Background & Purpose

Thailand Beauty and Personal Care Market

The largest product segments in Thailand’s beauty market are skincare (42%), hair products (15%), soaps and hygiene (14%), oral and dental care (12%), and makeup (12%) in 2021. The ‘Cosmetics’ segment of the Thai beauty & personal care market is forecast to demonstrate sustained growth between 2023 and 2028, with total revenue expected to expand by US$226.1 million (+31.02%). Following eight consecutive years of increase, the indicator is projected to attain a record level of US$955.01 million by 2028. Sales of makeup products, especially lipsticks and makeup foundations, increased by 71 percent in 2023 compared to the same period in 2022, and the growth of the makeup products market is expected to outpace skincare products.

GLOBAL ANGLE has conducted extensive research on the global FMCG market and the SEA beauty products market. Building on our expertise in these areas, this case study explores the Thailand mass cosmetics market through analyzing competitors and retails from the perspectives of products, marketing, sales channels, as well as future potentials in the market.

Project Scope & Research Process

  • Conduct desk research on the competitor brands, products, the industry trend, and distribution in Thailand.
  • Conduct interviews to manufacturers and retailers in order to understand the competitors strategies in Thailand and the retailers functions.
  • Analyse and summarise the results of the desk research and the interviews.

Deliverables

Competitor Profile

MISTINE is one of Thailand’s leading cosmetic brands, offering a wide range of affordable skin-friendly and quality products. It’s trendy and innovative concept appeals to Gen Z women.

 

Top Products List

SRICHAND is also a major Thai cosmetic brand, with viral products like its translucent powder and iconic packaging. The products are prices similarly to brands like L’Oréal and Maybelline.

 

Availability at Physical Stores

Thai consumers can easily access the most popular local cosmetic brands, MISTINE, SRICHAND and 4U2, as their products are sold in major malls and stores like SIAM SQUARE, Watsons and 7-11.