Vivienne Rudd, Director of Global Insight & Innovation Beauty & Personal Care at Mintel, explains why a lot of exciting trends in cosmetics are coming from Korea and Japan at the moment. She points out that these markets are highly competitive which is why brand owners are forced to come up with innovative ideas very quickly.In her opinion, the main trands are hydration, anti-ageing as well as innovative textures and concepts for male consumers.There is a lot of innovation in masks, there are a lot of ingredients based on fermentation products and also some based on traditional food like for example tofu.