Natural, organic cosmetics take center stage at Cosmoprof Asia

The largest beauty trade fair in Asia, Cosmoprof Asia is held every year in the global trade powerhouse of Hong Kong. It’s no exaggeration that the recent 2018 event featured a strong showing of natural and organic cosmetics. Besides body and skin care, a wide range of other natural products and brands was showcased, including hair care and dental care.

Cosmoprof Asia 2018 took place from 13 to 16 November at the Hong Kong Convention & Exhibition Center in the heart of Hong Kong and at the Asia World EXPO next to Hong Kong International Airport. Now in its 23rd year, the event featured exhibits from 3,030 companies (a 5 % increase from 2017), hailing from 53 different countries and regions, and drew over 87,000 visitors from around the world.

Beauty superpower France keeps the natural cosmetics crown

First on the floor to catch our eye was the established French natural cosmetics brand Le Petit Olivier, a brand founded in 1996. Its products are famous for using bountiful flora sourced from the Provence region in the south of France, containing such elements as argan and olive oils.

This year, Le Petit Olivier featured its Anti-Pollution line of face-care products that help to protect skin from air pollutants. These use almond blossom for its antioxidant properties and the superfood moringa for its strong cleansing effect, plus a thin layer of almond oil to protect skin and eliminate harmful fine air pollutant particles.

Asked if the brand’s marketing took into account China’s serious air pollution problems, a staff member in charge of exporting responded that “because the law in mainland China requires safety testing done on animals for all cosmetics, included those imported, we’re unable to enter the market as of now”.

Natural cosmetics brands generally tend to oppose animal testing and have high regard for environmental and animal protection. Still, it remains to be seen whether the growing global trend of natural and organic cosmetics will be influential enough to eventually help ease China’s strict restrictions.

Also at Cosmoprof Asia was French brand Unhycos, which showcased its OÉ (Originel & Essentiel) collection that combats the effects of air pollution. The collection consists of three products that use micellar water, a makeup removing cleanser known as the go-to face wash for French women, and aloe vera, rose or iris components, allowing you to choose one that best suits your skin type.

Meanwhile, the mantra “cheap organic products are better than non-organic products” was trumpeted by French brand Avril with its sales proposition of high quality and reasonable pricing. Exhibiting both skincare and makeup lines, Avril explained it reduces prices without sacrificing quality by simplifying packaging design and not spending a cent on advertising.

Natural dental care

Thanks to the momentum of natural and organic products, there has been a new focus on dental care products that utilize natural ingredients.

Italian dental care brand Pasta del Capitano, founded in 1905, was the first brand in the world to take tooth powder, which originally was the only product used for brushing teeth, and turn it into a paste, resulting in the toothpaste that we know today. The original flavor used a natural mixture of carnation leaves, cloves, cinnamon, four types of herbs, and vitamins A and C. Today, its natural toothpastes span a wider range that meet contemporary needs, such as teeth whitening, being paraben-free and improving smoker’s breath, and even a type made especially for babies.

The quiet but powerful presence of Taiwanese brands

In the world of natural and organic cosmetics, despite the mighty presence of France, smaller but just as capable brands from Taiwan are working hard to claim their share of the industry.

The brand Cellina, founded in 1940, is currently expanding its skincare collection Pure Rice, of which the main component is essence extracted from organic brown rice grown in the mountains of Taiwan. Of the development of Pure Rice, the brand said: “(With) the current trend of naturalist cosmetics and the strict rules of the EU (European Union), we felt a new product that met the demands of today was needed”.

Meeting the demand for Instagrammable content at Cosmoprof Asia was a giant rose installation that took up an entire wall, created by Taiwanese company Arwin Bio-Tech. This dynamic company owns its own rose, jasmine and orange farms, and a factory that specializes in plant-derived components. As well as being an OEM (original equipment manufacturer) for European cosmetics companies, Arwin Bio-Tech also maintains its own brand. At Cosmoprof Asia, it showcased its all-in-one face wash mousse, which has a rose water base, that simultaneously acts as a cleanser, moisturizer, and whitener.

Another brand presenting at the event was boutique facial mask brand MasKingdom, which distinguishes itself with its highly functional products and outstanding package design. With a long track record as an OEM and supplier for European brands, this Taiwanese company has finally launched its long-awaited original brand. Its masks are made from an organic herb cleansing paper that comes in a super compact package, which you soak in water and rub against your skin to wash and moisturize at the same time. Its range also features a unique hot eye mask that contains magnets that are said to stimulate acupuncture points.

Set to become the world’s greatest beauty trade show

For emerging brands with their sights set on global advancement, Cosmoprof Asia is without a doubt an important opportunity for networking and promotion. There is still significance in simply participating, even for companies that have already established themselves in the industry.

One such established company is Royal Korindah. A long-standing brand from Indonesia, it’s the first company in the world to specialize in eyelash extensions and is favored by such global celebrities as Jennifer Lopez and Madonna. At Cosmoprof Asia 2018, its Managing Director explained: “Previously, we participated in Western trade shows. However, now we only participate in Cosmoprof Asia. People in the industry from all over the world, not just Asia, come to visit this trade show, and so, even if we’re not looking for new customers, we still feel it’s important to come here and be visible.”

Cosmoprof Asia is definitely the trade show to see if you’re in the cosmetics industry. It remains to be seen if 2019’s event maintains the same strong emphasis on natural and organic cosmetics, or if we’ll be seeing all-new trends by then.

Text: Denyse Yeo
Original text (Japanese): Miyako Kai