Thailand Beauty and Personal Care Market Size Likely to Grow at a CAGR of 5.45% By 2034

Market Size and Growth

The Thailand Beauty and Personal Care Market size is forecast to grow at a CAGR of 5.45% from 2025 to 2034. The market is expected to reach USD 7.87 Billion by 2034, up from USD 4.75 Billion in 2025.

Overview

According to an industry expert at CMI, the Thailand Beauty and Personal Care Market has benefited from growing consumer sophistication, clean, green, and sustainable beauty, and the strong OEM/ODM manufacturing sector. There is also the increasing acceptance of natural ingredients, digital channels, and premium self-care cycles that will drive robust growth over the forecast period.

Key Trends & Drivers

• Consumers are embracing skinimalism and premium self-care experiences: Thailand’s beauty consumers will continue with simplified routine skin-comfort routines while enjoying premium self-care experiences. This foresight and creativity have given birth to ‘skinimalism’. Though multifunctional skincare, anti-ageing, and whitening products are still popular, consumers are becoming open to paying more for premium products and pampering experiences that marry emotional wellness with the beauty care routine.

• Clean beauty and sustainability are shaping product development and innovation: Demand for natural, organic, and vegan products is growing in Thailand, as consumers are becoming more aware of them, especially younger consumers. As brands follow changing environmental norms and ethical expectations, trust and loyalty are built to develop natural and organic products with sustainable sourcing. Brands are committing to using more sustainable and refillable packaging beyond just sourcing sustainably or responsibly.

• Robust Domestic Manufacturing and OEM/ODM Ecosystem: With some of the most experienced and highly regarded OEMs/ODMs in beauty manufacturing, Thailand continues to attract international and growing local brands. Contract manufacturers support innovation and custom formulation capabilities for exporters, as a result, strengthening their profile in ASEAN as a beauty hub.

• Digitalization and Social Commerce Generating Sales: Social media influencers, live streaming, and e-commerce platforms act as vital channels providing a connection between brands and Millennials and Gen Z consumers. Brands including celebrities and creators and micro-influencers, overwhelmingly use ‘digital-first’ options to reach niche audiences while driving incremental online direct-to-consumer sales and brand engagement.

• Niche Segments and Beauty Tech Adoption: With the emergence of demand in male grooming, dermo-cosmetics, and tech-enabled beauty solutions (e.g., Beauty AI), altering product innovation pipelines and elevating consumer expectations around personalized skincare and smart beauty devices.

Report Scope

SWOT Analysis

• Strengths: The beauty market in Thailand is strong because of an educated local consumer base, strong OEM/ODM production capability, and increasing global demand for Thai-branded products. The marketing is sophisticated, using influencers, and the established brands are growing steadily because they are managed by experts to maximize Thailand’s natural resources to create and sell beauty products to meet growing international exports.

• Weaknesses: There is a considerable reliance on imported raw materials, whereby costs are variable, and as the mid-market and mass-market categories become crowded with competing brands, the stress on profit may be more challenging. Smaller players may struggle to compete based on innovation and sustainability without being able to ensure clear differentiation for their brands.

• Opportunities: Consumer interest in clean, green, and cruelty-free beauty is emerging with retailing migrating to online and the augmentation of opportunities for offshore direct-to-consumer through cross-border sales, as well as niche opportunities such as men’s products or digitally driven personalized beauty.

• Threats: There are potential raw material price fluctuations, an emerging threat from overseas competitors, and potential regulatory changes to sustainability. Furthermore, if brands do not react to rapidly evolving consumption preferences and dynamic digital consumer trends, they will likely hit a plateau quicker in their intended new markets.

List of the prominent players in the Thailand Beauty and Personal Care Market:

• Unilever Thailand
• L’Oréal Thailand
• Shiseido Thailand
• Procter & Gamble (P&G) Thailand
• Beiersdorf Thailand
• Johnson & Johnson Thailand
• Estée Lauder Companies
• Mistine
• Srichand
• Cute Press
• Others

The Thailand Beauty and Personal Care Market is segmented as follows:

By Type

• Skin Care
• Hair Care
• Bath and Shower
• Men’s Grooming
• Fragrances
• Sun Care
• Mass Beauty and Personal Care
• Premium Beauty and Personal Care
• Dermo-cosmetics Beauty and Personal Care

By Distribution Channel

• Online
• Offline