Asian players are shifting American beauty standards with their innovative approach, attractive packaging and growing consumer base, say TBWA’s Cecelia Girr, Skyler Hubler and Asai Meyer. But they are also facing fierce competition from new beauty brands vying for the average US consumer’s attention and money.

Why it matters

US consumers embraced Asian beauty brands for their skincare philosophy and traditions. But changing consumer preferences and strong challenger brands are posing new threats to Asian beauty’s allure.

Takeaways

• The rise in Asian beauty brands in the US was fuelled by its good reputation and a growing Asian population.
• But a...