Not long ago, Dove's body scrub swept the world. Not because it was a scrub — but because it felt like whipped cream instead of sand. That single texture decision did more than any claim on the label ever could.
That's the signal in the market right now: texture has become the reason a product gets picked up. Not the ingredient list. The first touch.
So our technical teams across all branches gathered the formulations winning most in Korea and Southeast Asia, and rebuilt them as prototypes you can put into production.
What Each Market Is Targeting
🇰🇷 Korea — silky gel-to-oil
The benchmark is Shiseido's Waso SHIKULIME Gel-to-Oil Cleanser: it starts as a cushiony gel, then transforms into a silky oil that lifts even waterproof makeup.
→ Formula: Silky Gel to Oil Cleanser
🇻🇳 Vietnam — mochi cleanser
Rice mochi texture that stretches under your fingers, like Arencia Fresh Green — currently the hottest texture in Vietnam.
→ Formula: Rice Mochi Soft Cleansing Mask
🇮🇩 Indonesia — mochi-soft, velvet finish
The Garnier Niacinamide Dry To Touch effect: soft going on, dry-touch at the end. The answer for hot, humid markets.
→ Formula: Velvet Dew Moisturizer
🇹🇭 Thailand — microbiome, but light
High concentration without the weight. The benchmark is a light milky texture like Haruharu Wonder's Black Rice Probiotics.
→ Formula: Cell Renewal Barrier Essence
Four markets, four different targets, one shared signal — gathered into two booklets.
Inside the Booklets
📘 Skin & Facial — 23 prototype formulations
All four market targets above, plus Aqua Boom Oil Ball Serum, Vita Glow Capsule Moisturizer, Whipped Cherry Facial Cleanser and more.
📗 Hair & Body — 5 prototype formulations
Scalp and body textures that turn function into sensory appeal. Bubble Sparkling Scalp Mask, Scalp Treatment Salt Scrub with 35% sea salt, Timeless Skin Body Shower Gel Scrub and more.
Download the Booklets
Select the booklet(s) you'd like below — one form, and they're yours.