This week, we attended Cosmoprof Asia 2024, held in Hong Kong from 13 to 15 November. This major event is a true showcase of emerging trends in the cosmetics industry. With Asia being one of our largest export markets, the trade show provided the perfect opportunity to meet our clients, observe innovations, and present our latest advancements in thermal water-based dermocosmetics.
However, this year, our trip took on a particularly special dimension: a visit to Seoul, a first for our thermal laboratory. This visit was crucial to meet a brand-new client for whom we have developed a bespoke range of thermal water toning pads. This product, which perfectly illustrates the growing influence of Korean cosmetics, aligns with a trend that continues to gain traction for 2025.
Korea: the epicentre of trends, a must-visit to CJ Olive Young
A trip to Seoul wouldn’t be complete without a visit to CJ Olive Young, Korea’s undisputed leader in cosmetics retail, with over 1,300 stores nationwide. In the face of fierce local competition, even international giants like Sephora have struggled to establish themselves. After opening six stores, including one in the bustling Gangnam district, the LVMH group’s brand has recently exited the Korean market. This underscores the dominance of CJ Olive Young, which remains the go-to destination for capturing the latest trends.
Walking into the Gangnam store, we witnessed first-hand the scale of the toning pad trend: entire walls filled with colourful, playful jars tailored to every skin type and specific need. This trend, already anticipated at Cosmoprof, has now become a must-have for consumers in the Asian market.
Toning Pads: what are they?
Toning pads are not a revolution, but their new positioning makes them particularly appealing. These pre-soaked cotton pads, conveniently packaged in jars, provide solutions for various skin needs:
- Hydration and plumping
- Reduction of fine lines and wrinkles
- Brightening and exfoliation
- Anti-pollution
- Anti-acne, featuring active ingredients like salicylic acid, AHA/BHA, or panthenol
- “Glass skin” effect, a major trend in Korea, with innovative ingredients such as bean extract or madecassoside (derived from Centella asiatica)
These products appeal for their versatility and ease of use while addressing specific consumer expectations.
Key benefits of toning pads:
- Ease of use: Simply take a pad, apply it to the skin, and you’re done—no need for separate lotion or traditional cotton pads.
- Portability: Their compact format is ideal for travel or daily use on the go.
- Targeted treatments: For irritation or blemishes, you can place a pad directly on the affected area for a focused treatment that delivers quick, effective results.
In Seoul, it’s not uncommon to see pedestrians with these pads applied directly to their faces. This practicality, combined with the efficacy of the formulas, explains their meteoric success, especially among younger consumers influenced by TikTok.
Outlook for 2025
Toning pads are continuing to gain ground, bolstered by social media influence and their alignment with modern consumer expectations: efficacy, personalisation, and convenience. Supported by retailers like CJ Olive Young and viral TikTok campaigns, these products are set to see significant growth in the coming years.
For our laboratory, this trend represents an exciting opportunity. Our expertise in thermal and hyperthermal water-based formulations allows us to offer differentiated solutions tailored to international market demands, while capitalising on the growing influence of Korean cosmetics.
More than a passing trend
Toning pads are far more than a fleeting trend; they embody the evolution of consumer needs and skincare habits. Their success in Asia, particularly in Korea, demonstrates how even subtle innovations can transform simple gestures into true skincare rituals.
Have you tried toning pads yet?
Stay tuned to discover how the Thermal Laboratory continues to innovate to meet the trends of tomorrow.