# Curative Cosmetics Southeast Asian cosmetics brands illuminate ancient healing herbs. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Nov 19, 2015 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/curative-cosmetics ## Key Figures - Trend score: 3.2/10 - Evidence articles: 7 ## What is the Curative Cosmetics trend? **Curative Cosmetics:** Making excellent use of the abundance of fragrant herbs and plants native to the region, many beauty and skincare brands in Southeast Asia are illuminating ancient recipes in locally produced cosmetic solutions. Given the region's role as a global innovation hub for skincare, the influence of such formulations in Thailand, Indonesia and Malaysia can be seen in commercial applications internationally. This continued progression speaks to the North American consumer's fascination with ancient remedies and healing expertise passed down through generations. ## At a Glance - Evidence: 7 featured examples - Articles from: Nov 17 to Nov 21, 2015 - Published: Nov 19, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Curative Cosmetics trend ### Ancient Herbal Formulations Southeast Asian cosmetics brands are utilizing locally produced and ancient recipes in cosmetic solutions. ### Local and Natural Ingredients Beauty brands are focusing on using locally sourced and 100% naturally derived ingredients. ### Traditional Asian Beauty Routines Brands are using thousands of years worth of Asian heritage in skincare ranges. ## What the Curative Cosmetics trend means for industry ### For Natural Cosmetics The natural beauty industry could benefit from sourcing and utilizing locally sourced and 100% naturally derived ingredients. ### For Spa & Wellness Hotels and spa destinations can offer more local spa & wellness options using ancient herbal formulations. ### For Luxury Beauty The luxury beauty industry can provide more options for consumers wanting to use traditional Asian beauty routines. ## Workshop question How can you tie your brand to local and traditional ideas, concepts, or products? ## Trend signals for Curative Cosmetics Trend score 3.2 out of 10, from popularity 52%, activity 37%, freshness 8%. - Popularity: 52% - Activity: 37% - Freshness: 8% ## Examples of the Curative Cosmetics trend 7 featured examples from Nov 17 to Nov 21, 2015. - [Symbolic Skincare Lines](https://www.trendhunter.com/trends/cleansing-oil): This Pre-Treatment Cleansing Oil Honors Ancient Asian Beauty Secreats (Category: Fashion) Implication: The beauty industry can explore the incorporation of ancient Asian beauty secrets and naturopathy principles to innovate their skincare ranges. - [Luxurious Jasmine Skin Products](https://www.trendhunter.com/trends/antiaging-skincare): This Anti-Aging Skincare Range is Inspired by Thai Tradition (Category: Fashion) Implication: Disruptive innovation opportunity: Integrate sustainable practices in the beauty and personal care industry to create environmentally-friendly products. - [Luxe Rice Skin Care](https://www.trendhunter.com/trends/thai-skin-care): Thai Skin Care Brand Thann Combines National Secrets with High End Beauty (Category: Fashion) Implication: Disruptive innovation opportunity: Incorporate national secrets and traditional ingredients into high-end skincare products to create a unique and luxurious brand. - [Natural Thai Cosmetics](https://www.trendhunter.com/trends/thai-cosmetics): Siam Botanicals Delivers a Range of Options That are 100% Naturally Derived (Category: Fashion) Implication: Disruptive innovation opportunity: Incorporate natural ingredients and eco-friendly practices into the cosmetics industry to meet the growing demand for sustainable beauty product… - [Rice-Based Facial Oils](https://www.trendhunter.com/trends/rice-bran-oil): This Organic Bran Oil is a Natural Anti-Aging Skin Care Alternative (Category: Fashion) Implication: Opportunity for organic skincare brands to leverage rice-based facial oils in their product lines. - [Heritage Spa Products](https://www.trendhunter.com/trends/jasmine-essential-oil): The Harnn Jasmine Collection Honors the Past with Jasmine Essential Oil (Category: Fashion) Implication: Beauty and spa businesses can incorporate cultural heritage and holistic approaches to differentiate themselves in the market. - [Fermented Tea Moisturizers](https://www.trendhunter.com/trends/facial-moisturizer): Juara's Facial Moisturizer Hydrates with Kombucha and Rice Brain Oil (Category: Fashion) Implication: Disruptive innovation opportunity: Creating innovative beauty products that leverage natural and culturally-inspired ingredients for improved skincare outcomes. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)