WATCH – Colour revival: What can we expect from make-up recovery post-pandemic? By Amanda Lim In this episode of Beauty Broadcast we discuss the future of APAC’s make-up category as it recovers from the COVID-19 downturn, with expert insights from SUGAR Cosmetics and Asian Consumer Intelligence.
Just a few years ago, the make-up category was thriving in Asia Pacific, where millions of people in markets like China, Indonesia and India were picking up new skills from platforms like Instagram and YouTube and eager to try them on themselves.
When it became the norm to stay indoors and wear a protective face mask out, the need for make-up decreased dramatically and the rapid acceleration of category took a nosedive.