Taiwan's beauty market stands as a strategic gateway for international brands in the Asia-Pacific region, distinguished by its sophisticated consumer base and strong appetite for innovation. The white paper points to promising growth prospects, especially for sustainable and niche brands focusing on eco-friendly solutions. These findings align with Beauty Expo Taipei 2025’s aim to serve as a platform to connect both established and emerging brands with Taiwan's dynamic beauty landscape.
Ms. Regina Tsai, General Manager of Messe Frankfurt (HK) Ltd, Taiwan Branch, remarked: “While smaller than neighbouring markets like China, Japan and Korea, Taiwan's beauty industry demonstrates remarkable potential for both premium and emerging brands, especially those bringing distinctive value propositions to market. The revival of the premium segment, coupled with consumers' increasing demand for sustainable products, creates an optimal entry point for international brands seeking to establish a foothold in the Asian beauty market.”
Pivotal trends shaping Taiwan's beauty market
- Shift in retail channels: drugstores have overtaken traditional department stores as the preferred retail platform, particularly for mass-market beauty products.
- Taiwan's beauty industry excels in sustainability through its commitment to eco-friendly packaging, recycling initiatives, and support for environmental causes.
- Dominance of skincare and cosmetics, with more than 73 percent of the market share
- Niche category growth: hair care (9.7 percent) and nutritional supplements (2.1 percent) are gaining traction
- Online channels continue to rise across all beauty categories
- Rising interest in Japanese and Korean brands due to post-pandemic "revenge travel"
Furthermore, the report draws from @cosme Taiwan’s (premier cosmetics and beauty information platform in the region) 1.3 million user reviews and data on over 100,000 products, indicating that Taiwan's beauty market is entering a new phase of growth and innovation. 64 percent of consumers are now choosing drugstore channels for their beauty purchases, marking a major shift in purchasing behaviour.
The white paper also highlights a duality in consumer shopping habits: while 84.7 percent of consumers prefer testing products in physical stores and value professional guidance in department stores, 64 percent are now turning to drugstore channels for beauty purchases due to improved quality and convenience. Furthermore, over 80 percent of Taiwanese travellers buy beauty products abroad, showing a sophisticated market where consumers balance premium and mass-market purchases based on quality, service, and accessibility.
Beauty Expo Taipei 2025: a platform for innovation and growth
Held from 27 – 30 March 2025 at the Taipei World Trade Center, Beauty Expo Taipei 2025 promises to be the most comprehensive showcase in its 35-year history, spanning 11,142 sqm. Themed “Beauty by Innovation”, the show is expected to welcome 230 exhibitors from around the globe, and an audience of 16,000 industry professionals.
The carefully curated exhibition space will seamlessly integrate various sectors of the beauty industry, from cutting-edge skincare innovations to revolutionary beauty tech solutions, advanced cosmetics formulations, professional hair care products, and specialised nail care offerings. The fair will also feature dedicated areas for packaging innovations and OEM / ODM collaborations, creating a complete eco-system for beauty industry professionals. This strategic organisation reflects the event's commitment to facilitating meaningful connections between international brands, local distributors, and beauty industry stakeholders.
Industry professionals interested in exhibiting at Beauty Expo Taipei 2025 or accessing the complete white paper:
https://beautyexpotaipei.tw.messefrankfurt.com/taipei/en/planning-preparation/booth-application-form_test1.html
Inquiry for a booth at Beauty Expo Taipei 2025:
Email: ovservice@beautyexpotaipei.com
For more information about Beauty Expo in Taipei, please visit: www.beautyexpotaipei.com
About Beauty Expo Taipei
Entering its 35th edition, Beauty Expo Taipei stands as Taiwan's longest-running and most prestigious beauty exhibition. The event serves as a crucial platform for international brands to penetrate the Taiwan market, attracting a diverse range of visitors including distributors, retailers, salon owners, and beauty professionals.
About the white paper
The Taiwan Beauty Market White Paper is compiled by CMRI Beauty Marketing Research in collaboration with Messe Frankfurt (HK) Ltd, Taiwan Branch, utilising comprehensive data from @cosme Taiwan, a leading beauty review platform. The report provides in-depth analysis of market trends, consumer behaviour, and channel distribution across all major beauty categories.
Your contact:
Chiela Pun
Phone: +852 2230 9281
chiela.pun@hongkong.messefrankfurt.com
Messe Frankfurt (HK) Ltd
35/F, China Resources Building
26 Harbour Road, Wanchai, Hong Kong
www.messefrankfurt.com.hk
Background information on Messe Frankfurt
The Messe Frankfurt Group is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With a workforce of some 2,300 people at its headquarters in Frankfurt am Main and in 28 subsidiaries, it organises events around the world. Group sales in financial year 2023 were around € 609 million. We serve our customers’ business interests efficiently within the framework of our Fairs & Events, Locations and Services business fields. One of Messe Frankfurt’s key strengths is its powerful and closely knit global sales network, which covers around 180 countries in all regions of the world. Our comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. We are using our digital expertise to develop new business models. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services.
Sustainability is a central pillar of our corporate strategy. Here, we strike a healthy balance between ecological and economic interests, social responsibility and diversity.
For more information, please visit our website at: www.messefrankfurt.com/sustainability
With its headquarters in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent).
For more information, please visit our website at: www.messefrankfurt.com
Download
- BTTW25_PR2_EN (pdf, 173 KB)