UV Care in Asia, from new sophistication to makeup hybridation

Agency (communication / marketing / trends / digital/AI)

In China, UV care goes beyond basic sun protection, incorporating advanced skincare benefits such as brightening care, tone balancing, and formulas designed for sensitive or post-procedure skin. Recent exclusive China launch by CLINIQUE EVEN BETTER CITY BLOCK DAMAGE DEFENSE UV PRIMER SPF 50 PA++++ illustrates this, as it is a UV-protective essence specially designed for post- energy-based treatments skin. It helps protect the skin from UV damage, repair procedure-induced thermal damage, and can be used as a primer for skin after energy-based treatments.

In the rest of Asia, UV care is becoming more closely linked to makeup usage, being used as primer in Japan or integrating color (tint, tone-up, correction) in other countries.

UV care & hybrid routine evolution in Asia: primers, tone-ups, tinted sunscreens

"Foundation-free" claims are becoming increasingly common in Japan's base makeup market. For example, tone-up CC creams and tone-up UV moisturizers offering SPF50+/PA++++ are gaining popularity by combining high UV protection with a naturally brightened, refined bare-skin finish. These products not only eliminate the need for a separate sunscreen but are also increasingly claiming to replace foundation for everyday use. While consumers still layer multiple products for a more polished makeup look, there is growing demand for simplified, multifunctional products that combine UV protection, skincare benefits through beauty ingredients, and complexion-enhancing makeup effects in a single step. Convenience without compromising a natural finish has become a key purchasing driver.

A case in point is the new ELIXIR (SHISEIDO) DAY CARE REVOLUTION TONE-UP BE+ CA SPF50+・PA++++, from the No. 1 UV emulsion brand for eight consecutive years, which launched a new tone-up shade, Pure Beige, illustrating this trend.

In South Asia, the rise of simple UV care has evolved into a new approach, including a huge boom in tinted sunscreens, especially in India, where brands strive to offer products adapted to humidity, heat, and a very diverse range of shades. A case in point is WISH CARE DAILY TINTED FLUID SUNSCREEN, which focuses on revitalizing dull skin and is available in 12 shades tailored to local skin tones.

In Korea, most women apply sunscreen and base makeup with SPF separately. However, tone-up or tinted sunscreens that provide a makeup finish and SPF protection at the same time are also available, and some consumers use these as a do-it-all product. Others use them as an alternative to sunscreen and makeup base, applying cushion on top.

The perfect hybrid Asian items: BB & cushion

As post-procedure care and the derma category emerge as key growth drivers of K-beauty, we are seeing new items that combine sun protection, redness coverage and post procedure barrier repair.

Iconic makeup brand Espoir collaborated with derma skincare brand Aestura to create a BB cream for sensitive skin, generating social media buzz: ESPOIR DERMA COVER BLEMISH BALM SPF50+ PA++++ is designed for sensitive or sensitized skin, also offering 360% better recovery of the weakened skin barrier after professional procedures.

The second hybrid item that is continuously evolving in Korea is the cushion, originally acting as a skincare & UV care item, with newer direction focusing more on complexion pointing towards climate resistant formulas.

NAMING launched ALL DAY MASTER CUSHION SPF30 PA++, a cushion tested to remain sweat-proof after 30 minutes in a sauna, with makeup that lasts under high-temperature, high-humidity, extreme conditions.

LANEIGE launched an update to its Neo Cushion line, the NEO CUSHION THE MATTE SPF42 PA+++, a 100-hour, pore-covering cushion that resists six factors (water, sweat, humidity, ultra-fine dust, masks, and touch) without drying out the skin.

But the hybridation of cushion is mostly represented by a new set of tone-up UV cushions instead: they provide skincaring benefits, sun protection as well as coverage or color correction result. NUSE has launched the REJU TONING SUN CUSHION SPF50+ PA++++ a tinted sun cushion that creates a “toning” effect (= brightening) as if receiving a skin brightening treatment. It is formulated with Reju Toning complex: Glutathione & White Peptide (bright skin tone care), Salmon PDRN & Panthenol (moisture/elasticity) and tested to improve skin elasticity, moisture radiance, surface moisture level, skin texture evenness. It is available in 5 correcting shades : Milk (bright milky tone), Ivory, Tan, Verbena (red tones), Cold (yellow cool skin tones).

UV care in color makeup: the future of hybrids from Asia?

Since spring 2026, Asian markets such as Korea and Thailand have seen a rise in SPF claims in color makeup launches, especially in cheek and lip makeup categories. Primera, which focuses heavily on ingredient-enriched makeup, has launched its VITA-TINOL BOUNCY BALLOON LIP SERUM SPF35, a retinol-enriched lip serum that provides SPF protection alongside a high concentration of retinol to prevent lip photoaging.

Thai brands are particularly advanced in “lipscreens” (lip sunscreens), with many launches integrating SPF 50 into color lip makeup, such as MIZUMI UV HYA GLOW TINT SPF50+ PA++++, a hyaluronic- and UV-care-enriched lip tint with a shiny, glassy finish available in 8 muted, trendy shades.

Last but not least, blushers that double as cheek protection are also an interesting category, such as LAKA SUN SHIELD GLOWY CHEEK SPF50+ PA++++, a blusher stick that protects from the sun while adding revitalizing color and glow.

About us: Founded nearly 25 years ago, Asia Cosme Lab is a Paris-based marketing and trend agency dedicated to Asian beauty markets. We provide qualitative research, strategic guidance and tailored consulting to help brands understand market evolutions, decode consumer expectations, anticipate trends and navigate the competitive landscape, with a sharp focus on innovation and product‑level insights.

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