The dramatic growth of Asia’s Emerging 30
Reflecting a global trend, the dominance of Asia’s Top 20 established beauty brands is weakening. Credibility is no longer closely tied to legacy: people don’t value brand heritage as much as they used to. Instead, they make decisions based on evidence, and real performance. Products must work, and the user needs to feel the benefits on their skin. In other words, trust has to be truly earned – and not just once, but re-earned again and again.
CRP growth +188%
In South Korea – where beauty penetration is already over 98% – discount chains that offer surprising deals are thriving. South Korean consumers seek both diversity and value-for-money from Daiso, which sells products at around a quarter of the total market average. This opens doors for people to experiment and try out new products to build their regime because the risk is so low.
Worldpanel by Numerator’s unique Consumer Reach Points (CRP) metric measures every instance a shopper chooses a brand. It combines two critical dimensions: how many households choose it (penetration) and how often they choose it (frequency). This results in a CRP score that represents the size of the brand’s global footprint.
The Top 20 – those with the highest number of Consumer Reach Points
The Emerging 30
The ‘middling’ brands in between.
The emerging beauty brands have achieved remarkable value growth over the last year, with spend up 117% in South Korea, 98% in Thailand and 82% in Indonesia. These brands aren’t just growing fast – they’re moving money away from larger brands, and winning over switchers.
We focused on the smaller brands in the region – those positioned outside of the Brand Footprint Top 20 beauty ranking.
Using our proprietary indicator of brand strength, Consumer Reach Point (CRPs), we tracked their growth over the past three years. This showed us which brands have achieved sustained performance over time.
We then calculated CRP growth for each brand over the most recent year, to identify which are demonstrating market momentum, and ranked them accordingly.
