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take over the internet. Shelves are becoming increasingly aesthetic reasons; instead, they are actively pursuing products
congested with biotech-driven serums, minimalist “clean that reflect their unique identity, beliefs, and desired lifestyle.
beauty” brands, fragrance-layering inventions, and TikTok- This shift in mindset has pushed brands to elevate their
famous moisturisers that sell out quickly. Taiwanese customers ingredient transparency, rethink packaging sustainability,
are no longer purchasing for beauty solely for hygiene or and create more authentic digital engagement.

SKINCARE
INNOVATION
SETS THE
STANDARD

Skincare continues to dominate the Taiwan beauty business, probably as a result of the majority of Taiwanese consumers
and it will be stronger than ever in 2025. Taiwanese consumers still choose a natural, skin-first style that enhances rather than
are very research-oriented, conversant with chemicals such covers. This inclination has resulted in an increase in lightweight
as niacinamide, retinoids, peptides, and ceramides, and foundations, skin tints, and hybrid makeup-skincare products
are increasingly drawn to products that make clear, reliable that blur the distinction between beauty and treatment. Local-
guarantees. The popularity of dermatologist-tested products inspired cosmetics, on the other hand, have proven to be more
and biotech-enhanced ingredients has grown, particularly with durable and have sustained customer attention. In particular,
the introduction of barrier-repair serums, anti-aging treatments eye makeup has become the fastest-growing category thanks
that target firmness and elasticity, and calming remedies for to short films and social media posts that emphasise eye details
sensitivity issues. Although colour cosmetics are progressively and promote individual expression. Taiwanese consumers
regaining popularity following several years of minimal makeup are expanding their beauty routines to include lifestyle and
use. The popularity of base products including foundation, wellness-focused items, as evidenced by the growing interest in
cushion compacts, and setting powders has slightly decreased, body care and fragrance products in addition to makeup.

THE NEW
WAY TAIWAN
SHOPS FOR
BEAUTY

Taiwan’s beauty business is supported by a number of main and 10/10 Apothecary, continue to dominate daily skincare
distribution channels, each with a unique function in how and body care, offering convenience, regular promotions, and
customers discover and buy products. Department stores like a diverse selection of mass and mid-range brands.
Shin Kong Mitsukoshi, SOGO, and ISETAN continue to be the Speciality and niche beauty retailers, such as SaSa and
primary prestige channels, selling luxury makeup, premium BEAUTRIUM, are gaining popularity by curating trendy
skincare, and fragrances through dedicated brand counters. K-beauty, J-beauty, and independent labels for younger,
Drugstores and beauty pharmacies, such as Watsons, POYA, ingredient-conscious customers. Online shopping is the

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