The quest for beauty is universal, but are some cultures more motivated than others?

The beautiful princess, a handsome prince and an ugly villain. While the villain is left to rot (often in jail or in hell), the prince and princess live happily ever after. But this is just folklore, right? Surprisingly, when it comes to beauty, such success is not limited to fairy tales.

Studies have shown that “beautiful people” are more likely to get better grades, earn more, and are luckier in love. In the job market, attractive candidates are more likely to get hired, be considered more talented, command higher salaries, and gain greater co-operation. So, it’s not really difficult to see why the allure of beauty is not just strong, but compelling.

Asia’s dominance of the beauty market

Although at “face-value” it seems the pursuit of beauty is universal, industry evidence suggests that this pursuit of beauty is even stronger in Asia. Japan, South Korea, and Hong Kong have long been the top spenders (per capita) for skincare worldwide. Asia also has the highest concentration of plastic surgeons, with one in every three women aged between 19 – 29 having admitted to undergoing plastic surgery in South Korea. In China, ‘plastic surgeries’ are being gifted to teenagers as they enter competitive job market. Asia is not only driving massive growth for beauty multinationals but is also the innovation powerhouse – with blockbusters such as BB creams and sheet masks originating here.