In an earlier post, we featured @eathlibrary_official, a South Korean beauty brand that blends skin tech with traditional Korean herbal medicine, an example of how an Asian brand reshapes ancient wisdom into modern forms and expressions.

It is predicted that the new-old approach will emerge out of COVID-19 as a key direction in the wellness space, addressing consumers' increased affinity for ancient wisdom and locally sourced ingredients in Asia. The new-old approach brings both a comforting sense of familiarity and a renewed sense of identity.

@Peraskincare, with its roots in Perkanakan culture, uses Bedak Sejuk as its key ingredient – a powder made from fermented rice, found in homemade traditional Nyonya recipes.

@tsaalaya re-discovers native herbal traditions of the Philippines through tea. One ingredient is pandan, known to consumers for its distinct aroma and popular use in desserts. What's lesser known, is its medicinal properties.

@herbana.id taps into the local Indonesian culture of curing ailment using herbal remedies. The following quote from the brand says it clear – "What we need is right here in our backyard. Indonesia is home to one of the largest biodiversity in the world." As home to 4 of the world's 25 biodiversity hotspots, we are only scratching the surface of the ancient wisdoms that have yet to be re-discovered in Southeast Asia.

Link to post (Apr 20)