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Brief Published: 4 Jun 2019

K-Beauty Brands Cater to Climatic Conditions


The detrimental effects of high pollution levels and heat on our skin are pushing beauty brands to cater to climatic conditions. Here, we highlight two new Asian innovators.

  • Bespoke Products: Korean brand Toun28 is tapping into the personalised beauty trend by offering a range of skincare solutions based on the environment individuals are exposed to, as well as existing climate data.

    Dedicated skincare specialists visit each customer in person to help determine their skin’s condition. During this evaluation, factors such as age, gender and lifestyle are fed into Toun28’s algorithm. The individual’s results are then combined with 30 years’ worth of climate data to formulate customised products. Every 28 days, a new batch of products is delivered to the customer to align with the skin recovery cycle for maximum efficacy.

    Toun28 is also giving customers a sustainable packaging solution: recyclable pouches. Each packet is made from wood fibres coated in a sugarcane plastic, also known as green polyethylene. This is a lucrative approach, as the global sustainable packaging market is forecast to grow by 7.5% CAGR by the end of 2024 (Research Nestor, 2017).
  • Humid Conditions: Korean skincare start-up Axis-Y is also addressing the hot, humid conditions of Asian climates. It launched with three hardworking essentials suitable for all skin types and ages, which aim to protect the skin from external aggressors. 

    The Quinoa One Step Balanced Gel Cleanser claims to remove environmental toxins from the skin while reversing sun damage, with the help of ingredients such as green tea and sweet almond oil. The Daily Purifying Treatment Toner similarly contains green tea to remove excess sebum. And the soothing Artichoke Intensive Skin Barrier Ampoule helps to heal damaged, irritated skin with the medicinal properties of Asian herb gotu kola and tea tree.