Lubrizol has published a new White Paper assessing women’s health, beauty and nutrition needs at different stages of women's lives across the APAC region.
The analysis drew on consumer research across China, Korea and Indonesia and follows on from the Vitafoods Asia show, which highlighted the growth of the beauty-from-within category in the region.
The Asia-Pacific supplement market has also become a main driver of global growth, reaching approximately $76bn in 2024 retail sales and accounting for 48% of global supplement sales.
Wellbeing needs evolve with age
Lubrizol's White Paper found that women across Asia are prioritising long-term wellbeing and quality of life rather than relying on short-term fixes.
The firm's research also showed that their concerns shift significantly with time and identified distinct needs at the following four different life stages:
- Active life & career (ages 20-39): women at this stage prioritise energy, confidence and momentum. They are open to prevention-led solutions and willing to invest in trusted brands
- Family planning & motherhood (ages 20-39): this stage focuses on reassurance, transparency and simplicity. Products that reduce uncertainty and simplify decision-making can significantly build trust
- Midlife transition (ages 40-55): women at this stage seek reassurance that they can maintain their sense of self during change, with common needs for balance, sleep, energy and skin resilience
- Healthy Longevity (ages 55+): women at this stage demonstrate the strongest willingness to invest in solutions that preserve capability, independence and quality of life.
Throughout all these stages, the research consistently revealed a desire to live confidently, actively and independently for longer. However, there are clear opportunities for targeted innovation.
In China, for example, 87% of respondents preferred solutions tailored to their current life stage, while 66% felt underserved by the options currently available.
Bernardo Medeiros, Global Vice President, Lubrizol Life Science and Vice President, Latin America, Lubrizol, said: “Women’s health and beauty needs are evolving."
Across Asia Pacific and particularly in China, we are seeing a fundamental shift from reactive care to proactive wellbeing.
"Consumers are no longer waiting for problems to emerge. They are investing earlier, seeking solutions that help them maintain confidence, vitality and quality of life throughout every stage of their journey."
Beauty-from-within takes hold
Lubrizol also highlighted other findings from its White Paper, including the following:
- Beauty and nutrition are becoming increasingly interconnected as consumers adopt a holistic view of well-being that links inner health to outward appearance
- In China, a particularly strong prevention-oriented mindset prevails, with a proactive wellness index of 34%. Chinese consumers place a higher priority on beauty compared to those in Korea and Indonesia and they demonstrate more proactive behaviours in managing their beauty
- The emphasis on beauty-from-within tends to increase with age in China. For instance, the percentage of women considering supplement intake for long-term prevention rises from 33% during the active life & career stage to 52% at the healthy longevity stage
- Additionally, the visibility of results serves as a powerful motivator for continued product use, with 62% of respondents citing noticeable benefits as a key reason for their ongoing use of a product.
Medeiros added: “Beauty, wellness and healthy ageing can no longer be viewed as separate categories."
"Consumers increasingly expect integrated, science-backed solutions that support them through life’s transitions, with benefits that are relevant, effective and trusted."
Our challenge is clear: to innovate beyond products and create solutions that address the changing needs of women at every life stage. Those who succeed will not only meet today’s expectations but help shape the future of women’s wellbeing across the region.
