2026年10月14日至17日，美美上海2026秋季展期间，我们将联合国际美妆行业媒体BeautyMatter，重磅首发《ASIA15》中文版，并将在展会现场正式揭晓本年度ASIA15亚洲新锐品牌榜单。
全球美妆产业格局正在快速变化，亚洲正成为其中越来越重要的创新力量。K-Beauty的全球影响持续扩大，C-Beauty在国际市场上的能见度不断提升，中国香氛也展现出旺盛的创造力与鲜明的文化表达。与此同时，Olive Young、HARMAY等零售商，正在数字化消费环境中重新定义品牌发现、零售选品与实体空间的价值。
At Beauty Shanghai 2026AW, taking place from 14 to 17 October 2026, we will launch the Chinese edition of ASIA15 in partnership with BeautyMatter, the international media platform for the beauty industry. We will also officially announce this year’s ASIA15 honorees at the exhibition.
The global beauty industry is changing rapidly, with Asia playing an increasingly important role in innovation. K-Beauty’s global influence continues to grow, C-Beauty’s visibility in international markets is rising, and China’s fragrance sector is demonstrating both creative energy and a distinctive cultural voice. Meanwhile, retailers such as Olive Young and HARMAY are redefining brand discovery, product curation and the value of physical retail spaces in a highly digital consumer environment.
精致传媒创始人兼 CEO，BeautyMatter 中文版出版人
Founder and CEO, Jingzhi Media Group
Publisher of BeautyMatter’s Chinese Edition
Charlie Gu：
亚洲不仅在回应全球美妆趋势，也正在创造趋势。
Asia is not only responding to global beauty trends; it is also creating them.
ASIA15亚洲新锐品牌榜单秉承BeautyMatter FUTURE50全球新锐美妆榜单的理念，寻找并呈现拥有清晰定位、真实增长势头与鲜明视角的亚洲独立美妆品牌，以及推动这些品牌成长的创始人与管理团队。
本届美美上海以「向上之美 ASCENDING BEAUTY」为主题，回应亚洲美妆正在向上生长的现实。通过ASIA15，我们希望让更多亚洲品牌进入全球美妆行业的视野，同时为创始人创造彼此连接、交流经验、建立长期关系的平台。
通过品牌Q&A、专题报道与趋势解读，《ASIA15》中文版为行业从业者提供观察市场、思考品牌发展的实践参照，也帮助行业之外的读者了解：亚洲品牌如何从本土经验出发，以产品、审美与文化表达连接全球消费者。
ASIA15, a selection of emerging Asian beauty brands, is inspired by the ethos of BeautyMatter’s global FUTURE50 list. It identifies and showcases independent Asian beauty brands with clear positioning, real growth momentum and a distinctive point of view, together with the founders and leadership teams driving their growth.
This edition of Beauty Shanghai takes “ASCENDING BEAUTY” as its theme. It reflects the growing momentum of Asian beauty. Through ASIA15, we aim to bring more Asian brands to the attention of the global beauty industry, while creating a platform for founders to connect, share their experiences and build lasting relationships.
Through brand Q&As, feature stories and trend analysis, the Chinese edition of ASIA15 provides industry professionals with practical insights into markets and brand development. It also helps readers outside the industry understand how Asian brands draw on local experience to connect with consumers worldwide through products, aesthetics and cultural expression.
图 /《FUTURE50》
Q&A
ASIA15
上榜品牌Q&A
本期，BeautyMatter对话ASIA15上榜品牌。它们来自中国、韩国、泰国、越南、印度和印度尼西亚，覆盖护肤、彩妆、香氛及个人护理等领域。
尽管品类、规模与发展阶段各不相同，这些品牌都拥有清晰的定位、鲜明的品牌观点与可见的成长势头。在品牌Q&A中，创始人及核心管理者将围绕竞争优势、成长节点、创业经验与未来方向，真诚分享其在品牌经营中的思考与选择。
ASIA15亚洲新锐品牌榜单的结果将于美美上海2026秋季展现场正式公布，敬请期待。
In this issue, BeautyMatter speaks with the brands selected for ASIA15. They come from China, South Korea, Thailand, Vietnam, India and Indonesia, spanning skincare, makeup, fragrance and personal care.
While their categories, scale and stages of development vary, these brands share clear positioning, a distinctive point of view and visible growth momentum. In the brand Q&As, founders and senior leaders candidly discuss their competitive strengths, growth milestones, entrepreneurial lessons and future direction, sharing the thinking and choices behind their businesses.
The ASIA15 list of emerging Asian beauty brands will be officially unveiled at Beauty Shanghai 2026AW. Stay tuned.
我希望有人告诉我，故事表达和鲜明观点不是商业中的“软性部分”，而是挑战者品牌有力的武器。
I wish someone had told me that storytelling and a clear point of view are not the ‘soft’ side of business, but powerful weapons for challenger brands.
当品牌理念本身成为趋势的起点，它也代表了品牌鲜明的用户立场：未完成的反叛风土。
When a brand’s philosophy becomes the starting point for a trend, it also expresses a clear stance on behalf of its customers: an unfinished landscape of rebellion.
品牌成长过程中永远会出现新的机会和趋势，但真正稀缺的是判断力与定力。品牌需要清楚自己是谁，坚定自身内核，并愿意为长期价值放弃一些眼前的短期机会。
New opportunities and trends will always emerge as a brand grows, but sound judgment and resolve are truly scarce. Brands need to know who they are, stay true to their core and be willing to pass up some immediate opportunities in the interests of long-term value.
品牌与其不断寻找新主题，不如深入自身基因，从中发展新的故事、原料、仪式和体验。
Rather than constantly searching for new themes, brands should look deeper into their own DNA and draw on it to develop new stories, ingredients, rituals and experiences.
真正容易被忽视的，不是一个品牌看起来多么稀有或排他，而是它的观点是否真正原创。对我们而言，香氛品牌的价值不只来自稀缺性，更在于它能否提出独特的创意视角，让人们以新的方式感受熟悉的美。
What tends to be overlooked is whether a brand’s point of view is truly original, rather than how rare or exclusive it appears. For us, a fragrance brand’s value comes from more than scarcity. It also lies in its ability to offer a distinctive creative perspective that allows people to experience familiar beauty in new ways.
肌肤变美最终带来的益处，是自我肯定和自信。因此，我认为，我们应该在更广泛的范围内拓展与健康相关的体验。
The ultimate benefit of more beautiful skin is self-affirmation and confidence. That is why I believe we should expand into a broader range of health-related experiences.
FEATURE STORIES
专题报道
除了上榜品牌的第一手分享，《ASIA15》还收录四篇专题报道，聚焦品牌与市场如何建立联系，以及亚洲美妆在成长与国际化过程中面对的具体问题。
Alongside firsthand insights from the selected brands, ASIA15 includes four feature stories examining how brands connect with markets and the practical issues facing Asian beauty as it grows and expands internationally.
《从气味上海到美美上海：
精品展会如何链接品牌与市场》
From Notes Shanghai to Beauty Shanghai:
How Boutique Trade Shows
Connect Brands and Markets
BeautyMatter采访了气味上海与美美上海创始人武岳，与其一同回顾了展会从精品香水向美妆、美护领域延伸的发展历程，并共同探讨线下展会如何从产品展示走向更完整的品牌表达。
围绕品牌展位、主题展览、行业论坛与文化读物，文章呈现两场展会如何将产品体验与专业内容相结合，让买手、渠道、媒体与消费者深入认识品牌的研发、审美与文化，也让品牌在直接交流中获得市场反馈、发现合作机会。
BeautyMatter interviews Alex Wu, founder of Notes Shanghai and Beauty Shanghai, to revisit the exhibitions’ evolution from niche perfumery into beauty and personal care, and to explore how live exhibitions can move beyond product displays to communicate a fuller picture of a brand.
Through brand booths, themed exhibitions, industry forums and cultural publications, the article shows how the two exhibitions combine product experiences with professional content. This helps buyers, retail and distribution partners, media and consumers better understand the research and development, aesthetics and culture that shape each brand, while allowing brands to gather direct market feedback and identify opportunities for collaboration.
产品是品牌的基础，但研发、设计、审美、文化与生活方式等，也共同构成了一个品牌长期积累的价值。相比单一的产品、功效或卖点，这些内容需要更多维度的表达，也需要品牌与市场之间更直接、更深入的交流。
Products are the foundation of a brand, but research and development, design, aesthetics, culture and lifestyle also contribute to the value it builds over time. Communicating these aspects goes beyond a single product, benefit or selling point; it calls for richer forms of expression and more direct, deeper dialogue between brands and the market.
《中国香氛已进入第二场竞争》
China’s Fragrance Industry Enters
Its Second Phase of Competition
或许早期的本土香氛品牌只要讲出一个令人耳目一新的东方故事，就有机会进入消费者视野。如今，愈发成熟的市场令品牌考验期被明显拉长。
所谓“第二场竞争”，是从文化叙事带来的关注，转向原料研发、香气创作、零售体验与持续经营的综合较量。文章汇集品牌、调香师与渠道的观察，探寻本土香氛品牌的长期竞争力从何而来。
In the early days, a fresh, unexpected story from the East may have been enough for a local fragrance brand to attract consumers’ attention. Today, as the market matures, brands have to prove themselves over a much longer period.
This “second phase of competition” shifts the focus from attention generated by cultural storytelling to raw material development, fragrance creation, retail experience and the ability to sustain a business. The article brings together perspectives from brands, perfumers and retail partners to examine the foundations of lasting competitiveness for Chinese fragrance brands.
眼下，中国香氛品牌已经完成了一轮集体自我介绍，讲好了文化故事，建立了内容阵地，也让市场对“中式香氛”有了初步的想象。但本土品牌从零星出现到密集入局，线上内容从稀缺到过剩，文化叙事从新鲜到同质――这些变化发生得比许多人预想得更快。
Chinese fragrance brands have now completed a first collective introduction: they have told their cultural stories, established content channels and given the market an initial sense of what ‘Chinese-style fragrance’ can be. But local brands have gone from a handful to a crowded field, online content has gone from scarce to abundant, and cultural storytelling has shifted from novelty to sameness. These changes have happened faster than many expected.
《1间店，14个品牌：与C-Beauty的共同名字
——BeautyMatter独家专访〈伦敦合伙人〉》
One Store, 14 Brands,
One Shared Name: C-Beauty
BeautyMatter’s Exclusive Interviews with
the Team Behind London Partners
BeautyMatter探访综艺《伦敦合伙人》的快闪店，并独家专访李佳琦、尚雯婕及六家参与品牌。从本地化到“冰箱贴效应”，他们分享真实经营中的发现与难题，讨论中国美妆如何赢得海外信任。
BeautyMatter visits the pop-up store featured in the reality show London Partners and conducts exclusive interviews with Li Jiaqi, Shang Wenjie and six participating brands. From localization to the “fridge magnet effect,” they share discoveries and challenges from running a real store, exploring how Chinese beauty can earn the trust of consumers overseas.
李佳琦：
过去，许多外国消费者提到中国制造，可能首先想到的是性价比和平价产品。但我希望未来大家还能够看到Brand from China，看到真正具有品牌价值的中国美妆品牌。
In the past, when many consumers overseas thought of ‘Made in China,’ value for money and affordable products may have been the first things that came to mind. But in the future, I hope they will also see ‘Brand from China’: Chinese beauty brands with real brand value.
尚雯婕：
这些产品或许带有非常醒目、充满异域感的符号，但最终仍停留在纪念品层面，只是满足消费者一时的好奇心。要真正进入全球消费者的日常生活，产品必须具备某种不可替代性。审美元素、包装、色彩、成分和技术，都应该服务于一套共同的价值体系和连贯的生活方式。
These products may carry striking symbols with an exotic appeal, yet remain souvenirs that satisfy only a passing curiosity. To truly become part of everyday life for consumers around the world, products must offer something irreplaceable. Aesthetics, packaging, color, ingredients and technology should all serve a shared system of values and a coherent lifestyle.
百雀羚：
品牌出海不等于品类出海，而C-Beauty要在全球市场真正立足，需要的不是几个品牌的成功，而是一个品类的集体认知。
Taking a brand overseas is not the same as taking a category overseas. For C-Beauty to establish itself globally, what matters is not the success of a few brands, but recognition of the category as a whole.
《OLIVE YOUNG的“美国梦”》
Olive Young’s “American Dream”
韩国美妆零售商Olive Young，是许多韩国本土中小品牌走向大众的重要平台。随着美国首店开业，Olive Young如何从韩国购物地标成为K-Beauty的全球入口？文章梳理它如何发现并支持中小品牌，通过选品、数据与实体体验推动K-Beauty成长，并探讨这一零售模式对中国美妆行业的参考意义。
South Korean beauty retailer Olive Young is an important platform for many small and midsize Korean brands to reach a wider audience. Following the opening of its first US store, how is Olive Young evolving from a Korean shopping destination into a global gateway to K-Beauty? The article examines how the retailer discovers and supports these brands through product curation, consumer data and in-store experiences, and what this retail model can offer China’s beauty industry.
Olive Young用稳定的渠道把分散的品牌集中在一起，让它们互相补充，共同构成外界理解K-Beauty的入口，也让韩国成为值得持续追踪的美妆趋势新地。
Olive Young brings scattered brands together through a stable retail network, allowing them to complement one another and collectively become a gateway to understanding K-Beauty. It also makes Korea a source of beauty trends worth following over time.
INDUSTRY TRENDS
行业趋势
2026年亚太区美容与个人护理
行业趋势概览
Beauty and Personal Care in Asia-Pacific:
A 2026 Trends Overview
本期，我们还将解读全球市场洞察公司英敏特Mintel发布的趋势报告，关注长寿理念、健康福祉与类医美创新如何影响亚太美容个护市场。
从消费者需求到产品开发与品牌定位，报告将重点讨论：
In this issue, we also examine a trend report from global market intelligence firm Mintel, exploring how longevity, health and well-being, and clinic-inspired innovation are shaping beauty and personal care markets across Asia-Pacific.
From consumer needs to product development and brand positioning, the report focuses on:
· 皮肤长寿：消费者如何从即时改善，转向关注长期皮肤表现、屏障韧性与预防性护理。
· Skin longevity: How consumers are shifting from immediate improvements to long-term skin performance, barrier resilience and preventive care.
· 健康福祉：睡眠、压力与生活方式的变化，正在带来哪些新的美容个护需求。
· Health and well-being: How changes in sleep, stress and lifestyle are creating new beauty and personal care needs.
· 类医美创新：循证成分、功效验证与递送技术，如何成为品牌建立信任与差异化的重要方向。
· Clinic-inspired innovation: How evidence-based ingredients, efficacy validation and delivery technologies are helping brands build trust and differentiate themselves.
这些观察也将为品牌理解需求变化、思考产品创新与长期发展提供参照。
These insights can help brands understand changing needs and inform their thinking on product innovation and long-term development.
