapore’s Wisma Atria to meet consumer demand.
“What sets C-beauty apart is its ability to merge Eastern elegance with global beauty trends, delivering high-quality formulas at an accessible price point,”explains Beh.
Beyond make-up, Chinese perfume brands including To Summer are also attracting attention for a mystique that extends from intricate olfactory compositions to opulent storefronts.
“Our core mission is to capture the soul of Eastern scents for a global audience,” shares To Summer’s public relations manager Nicole Gan. Inspiration for the brand’s fragrances are drawn from both China’s wild landscapes and the country’s dazzlingly rich cultural heritage. A combination of traditional perfumery methods and fine natural ingredients, including pu-erh tea and Chinese cedarwood, translates into timeless scents.
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It’s clear that the Chinese beauty scene is poised to continue rising. “Over the next few years, [C-beauty’s] growth will be driven by a bold blend of innovation, artistry and cultural storytelling,” Beh concludes.
“We believe C-beauty is only just entering its golden era.”
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Thai beauty
Closer to home, the beauty market in Thailand is also flourishing. With Bangkok now considered a regional shopping hub, the city’s cosmetics scene has become known for its affordability and extensive variety. Homegrown brands like Mistine, 4U2 and BabyBright have earned a cult following among visitors and locals alike. These factors have contributed to the year-on-year growth of Thailand’s beauty industry, alongside a reputation as a hub for aesthetic treatments. However, amid the boom, some prefer to stand out with subtlety.
One such example? Thai beauty and wellness brand Pañpuri, which has established a distinct local identity since its 2003 founding. Having recently opened its first signature store in Singapore at Takashimaya Shopping Centre, founder and CEO Vorravit Siripark has always been intentional about building a brand with “quiet resonance”.
“Much of our inspiration lives in the quiet rituals of Thai culture, where beauty is not an outcome, but a way of being,” Siripark illuminates. The brand’s focus upon mindfulness and healing botanicals is expressed through its line-up of fragrances for the body and home, and skincare.
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“We began with a local community that shared our belief in rituals, in quality, in care. But over time, we’ve seen our circle widen. [This] has guided our growth [as] we continue to create spaces where the world can experience Thai wellness in its most considered form,” Siripark smiles.
Collaborations with local artists and an honouring of traditional ingredients will undoubtedly continue to nourish the brand’s journey overseas, paving the way for an approach to Thai beauty that leads “not by volume, but by offering something thoughtful”.
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Filipino beauty
There’s no denying the intrinsic glamour of the Philippines’ DNA. From glittering pageants to the influence of Filipino beauty content creators like Bretman Rock, to summarise the island nation’s beauty heritage is to wonder: how can its vibrancy be encapsulated?
“Beauty is a big part of life here,” laughs Sunnies Face co-founder Jessica Wilson. The proudly Filipino beauty brand has made a name for itself both locally and abroad, based on the excellent quality of its pigmented products, from the viral Fluffmatte lipstick to the Airblush cheek tint.
“People enjoy expressing themselves through make-up,” Wilson elaborates. “We love experimenting with colours and trends, but we always come back to enhancing our natural features. It’s that mix of tradition and fun which keeps the local beauty scene so creative.”
Wilson explains that, while Sunnies Face is designed with the Southeast Asian consumer in mind, therefore withstanding humid climates and flattering an array of skin tones, its resonance beyond the Philippines has been largely possible due to a clean and elevated visual language. “That combination of local insight and universal appeal is what sets us apart,” confides Wilson.
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Indeed, it’s this savvy insight that could very well drive a new wave of Filipino beauty. Alongside the acclaim for Sunnies Face, there’s Rock’s buzzworthy appointment as a new spokesperson for Sol de Janeiro, and the beauty world’s growing reach for traditional Filipino flavours, from Laneige’s taro-scented lip balms to Huda Beauty’s ube-themed make-up collection—both launched earlier this year.
In other words? The time for Filipino beauty has never been more ripe.
This story appears in Vogue Singapore’s October ‘Kinship’ issue, available online.
