Some time ago, there was this expression from a famous novel: ‘All Quiet on the Western Front’. Now, the following could be said of the recent changes in the cosmetics world: ‘It is nirvana on the Eastern front!’ It is not new: Asia long created a sort of fascination. But it all came mostly from Japan and often relied on cultural aspects. Many companies tried to draw inspiration from this region, and a few outstanding products were actually born from that tendency. But these days, that systematic search of the ultimate Eastern innovation has become quite disturbing a litany.