Clean beauty has been present in the Thai market for over five years, yet its advancement has been gradual. Although there has been a rise in beauty and personal care products with clean beauty claims – such as being free of harmful ingredients and supporting ethical, sustainable practices – Thai consumer awareness and interest remain limited. Currently, only 3% of consumers use brands that explicitly identify as clean beauty, highlighting the challenge of expanding the clean beauty audience independently.
This Report explores strategies to achieve greater market traction. These include integrating clean beauty elements into established beauty categories and targeting specific demographics with attributes that align with consumer preferences.
To drive growth in clean beauty, integrate its principles into natural skincare. Target Gen Z and Gen X who value ethical, sustainable brands.
Chayapat Ratchatawipasanan, Principal Analyst
For the purposes of this Report, Mintel has used the following definition.
Clean beauty is the concept of beauty and personal care products that include non-harmful ingredients, provide transparent labels with full ingredient lists and emphasise sustainability through eco-friendly packaging and ethical sourcing.
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Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
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