Asian Gen Z drives beauty towards prevention

Ahead of in-cosmetics Asia, taking place in Bangkok from 3 to 5 November, the event is highlighting a broader market shift: from corrective skincare towards a more preventative, forward-looking approach to skin health. According to Mintel, 72% of Gen Z consumers in Thailand place high importance on taking proactive steps to protect their skin’s future appearance. This expectation is fuelling interest in biotech-derived actives, advanced delivery systems and skin longevity strategies. The technical programme will also address growing demands for substantiated efficacy, while formulation and sensory experience will increasingly be considered complementary dimensions of cosmetic performance.