Cosmetics market in Thailand - statistics & facts

The skincare and color cosmetic products sectors in Thailand are one of the largest among the Southeast Asian countries. Major international brands have invested in the Thai cosmetics market. In 2021, the prestige cosmetic and fragrance market value in Thailand amounted to around 343 million U.S. dollars. Much effort has also been put into developing and expanding the domestic brands and production to establish Thai cosmetics and skincare products in other markets. New brands for such products have also emerged from current trends, especially from social media influencers. By promoting these products heavily on their social media accounts, influencers have become an important marketing platform for cosmetics brands. The Thai cosmetics market could ensure continuous growth and maintaining healthy market performance by tapping into this resource.

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. In 2020, the total market size of beauty and cosmetic products in Thailand amounted to approximately 300 million Thai baht. The market size of skincare products was highest for facial skincare and was followed by body skincare items. 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 monthly income of Thai households increased in the past decade, the demand for cosmetics was 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 have 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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