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fastest growing channel, with platforms like Momo and As a result, department stores are competing to remain
Shopee, as well as regional partners like Konvy and OnPoint, relevant by improving services—think personalised
changing product discovery through reviews, influencers, consultations, in-store dermatology tools, AI skin scans,
and competitive pricing. In parallel, medical and professional exclusive GWPs, and multisensory fragrance chambers aimed
channels—including dermatological clinics and medical beauty to mimic the premium prestige sensation. Then there’s the
centers—are developing rapidly as consumers increasingly rise of medical and speciality skincare in Taiwan, which is
demand clinical, results-driven skincare treatments. Finally, taking business away from traditional counters. As more
lifestyle-driven retailers like Eslite offer beauty within a broader people value results and reliability, medical-grade skincare
cultural buying experience, providing curated, design-oriented is emerging as the “expert alternative” to department-store
options that appeal to niche and fragrance enthusiasts. luxury brands. These channels provide what many consumers
seek today: clinical claims,
problem-solving formulas, and a
sense of professional assurance.
Shopping habits in Taiwan have
shifted considerably, and by
2025, the consumer journey will
frequently take place online,
even when the transaction is
made offline. Social media,
online reviews, YouTube
The beauty market is slowly changing, and Taiwan’s retail dermatologists, and influencer recommendations have become
scene perfectly reflects this trend. Department stores, which the key sources of product discovery, shaping what customers
have long been regarded as the heart of beauty shopping try before they even step into a store. Despite this, physical
in Taiwan, continue to play an important cultural role. retail remains important since Taiwanese customers prefer
They’re more than just retail locations; they’re destinations. to test textures, smell perfumes, and compare packaging
For decades, Taiwanese consumers have relied on department in person before making a purchase. This hybrid behavior
store beauty counters for prestige goods, holiday gift boxes, discover online, test in-store, then buy through the most
exclusive launches, and the traditional “counter experience” convenient or lowest-cost channel has become the new normal.
with expert beauty consultants. While department shops Together, these changes reflect a Taiwan beauty market that is
remain dominant in makeup and premium fragrances, their becoming more daring, discerning, and experience-oriented.
impact in skincare is decreasing. Younger shoppers no longer Department shops continue to have a significant impact, but they
rely entirely on counter workers for product recommendations; are no longer the only stage. Online platforms define trends,
they are able to obtain ingredient breakdowns, reviews, medical channels bring science, niche brands bring stories,
and demo videos online. This transformation means that the and department stores bring status. The new beauty ecosystem
traditional Taiwanese department store counter, which was is no longer controlled by a single format; it is a vibrant mix in
once the final authority, is now competing with the speed, which each channel must demonstrate its distinct worth.
transparency, and convenience of online shopping.
SUSTAINABILITY TRANSITIONS
FROM TREND TO EXPECTATION
Sustainability in Taiwan’s beauty industry has evolved from a
niche interest to a general customer expectation. Shoppers
are looking beyond the appealing packaging and paying
more attention to what occurs after the product is used.

Meanwhile, digital platforms are thriving. Online platforms
are not just expanding; they are changing the way Taiwanese
consumers discover and evaluate beauty. Flash deals,
influencer recommendations, and simple comparison tools
are driving customers away from traditional counters.

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