E-commerce cosmetics market share in Southeast Asia in 2024, by country

As of June 2024, Vietnam was Southeast Asia's largest cosmetics market, making up over one-third of the total market share. At the same time, Indonesia ranked second, accounting for about 32.9 percent of the e-commerce cosmetics market share in the region. 

Makeup usage in Southeast Asia

Southeast Asia has some of the highest usage rates of makeup in the Asia-Pacific region, with approximately half of the respondents in Vietnam using decorative cosmetics regularly. Face makeup, or complexion products, was the most popular type of makeup among Southeast Asian consumers. Foundation was the most popular face product, while mascara took about a quarter of eye makeup e-commerce sales in Southeast Asia.

E-commerce continuing to grow

The Southeast Asian e-commerce market is expected to grow considerably in the coming years. Undersaturated markets like Vietnam and Indonesia were projected to grow exponentially. Indonesia, the largest e-commerce market in Southeast Asia, is expected to reach nearly 100 billion U.S. dollars by 2025. Social commerce is an emerging segment of e-commerce in the region. Most young consumers in Indonesia purchase cosmetics and beauty products on social media. Around half of the surveyed youth in Thailand, Vietnam, and Malaysia also use social media to buy beauty products.