Ahead of the Well-Ageing Conference at in-cosmetics Asia 2025, Yusuke Saito, senior director of Beauty & Care APAC at sponsors DSM-Firmenich, explains why well-ageing is more than a trend - it is a cultural and scientific shift.
For years, beauty in Asia-Pacific has been framed around “anti-ageing,” with a focus on reducing wrinkles or reversing visible signs of time. Today, that narrative is shifting toward a more holistic, science-informed vision of skin health and longevity.
Rather than fighting against age, well-ageing celebrates vitality and confidence at every stage of life, moving the conversation from erasing years to living well. The demand for skincare products supported by credible research continues to rise, with over 70% of consumers in the region expressing interest in understanding how ingredients interact with their skin.
Millennials in APAC particularly prioritise consistent quality and clinical validation, while the younger Gen Z is more open to experimentation, embracing new formats and tech-enabled routines with the future in mind.
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