The luxury skincare market is plentiful, and sometimes it feels like every day there’s a new brand vying for your attention. Though historically, western brands have dominated the market – we’re talking names like Lancôme, Estée Lauder, La Mer, and so much more – while Japanese brands – like SK-II, Clé de Peau, Shiseido, Kosé, and more – have often been the eastern representation in the scene.
The past couple of years have seen a (very quick) rise in more luxury Korean brands too, thanks to an increase in consumer interest for clinical level products, and the country’s undeniable lead in the skincare, dermatology, and aesthetic space.
And while the K-beauty market has a long history of effective formulations, prices have generally remained affordable due to the sheer size of competing brands within the country. The recent increase in premium offerings are a direct result of the acceptance of Korean products in global markets, leading to the rise of brands like Laneige, Innisfree, Sulwhasoo, The History of Whoo, and more that have made their way around the world.
But like any fast-moving market, it’s easy for new names or smaller companies to get lost in the sea of brands, and that’s why we’ve compiled this list of underrated Asian beauty brands that you should know – read on to discover them.
NAIIAN Beauty
NAIIAN Beauty is a Singapore-born clinically-backed skincare brand that brings life science innovation to its consumers. Employing stem cell technology, microneedling tools, and a proprietary DNA Water system, NAIIAN’s (minimal, at least for now) product range focuses on delivering effective and rejuvenating results. And though its offerings are limited to just three – the flagship eye and face serum, a HA microneedle rolling too, and refills – the results speak for themselves which are proven by the many detailed testimonials on its site. If you’re looking for at-home, clinical-level solutions, NAIIAN might be exactly what you’re looking for.
Elixir
Boasting decades of leading skincare innovation, Elixir can be thought of as one of Japan’s best-kept beauty secrets. Though it is actually the Shiseido group’s flagship brand that launched over 40 years ago in 1983, it wasn’t until recently that the rest of the world grew privy to Elixir’s existence thanks to the brand finally expanding outside of Japan. Its key skincare focus is in collagen research for anti-aging care, and it’s hero products like the Total V Firming Cream and the Retinol Power Wrinkle Smoothing cream bring No.1-in-Japan products right here to our shores.
POLA
This Japanese beauty brand has been quietly innovating across decades with an impressive range of products that cover face, body, fragrances, and even health food and supplements for beauty that glows from within. Just like Elixir, POLA is underrated because it focuses mainly on the Japanese market, and its presence here in Malaysia and other countries remain relatively lowkey. However, it’s scientific prowess is undeniable, creating all products and brand under the POLA name through a Science, Art, Love approach. Flagship collections like the B.A range that focuses on awakening beauty through cellular regeneration, or the White Shot range that focuses on UV protection and melanin production, POLA offers a wide range of award-winning beauty products you should know.
W pola.com
d’Alba
Though d’Alba has definitely grown in popularity this year, this South Korean brand has been around since 2016 offering skincare formulas that harness the power of white truffle from Piedmont, Italy. d’Alba shot to global fame after it was revealed that it’s viral First Spray Serum, since dubbed the “Korean flight attendant mist”, was the secret to the glowing, hydrated skin that Korean air stewardesses’ always seemed to have despite the harsh schedules and drying environment that they work in. Aside from the First Spray Serum, d’Alba carries a full range of products from cleanser to sunscreen that focus on delivering the hydrating goodness of white truffle to transform your skin.
REJURAN
Last but not least is REJURAN, a brand originating from South Korea. If this name rings a bell, then you’re probably familiar with the clinical PDRN injections that share its name. But did you know that REJURAN also makes topical products? All formulated with PDRN, REJURAN skincare products are often used alongside the injections, but haven’t really made its way far outside of Korea. Though, alongside the popularity leap of PDRN as the current trending skincare ingredient, it has been making its rounds on social media touted as a must-try K-beauty product especially if you’re travelling there. Popular products like the Healer Turnover range offers a less invasive approach to skin rejuvenation, and makes REJURAN a great brand to know whether you’re just jumping on the PDRN train or a pro-user of this beloved active.
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