The cosmetics market and key players

The Thai cosmetics market now has greater capabilities to expand through the ASEAN economic community, which promotes free trade policies among member countries. This makes it easier for Thai products, such as cosmetics, to be exported to the ASEAN countries. Moreover, Thailand has also other free trade agreements with countries such as Japan and Korea, resulting in several cosmetic brands from these countries entering the Thai market. Leading brands for skincare in Thailand include Artistry, Pond’s, Olay, Mistine, and Nivea. As for makeup products, the leading brands are Mistine, Oriental Princess, and Giffarine. The market size of skincare products is highest for facial skincare and is followed by body skincare items. Products such as beauty face masks are one of the most popular products for Thai consumers. End users of cosmetic products do not only include domestic users but also foreign tourists and customers who frequently visit spas or salons, which are influential channels for product marketing. Since the average income of Thais is also increasing, the demand for cosmetics is shifting towards the premium segment.

The power of social media trends and future expectations

Cosmetics and personal care products have become more accessible through internet platforms. Major international brands such as Morphe cosmetics market a lot of their product collections through social media influencers. Thai consumers have picked up on this trend, turning to domestic influencers who catered to their style and needs. Cosmetics are therefore one of the leading product categories purchased through influencer marketing. Apart from social media trends, a shift in consumer demographics is also signaling changes in consumption patterns. As Thailand is approaching an aging society , cosmetic brands are aiming to market more products for oral care and hair grooming as well as products with anti-aging properties.

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