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.
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
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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