Sales growth of beauty and personal care products Thailand 2023, by segment

In 2023, skincare and cosmetic sales in Thailand grew by 13 percent. In comparison, hair products increased by 9 percent. During the same period, Thai consumers also increasingly turned to online channels when purchasing consumer goods. 

Thai beauty market

The cosmetics market in Thailand is one of the largest in Southeast Asia. Regulated by the Food and Drug Administration (FDA), both foreign and local products must comply with the regulations to be introduced to the market. The significant growth within the industry recently stemmed from increased interest in personal grooming and appearance among Thai consumers. In 2023, the import value of cosmetics to Thailand amounted to over 1.1 billion U.S. dollars. On the other hand, Thailand also exported soaps, cosmetics, and skincare products to various nations, including Japan, the Philippines, and Vietnam. Popular beauty products among young adults in Thailand are foundations, lipsticks, eyeshadows, and mascaras.

Thai consumer behavior

Since the COVID-19 pandemic, personal care products have come back into demand in Thailand. Thai consumers are increasingly concerned about their looks and are willing to invest in high-quality skincare, haircare, and other grooming products. Moreover, Thai consumers are paying more attention to natural and organic ingredients. Hence, they are purchasing products with more natural and sustainable components. While beauty brands from South Korea are popular among Thai consumers, local brands are attempting to cater to Thai consumers’ specific needs. Influencer marketing on social media platforms has played a large part in shaping trends and influencing purchasing decisions in Thailand, as consumers often look for recommendations and product reviews.