Estée Lauder launches Osiao beauty brand for Asian skin

By Charlotte Turner |

The Estée Lauder Companies has announced the introduction of Osiao, a new brand developed for the unique needs of Asian skin.


ELC strives to keep its finger on the pulse when it comes to emerging beauty trends and has a history of channeling ideas from the Far East as it did with its Beauty Balm creams and its Brightening and Whitening products.


“Osiao is customised to address every individual’s unique skin concerns to renew skin’s youthful luster and light,” says ELC.


The brand was developed at IdeaBank, a division of the BeautyBank organization within The Estée Lauder Companies dedicated to new brand development, in conjunction with key colleagues from the Company in Asia and globally.



Five years ago The Estée Lauder Companies Asia Innovation Centre in Shanghai, China, set out on a mission to “bring to life what Asians have always known – skin that reflects light is the truest beauty”.


It applied Eastern philosophy and Western science to skin care and the pursuit of “skin radiance” and created Osiao.


The brand will debut exclusively in Hong Kong with Lane Crawford at the Canton Road and Times Square locations, starting in mid October. Simultaneously, the brand will launch with Cathay Pacific Airways, in which a tailored selection of products will be offered on their Hong Kong flights.


Veronique Gabai-Pinsky, Global Brand President, Aramis & Designer Fragrances, BeautyBank and IdeaBank says: “As a luxury skin care line developed in Asia, for the Asian woman, Osiao delivers on what they have known for centuries: radiant skin glowing from within is beautiful skin. We are thrilled to be able to offer her a truly unique and customised line of products that meets her desires.”


Osiao skincare brand

[Above: The new Osiao skincare brand from Estée Lauder Companies]



Experts in Traditional Chinese Medicine, Western Dermatology and Product Formulation Science from the East and the West joined together to form The Osiao Asia Skin Institute and focus solely on the science of skin light.


After conducting extensive studies and analyses into Asian women in China, Hong Kong, Japan and Korea, the scientists and dermatologists of The Osiao Asia Skin Institute created a complete protocol for optimum skin analysis: The Osiao Diagnostic Method.


The Osiao Diagnostic Method measures a range of parameters related to a woman’s life, health and beauty, including age, lifestyle, environment, stress, fatigue, body condition, skin condition, exercise and diet.


“Now, for the first time, a specific recommendation of care can be assigned according to an individual’s unique Skin Constitution, along with a customised treatment plan, to reveal skin’s true radiance,” adds the brand.


Osiao features a collection of 19 SKUs designed for topical application and complementary oral use, including the Inner Radiance Concentrate, a serum, Inner Radiance Essence Lotion, a watery lotion, and the Inner Radiance Beauty Tablets, all of which are specific to consumers based on Skin Constitution.


Additional products include a collection of rejuvenating moisturisers, cleansers and a mask. Products range from a suggested retail price of HKD 350 to HKD 1480.


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