This report looks at the following areas:
- The use of base makeup products
- Makeup style preferences
- Reasons to wear makeup
- Barriers to perfect makeup looks
- Desirable features of makeup products
- Makeup inspirations
- Makeup preferences
- Makeup routine behaviours
- Makeup purchasing habits
Address the consumer demand for perfect coverage and long-lasting makeup, the increasing popularity of ‘skinification’ and the growing acceptance of men’s makeup.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
Market Definitions
This Report offers a detailed analysis of consumer attitudes and trends in the colour cosmetics market in Thailand. The study provides a comprehensive view of market dynamics, consumer preferences and emerging trends shaping the sector.
The primary aim of this Report is to equip stakeholders with actionable insights into the Thai colour cosmetics market, empowering them with the knowledge to make informed decisions. By understanding consumer behaviours and preferences, businesses can better align their strategies to meet market demands and anticipate future trends.
This Report covers base makeup products, including foundation, powder, BB and CC cream, tinted moisturiser, cushion, primer, colour corrector and concealer.
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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
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MARKET LANDSCAPE
- Foundation innovations drive post-pandemic growth in Thailand’s cosmetics market
- Graph 1: base makeup product launches, by sub-category, 2020-25
- The shift from traditional base makeup to versatile cushion formats
- Graph 2: base makeup product launches, by format and texture, 2020-25
- Functional claims are the majority in the Thai makeup market, while sustainability and safety messaging has been gaining space
- Graph 3: top five claims of base makeup product launches, 2020-25
- Thai makeup trends are moving from minimal no-makeup looks to more colourful, yet muted, styles
- Graph 4: ideal makeup look, 2024-25
- Social media and rapid innovation are shaping Chinese beauty, inspiring trends among an emerging group of younger Thais
- Key makeup consumer segments in focus
- Mintel’s Reports trace a clear shift in the base makeup market
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LONG-LASTING, PERFECT COVERAGE FOR MAKEUP MAVERICKS
- The demographic profile of Makeup Mavericks
- Now: Makeup Mavericks expect base makeup to provide flawless coverage and a smooth application
- Graph 5: challenges in achieving the ideal makeup look in the past three months, Makeup Mavericks vs others, 2025
- Now: address acne and large-pore concerns with base makeup
- Graph 6: facial skin issues, Makeup Mavericks vs others, 2025
- Now: anti-acne makeup takes the lead in Thailand, while redness and pore-reduction claims gain momentum
- Graph 7: base makeup product launches by selected claims, 2020-25
- Now: offer makeup benefits that tackle the common skin concerns of acne, visible pores and redness
- Now: revive powder products with social-media-worthy concepts
- Now: target Makeup Mavericks with complementary base makeup products
- Graph 8: use of makeup products in daily routines, Makeup Mavericks vs others, 2025
- Now: offer base makeup that supports seamless, buildable layering
- Next: leverage advanced technology for breathable, long-lasting makeup adherence
- Graph 9: issues with makeup longevity in the past three months, Makeup Mavericks vs others, 2025
- Next: communicate the features of specialised films/multiple film formers that help keep makeup adherent and breathable
- Next: multi-layer encapsulation/powder processing technologies can correspond to different makeup sensations and pain points
- Future: AI-powered assistance in discovering the perfect daily shades
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BASE MAKEUP AS PART OF THE SKINCARE ROUTINE
- The demographic profile of Skinvestors
- Now: Skinvestors prioritise base makeup infused with skincare ingredients, designed to target dark spots and address age-related concerns
- Now: highlight dark spot solutions in base makeup to target Skinvestors
- Graph 10: share of base makeup product launches addressing dark spots among all base makeup products, 2020-25
- Now: incorporate anti-dark-spot ingredients into base makeup
- Now: use longevity ingredients to address age-related concerns
- Now: highlight ingredient transparency and strengthen safety narratives
- Graph 11: base makeup product launches, by selected claims, 2020-25
- Now: design makeup specifically for highly sensitive skin
- Now: incorporate biotech ingredients into makeup to enhance safety and a natural image
- Next: promote base makeup as a skincare step
- Graph 12: challenges in achieving the ideal makeup look in the past three months, Skinvestors vs others, 2025
- Next: merge foundation and skincare in a serum format for enhanced skin benefits
- Next: suggest skin prep pads as a primer before makeup application
- Next: specially formulate cream foundation for combination skin during seasonal changes
- Future: offer digital skin analysis to recommend options free of risky ingredients
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GIVE MEN EFFORTLESS MAKEUP TO ENHANCE THEIR LIFESTYLE AND CONFIDENCE
- Now: men prioritise convenience when choosing makeup
- Graph 13: desirable features of base makeup products, by Younger Makeup-wearing Men, 2025
- Now: give men versatile makeup products that involve simple application
- Graph 14: makeup step preferences, by Younger Makeup-wearing Men, 2025
- Graph 15: makeup product preferences, by Younger Makeup-wearing Men, 2025
- Now: prioritise offering convenient makeup solutions for men
- Now: Younger Makeup-wearing Men often struggle with oily skin and acne
- Graph 16: oily facial skin type, Younger Makeup-wearing Men vs others, 2025
- Now: highlight oil control in base makeup for men
- Next: appeal to Younger Makeup-wearing Men with innovative packaging
- Graph 17: desire for base makeup products with aesthetically pleasing packaging, Younger Makeup-wearing Men vs others, 2025
- Next: examples of makeup products with aesthetic packaging
- Future: implement AI for makeup shopping assistance and foundation shade recommendations
- Graph 18: agreement with statements about shopping for beauty products, Younger Makeup-wearing Men vs others, 2025
- Case study: Srichand uses an AI avatar of its CEO to conduct 24/7 live streams on TikTok
- Case study: use AI-powered systems to create made-to-measure foundations
- Key takeaways
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APPENDIX
- Report definition
- Abbreviations
- Generations
- Consumer research methodology
- Social data research methodology
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