Asian beauty brands’ growth in Europe was disrupted by the pandemic but Cheil UK’s Michael Chadwick says they are well-placed to take advantage of post-pandemic opportunities with innovation – both in terms of product as well as the digital shopping experience.

Why it matters

COVID-19 disrupted the rise of beauty brands, but, amid easing restrictions, post-pandemic opportunities exist for Asian beauty brands to continue growing in Europe again. With their strengths in innovation, Asian beauty brands are well-placed to re-frame the role beauty products play and deliver products and services to consumers’ new needs and habits.

Takeaways

• The strength of...