Do-it-yourself has moved into the beauty industry and companies from multinationals to startups must move quickly to create adaptable cosmetics that consumers can modify themselves to suit their skin problems, moments and moods. Nowhere is this trend bigger than in Asia, where savvy consumers are concerned about a multitude of potential problems, such as pollution, diet and menstrual cycle, which can present multiple skin issues at any one time.



In response to this, there’s been a move toward “Modisumer,” a combination of consumer and modification, or “Creasumer,” a mashup of consumer and creation; it is a trend where women are taking existing products and adopting them to cater to their skin needs by mixing and matching up to three products at a time!



It’s a craze that’s getting great coverage in blogs, websites and magazines in China, India and Korea right now. In fact, if you type “DIY cosmetics” into Google’s search bar you’ll get more than 38 million results. That’s big for a sub-category!



Custom Layering


According to trend expert Florence Bernardin, there are many factors driving this craze which includes a younger generation that wants and needs to create items that match their expectations, a desire for “freshly made” concoctions and a cheaper alternative that will also maximize product efficacy/benefits.


This can mean combining a facial oil with a foundation, an eyeshadow with a skin care serum or any other combination that, at first glance, may appear incompatible.


“Traditional at-home beauty know-how is rooted in China and India where women have been using herbs, oils and plants to improve the condition of their skin for thousands of years,” explained Bernardin, CEO of Information et Inspiration.


Rice water, for example, has long been used for cleansing, cucumber masks for hydrating and tea bags for dark circles. However, Bernardin reports that DIY skin care really took off in China in 2000 when a Taiwanese TV beauty program called Queen promoted the concept among Chinese women. More recently, the DIY concept has caught fire in Korea.


Influence has also been coming from the US, in the form of so-called “Body Delis” where, every day, cosmetic chefs are whipping up small batches of fresh and organic face, body and hair care products. Celebrities are also getting on board, too. Actress Salma Hayek co-created a line of smoothies that can also be used as face masks. Apparently, the ageless beauty has been creating these products at home for years.


DIY Inspiration

Asian consumers are learning how to mix existing cosmetics with home-made ingredients from beauty bloggers like China’s own Chriselle Lim, natural or organic brands and industry skin care experts from the region.


For example, those looking to diminish fine wrinkles around the eyes and mouth are being advised to mix up a sleeping mask with three drops of dry oil, and apply the mixture with a facial brush. For skin that feels dry or tender, a highly moisturizing eye cream and three or four drops of antioxidant oil is recommended to be applied to the face in a light pressing motion with the palms.


Other advice includes bringing dull skin back to life by combining a rose face mask and black tea concoction in double layers to the affected area.


It’s All About Co-Creation

Beauty brands like French player Caudalie, which is extremely popular in Asia, have been coming up with ways to engage in this process with consumers so as not to lose out to the DIY craze.


At its first department store counter in China, Caudalie established a DIY beauty zone. There, it shares recipes with customers to try on their own.


“This can be anything from a honey yogurt mask or body scrub to oil-based nail care products,” explained Bernardin.


Meanwhile, Amorepacific’s Innisfree brand launched clay- and cream-based Fresh Topping Packs that can be personalized by mixing one base with two different toppings of choice, according to individual skin conditions. Toppings include green tea, strawberry, soybean, olive and canola honey, according to the brand.


Elsewhere, Laneige launched a second customizable product at its flagship store in Myeong-dong, Seoul. At My Water Bar, customers can create their own cream based on the moisture level they require after having their skin analyzed through the Beauty Finder, the brand’s diagnostic technology.


Finally, ReMede by CNP introduced one-to-one skin sessions with a dermatologist whereby based on the diagnosis, the customer gets to take home a specially-designed serum.  Each serum is crafted to either rebalance and boost moisture or concentrates on pore care, facial lifting, wrinkle care or whitening.


What does the future hold for this category? According to Bernardin, “We can fully expect to see more exciting co-creation opportunities between brands and consumers.” 

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Michelle Yeomans
Freelance Journalist
Email: [email protected]

Michelle Yeomans is an award winning multimedia journalist. She has been reporting on cosmetics industry movements in EMEA, US and Asia for five years and has won an award for her coverage of the complexities of operating in the Middle East. Michelle’s passion lies in tracking the beauty culture and trends of the Asia Pacific region. Ever the AV enthusiast, she also relishes the opportunity to create engaging video and podcast content for the B2B industry.