In this talk, we will explore how beauty brands can tap into the growing wellness and sleep economy in Asia, where fast-paced lifestyles, long hours in front of screens, and societal pressures are leading to increasing stress and sleep issues. With sleep problems affecting both physical well-being and beauty, consumers are increasingly seeking solutions that promise restful sleep and rejuvenation. Historically, good sleep has always been the number one solution for enhanced beauty. Today, beauty brands are not only addressing sleep-related concerns but also adapting to the fast-paced lifestyles of younger consumers, offering innovative products that cater to their need for convenience, effectiveness, and self-care.