This Report unveils evolving consumer preferences, shaped by a demand for high-performing, multifunctional skincare solutions. Key drivers influencing the market include a growing emphasis on premium facial cleansers that deliver deep cleansing, cater to a variety of needs and feature natural, skin-safe ingredients.
Oil and balm cleansers are rising in prominence, celebrated for their nourishing and soothing properties. However, concerns about pore clogging remain a barrier for some consumers, paving the way for innovation in specialised formulas catering to sensitive and acne-prone skin.
The Report also delves into the appeal of bar soap formats, particularly among men. This demographic demonstrates a preference for practical, mild and natural formulations, signalling an untapped opportunity for targeted product development.
These insights reveal significant potential in the facial skincare market to meet Thai consumers’ diverse demands while leading in innovation and holistic skincare solutions.
This report looks at the following areas:
- Facial cleansing habits of Thai consumers, especially makeup users
- Products used for facial cleansing in different situations
- Preferred facial cleanser formats and textures
- Key factors influencing consumer choices in facial cleansers
- Consumer attitudes towards buying and using facial cleansers
Thais are shifting to natural cleansers for sensitive skin, with opportunities in bar soaps and oil-based makeup removers reshaping the market.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
Market Definitions
Facial cleanser in this Report refers to general facial cleansing products that do not primarily aim to remove makeup, as well as makeup remover products.
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of facial cleanser in Thailand
- Thais want sensitive-skin-safe and gentle facial cleansers
- Transform skincare routines with multifunctional cleansing and proactive care
- Graph 1: desirable features for a premium facial cleanser, 2024
- Elevate makeup removal for effortless beauty
- Graph 2: facial cleansers used for each occasion by makeup users, 2024
- Blend traditional formats with modern skincare via facial bar soap
- Graph 3: agreement with statements about facial cleansing products, by male bar soap users vs the total, 2024
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Clean and safe are the foundational properties of Thais’ facial cleansing routines
- Notable desire for sensitive-skin-safe facial cleansers
- Graph 4: desirable features for a premium facial cleansing product, 2024
- Thais prioritise gentle cleansing for more-resilient skin
- Thailand ranks among the top three markets for sensitive facial cleansing launches
- Graph 5: facial and eye cleanser launches with for-sensitive-skin claims, top five markets, 2020-24
- Strengthen and soothe with a gentle care solution for sensitive skin
- Increase comfort via gentle makeup removal
- Thorough makeup removal is a key concern for Thais
- Beautiful makeup starts with beautiful skin
- Shu Uemura and the legend of cleansing oil
- Oil cleansing balms, a global trend with untapped potential in Thailand
- Graph 6: top five formats of facial and eye cleanser launches that contain ‘makeup’ in the product name, claim, or description, 2020-24
- Oil cleansing is nourishing, but often debated for its potential to clog pores
- Tap into the mass (use), but niche (launch) of facial bar cleansers
- Untapped potential of bar soap in the Thai facial cleansing market
- Graph 7: product used when cleansing bare facial skin, by bar soap users, 2024
- Achieve the perfect blend of tradition and modern skincare
- Facial bar cleansers remain a small portion of bar soap launches, despite their high adoption
- Graph 8: cleansing product launches in bar format, 2016-24
- Graph 9: cleansing product launches in bar format, 2016-24
- The growing popularity of gentle and natural facial cleansing bars
- Graph 10: top 10 claims of facial cleansing bar products, 2020-24
- Be inspired by the soothing care of a facial cleansing bar
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what consumers want and why
- What you need to know
- Enhance facial cleansing with versatility and proactive care
- Consumers today expect facial cleansers to deeply cleanse while offering added benefits
- Graph 11: desirable features for a premium facial cleanser, 2024
- Introduce versatile solutions to facial cleansing
- Opportunity for a multiphase cleanser for consumers seeking simplicity and precision
- Address modern skincare needs with a versatile facial cleanser featuring a transformative formula
- Multifunctional makeup removal products can further simplify skincare steps
- Target consumers with sensitive skin and acne
- Differentiate in the booming acne-care market with proactive skincare solutions
- Graph 12: facial cleanser launches with anti-acne and for-sensitive-skin claims, 2015-24
- Preserve skin’s microbiome to strengthen skin health
- Help younger consumers strengthen their skin to prevent acne
- Provide a wider range of foam options for a gentle yet effective clean
- Example concept idea for a premium facial cleanser
- Transform makeup removal routines for effortless beauty
- Thailand’s makeup market is making a comeback, boosting demand for makeup removers
- Graph 13: share of the colour cosmetics launches, 2020-24
- Graph 14: facial cleanser launches containing ‘makeup’ in the product name, claim or description, 2020-24
- Consumers use distinct cleansing products for specific occasions
- Graph 15: facial cleansers used in each occasion by makeup users, 2024
- Enhance innovation in targeted makeup remover products
- Target long-wear eye makeup removal
- Expand into makeup removers compatible with eyelash extensions
- Elevate makeup removal into a self-care ritual with massage-friendly solutions
- Graph 16: agreement with statements about facial cleansing routines, by makeup remover users vs non-makeup remover users, 2024
- Unlock the potential of oil and balm cleansers in Thailand
- Graph 17: usage of facial cleansing formats, by makeup remover users vs non-makeup remover users, 2024
- While oil and balm cleansers continue to gain popularity, concerns about their potential to clog pores persist
- Graph 18: agreement that facial cleansing oil may clog pores and cause acne, by oil/balm cleansing users vs the total, 2024
- Offer oil makeup cleansers designed for sensitive skin
- Introduce oil-based cleansers to attract bold makeup wearers
- Graph 19: agreement that different facial cleansing formulas work on different types of dirt, oil/balm cleanser users vs the total, 2024
- Encourage gentle, oil-balanced cleansing, suitable even for oily skin types
- Emotional enhancement with unique scents and textures
- Elevate makeup cleansing routines with relaxing tools
- Enhance relaxing experiences with cutting-edge facial cleansing devices
- Upgrade facial cleansing bars for men
- Exploring the men’s bar soap market
- Graph 20: agreement with select statements about facial cleansing products, bar soap users by gender, 2024
- The demographic profile of sophisticated male bar soap users
- Male bar soap users are less concerned about skin health, but are open to using different cleansers for various occasions
- Graph 21: facial cleansers used on different occasions among male bar soap users, 2024
- Address men’s need for a facial bar soap designed specifically for them
- Blend traditional cleansing with gentle care to appeal to men
- Graph 22: desirable features for a premium facial cleansing product, male bar soap users vs the total, 2024
- Promote natural origins in premium facial bar cleansers
- Incorporate skin-barrier-strengthening benefits into bar soaps for men
- Use the power of scent to enhance emotional wellbeing
- Graph 23: agreement with select statements about facial cleansing routines, male bar soap users vs the total, 2024
- Infuse relaxing experiences into bar cleansing
- Offer alternative hygienic formats for flexible routines
- Example concepts of premium facial bar soap for Thai men
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APPENDIX
- Report definition
- Consumer research methodology
- Social data research methodology
- Consumer research topics
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