Fun and experiential: Asia’s Gen Z represents major makeup growth opportunity – Moira Beauty

The company views the Asian region as a key growth market for its large young Gen Z population and their growing appreciation for makeup.

“In the US, makeup is getting more natural, and a lot of skin care is what’s trendy. But I’ve notice that in Asia, colour is what’s new and trendy. We feel that in Asia, young people especially are becoming more open to experimenting with colour. We’re seeing a lot of glitter and highlights, for example,”​ said Miriam Esquivel, marketing and brand partnerships, Moira Beauty.

She added that one of the brand’s strengths is its variety of products, which allow it to cater to a wide range of consumers and allow them to express their individuality.

The company is already available in China, India, and Malaysia, where reception to the products have been positive, Esquivel told CosmeticsDesign-Asia.​

Viral impact

The US-based brand was founded in 2018. Over the last few years, the brand underwent a rebranding to target consumers aged 17 to 24.

Since then, its products have been well-received for its quality, variety, and sense of fun,

“They like our products because its fun, colourful, and sparkly – all things that are trendy. This generation likes to experiment, and we have so many choices at a good price point, which ranges from USD5 to USD22,”​ said Esquivel.

The brand has observed several of its products going viral on TikTok, including its Diamond Daze Liquid Shadows, which spiked in popularity on the short-video platform four times.

Other products that have gone viral include its Supernova Multichrome Gel Liners and its Soft Focus Waterproof Setting Powder.

Moira Beauty products have managed to go viral quickly on TikTok for their striking visuals, such as its bold colours and glittery finishes.

According to Esquivel, the products all went viral organically and have been instrumental to the success it has achieved so far.

“A small brand like us does not have the budget to pay for big influencers.  We were lucky that an influencer enjoyed our products and then another influencer picked up on it after that and it just kept going.​

“When our products go viral it just really helps with brand exposure and awareness. Of course, it impacts sales but more importantly it gets us new clients that want to carry our products.”​

The brand is able to keep consumers excited about the brand with a roster of new launches every two to three months.

In the next year, the brand is aiming to grow its awareness and visibility in Asia.

It attended the year’s Cosmoprof Asia in Hong Kong to seek distribution partners to help it expand in the region, especially in the online space.

Additionally, it has its sights set on expanding into Europe.

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