Beauty and personal care in Thailand - statistics & facts

The skincare and cosmetic product sector in Thailand is one of the largest among Southeast Asian countries. Major international brands have invested in the Thai cosmetics market. In 2022, the prestige cosmetic and fragrance market value in Thailand amounted to around 487 million U.S. dollars. The leading export destinations for Thai beauty products include Japan, the Philippines, and Vietnam. Much effort has also been put into developing and expanding domestic brands and production to establish Thai cosmetics and skin care products in other markets. New brands for such products have also emerged from current trends, especially from social media influencers. By promoting these products heavily on their social media accounts, influencers have become an important marketing platform for cosmetics brands. Instagram led as the most popular social media platform for influencer marketing for fashion and beauty industry. The Thai cosmetics market could ensure continuous growth and maintain healthy market performance by tapping into this resource.

The cosmetics market and key players

The Thai cosmetics market now has greater capabilities to expand through the ASEAN economic community, which promotes free trade policies among member countries. This makes it easier for Thai products, such as cosmetics, to be exported to the ASEAN countries. Moreover, Thailand has also other free trade agreements with countries such as Japan and Korea, resulting in several cosmetic brands from these countries entering the Thai market. Leading brands for skincare in Thailand include Artistry, Pond’s, Olay, Mistine, and Nivea. As for makeup products, the leading brands are Mistine, Oriental Princess, and Giffarine. In 2023, the revenue growth of the beauty and personal care segment in Thailand was estimated to reach almost 9 percent compared to the previous year. End users of cosmetic products do not only include domestic users but also foreign tourists and customers who frequently visit spas or salons, which are influential channels for product marketing. Since the average monthly income of Thai households increased in the past decade, the demand for cosmetics was shifting towards the premium segment.

The power of social media trends and future expectations

Cosmetics and personal care products have become more accessible through the Internet and e-commerce platforms. Given the rise of social media, Thai consumers became more enthusiastic about skin care as well as enjoyed experimenting with new products and keeping up with trends. In 2022, fewer people bought take-home personal care products post COVID-19, while online beauty traffic rose among different generations of Thai consumers. Major international brands such as Sephora, La Roche Posay, and Eucerin market their product collections through social media influencers. Thai consumers also picked up on the trend, turning to domestic influencers who have catered to their style and needs. Cosmetics are therefore one of the leading product categories purchased through influencer marketing. Apart from social media trends, a shift in consumer demographics is also signaling changes in consumption patterns. As Thailand is approaching an aging society, cosmetic brands are aiming to market more products for oral care and hair grooming as well as products with anti-aging properties.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Dec 20, 2023

Key insights

Forecast revenue of beauty and personal care market
5.8bn USD
Thailand's prestige cosmetics and fragrances market revenue
487.7mn USD
Beauty and personal care products with the highest sales growth rate
Make ups or skin care products
Get more insights

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