The US market is emerging as a powerful new frontier for Asian beauty brands to thrive and tap into the growth opportunity of the world’s largest beauty market. In reality, though, the allure of Asian beauty is nothing new for US consumers who have long been enamored by Japanese brands such as Shiseido, Bioré, and Shu Uemura, and have wholeheartedly embraced the innovation and creativity of K-beauty. This new wave of growth, however, will be truly pan-Asian and embrace the storytelling, ingredients, and unique brand concepts from across the continent – from China, India, and beyond.