Beauty Pulse: 2024 Thailand Beauty Outlook

2024 is beauty’s time to shine in Thailand

In Thailand, great change is leading to great opportunity for personal care and beauty brands. Our new series of six short reports will help you to spot where potential for growth lies, by understanding the trends shaping consumers’ behaviour and choices.  

In this first report, we explore three major macro trends in the Thai market, and explain how to capitalise on them:

• The return of Out-of-Home (OOH) activities

Meeting more people in ‘real life’ post-pandemic has been a catalyst for consumers to care more about their appearance. 

• Climate change

Hotter weather and high levels of pollution are driving people to prioritise skin protection.  

• The desire for a more sustainable lifestyle

Brands have a role to play in helping consumers to ‘do good’, and overcome the barriers to living in a way that has less impact on the planet.