Unlocking ASEAN Beauty: How Thailand Compares

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As someone who grew up in Thailand, I have always been familiar with the stunning natural beauty and cultural richness of my homeland. Thailand is famous for its beautiful temples, delicious street food, and welcoming traditions. However, I also know that Thailand is just one part of the ASEAN (Association of Southeast Asian Nations) region, which includes other countries like Indonesia, Malaysia, and Vietnam. Each of these countries has its own unique culture and beauty, and I believe it is important to explore and compare them.

In this blog post, we will be focusing on beauty and cosmetic products in the ASEAN region. From skincare to haircare, the beauty industry is booming in Southeast Asia, with new products and innovative brands emerging every day. As someone who loves trying out new beauty products, I am excited to share my insights and experiences with you.

Before we dive into specific products and brands, let's take a closer look at the beauty industry in Thailand. In recent years, Thai beauty products have gained popularity both domestically and internationally. The industry has grown rapidly in response to consumers' increasing concern over skincare and hygiene. Thai beauty products are known for being high quality and affordable, with many natural and organic options available. In fact, Thailand is one of the leading producers of essential oils, used in many skincare products worldwide.

The ASEAN Beauty Industry

The beauty industry in Southeast Asia has been growing rapidly and is expected to continue doing so in the coming years. The ASEAN beauty market is centered around countries like Thailand, Indonesia, Vietnam, and the Philippines, where consumers are becoming more aware of the benefits of using beauty products.

According to Statista, the beauty industry in Thailand was worth approximately 2.63 billion USD in 2019. This figure is expected to grow to 4.39 billion USD by 2024. One of the reasons Thailand stands out in this market is its strong cultural heritage that influences the beauty industry. Thai beauty standards have traditional roots, and often focus on preserving natural beauty with a holistic approach to wellness.

Skin Care Market Share

Like many other ASEAN countries, skin care is an essential segment of the beauty industry in Thailand. The skin care market in the country is projected to reach 1.5 billion USD by 2024. Thai consumers prefer natural ingredients in their skincare products, and this has contributed to a rise in the popularity of homegrown brands that cater to this preference.

A company like Harnn is a good example of such a brand. It was founded in Chiang Mai in 1999 and has since then become a successful business with products that use local ingredients. The brand focuses on a natural approach to beauty and emphasizes that their products are free from harmful chemicals.

Make-up Industry Insights

The global make-up market is continuing to grow, and Thailand, like many other Southeast Asian countries, is keeping pace with the trend. The makeup industry in Thailand is valued at 1 billion USD, with a compound annual growth rate (CAGR) of 8.2%. Consumers in Thailand prefer the girl-next-door look, with more natural, subtle make-up being popular.

One brand that has been successful in the Thai market is Wawasera. Founded in 2017, the brand has grown in popularity by offering high-quality cosmetic products that cater to a customer's needs. Wawasera's focus is on producing makeup that suits the Southeast Asian skin tone and provides a natural yet appealing look.

Hair Care Market Share

Hair care is another important segment of the beauty industry in Thailand. According to Statista, the hair care market in Thailand is projected to grow at a CAGR of 3.9%, and reach 1.1 billion USD by 2024.

One of the major players in this market is the brand Infinence. They offer hair care products like shampoos and conditioners, with a focus on using natural ingredients like coconut oil and ginseng. Infinence has been successful because of their commitment to providing high-quality products that are salon-grade and accessible to the average consumer.

Innovative New Products and Services

In Thailand, innovative beauty products and services have been driving growth in the beauty industry. Consumers are now more interested in trying new things, and Thai brands are offering them just that. One of the innovative beauty trends in Thailand is a focus on using natural ingredients to create captivating products and services.

Banyan Tree Spa is an excellent example of a brand that has embraced this trend. They combine natural ingredients with modern techniques to create unique spa treatments. Banyan Tree Spa uses indigenous herbs and plants grown in Thailand in their products, and they have recently launched a new range of massage treatments that involve the use of these ingredients.

Spas and Wellness Market Growth

The spa and wellness industry in Thailand is thriving and is expected to continue growing in the coming years. According to the Thai Spa Association, there are approximately 2,000 spas in the country. The spa industry in Thailand is valued at approximately 1.3 billion USD, and it is projected to continue growing.

An award-winning spa brand in Thailand is Let's Relax Spa. They offer high-quality spa treatments that combine both traditional and modern techniques, making it a popular choice for both locals and tourists. Let's Relax Spa has been successful because of its commitment to providing a unique and calming experience that promotes wellness.


In conclusion, the beauty industry in Thailand is flourishing, with the country offering a unique blend of traditional and modern techniques. Thai consumers are increasingly interested in wellness and natural ingredients, and Thai brands are capitalizing on these trends by creating innovative and effective products and treatments. It is no surprise that Thailand is one of the leaders in the ASEAN beauty market and is expected to continue growing in the future.

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