This report looks at the following areas:
- Key consumer trends shaping the AI beauty landscape in Thailand
- Consumer behaviour around and engagement with AI beauty tools
- Consumer perceptions and impressions of AI-powered beauty solutions
- Desired AI-driven support and features for beauty consumers
- Consumer attitudes towards AI in beauty applications
Transform AI into transparent, intuitive and personalised solutions that solve real beauty challenges, driving stronger trust and loyalty.
Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care
Market Definitions
For the purposes of this Report, Mintel defines AI in beauty as all digital, algorithm‑powered or machine‑learning-driven technologies used across the beauty and personal care ecosystem. This includes tools that assist in skin analysis, product recommendation, virtual try‑on, personalised regimen building, ingredient or formula optimisation, biometric monitoring, generative content creation and autonomous or predictive beauty services. The scope covers both front‑end, consumer‑facing applications (eg diagnostics, virtual try‑on, personalised coaching) and back‑end brand applications (eg R&D acceleration, ingredient discovery, supply chain automation).
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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
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MARKET LANDSCAPE
- Mintel predicts a clear shift in AI in beauty globally
- EU leads AI beauty launches, while Asia is taking off
- Global beauty brands are leveraging AI-powered tools to transform the industry
- Thai beauty implements AI to drive always-on beauty sales
- Thai consumers’ enthusiasm for new technologies fuels faster adoption of AI solutions
- Graph 1: consumers agreeing that they like to be among the first to try new technologies, 2025
- Despite strong consumer enthusiasm for AI, brands should shift from hype-driven experimentation to high-utility applications that sustain ROI
- Graph 2: consumers’ agreement with select attitudinal statements, 2025
- Thai consumers use AI for general tasks, revealing a growth gap for beauty
- Graph 3: consumers’ knowledge and use of AI, 2025
- Graph 4: purpose of using AI, 2025
- Opportunities to introduce AI in beauty to Thai consumers
- AI regulation uncertainty prompts beauty brands take caution
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BUILD A STRONG FOUNDATION WITH TRUST
- Positive consumer sentiment towards AI in beauty creates opportunities for brands
- Graph 5: consumer agreement with attitudinal statements related to AI, 2025
- The demographic profile of AI Beauty Enthusiasts
- Now: build trust in AI to sustain ROI
- Now: focus on creating a clear, simple and safe AI environment
- Next: leverage experts, research and scientific databases to elevate trust
- Next: empower consumers’ ability to control over AI agents
- Next: elevate trust with life-changing examples of AI’s value
- Next: develop a trust infrastructure to secure long-term investment
- Graph 6: consumers’ interest in using AI tools in the next six months, AI Beauty Enthusiasts vs others, 2025
- Future: invest in ethical AI leadership to sustain trust long term
- Future: prepare for AI governance changes
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DRIVE CONSUMERS’ ADOPTION OF AI TOOLS THROUGH CONVENIENCE
- Now: emphasise convenience to reinforce perceived value
- Now: turn interest into adoption by minimising friction in key AI experiences
- Graph 7: AI tool use in beauty activities, 2025
- Now: turn interest into adoption by minimising friction in key AI experiences
- Now: streamline live shopping experiences by integrating virtual try-on
- Now: overturn the barriers to convenient decisions in beauty shopping for men
- Provide a complete loop of AI-powered tools to reach mass consumers
- Next: as generative AI tools arise, brands should be where consumers are to close the deal
- Next: integrate AI tools into autonomous systems
- Future: implement hyper-automation and predictive AI services for ultimate convenience
- Future: as hyper-convenience becomes the norm, beauty brands must look elsewhere to differentiate
- Future: scenarios demonstrating a fully integrated AI environment
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ENHANCE SATISFACTION AND LOYALTY THROUGH PERSONALISATION AND HUMANISATION
- Now: use AI to tailor beauty routines
- Now: reveal a predictive reality
- Now: help consumers build personalised beauty routines
- Next: leverage AI for premiumised personalisation solutions
- Next: prepare for post-production product mix personalisation
- Next: beauty is not just a product – it’s the harmony of products and devices working together
- Next: analyse real-time skin condition monitoring data to instantly deliver personalised solutions
- Next: emphasise the human touch in beauty products to elevate value
- Next: position AI as an assistant to amplify the capabilities of beauty professionals
- Future: develop immersive, personalised AR/VR beauty experiences
- Future: it’s all connected – the future of personalisation lies on lifestyle-oriented recommendations
- Key takeaways: trust is the gateway, convenience drives adoption, personalisation fosters loyalty
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APPENDIX
- Report definition
- Generations
- Consumer research methodology
- TURF analysis
- Abbreviations
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