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The evolution and repositioning of brightening across global markets
The term “brightening” remains one of the most frequently mentioned efficacy keywords in both the Korean and Japanese beauty markets. In Southeast Asia as well, the admiration for fair skin still continues. However, the ideal image of brightness that the term evokes is no longer what it used to be. Rather than simply referring to tone-up effects, an analysis of global e-commerce data from Q1 2025 shows that consumer demand around brightening has become increasingly segmented, diversified,... - Jisun Lucie Shin
The term “brightening” remains one of the most frequently mentioned efficacy keywords in both the Korean and Japanese beauty markets. In Southeast Asia as well, the admiration for fair skin still continues. However, the ideal image of brightness that the term evokes is no longer what it used to be.
Rather than simply referring to tone-up effects, an analysis of global e-commerce data from Q1 2025 shows that consumer demand around brightening has become increasingly segmented, diversified,...
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Jisun Lucie Shin
