Nina Jobst
Research expert covering South Korea
Beauty and personal care in Thailand - statistics & facts
A Thai proverb says, “Chickens are beautiful because of their feathers. People are beautiful because of their makeup,” demonstrating that the link between cosmetics use and the societal idea of beauty is not new. Despite the economic turbulence over the past few years, the beauty and personal care market in Thailand is flourishing. In 2024, the beauty and personal care sector in Thailand recorded a revenue of around 6.7 billion U.S. dollars, making it one of the largest among Southeast Asian countries. Many major international brands have invested in the Thai cosmetics market. Much effort has also been put into establishing, developing, and expanding Thai cosmetics and skincare abroad. New brands for such products have also emerged from current trends, especially from Thai beauty influencers.
Despite the rise in the average monthly income of Thai households over the past decade, the purchasing power of domestic consumers consumers fell short in 2024 due to the higher cost of living. However, demand for premium beauty products persists. In 2023, the prestige cosmetics and fragrance market value in Thailand amounted to around 533 million U.S. dollars. Moreover, a shift in consumer demographics is also signaling changes in consumption patterns. With Thailand approaching an aging society, cosmetics brands are aiming to market more products for oral care and hair grooming, as well as products with anti-aging properties.
Thai beauty and personal care market
In 2024, Japan was the leading export destination for Thai beauty products, followed by Australia and China. The Thai brand products that have gained popularity among consumers abroad include Srichand’s pressed powder in Japan and Mistine’s sunscreen and skincare in China. The leading brands for skincare in Thailand are mostly international brands, including Artistry, Pond’s, Olay, and Nivea. As for makeup products, both domestic and global brands are present such as Mistine, Oriental Princess, and Giffarine. Nevertheless, Japanese and Korean beauty products have gained traction among younger generations in Thailand, who are fond of ‘glowy’ skin and K-Pop charms. However, users of cosmetics products do not only include domestic shoppers but also foreign tourists and customers who frequently visit spas or salons, which are influential channels for product marketing.Despite the rise in the average monthly income of Thai households over the past decade, the purchasing power of domestic consumers consumers fell short in 2024 due to the higher cost of living. However, demand for premium beauty products persists. In 2023, the prestige cosmetics and fragrance market value in Thailand amounted to around 533 million U.S. dollars. Moreover, a shift in consumer demographics is also signaling changes in consumption patterns. With Thailand approaching an aging society, cosmetics brands are aiming to market more products for oral care and hair grooming, as well as products with anti-aging properties.
The power of social media trends
The availability of the internet and e-commerce platforms has enabled ease of access to cosmetics and personal care products in Thailand. Given the rise of social media, Thai consumers have become more enthusiastic about skincare. The country’s consumers enjoy experimenting with new products and keeping up with trends, turning to local influencers who cater to their style and needs. Cosmetics are therefore one of the leading product categories purchased due to influencer marketing. Global brands such as Sephora, La Roche Posay, and Eucerin market their products through social media influencers in Thailand where influencers have become an important marketing ploy. Apart from the big brands, famous beauty influencers in Thailand grasped the opportunity and launched influencer-founded beauty brands. The Thai beauty and personal care market could ensure continuous growth and maintain healthy market performance by tapping into this resource.
