Southeast Asian Beauty

Cherie speaks with Thai native Vichida Vongvanij to hear about all things in the Southeast Asian beauty world!
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May 23
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Cherie is an online community of beauty lovers sharing their stories; whether that's their favorite products, makeup tutorials, or skincare routines. Download the app today to be a part of #BeautyWithoutBarriers and show the world what beauty means to you!Butterfly pea, kaffir lime, and ginsing root. You know these in food, but what about beauty? These are some key ingredients at the center of SEA beauty products - the latest star in Asian beauty. We had the chance to speak to skincare and makeup enthusiast Vichida Vongvanij. Her Thai background has greatly influenced her passion for all things beauty, and Cherie had a chance to hear more about her story.When did you first get involved with the Southeast Asian beauty world?I was born and raised in Bangkok, Thailand but I did not actually get into the Southeast Asian beauty world until I started working in the beauty industry!How did Southeast Asian beauty gain traction in the beauty world?SEA beauty is a growing market. These countries have been a manufacturing base for international beauty brands for many years now. There are many Original Equipment Manufacturers there thanks to the strategic location, market size, and the abundance of raw materials they have. For example, there are over 2,000 cosmetic OEMs in Thailand and most of them are eager to grow locally and in the regional market. Due to that reason, many OEMs successfully launched their own beauty line and export to other countries.How do you source SEA beauty?Since I am currently based in Asia, I would meet people from all these interesting brands in person or via video call. There are many local SEA brands I have never heard of, so aside from researching via social media and doing the market research myself in person by traveling around SEA, I also contact people I know from those respective countries and ask them what local beauty brands are popular there and why.What are some SEA brands you love that people should know of?There are so many! I mostly know Thai brands since I am from there but here are some of my recommendations: Spa products: @thann_usa (TH) Home: @soganics (TH) Haircare: @skinsyrup (TH) Skincare: @rookibeauty (SG) @fyne_skin (TH) @mellownaturals (TH) @alliesofskin (SG but known internationally) Makeup: @rollover.reaction (ID) @supershades_cosmetics (TH) @orkidcosmetics (Malay Halal Line) @roseallday.co (ID) @sunniesface (PH) @esqacosmetics (ID Vegan Line) @blkcosmeticsph (PH) As you can see, there are sooooo many SEA cosmetics brands! I'm always looking for the newest and most innovative brands to share! How have SEA beauty products changed the way you approach products from other areas in the world?Aside from being a B2B hub for cosmetic manufacturers, Southeast Asia is also known as a huge vacation spot for tourists. I’m sure those who visited Thailand have tried traditional Thai massage, for example. The huge range of spa products and traditional beauty treatments from Southeast Asia is probably one of the most unique differences from other cultures. These products’ ingredients are derived from the country’s natural resource of fruits, rice, and herbs and are also heavily inspired by ancient traditional remedies. The practice of meditation and religious traditions also play a huge influence on Southeast Asia health and wellness industry.How have SEA beauty trends changed over the years?Even though this is a very traditional and harmful thought, “whiteness“ as the standard of beauty remains very strong in SEA. However, there are definitely more people embracing their natural skin tone and cosmetic brands coming out with more shade range. As the SEA society is rapidly aging, there is also a healthy demand for anti-aging products, and natural ingredients are becoming more popular. There is definitely a rise in organic or natural ingredients, beauty brands, and holistic approach to wellness as well. Finally, the rise in k-beauty and western indie beauty trends definitely have an impact on how SEA people do their makeup. The majority will still go for the full on glam, “makeup must last all day” look (since SEA consists of many hot countries), but more have been embracing minimal makeup style and going natural.If you could only choose one SEA beauty product to use for the rest of your life, what would it be and why?I cannot answer this for skincare and makeup products, that would be way too difficult! But if I had to pick one shampoo to use for the rest of my life it would be the Restorative Scalp Treatment Shampoo by Skin Syrup! It is formulated by Thai herbal experts and made with various herbs such as Ginseng Root, Kaffir Lime, and Butterfly Pea. I absolutely love it and have repurchased it many times!
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