Hair fragrance sales surged 260%? Understand white girl aesthetics and Asian girl aesthetics - aesthetic rules for cross-border beauty product selection
April 29, 2025 20:16 Shanghai
NoahWise Insight
Cross-Border InsightsGlobal Overview | Sports and OutdoorCategory
Source: NoahWise Insight-Cross-Border Insights Global Overview-Beauty Care Category Sales Revenue in March 2025
2025 Apr.
Fragrant
Sales surged 260%?
understand
white girl aesthetics
and
Asian girl aesthetics
Aesthetic rules for cross-border beauty product selection
Beauty and skin care products have always been recognized as having low barriers to entry and high profits. It seems that anyone can get a piece of the pie. The domestic market is in turmoil, and many well-known brands have monopolized the market in overseas markets.
“Why can’t your product sell?”
In the crowded track of cross-border beauty,
The accuracy of product selection is almost
Directly determines the seller's life or death. The aesthetic trends in different markets are moving in different directions - represented by the United States
white girl aesthetics
"Emphasizes an elegant and high-end sense of "Cleanfit" to
Seemingly effortless
The details show "
old money
" temperament; and Southeast Asia's "
Asian girl aesthetics
”, then always treat
White, tender and translucent
Basic skin care is the foundation of beauty, and good skin is regarded as the main manifestation of quality of life. Russia is particularly fond of fragrance products, and the consumption of fragrances continues to grow.
01
Cross-border beauty in 2025
Detailed explanation of three hot market trends
From the data of NoahWise Insight-Cross-Border Insights-commonly used e-commerce platforms in various regions:
On Amazon and Walmart platforms, the proportion of hair care category reaches
35%
, proportion of Beauty and Skin Care/Body Care/Essential Oil Category
25%
, the proportion of personal care products on the Walmart platform reached
45%
, the U.S. market is
Care products
especially
hair care
The consumption investment is much greater than that of beauty products.
Among Lazada, shopee and tokopedia platforms, the Southeast Asian market is more popular
Basic skin care and beauty products,
Accounting for more than
80%。
Commonly used platforms in Russia
ozon
Beauty products account for 34% of the data.
Source: NoahWise Insight-Cross-Border Insights
Note: Both Amazon and Walmart platforms refer to data from the United States.Lazada and Shoppe provide data for Southeast AsiaOzon is the Russian regional datatokopedia is Indonesia region dataTikTok platform provides data for the United States and Southeast Asia
02
"White Girl Aesthetics":
How does the US Cleanfit trend spark the hair fragrance category?
The so-called Clean means to present a kind of style from hairstyle, makeup, outfit and overall atmosphere.
Clean and minimalist
A little more
small money
of
Nobility
Style, fit means that the clothes are tailored and fit.
Representative figures: Hailey, Kendou.
"Work hard to look effortless"
Wear simple and neat colors with uniform tones (mostly light colors), plus bright accessories (the accessories should be small and expensive to look low-key and old-fashioned). Choose neutral colors such as black, white, gray, earth tones, etc. as the main colors.
hairstyle
It is popular to stick to the scalp. Different from the high skull that is popular in Asia, cleanfit pays attention to combing.
Smooth, clean and fit
The hair is usually tied tightly in a shark clip style/high ponytail, or short hair with a straight and smooth cut.
The simpler the hairstyle, right
Hair quality
and
Detailed beauty
The higher the requirements, the hair that is not curly, exaggerated, or deliberately decorated will be easily exposed if it is dry and frizzy. Therefore, hair, as a crucial detail in Cleanfit, has become a focus of special attention for consumers.
It is precisely because of this that
The hair fragrance category that can directly improve the texture of hair and convey a sense of sophistication is booming.
. On the one hand, it can give the hair a delicate texture and bring pleasure to the sense of smell; on the other hand,
The price positioning of hair fragrances is usually lower than that of perfumes of the same quality.
, allowing more American women to easily possess "the sophistication of details."
Latest statistics in March 2025, United States
Fragrant
Sales volume increased nearly 2.6 times year-on-year, shampoo and conditioner increased by 20.6% month-on-month, and hair styling products increased by 46.6%. The category of hair products in the top list accounts for a relatively large proportion.
Source: NoahWise Insight-Cross-Border Insights
For cross-border beauty sellers, the opportunity behind this is obvious: seize the "Cleanfit" aesthetic trend in the United States.
hair economy
”, starting from focusing on detailed products such as hair fragrance that can reflect consumers’ taste and texture, it will most likely become the core breakthrough for the next wave of rapid growth in the US market.
03
"Asian Girl Aesthetics":
Why is “basic skin care” so popular in Southeast Asia?
The unique geographical environment of Southeast Asia makes it possible to
High temperature and humidity
Lord,
Strong ultraviolet rays
, coupled with the hot and humid climate, it is more likely to cause basic skin problems such as oily skin, enlarged pores, and dull complexion. Compared with other regions, Southeast Asian consumers generally face more severe and complex skin conditions.
There is a huge need for basic skin care.
In addition, the young population in Southeast Asia occupies the mainstream. They have strong consumption power, but they generally still tend to
Both efficient and cost-effective
, skin care products with immediate results. Because of this, those main
Basic hydration, whitening and brightening, oil control and acne removal
Basic skin care products have always had great potential in the Southeast Asian market.
Source: NoahWise Insight-Cross-Border Insights
The latest data in March 2025 shows that emerging brands
“glad2glow”
It has successfully captured this consumer psychology: the product has clear efficacy, focuses on basic whitening and brightening, and has a very high cost performance. Therefore, it has quickly become popular in the Southeast Asian market, with a year-on-year growth of up to 2.5 times, and is known as the new dark horse in basic skin care.
Source: NoahWise Insight-Cross-Border Insights
In this regard, Chinese beauty brands and merchants going overseas can firmly seize this opportunity.
"Asian Girl Aesthetics"
trend. Select basic skin care products suitable for the complex environment of Southeast Asia, strengthen the functional positioning of whitening and brightening, refreshing and moisturizing, oil control and anti-acne, and win the trust of consumers with high cost performance. It can not only effectively occupy the Southeast Asian consumer market, but also accurately grasp the long-term consumption psychology of local consumers and achieve stable and sustained growth.
04
Russian fragrance code:
The cultural insights behind the popularity of perfumes
For Russian consumers, fragrance is a symbol of personal taste, lifestyle and social status. Whether it is daily life or important social occasions, perfume has long become a rigid consumption habit.
March 2025
ozon
Data shows that perfume sales in the Russian market have increased significantly, with the total proportion reaching
16%。
Perfume is not only an "icing on the cake" product, but also a necessity for daily life. It has a stable and relatively loyal consumer group, especially the younger generation of consumers, who are more willing to chase new products.
Niche personalization
Fragrance, this gives some niche brands the opportunity to hit the top of the list.
Source: NoahWise Insight-Cross-Border Insights
There are various perfume brands, and Russian consumers are interested in big brands
No obsession with "having a soft spot"
, which is a huge advantage for Chinese cross-border e-commerce sellers.
Source: NoahWise Insight-Cross-Border Insights
In order to penetrate the Russian market accurately, we must grasp the unique psychology of local consumers - fragrance is not just a material need, but also a social and emotional need.
Aesthetic differences are not obstacles, they are advantages
To do cross-border beauty, first unlock the aesthetic code
Volume price is not as good as volume demand
......
The key to success in the cross-border industry is never to blindly follow popular categories, especially beauty and care products with extremely diverse sub-categories, and to proactively understand and master the aesthetic trends, aesthetic culture and consumer psychology of different regions. Accurately selecting products to go overseas will get twice the result with half the effort.
About NWi
Since 2023, NWi (NoahWise Insight) has expanded into overseas data services. We now cover major global e-commerce platforms including Amazon, Lazada, Shopee, and TikTok, tracking full-category market sales performance across nearly 30 country sites in Europe, the Americas, and Southeast Asia. We help brands deeply understand domestic and overseas market differences, identify growth opportunities in each market, and plan global expansion.
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