The beauty and grooming service industry in Thailand is undergoing a dynamic transformation, driven by evolving consumer preferences and technological advancements. Thai consumers are increasingly prioritising personalised beauty solutions, with smart technology and AI playing a pivotal role in tailoring products and services to individual needs. The rise of holistic wellness has also reshaped the market as spa and massage services have gained popularity for offering both relaxation and tangible health benefits.
At-home beauty treatments are witnessing significant growth, particularly in categories like haircare and facial care, as consumers seek convenient and cost-effective solutions. Younger, affluent urban-dwelling consumers lead the charge in investing in professional treatments and personalised products, reflecting a desire for high-quality, curated experiences. Emotional wellness has become central to brand strategies, with multisensory experiences designed to enrich consumer wellbeing.
Including detailed insights, emerging opportunities and actionable strategies, this Report provides essential guidance for navigating Thailand’s thriving beauty and grooming market.
This report looks at the following areas:
- Understanding Thai consumer spending on beauty and grooming
- At-home vs professional beauty services – perceptions and preferences
- Attitudes towards beauty and grooming products and services
- Opportunities in the spa and wellness service market
- The rising demand for personalised beauty solutions
Elevate Thai beauty and grooming experiences by providing customised professional solutions, personalised beauty and immersive sensory experiences in wellness spas.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
Market Definitions
This Report explores trends and insights into Thai consumers’ attitudes and behaviours towards beauty and grooming services. It aims to find business opportunities that support or relate to these services.
For the purposes of this Report, Mintel has used the following definition of beauty and grooming services:
- includes facial treatments, body treatments, hair treatments and colouring, nail treatments and colouring and spa and wellness services