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
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of beauty and grooming services in Thailand
- Thailand’s beauty industry thrives on personalisation, holistic wellness and social media influence
- Address unique concerns in beauty services to combat declined engagement
- Graph 1: attributes associated with different professional beauty and grooming services, 2024
- Captivate Spa Enthusiasts with engaging holistic wellness experiences
- Integrate personalised skincare to enhance pre- and post-treatment self-care routines
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Evolving beauty standards and solutions
- Beauty standards are now shaped by filtered images of ourselves and others
- The rise in beauty’s popularity has transformed glamorous Thai Gen Zers’ lifestyle choices
- Cosmetic surgery is gaining acceptance in the US as part of beauty treatment options
- Thais demand professional treatments that offer quick and effective beauty solutions
- Emerging opportunities in providing beauty solutions for special events
- The rise of immersive spa and wellness experiences
- Emotional wellness takes centre stage in sensorial innovation in the beauty industry
- Spa experiences are increasingly incorporating emotional wellness
- Immersive spas showcase the importance of elevated experiences
- Immersive experiences go viral
- A growing recognition of scents and multisensory experiences in enhancing mental health
- Indulgent experiences for the mind and body at Thai spas
- The beginning of personalised beauty products and services
- Empower individual beauty choices
- Skincare brands are gaining momentum with customised solutions for target demographics
- Leveraging advanced technology to offer personalised beauty solutions
- Thai consumers’ interest in self-expression drives growth in the beauty market, outpacing the SEA market
- Graph 2: agreement* with ‘Being able to express my individuality is a top priority for me in life’, 2024
- Customised products and services take off in Thailand
- Provide exclusive offers with personalised skin analysis
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Thais are splurging on at-home beauty, leaving beauty and grooming services to step up their game to stay in the picture
- Graph 3: plans to spend on the beauty and grooming products/activities in the next six months, 2024
- A wave in skincare product launches is fostering the growth of at-home personal care
- Graph 4: skincare launches, 2020-24
- Younger Thais are a driving force for beauty services, with a spotlight on acne care
- Graph 5: beauty and grooming activities by Thai consumers in the past year, 2021 vs 2024
- Safeguard the future professional service market by engaging with younger consumers
- Graph 6: plan to spend more on beauty and grooming products/activities in the next six months, by age group, 2024
- Connect with the digital-native generation through technology and online platforms
- While overall consumer engagement with professional beauty services has declined, affluent consumers remain a valuable cohort
- Graph 7: plan to spend more on beauty and grooming products/activities in the next six months, the total vs those with healthy finances, 2024
- Addressing unique challenges in beauty services
- At-home hair treatments challenge salon dominance
- Graph 8: beauty and grooming treatments perceived to give comparable results when done at home or by professionals, 2024
- To establish stronger relevancy, professional hair services can build on expertise and offer more personalised treatments
- Graph 9: haircare launches containing professional in the product name and/or description, 2019-24
- Drive at-home professional haircare routines with expert integration
- Salons can differentiate through revitalising consumers’ mind and body with exceptional haircare experiences
- Boost consumer confidence in facial procedures with expert guidance while prioritising safety through at-home pre- and post-treatment care
- Graph 10: attributes associated with various beauty and grooming services – risk of adverse effect(s), 2024
- Offer pre- or post-professional facial treatment products to reassure safety
- Introduce at-home facial treatment devices as an alternative to professional treatments
- Promote the healing power of body massages for desk-bound full-time employees
- Opportunity for off-site massage services
- Case study: integrate the Mind Oasis to target burnout
- Introduce a ‘pain index’ in hair removal treatments
- Provide personalised at-home hair removal devices tailored to individual needs
- Adapt the hair removal product category to reflect changing beauty standards
- Enliven the nail experience
- Time is money for quick-dry nail product buyers
- Nail tattoos extend wear time for the brave
- Revitalise the mind and body with spa and wellness services
- The demographic profile of Spa Enthusiasts
- Wellness associations drive demand for professional body treatments
- Graph 11: plan to spend more on professional body treatments in the next six months, Spa Enthusiasts vs non–Spa Enthusiasts, 2024
- Offer holistic health treatments crafted to meet individual needs
- Use scents to create rich spa experiences for Spa Enthusiasts
- Graph 12: Spa Enthusiasts’ agreement with statements about beauty and grooming treatments, 2024
- Apply the ‘NeuroGlow’ approach to scents
- The concepts of neurocosmetics and psychodermatology are already shaping the future of skincare products
- Spa providers may feature expert specialists to advance traditional services
- Stand out with spirituality-driven wellness services
- Offer holistic beauty services with a spiritual essence
- Transform consumers’ self-care routine into a rejuvenating spa-like experience
- Graph 13: agreement with “Even with professional treatments, a regular self-care routine at home is still important”, Spa Enthusiasts vs Non–Spa Enthusiasts, 2024
- Offer Spa Enthusiasts a seamless way to extend their professional treatments with spa-branded at-home skincare solutions
- Elevate skincare routines with aromatherapy experiences
- Enhance spa-like experiences at home with cutting-edge beauty devices
- Partner with social media influencers to promote services and special offers
- Engage younger audiences to broaden access to spa and wellness services
- Tailor therapies for joy and wellness to target younger generations
- Spark creativity and connect with younger generations through the art of aroma crafting
- Personalised beauty and grooming products and services
- Personalised beauty in Thailand is thriving
- Graph 14: skincare and fragrance launches containing personalised or customised in the product name and/or description, 2020-24
- The demographic profile of Personalised Beauty Pioneers
- Personalised Beauty Pioneers will invest in essential skincare and treatments
- Graph 15: plan to spend more on the beauty and grooming products/activities in the next six months, Personalised Beauty Pioneers vs Non–Personalised Beauty Pioneers, 2024
- Personalised Beauty Pioneers value self-care with tailored products, opening room to pair personalised self-care solutions with treatments
- Graph 16: agreement with “Even with professional treatments, a regular self-care routine at home is still important”, Personalised Beauty Pioneers vs Non–Personalised Beauty Pioneers, 2024
- Elevate beauty routines with products designed for individual needs
- Elevate skincare routines with a personalised treatment device at home
- Take personalisation to the next level
- Integrate intelligent personalisation with in-depth analysis
- Strengthen service offerings with customised wellness opportunities
- Respond to the demand for personalised pre- and post-treatment care solutions
- Graph 17: agreement with “Using specially designed post-treatment care products is crucial after getting a beauty and grooming service”, Personalised Beauty Pioneers vs Non–Personalised Beauty Pioneers, 2024
- Provide at-home post-treatment to ensure prolonged results
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APPENDIX
- Report definition
- Consumer research methodology
- Correspondence analysis
- Social data research methodology
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