In addition to the usual Cosmoprof features such as the Boutique charity initiative, the Cosmo On Stage series of workshops and product demonstrations and the Cosmotalks conference programme, organisers Informa Market and BolognaFiere added several exhibition sections dedicated to niche and indie perfumery to this year’s layout.

Perfume takes centre stage

Curated by Italian indie perfumery event Esxence, a dedicated section in the HKCEC foyer highlighted 17 independent perfume brands from Europe and the Middle East. Next to the Explorers by Esxence section, Fragrance Avenue showcased mass and indie perfume brands, home fragrances and aromatherapy labels, including several brands from mainland China.

The Asia Perfume Foundation (APF) and the Hong Kong Perfume School also had a booth at the fair for the first time, presenting the finalists of APF‘s annual Asia Perfume Awards, while French design agency Centdegrés had developed a special multi-sensory showcase, 5C Fragrance Experience which highlighted the intersectionality of olfactory creations, combining scent notes, colours and personality traits.

Prestigious Middle Eastern brands such as Arabian Oud, Oman Luxury and Swiss Arabian were among the main highlights of the show floor.

This new focus on perfumery reflects the on-going growth of the fragrance category in Asia. Statista is projecting a 3.3% compound annual growth rate (CAGR) for the Asian fragrance market over the next five years, with 12.75 billion USD revenue reached by 2030.

As far as mainland China is concerned, prestige fragrances still represent only 6% of the beauty market, Circana reports, but the category is gaining momentum with a sharp 15% rise from June 2024 to June 2025.

This interest in perfume was also very visible in the aisles of Cosmopack Asia with a massive participation of bottle and pump suppliers.

Ten innovations shaping Asian beauty trends

Besides perfumery, Cosmoprof Asia 2025 presented the wide mix of beauty NPD. Here is our selection of the ten most innovative launches:

Japan’s beauty brand Oralista (Mizuhashi Hojyudo Pharmaceutical) unveiled its latest oral-care innovation: a tooth-whitening cleansing gel formulated without abrasive agents or particles that could damage tooth enamel. Instead, it relies on alkaline-reduced ionized water to neutralize acidity, rebalance the mouth’s pH, limit the growth of bacteria responsible for tooth decay and bad breath, and gently loosen plaque. The clear gel comes in two flavours: lemon and mint.

Chinese beauty-tech brand Touch Beauty is addressing hair-loss prevention with its new scalp-care device, the Vita Scalp Rejuvenating Helmet. Launched a few months ago, it resembles a bicycle helmet and features a single-layer graphene membrane along with three light-therapy modes designed: to reduce inflammation; stimulate follicle cell metabolism to support hair growth; and improve overall scalp health. Five silicone contact points ensure the light reaches all areas of the scalp.

Chinese brand I:M Sole made an impression with its gender-neutral, boundary-pushing scents. Amon the brand’s latest creations is Pandora — a daring floral inspired by Pandora’s Box. Billed as ‘sweetness laced with venom,’ it fuses white florals like tuberose absolute and ylang-ylang with bright bergamot and sweet orange, anchored by a cedarwood-musky base.

Korea’s skin care brand Hersteller has branched out into the personal fragrance category, launching three solid perfumes which are equipped with clip-on holders and a key chain so they can be attached to handbags or backpacks. Keychain beauty items (lipglosses, blushers, powders) have been trending during the last couple of years, especially amongst the Korean GenZ and younger Millennials demographics. The three new Hersteller perfumes have a shimmery, colourful base (although they look transparent on the skin).

Korean beauty brand Resear put a playful twist on one of the country’s most iconic street-food snacks — gimbap — with its new KimBap Roll Mask. Instead of the usual hydrogel or tencel, the mask uses a seaweed-gel sheet infused with rice, spinach, carrot, cucumber and radish extracts (the classic gimbap fillings). Rolled tightly around a plastic stick and packaged in a slim cylinder, it looks just like a mini gimbap roll. Leaning into the travel-snack theme, the masks are sold not in drugstores but in Korail (Korean rail company) stations, on select Korail trains and online.

Indian wellness brand Kheoni spotlighted kokum butter — an ultra-stable, nutrient-rich fat from the native Garcinia indica tree. Its Kokum Butter Body Bar delivers deep nourishment with a non-sticky finish, thanks to kokum’s high melting point and saturated fatty acids. The ingredient is sustainably sourced through Kheoni’s partnerships with local farming communities across India.

Korean brand Kocostar has found a fresh twist in the crowded sheet-mask category with its new Hydrogel Melt line. The masks use a hybrid tencel–hydrogel sheet, offering the easy unfolding and strength of tencel with the long-lasting moisture and close adherence of hydrogel. Nearly transparent and saturated with essence, they sit comfortably on the skin without drying out. The six variants feature K-beauty staples like collagen, rice, cica and PDRN, plus a less common addition for Korea: Thanaka tree extract, a favourite in Southeast Asian beauty.

Originally a stationery and art-supply maker, Japan’s Kuretake entered beauty in 2022, leveraging its brush expertise for eye and brow products. Following its liquid eyeliners, the brand now launches the Okesho Fudepen — a 4-shade liquid brow liner with an ultra-fine 0.01 mm brush tip for precise, hair-by-hair application.

A couple of years ago, Korean skincare brand Think Bio wowed with its Air Ball Serum concept — freeze-dried spheres packed with actives like collagen, hyaluronic acid and vitamin C that melt into any serum or toner. At Cosmoprof Asia 2025, the brand unveiled a ready-to-use version: a liquid base topped with the dry serum balls, which are added and shaken at first use to activate the product in minutes.

Korean brand Sureskinlab has tapped into the menopausal and hormonal skincare trend with its Cycling Beauty Serum set. The collection includes four facial serums tailored to the skin changes across the menstrual cycle: Hyal Vitamin C for sensitive skin in week 1, PDRN Peptide to boost radiance and firmness in week 2, Co-Enzyme Zinc to combat breakouts around ovulation and mid-luteal phase (week 3), and Centella Tea Tree to soothe irritation in the pre-menstrual week 4.