Beauty brands in Asia are uniquely positioned to lead the next wave of growth for the industry, with the region now accounting for a significant share (41%) of the global beauty market.
However, as consumer attention becomes increasingly fragmented across a growing number of media channels, ad fatigue is emerging. Capturing and retaining interest demands a refresh of strategies that are both authentic and innovative.
For today’s discerning audiences, building trust and brand affinity is essential. As brands rethink their approach, three elements stand out as especially important: personalization, positivity, and a touch of unpredictability.
Get personal with technology
AI is transforming beauty marketing, through innovations that help deliver more personalized experiences. In today’s digital landscape, consumers interact with AI daily and increasingly expect beauty brands to offer innovative AI experiences, from filters and chatbots to AI-generated beauty models who blur the line between the real and the virtual.
This shift is being driven by Gen Z, who will soon make up a quarter of APAC’s population. As true digital natives, Gen Z actively seeks out brands and technologies that align with their values – especially those that prioritize relevance, inclusivity, and personalization.
On top of this, advances in technology are also making it easier than ever for consumers to move from discovery to purchase. From innovations like virtual try-ons and AR to in-store chatbots providing personalized recommendations, beauty brands are building AI into the modern customer journey – allowing people to experiment with new looks before making a purchase.
Consumers interact with AI daily and increasingly expect beauty brands to offer innovative AI experiences, from filters and chatbots to AI-generated beauty models who blur the line between the real and the virtual.
For example, Korean makeup brand 3CE recently introduced an AI-powered color diagnosis tool for consumers on Shopee, one of the region’s largest e-commerce platforms. Riding on the wider momentum around color analysis, 3CE made it possible for consumers to test and buy their ideal shades within a single virtual shopping experience with AI.
Meet your audience where they’re ready – and happy – to shop
In 2025, consumers are more discerning than ever, both in terms of their receptiveness to marketing messages and expectation for brands to genuinely reflect their values. Choosing a platform that prioritizes positivity isn’t just thoughtful, it’s a business decision. Recent research by MAGNA and Pinterest shows that consumers are twice as likely to trust the exact same ad when they feel positively about the environment, compared to when they don’t.
For a recent campaign launching its new men’s hair care brand Levata, Mandom partnered with Pinterest to build awareness for its “Meditation Shampoo” concept while building trust with consumers for a brand-new product. By running a full-funnel campaign, Mandom was able to engage style-conscious men at every stage of the customer journey.
The results showed that the brand was able to build and strengthen long-term brand affinity on Pinterest: conversions increased by 14%, return on ad spend grew by 3.8 times, and Levata’s creative content was consistently saved to fashion and hairstyle boards.
Reaching audiences where they shop means more than just picking the right channels – it’s about making sure those environments reflect the positivity and values of their target audiences.
In other words, reaching audiences where they shop means more than just picking the right channels – it’s about making sure those environments reflect the positivity and values of their target audiences, in order to drive real business results.
Collaborate to surprise
Unexpected collaborations are another powerful way beauty brands are standing out and capturing attention. From Za Cosmetics’ collaboration with popular animated series Heaven Official’s Blessing to Shiseido’s first destination-driven campaign with the Tourism Authority of Thailand for its ANESSA product, beauty brands are aligning themselves with key cultural moments and opportunities that extend beyond the beauty space.
The seamless blending of digital and physical experiences in marketing has also created moments that resonate with vibrant communities, such as in gaming. This year, Pinterest Predicts highlighted “Player One” as an emerging trend, with Gen Z and millennials investing just as much in their virtual identities as their real-world personas. Campaigns like Garnier’s Game Face are meeting these audiences where they are, letting users experience their beauty products in entirely new ways.
Asia: Beauty’s growth engine
By 2027, Asia is projected to account for half of all new beauty sales – a clear sign that the region’s growth story is just getting started. Consumers across Asia are setting a high bar, seeking authenticity, innovation, and meaningful engagement at every touchpoint. The brands that stay ahead will be those that embrace technology for hyper-personalization and team up with the right partners to deliver fresh, surprising experiences.
Martin Machinandiarena is Managing Director of Global Sales at Pinterest.
