Ah, Taiwan—home to the best XLBs, bubble teas, and mouth-watering-good street food and the birth country of Tzuyu of Twice. Most importantly, it’s regarded as one of the top beauty manufacturing capitals in the world. A recent visit had us seeing for ourselves what its bustling capital, Taipei, has to offer, in beauty—and beyond.
Unlike J-Beauty, K-Beauty, or even C-Beauty, T-Beauty—or Taiwanese beauty—is rarely talked about. Truth be told, it’s hard to think of a well-known brand or product that truly represents T-Beauty or defines its industry. Quite the elusive type. We were surprised to discover that even in the heart of Taipei, after visiting countless Poyas, Watsons, and Don Don Donkis, T-Beauty products were hard to come by—especially with J-, K-, and C-Beauty items filling the shelves.
But what makes T-Beauty a behemoth in the beauty industry—and one to be reckoned with—is what keeps us on edge, eager to see where it’s headed. Here in the Philippines, industry insiders would know that many of the F-Beauty brands we’ve come to love—from Issy to Blk to Colourette—have their products made in Taiwan, and it’s for a good reason. Taiwan’s beauty manufacturing industry is a step, or rather, leaps and bounds, ahead of the game.
In 2016, Taiwan became one of the first countries to ban animal testing in cosmetics. It’s no secret that Taiwan upholds very high manufacturing standards, and this alone has made beauty enthusiasts worldwide curious—if not already converted—fans of T-Beauty.“If I see [that a product is] made in Taiwan, I know it’s going to be good,” says 44-year-old Jude Chao, a Taiwanese-American beauty writer, book author, and influencer, in a 2020 NBC report on Taiwanese beauty. For Chao, being made in Taiwan is testament enough for her to try and buy even from T-Beauty brands she’s not familiar with. Would you?
A True Beauty Powerhouse
Like many of the nature-infused holy grails we’ve entrusted our skin (and lives!) to, T-Beauty is known for harnessing the best of nature, such as ingredients endemic to their islands. A Jing Daily report on T-Beauty as an upcoming global force in cosmetics notes how Taiwanese beauty brands make use of natural ingredients and herbs commonly used in traditional Chinese medicinal practices, and these are incorporated into the high-standard local manufacturing procedures and the quality ingredients sourced from local suppliers. Many of the Taiwan-made skincare, for instance, contain ingredients from their rice, aloe vera, bamboo, and pineapple resources, among others.
Technology plays a huge role, too. Taiwan, after all, has long been lauded for its science and engineering-backed advancements, and the beauty scene is no exception to these tech-powered contributions. The same NBC report cites Taiwan as “a powerhouse in beauty tech” with its cosmetics and skincare solutions optimized by AI and AR. Taiwan software company Perfect Corp, for example, is cited in the article as “a leader in beauty AI & AR,” with next-generation solutions that have enriched the shopping experiences of beauty consumers. Employing the use of AI has enabled customers to conduct virtual try-ons, shade matching and product recommendations, a skin analysis, and more.
All these, and more, put T-Beauty at the forefront of the beauty scene, yet it remains an oft-overlooked MVP in the beauty playing field, especially when compared to its other Asian counterparts. Chao, in an entry on the beauty community platform Beauty Tap, points out that T-Beauty doesn’t have “the massive and government-sponsored PR muscle of K-Beauty,” which explains why T-Beauty currently does not have as strong of a presence in the global market. Despite this, she reiterates: “Beauty culture and skincare obsession is very much alive and well in Taiwan, and the products reflect it.”
The T-Beauty Principle
In lieu of a multi-step routine, the Taiwanese skincare routine is minimized to just four essential steps: cleanse, tone, moisturize, and add a sheet mask. There is emphasis on the last step, so we’ve learned, which explains the myriad of masks available at every other beauty store we’ve visited.
With Taiwan being a tropical country, sheet masks have become their answer to the intense heat and humidity. “The climate has influenced the development of primarily hydrating and lightweight skincare products made to keep skin smooth, supple, and bright without heaviness,” writes Chao on Beauty Tap. “Think intensively hydrating sheet masks, weightless water-based moisturizers, and jelly masks, which are gel-textured, water-based wash-off masks for special care.”
“[The] sheet masks are placed on the face for 15 to 30 minutes, so the serum can penetrate more deeply into the skin,” details the NBC report, noting the difference in the material of Taiwan-manufactured masks, often made of gentle, plant-based materials like cotton, tencel, and cellulose soaked in nutrient-packed serums.
Simple and straightforward, T-Beauty prefers a no-nonsense approach. Tailored to the perennially busy modern working woman, T-Beauty regimens are kept to just the essentials, with products that are well-thought-of, hardworking, and effective. It’s a cost- and time-efficient approach that’s adapted to the necessities of the times.
Beyond Sheet Masks
If aegyo sal is to K-Beauty and supremely white skin is to J-Beauty, what are some of the defining features of T-Beauty? Yung En Chang (@sophieena_makeup01), a Taiwanese makeup professional who also teaches makeup courses, clues The Beauty Edit in on what beauty trends and makeup styles are favored by locals. Chang, who began early as a makeup assistant while she was in college, once did the makeup for the heroine of the 1993 Taiwan television series, Justice Pao. To date, she’s established her own makeup studio, has gained more than 11,700 followers on her Instagram, and has expanded her knowhow to specialized Korean-style makeup.
“Clean makeup is the current trend of makeup in Taiwan,” she shares. “For me, the standard of beauty in Taiwan [is all about enhancing one’s features]. In makeup, this means [adding a few touches to one’s face, instead of putting products that don’t really suit one’s natural features].”
MAKEUP ARTIST-APPROVED PICKS
Be it skincare or makeup, according to Chang, Taiwanese people prefer products and services delivered with “[lightness] and moisture.” For skincare treatments, for example, a service at a salon that’s meant to help eliminate acne should likewise be a relaxing experience, done with a light touch and gentle hands. When it comes to makeup, the same principle holds true: “[We like] the kind of makeup that makes the face glow!”
KISSME Long-lasting ultra-fine anti-smudge liquid eyeliner
Many may have first come across this brand through a J-Beauty store, but the happy surprise is that KISSME is borne from a joint effort of J- and T-Beauty. The Taiwan Kiss Me Group was founded in 1966, a “joint venture between TAIWAN KISSME COSMETICS CO., LTD. and Japan’s Isehan Group.” This group is also behind cult-fave makeup brand Heroine Make. They are known for their innovations in makeup specifically crafted for the Asian market. The concept is called T-Dimensional Beauty, which stands for tropically-tailored, tech-driven, and transformative solutions. “Personally, I highly recommend the eyeliner from Taiwanese makeup brand KISSME,” says Chang.
KISSME Long-lasting ultra-fine anti-smudge liquid eyeliner
NT 439, KISSME Taiwan
Sofina Primavista Ange Long Keep Base
Sofina is a J-Beauty brand from Kao, and its Sofina Primavista Ange series is its well-known best-seller. This makeup base works hard to conceal large pores, improve a dull tone, and even out pigmentation and rough texture. Makeup artists love it for its ability to last long and control oil due to its premium formulation.
Sofina Primavista Ange Long Keep Base Evolution Version
P1,168, Cosmetics Now PH
Clé de Peau Beauté Radiant Fluid Foundation
Another of Chang’s picks from a J-Beauty brand is Clé de Peau Beauté’s cult favorite Radiant Fluid Foundation. The makeup artist includes it in her top three favorites that she personally likes very much and can attest to. “The main thing is that its texture is very moist and will not clump, which can make the skin look brighter, plus the makeup will not be dull for a long time!”
Clé de Peau Beauté Radiant Fluid Foundation
P6,600, CDP Greenbelt
Malu Wilz Camouflage Cream Concealer
Malu Wilz Beauté is a German beauty brand known for its practical approach to makeup that caters to individual needs and preferences. For the uninitiated, German beauty is known for its meticulous processes and high-quality ingredients, which makes its products loved by individuals and professionals alike. They’re known for their color cosmetics and concealers or camouflage creams. “The texture of this concealer [feels smooth and non-sticky] and as a concealer it performs good,” says Chang.
Malu Wilz Camouflage Cream Concealer
US$ 24, Olive Young Global
JUNGSAEMMOOL Pro-lasting Prep Primer
Last but not least on Chang’s list is K-Beauty professional makeup artist brand JUNGSAEMMOOL’s primer, a key item one will probably find in every pro makeup artist’s kit. “[I love how it] can effectively improve skin dullness, while at the same time, making the face more glossy!” says Chang.
JUNGSAEMMOOL Pro-lasting Prep Primer
US$ 31, Olive Young Global
ADD T-BEAUTY TO CART
We consulted store attendants, turned to TikTok creators, and trusted our instincts as we scoured the shelves—and Google Translate—to bring home a modest stash of T-Beauty products to try.
For makeup, we couldn’t pass up on the little compact powder by Shiseido that’s cute and functional, and comes at a reasonable price, too. We love a good blush, and the Lip & Cheek Mud from C-Beauty brand Into You is such an innovation—its mud-like texture makes it easy to apply and blend, leaves on a matte finish, and lasts long, too. Also on our list is the Heme Special Blush, a beauty creator recommendation, that boasts a fine and soft formulation that gives a natural, powder-like look.
Shiseido Neuve Oil Control Loose Pressed Powder
P530, Lazada
Into You Shero Super Matte Lip & Cheek Mud
$15, Into You
Heme Special Blush
NT 300, Heme Cosmetics
For eyes and brows, we got the Za eyeliner, which is encased in a chic, edged pen, with one tip a brush and the other a pencil, making for light, natural-looking brows. From one of T-Beauty’s best-selling brands, 1028, we tried the waterproof mascara, which gives good length and separates lashes well, despite its lightweight formula. We also couldn’t help but try the colored liquid liners from J-Beauty brand Visée, which had the most unique hues!
Za Detail-Stroking Precision Brow Liner
Y88, Za
1028 Extend Curl Waterproof Mascara EX
NT 450, 1028
Visée Color Impact Liquid Liner
Y1,700, Kose
Last but not least is the skincare, which, in T-Beauty, we soon learned tends to be clinical in approach. T-Beauty skincare prioritizes effective formulas that work on sensitive skin, are targeted and potent, and are backed by years of R&D. Two brands that couldn’t escape us are Neogence, which is known for its extra hydrating skincare solutions, and Dr. Wu, touted as Taiwan’s number one clinical skincare brand.
Dr. Wu Mandelik Intensive Renewal Serum 18%
NT 850, Dr. Wu
Neogence Brightening Spot Corrector
$58.80, SASA Global
Neogence Hyaluronic Acid Hydrating Essence
$57.75, SASA Global
