Report: 2025 Thailand Beauty Outlook

The Allure of the Facial Beauty Sector

Explore the trends, challenges, and growth drivers shaping Thailand’s facial beauty landscape – and discover how brands can win in a fast-moving, fragmented market.

Thai consumers are redefining beauty. With a renewed focus on skin health and efficacy, they’re investing more in facial skincare and makeup than ever before. These categories are now outperforming other FMCG segments, driven by evolving beauty ideals, growing digital access, and the rise of premiumisation.

Our Thailand Beauty Outlook 2025 report reveals how this shift is influencing purchasing habits, altering channel preferences, and opening up fresh opportunities for brands ready to innovate and adapt.

What’s Inside the Report:

• Double-digit growth in facial beauty
• Skin health over everything
• Rising brand fragmentation
• Online becomes the No.1 channel

The facial beauty sector in Thailand offers substantial room for growth—but also demands a deep understanding of today’s consumer. With increased willingness to explore, low brand loyalty, and clear channel preferences, the winning brands will be those who align with evolving needs while staying agile in a fragmented landscape.

From insight to action, this report equips you with the data, trends, and strategic recommendations to navigate a new beauty era in Thailand.

Read the report to unlock growth opportunities in 2025 and beyond.