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In 2024, sales of face care products in Thailand increased by **** percent. In comparison, cosmetics grew by 11 percent. Thai customers were willing to pay more for skin improvement products and expected makeup to perform basic functions.

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 2024, the import value of cosmetics to Thailand amounted to over *** billion U.S. dollars. On the other hand, Thailand also exported soaps, cosmetics, and skincare products to various nations, including Japan, Australia, and China. 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.