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In 2024, Vietnam was Southeast Asia's largest cosmetics market, making up over **** of the total market share. At the same time, Indonesia ranked second, accounting for about **** 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 Vietnam leading the cosmetics e-commerce market size. Lip makeup 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 continues 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. As social commerce is an emerging segment of e-commerce in the region, many young consumers in Indonesia purchase cosmetics and beauty products on social media. Around **** of the surveyed youth in Thailand, Vietnam, and the Philippines also use social media to buy beauty products.