Thailand Beauty and Personal Care Market 2025 – 2034

Reports Description

The Thailand Beauty and Personal Care Market 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

Thailand’s beauty and personal care categories experienced growing demand, driven by changing consumer preferences and a new focus on self-care, including grooming and emotional wellness. Overall, demand in the beauty and personal care category has seen double-digit growth in terms of volume and value and consumer sales. The performance of colour cosmetics was the primary driver behind industry expansion, as it was taken up by ongoing success in post-recovery and improvements in marketing, including the introduction of new products as well as discounting.

Consumers prioritized spending on monthly pampering in high-priced skincare due to the value they associated with their emotional wellness. They also explicitly purchased premium fragrances in the mood of emotional wellness. All in, there continued to be strong growth and positive category momentum, especially in those areas addressed here.

Key Trends & Drivers

• Sophisticated tastes drove beauty and personal care innovation, leading to ‘skinimalism,’ where simplicity and effectiveness hit the front tier of consumer concerns. Economic caution improved, and the carryover from the elevated economy of 2023 saw Thais looking for maximal return on fewer products at a time when simple and effective items were available, giving busy consumers convenience and quick results in multifunctional products. The items that sold the best were anti-wrinkle and whitening and multi-use makeup items, which offered consumers a simple product while enjoying the benefits of efficacy.

• The trend of natural and organic ingredients: In the beauty and personal care space the demand for natural and organic ingredients is increasing across the globe. For instance, Laura Mercier introduced the Translucent Loose Talc-Free Setting Powder Ultra-Blur with these ingredients in oral care, skin care, colour cosmetics, and bath products. The younger generations of Thai consumers are more open to natural and organic products, fostering an interest in clean and green products across the entire industry. This trend and increased interest are beneficial for a new focus throughout the industry on sustainability and eco-friendly offerings, encouraging companies to produce sustainable and eco-friendly products and packaging. While local consumers are still primarily driven by value, they indicate that green products and recycled packaging are important to them and would prefer to associate with such brands, even vegan brands. Refill packs are considered a good price and part of the sustainability trend because consumers are also looking to save costs.

• Awareness about the Beauty and Personal Care Products: The beauty and personal care products Anti-aging products are specifically tailored to the elderly population as they age. Skin care and makeup products derived from natural extracts with minimal ingredients to instill a more comfortable feeling in customers. Stressing products with a focus on inner beauty, like vitamin choices that align with overall preferences and lifestyles. Cosmetics & skin care products that maintain hydration. Accountable for new and innovative technologies that will disrupt the market with the Beauty AI trend.

• Rapid Expansion of the Domestic Beauty and Personal Industry: Some entrepreneurs will find expansion opportunities domestically and internationally at trade shows, and at the same time, also expand their product ranges and new product innovation development with various technologies, including Beauty AI, to offer even more customized beauty products. The Thai consumer is moving away from price to quality, and niche product categories will reflect the trend and drive demand. Due to uncertainties, both domestic and foreign, such as increases in raw material costs, global economic conditions, and increasingly fierce market competition every year, entrepreneurs will need to devise strategies to face various challenges, maintaining product quality while ensuring innovation to meet customer demand. In the next few years, Thailand’s beauty space is going to see even higher levels of competition due to the various factors that are driving up raw material prices and transportation costs and the stiff purchasing factors in the domestic market, especially in the mid-range and lower market segments.

• Presence of Well Established Contract Manufacturer service (OEM/ODM): The market for beauty products in Thailand was mainly supported by the country’s own strong position as a core for cosmetics manufacturing in Southeast Asia. Thailand has an established cosmetics industry with a range of manufacturers providing OEM and ODM to local and international beauty brands. Thailand has a very strong infrastructure and capabilities for manufacturing many beauty products, specifically skin care, hair care, and cosmetics. A number of manufacturers are able to provide a complete service, including product formulation and product development as well as packaging, labeling, etc. The cosmetic industry in Thailand grows 10-20% on average on a yearly basis, and it’s ranked 17th in the production of beauty products in the world. Moreover, after Japan and South Korea, in Asia, there is a significant development in cosmetic technology and ingredients.

• Growing Emergence of the Personal Care Product Influencers and Celebrities: Many new players in the beauty and personal care market, especially celebrity or influencer brands, have found success through the online shopping channel & social media platform with a micro-marketing method. Therefore, the expansion of Thailand’s beauty and personal care production chain service is on the rise. Moreover, Thailand has everybody from both public and private agencies collectively driving Thailand toward being the cosmetic production hub in ASEAN because Thai entrepreneurs can manufacture products, and many of them are contract manufacturers for globally recognized brands. This is further enhanced by the ASEAN Economic Community (AEC), which creates more open international trade for ASEAN members and between ASEAN and its partners through the reduction of tariffs to zero.

Segment Wise Overview

By Type

• Skincare and colour cosmetics products:  In 2024, Thailand’s skincare market shifted to skinimalism, which favors shorter, stable, cleansing, moisturizing, and protecting-type skincare products. Multitasking products with proven ingredients were preferred, combined with self-acceptance to obtain a natural glow. Skin care became even more popular during the COVID-19 era, but demand was still above average during service restrictions. For example, organic, natural, and vegan products continued to be more popular as sustainability became more internationally known. The consumers were also more conscious of clean beauty and renewed interest in its relation to product effectiveness. Significant growth in anti-aging solutions also created demand for acceptable, legitimate packaging that aligned with consumer values. This competition spurred product innovations in technology and materials.

• The skincare sector had acknowledged that the market and innovation were to be focused on ingredient-led innovations through direction focused on niacinamide, copper peptides, snail mucin, bakuchiol, electrolytes, and seaweed. Trends like skinimalism, good old-fashioned clean beauty, and sustainability will shape future developments with potentially multi-tasking products, cross-over innovations from other industries, or using a more herbal or organic approach. Consumers in Thailand will also gravitate towards using skincare that is light, non-sticky, and absorbent. Demographic shifts have made anti-aging mandatory as the focus for beauty. Beauty brands had tried to introduce more CSR, even though they all had to justify and develop offers to promote themselves as sustainable in the eyes of consumers, engaging them, if not relinquishing the competition by offering related promotions to discovered brands like sustainable discounts and bundles.

• Thailand’s color cosmetics category thrived in 2024 after the removal of COVID-19 restrictions, and consumers were buying significantly more color cosmetics. With getting re-acquainted with their highlighter, eye, and lip products, people began purchasing at an increasing rate compared to the sluggish habits and responsibilities from COVID-19. While lip products are the bright spot for brands, eye products are quickly becoming a rising star, with new launches helping stimulate increased buying.

• Eye products are getting the attention they deserve, and with the same in the mix, nail products have also benefited from the same popular movement, with products having treatments and color options. While mass and premium brands are joining the category, launching items, and engaging with international consumers, and increasing sales in Thailand. Many beauty brands have a reputation for delivering quality at reasonable prices, and they can even include smaller, more affordable products in their portfolio to meet the trial purchases of consumers looking for good quality at affordable prices, but the brands are also benefiting from consumers’s indulgence in disposability and loyalty.

By Distribution Channel

• Sales value of skincare and colour cosmetics products in Thailand: With a sales value of 36.8 billion US dollars, the color cosmetics and skin care market in Thailand accounts for 47.38% of the size of the beauty and personal care market in Thailand. The sales value of skincare products in Thailand, valued at approximately 41.6 billion US dollars, represents 77.1% of the beauty and personal care market in Thailand. Of this amount, facial care shows the greatest share (60.3%), followed by body care (9.9%), skincare sets/kits (1.9%), hand care (1.00%), and lip care (0.82%), and is anticipated to grow to 3.34 billion US dollars by 2025 with growth rates at 9-13%. While the sales value of color cosmetics sits at approximately US dollars 778.0 million, with facial makeup as the largest segment (12.9%), lip makeup (5.21%), eye makeup (3.65%), and nail products (0.21%) follow in order. The color cosmetics market is expected to grow to 715.8 million US dollars by the end of 2024, with growth rates of 10-13%.

Tariff Impact on Beauty and Personal Care Products in Thailand

Thailand is strategically important as an emerging domestic consumer market and an export market for beauty and personal care products in ASEAN. It has a strong manufacturing base, and its ASEAN Economic Community (AEC) status enables zero-tariff benefits, which steers local brands and international companies to the cost-effective manufacturing option and access to the regional markets.

The implementation of various tariff policies between major economic powers such as the U.S. and China is creating hurdles in the entire supply chain of the cosmetic industry in the Thailand. These newly implemented tariff policies by China and the U.S. are affecting everything from raw material sourcing to final product pricing. These tariffs represent a significant challenge for an industry that has long relied on global supply networks and international trade to deliver innovative products to consumers worldwide.

Thailand is establishing itself as a vital contract manufacturing (OEM/ODM) base for existing multi nationals, and emerging influencer brands. Thailand is further expanding its exports to main markets like China, its ASEAN neighbours, and niche countries worldwide. However, day to day evolving tariff policies are creating hurdles in the Thailand market growth.

Report Scope

Leading Players

The Thailand Beauty and Personal Care Market is highly competitive, with a large number of product providers in the U.S. Some of the key players in the market include:

• 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

These firms apply a sequence of strategies to enter the market, including innovations, mergers, and acquisitions, as well as collaboration.

In 2024, traditional global players continued to dominate the beauty and personal care sectors. Despite substantial competition, new players have implemented digitalization and social media into their strategic plans for growth. All players, large and small alike, focused heavily on products’ marketing, reaching specific groups, and creating awareness and connections across digital platforms throughout the year with consistent messaging, as opposed to just certain product launches. Brands also utilized influencers to promote product benefits and build up brand image to help create awareness through a global marketing push. Domestic brands have been exporting to create brand selectivity. Mistine is focusing on the Chinese consumer, while Harnn has turned to Singapore. Harnn’s physical shop in Singapore creates a direct connection to the consumer and product interaction, as well as the brand and product relationship in a premium segment setting.

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