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.
This report looks at the following areas:
- Trends influencing the growth of clean beauty in Thailand
- Awareness of clean beauty and its attributes among Thai consumers
- Consumer interest in ingredients associated with clean beauty
- Consumer behaviours and attitudes towards clean beauty practices
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
Market Definitions
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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EXECUTIVE SUMMARY
- Clean beauty definition
- Mintel's perspective
- Key issues covered in this Report
- Overview
- The outlook of clean beauty in Thailand
- Clean beauty has yet to gain traction, but rising interest in ingredient safety and sustainability can boost its potential
- Graph 1: BPC launches carrying claims related to clean beauty, 2019-24
- Instil clean beauty along with sustainability in the natural skincare segment
- Graph 2: awareness of clean beauty, by users with different preferred product types, 2024
- Attract Gen Z with a focus on safety, transparency and ethics
- Graph 3: consumers who strongly agree with the statement 'Safety is more important than efficacy when choosing beauty products', by generation, 2024
- Target Gen X by showcasing natural formula efficacy and sustainability
- Graph 4: skincare ingredients that consumers are willing to pay more for, by generation, 2024
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key trends and market factors
- What you need to know
- Clean beauty is struggling to reach the mainstream
- BPC product launch trends align with clean beauty's value
- Graph 5: BPC launches by claim category, 2019-24
- Individual claims follow a similar trend, with paraben-free and animal welfare leading the way
- Graph 6: BPC launches carrying claims related to clean beauty, 2019-24
- However, clean beauty is struggling to reach the mainstream
- Derma and natural skincare brands are addressing the gap in product safety
- A path forward for clean beauty
- Graph 7: the fastest-growing claims related to clean beauty in natural and organic BPC* launches, by selected claims, 2019-24
- Consumers are pushing for clean ingredients and transparency
- Thai consumers are demanding greater transparency, especially in safety
- Ingredient transparency and safety are key
- Online resources heighten the demand for full disclosure
- Sustainability is taking root and growing in beauty's ecosystem
- Concerns over climate change make sustainability a top priority
- Graph 8: consumers' concern over the next six months, 2022-23
- Sustainable beauty is growing in Thailand, though still trailing behind the region's progress
- Graph 9: BPC launches carrying claims related to sustainability, 2019-24
- Graph 10: BPC launches carrying claims related to sustainability, 2019-24
- Positive strides towards sustainability
- Harness the green movement for growth
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what consumers want and why
- What you need to know
- Clean beauty's lower awareness compared to its counterparts suggests slow progress in the market
- Graph 11: beauty claims awareness, 2024
- Low awareness of potentially harmful ingredients indicates a need for greater education
- Graph 12: ingredients consumers believe is harmful, 2024
- Instil clean beauty along with sustainability in the natural skincare user segment
- Clean beauty brands have limited market penetration
- Graph 13: type of beauty products consumers have been using the most in the past six months, 2024
- Most natural/organic skincare users are already familiar with clean beauty
- Graph 14: awareness of clean beauty, by users with different preferred product types, 2024
- Natural/organic skincare users place higher value on sustainable ingredients than those in other segments
- Graph 15: skincare ingredients that consumers are willing to pay more for, by users with different preferred product types, 2024
- Eco-friendliness is a key influencing factor
- Graph 16: the top three factors influencing choice of beauty and personal care products, by users with different preferred product types, 2024
- Drive clean beauty by integrating sustainability into the natural and organic product segment
- Explore wide-ranging sustainable packaging innovation
- Focus on ingredients that are kind to users and the planet
- Innovate with sustainable, alternative ingredients to minimise the environmental impacts
- Natural/organic skincare users seek streamlined beauty routines
- Graph 17: consumers who agree with the statement, by users with different preferred product types, 2024
- Introduce a mindful beauty routine for natural and organic skincare users
- The merging of naturalness and sustainability will resonate with the Beauty Habitualist
- Attract Gen Z with a focus on safety, transparency and ethics
- Gen Zers prioritise safety over efficacy in skincare products
- Graph 18: consumers who strongly agree with 'Safety is more important than efficacy when choosing beauty products', by generation, 2024
- Gen Zers' view on harmful ingredients is driven by their skin sensitivity
- Graph 19: ingredients that Gen Z consumers believe are harmful, 2024
- Trusting the expert, Gen Zers lean towards doctor brands
- Graph 20: preferred beauty product types, by generation, 2024
- Communicate skin-safe attributes to attract Gen Z
- Improve trust and skin-safe positioning by learning from doctor brands
- Ensure skin-safe quality and clean formulas through testing and certification
- Gen Zers champion ethical standards in their beauty choices
- Graph 21: consumers who are willing to pay more for skincare ingredient featuring cruelty-free claim, by generation, 2024
- The #SaveRalph campaign raised awareness of ethical practices in the beauty industry
- Win over Gen Zers by supporting ethical causes on their behalf
- Showcase transparency in ethical commitments
- Target Gen X by showcasing natural formula efficacy and sustainability
- Generation X and older are familiar with clean beauty concepts but may not fully grasp their significance
- Graph 22: beauty product claims that consumers are aware of but only slightly know about, by generation, 2024
- Gen X and older need a balance of skincare effectiveness and safety
- Graph 23: skincare ingredients that consumers are willing to pay more for, by generation, 2024
- Natural formulas backed by efficacy credentials can boost market penetration
- Natural ingredients are viewed as safe, but few are convinced of their effectiveness
- Graph 24: consumers who disagree with statements regarding ingredients in beauty products, by generation, 2024
- Make clean beauty appeal to Gen X with result-driven natural ingredients
- Formulate with natural yet potent active ingredients
- Leverage advanced delivery systems to create a high-performance, naturally derived formula
- Gen Xers are action oriented when it comes to clean beauty
- Graph 25: consumer actions related to clean beauty, by generation, 2024
- Highlight eco-ethical in natural and plant-based formulas to attract Gen X and older consumers
- Maximise ingredient potency and promote sustainability with biotechnology
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appendix
- Report definition
- GNPD glossary
- Generations
- Index calculation
- Consumer research methodology
- TURF analysis
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