Ideas for green beauty: COSSMA

Asian skin care regimes have provided a catalyst for new product development and the creation of innovative concepts linked to changing consumer lifestyles. First and foremost is cleansing, which is regarded as the primary step in the quest for beautiful skin and requires a dedicated routine of at least two products. According to Florence Bernardin, founder Information & Inspiration, addictive textures and fragrances are key to high and frequent usage. An example from Korea is Nooni Snowflake Whipping Cleanser & Marshmallow Whip Maker, which comes with a plastic container and plunger to whip up the formulation into a bubbly consistency. “The more foam you use, the less you touch the skin,” explained Bernardin, “preferably with a foaming net.” Another example is Wonder Bath (CSA Cosmic) Cosmax, which is a foaming detoxing cleanser based on super vegetables said to purify the pores and rebalance the skin. The ingredient list contains spirulina, broccoli, avocado, cabbage, celery, kohlrabi and paprika and reads more like a recipe for a detoxing juice than a skin care product.

Sakura extract helps to protect coloured hair photo: All Stock Photos/Shutterstock.com

Liquid layers are the key to the multi-step Asian skin care routine, but do not always require the use of many different products. Japanese women prefer to use one liquid product multiple times, such as SKII Facial Treatment Essence, which is a light toner that is applied seven times over to impart plenty of moisture to the skin after cleansing.

Multi-use balms are also catching on in a big way because they are convenient to use and portable, as well as mixable with other products. Bernardin’s examples include Etude House’s Pure Jelly Multi Balm, which has a jelly texture and delivers instant non-sticky hydration while leaving a healthy looking glow. When mixed with other products it can add moisture for a dewy finish. The product Hair Wax is positioned as much more than a hair product and is recommended for use on the skin, nails, lips and even babies’ skin.

Tone-up creams are also in big demand and are responsible for creating a new hybrid category between hydration and immediate whitening for a translucent skin effect. Yuesai Briten White Peony Ultra Moisture Tone Up Cream is infused with Chinese herb extracts and is as lightweight as a liquid foundation while nourishing like a moisturiser.

Masks have mushroomed in popularity in recent years, to be used as an additional step in Asian women’s skin care routine. The newest ones on the market feature more targeted skin care benefits and have new usages, such as Stella Seed’s I’m Ready Sheet Mask designed to be used for 60 seconds before applying make-up to help it last longer. Herborist Ultra Pure Solid Essence Facial Mask Collection contains natural active substances that are preserved until boosted by water and applied to the skin. Another innovative mask variation is the acupressure mask from Mediheal ECIS Cosmetic, which is a sheet mask with dots marked out that the user presses to activate the blood circulation.

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