C-beauty brand Chioture is seeing growing demand for lip and cheek makeup which it believes is driving by the younger consumers’ desire for experimentation and self-expression.
The founder of a Gen Alpha-centric deodorant brand has her sights set on dominating the market for tween and teen boys, which she believes has been sorely overlooked.
Innovation and experimentation are vital for beauty brands who want to stay relevant with Generation Z and Generation Alpha consumers, who are the future of the market, says SUGAR Cosmetics CEO.
![Chioture is seeing growing demand for lip and cheek makeup. [CosmeticsDesign-Asia]](https://www.cosmeticsdesign-asia.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/article/2024/07/16/chioture-younger-consumers-drawn-to-lip-cheek-makeup-for-self-expression/17559391-5-eng-GB/Chioture-Younger-consumers-drawn-to-lip-cheek-makeup-for-self-expression.jpg)
![Founder of Neon Goat has her sights set on dominating the market for tween and teen boys. [Neon Goat]](https://www.cosmeticsdesign-asia.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/article/2024/06/19/i-stuck-to-my-intuition-why-the-founder-of-a-gen-alpha-centric-deo-brand-avoids-genderless-positioning/17502433-1-eng-GB/I-stuck-to-my-intuition-Why-the-founder-of-a-Gen-Alpha-centric-deo-brand-avoids-genderless-positioning.jpg)
![Evereden will focus on expanding in SEA in 2024 to capitalise on the unfolding Gen Alpha opportunity. [Evereden]](https://www.cosmeticsdesign-asia.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/headlines/business-financial/evereden-expands-in-sea-to-capture-gen-alpha-opportunity/17141054-1-eng-GB/Evereden-expands-in-SEA-to-capture-Gen-Alpha-opportunity.jpg)
![[SUGAR Cosmetics]](https://www.cosmeticsdesign-asia.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/article/2023/03/08/constant-experimentation-is-vital-to-attract-gen-z-and-gen-alpha-consumers-sugar-ceo/16228741-1-eng-GB/Constant-experimentation-is-vital-to-attract-Gen-Z-and-Gen-Alpha-consumers-SUGAR-CEO.jpg)
![Consumers are moving away from a heavily made-up appearance, choosing foundations that enhance their natural skin over high-coverage formulas. [IT Cosmetics]](https://www.cosmeticsdesign-asia.com/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/headlines/brand-innovation/it-cosmetics-consumer-base-makeup-preferences-shift-towards-with-skin-enhancing-natural-finish/17584606-1-eng-GB/IT-Cosmetics-Consumer-base-makeup-preferences-shift-towards-with-skin-enhancing-natural-finish.jpg)
![Garnier is leaning into green science to deliver powerful yet sustainable products for its discerning Asian consumer. [Garnier]](https://www.cosmeticsdesign-asia.com/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/article/2024/07/31/garnier-promises-harder-working-brand-as-it-leans-into-green-science-approach-sapmena-gm/17626171-4-eng-GB/Garnier-promises-harder-working-brand-as-it-leans-into-green-science-approach-SAPMENA-GM.jpg)
![HUL is pushing skinification innovations across brands and categories. [HUL]](https://www.cosmeticsdesign-asia.com/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/headlines/brand-innovation/hindustan-unilever-pushes-skinification-across-portfolio-to-stay-ahead-of-shifting-india-market/17624113-1-eng-GB/Hindustan-Unilever-pushes-skinification-across-portfolio-to-stay-ahead-of-shifting-India-market.jpg)
![Our round-up of the recent trend developments in the Asia Pacific beauty market. [CosmeticsDesign-Asia]](https://www.cosmeticsdesign-asia.com/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/headlines/market-trends/trending-news-on-apac-beauty-market-and-consumer-insights/17619583-1-eng-GB/Trending-news-on-APAC-beauty-market-and-consumer-insights.jpg)
