As AI transforms the cosmetics landscape, the Asian beauty market stands out for its innovation and speed. In this interview, I had the opportunity to speak with Karine Eng, General Manager APAC at Nuxe, about how AI in the Asian beauty market is reshaping brand strategies and consumer experiences. This conversation offered valuable insights into digital transformation in one of the world’s most dynamic regions. According to McKinsey & Company, the Asian beauty market continues to outpace global growth, driven by digital innovation and shifting consumer preferences.

As part of my academic year, I had the opportunity to speak with Karine Eng, General Manager APAC at Nuxe. This interview had a dual purpose: to explore the perspective of a key digital leader in Asia and to enrich my professional network through an in-depth discussion on technological innovation in the cosmetics industry. Here is a snapshot of our exchange, presented as a blog-style article.

Asia is currently one of the most dynamic markets for cosmetics. As Karine Eng highlights, the landscape is constantly evolving: every month, new brands emerge whether Chinese, Korean, Japanese, or Indonesian. In this ultra-competitive environment, digital innovation, and particularly artificial intelligence, has become a vital strategic lever.

According to Karine, this transformation is happening on two levels: on one hand, large groups such as L’Oréal have been integrating tech hubs for years to support predictive CRM, skin diagnostics, and product personalization. On the other hand, local Asian brands are innovating with their own tools—less visible in Europe, perhaps, but equally effective.

AI has not yet been adopted by all Asian consumers. The most advanced solutions such as DNA-based personalization, digital avatars, or hyper-personalized recommendations remain, for now, targeted toward a premium clientele. “There’s genuine interest,” Karine notes, “but at the moment, it’s still very niche.”

She also points out a key takeaway: AI will never replace a clear brand strategy. “It’s not AI that sells it’s the product, the vision, the brand DNA.” However, it can accelerate growth, improve operational efficiency, and enhance the customer experience.The most advanced solutions—such as DNA-based personalization or digital avatars remain targeted toward premium clientele.
An in-depth overview of these AI-based tools in beauty can be found in this Vogue Business article.

This interview helped me better understand the concrete role of AI in the Asian cosmetics industry. I also realized that, despite technological advancements, a brand’s success ultimately depends on a deep understanding of the local market, a strong ability to stand out, and a strategy aligned with consumer needs.

Meeting an expert like Karine Eng was incredibly valuable, both academically and professionally. Her insights allowed me to better grasp the realities of the field and have greatly contributed to the reflection behind my thesis.