#trendsinthailand and beyond

#trendsinthailand and beyond

The secrets behind Thailand’s booming skincare sector

A look at some of the ground-breaking ingredients and finished products taking the market by storm

Thailand is firmly established as a leading player in the cosmetics and personal care industry in Southeast Asia. Its rapidly growing market is valued at US$5.42bn, with a projected CAGR of 5.4% to 2026[1].

Recognised as a beauty hub of innovation and quality, its skincare sector continues to dominate, holding a 42% market share, followed by hair products (15%), soaps and hygiene (14%), oral and dental care (12%), and makeup (12%)[2].

Speaking to Cosmetics Design Asia, Isaree (Start) Sismey, Senior Director, MMR Research Worldwide, described the APAC consumer as ‘not afraid to try’, explaining that what makes Thailand so interesting is that it is “the Asian country where companies always want to put the new products and use it almost like a proxy market.”[3]

In a report published by WGSN, skin health was said to be a growing priority among consumers with many gravitating towards cosmeceuticals formulated with clean, natural and herbal ingredients.

Speaking about the trend, Christine Chau, Beauty Analyst, WGSN said, “Health is one of Thai consumers’ top beauty priorities, making clean and safe formulations a must among beauty brands. Companies should prioritise traceability and transparency processes as top strategies, as Thai consumers expect to see full transparency on product sourcing and performance.”[4]

Meanwhile, Kantar’s 2023 Thailand Beauty Trends[5], revealed that Thai consumers had become more sophisticated in their skincare regimes, with the average number of categories they purchase continuing to increase post-COVID. Here, trends such as fortifying and strengthening the skin have become more important, with serums and ampoules among the highest-performing products.

While skincare is following fellow Asian markets in its status as a cornerstone of the industry, Simsey highlighted the importance of considering regional differences in what is a richly diverse region – with consumers in Thailand expecting to see immediate results.

She suggests this is driven by the pervasiveness and accessibility to aesthetic treatments, as well as the popularity of beautifying mobile applications.[6] She adds that to cater to Thai beauty consumers, brands should offer light cosmetic effects with their skin care products whether that’s colour correcting or optical blurring.

Insights from exhibitors at this year’s in-cosmetics Asia offer a first-hand look at local ingredient trends gripping the market. Ms. Ratana Vongmukdaporn, Regional Business Line Head – Food and Pharmaceuticals & Personal Care, Jebsen & Jessen, identified laminaria saccharina extract, also known as sugar kelp or sea belt as one of the most notable ingredients being used in formulations by Thai brands. The species of brown algae is recognised for its benefits for skincare applications, offering moisturising, anti-inflammation, hydrating, and soothing characteristics.

Meanwhile, P.C Intertrade, a leading distributor of specialty cosmetic ingredients in Thailand including brands such as Ikeda, Gattefossé, Lessonia, and fellow exhibitor, Mibelle Biochemistry, suggests that one basic ingredient is being overlooked in skincare: calcium.

A basic mineral that is better associated with healthy bones or teeth, calcium is also needed for healthy skin. Calcium ions (Ca2+) regulate the communication between skin cells, which helps to keep the skin barrier intact and healthy. They also signal the skin to produce more collagen and regulate skin pigmentation. The Thai distributor points to Mibelle’s EpiCalsome™ which uses novel technology to encapsulate calcium ions with phospholipids of the highest quality, making calcium optimally bioavailable to the skin[7].

Closely linked to skincare, Jebsen & Jessen’s Ratana also suggested that innovations in suncare would emerge as one of the biggest trends in the Thai beauty and personal care industry, with stable encapsulated UV filters paving the way for the future of UV protection.

As a key component of many suncare products, stable encapsulated UV filters are designed to remain stable and effective for longer periods of time than traditional UV filters, which means they provide more reliable protection against the sun’s damaging effects. Research backs this up, with Statista Market Insights predicting the sun protection segment would grow annually by a CAGR of 12.11% between 2023 and 2027.

Among the exhibitors at this year’s in-cosmetics Asia, Merck likens its new UV filter technology to wearing sunglasses to protect your eyes. Its Eusolex® UV-Pearls® protects the skin in a completely new way by entrapping the organic sunscreen chemicals in sol-gel silica glass.

Since the capsules practically eliminate direct contact of the UV filters with the skin, they lower the potential for allergies. They also support enhanced overall safety and photostability in sunscreens and provide new formulation opportunities—such as using hydrophobic UV filters in the water phase.

From sophisticated formulations, and natural and organic ingredients to innovative solutions that provide multi-functional benefits, bold product claims, such as ‘reduce wrinkles’ or ‘clear acnes,’ are no longer enough to entice consumers. This means moving away from single claims and instead developing products that address multiple concerns.

Thai consumers are embracing the latest skincare trends helping to drive market growth, and this shift towards holistic benefits reflects a broader trend in the beauty industry towards a more holistic and wellness-focused approach to skincare.


Join Thai exhibitors Green Leaf Chemical Co Ltd, Chemico Inter Corporation Co., Ltd, Namsiang Co., Ltd, P.C. Intertrade Co Ltd, Summit Chemical Company Ltd, Thai Flavour & Fragrance Co., Ltd, and Zi-Life at this year’s in-cosmetics Asia, which returns to Bangkok, Thailand from 7-9 November 2023.

For more information and to register to attend, visit here.

[1] https://www.nationthailand.com/thailand/economy/40020488
[2] https://www.trade.gov/market-intelligence/thailand-personal-care-and-beauty-products
[3] https://www.cosmeticsdesign-asia.com/Article/2023/06/06/thailand-beauty-market-analysis-how-to-win-over-the-bold-thai-consumer
[4] https://www.nationthailand.com/thailand/economy/40020488
[5] https://www.kantar.com/inspiration/fmcg/the-new-face-of-beauty-in-thailand-looking-ahead-to-2023 
[6] https://www.cosmeticsdesign-asia.com/Article/2023/06/06/thailand-beauty-market-analysis-how-to-win-over-the-bold-thai-consumer 
[7] https://www.pcintertrade.com/calcium_skin/

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