The facial skincare market in Thailand is undergoing a distinct transformation, with premiumisation at the forefront. Brands are increasingly incorporating dermacosmetics into their luxury offerings to meet the demand for efficacious yet safe options.
Gen X consumers gravitate towards anti-ageing solutions that address existing skin issues, reflecting their preference for simple, results-driven products. Meanwhile, Gen Zers are drawn to gel textures, aligning with their preference for gentle yet effective skincare. These trends highlight a shift towards targeted and functional skincare products that cater to specific generational needs and preferences.
This report looks at the following areas:
- Monthly spending on beauty and personal care products
- Preferences for essential skincare steps and products
- Preferred formats and textures of facial skincare products
- Opportunities in premium facial skincare
- Links between skincare formats, textures and perceived benefits
Combine dermacosmetic function with luxury in premium skincare. Target Gen X with anti-ageing products for visible signs and Gen Z with gel-based skincare.
Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care
Collapse All
-
EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of facial skincare in Thailand
- Facial skincare is posed to grow thanks to its value-oriented solutions
- Graph 1: facial care, retail market value in US$, 2018-26
- Capture high beauty spenders with advanced, effective and emotionally appealing facial skincare
- Graph 2: attitudes towards luxury facial skincare, low vs high beauty spenders, 2024
- Gen Xers seek effective and affordable anti-ageing facial skincare solutions
- Graph 3: facial skin issues, Gen Z vs Gen X, 2024
- Engage Gen Zers with gel-based facial skincare innovations
- Graph 4: consumers who associate gentleness with gel textures, by generation, 2024
-
WHAT CONSUMERS WANT AND WHY
- What you need to know
- Effective yet safe formulations along with exclusivity are sought-after premium factors
- The global facial skincare market value continues to grow
- Graph 5: facial care, retail market value in US$, 2018-26
- The boundary between facial skincare and non-invasive facial procedures is blurring
- Dermacosmetics are introducing skincare products to complement facial procedures
- Dr Dennis Gross elevates the dermacosmetics positioning with a touch of emotional indulgence
- Raising the bar for quality standards
- Graph 6: top five growing claim categories in facial skincare launches, 2020-25
- Introducing the three beauty spender segments in Thailand
- The bigger the beauty budget, the greater the focus on product efficacy
- The demographic profile of high beauty spenders
- High beauty spenders prioritise not only beauty but also health in their monthly spending
- Graph 7: most prioritised categories in monthly budgets, low vs high beauty spenders, 2024
- While most Thai consumers seek efficacious facial skincare, high beauty spenders specifically prioritise options powered by advanced technology
- Graph 8: purchase consideration factors of facial skincare products, low vs high beauty spenders, 2024
- Use high concentrations of signature ingredients to appeal to consumers
- A safe formulation is a premium factor for high beauty spenders
- Graph 9: purchase consideration factors for facial skincare products, low vs high beauty spenders, 2024
- Redefine the limits of ingredient concentration with biotechnology to reinforce a safe and trustworthy image
- Dermacosmetics offer proven efficacy and safety, yet high beauty spenders still crave a hint of luxurious, emotional allure
- Graph 10: attitudes towards luxury facial skincare, low vs high beauty spenders, 2024
- Specialise dermacosmetic positioning by shifting from dermatologist approved to cosmetic surgeon recommended
- Collaborate with dermatologists to deliver personalised solutions, enhancing the sense of exclusivity
- Integrate emotional wellbeing benefits into functional skincare to elevate premium offerings
- Enhance premium appeal with innovative formats and textures
- Graph 11: top five growing formats and textures among facial skincare launches, 2020-24
- Enhance premium appeal with innovative formats and textures
- Introduce a new format via a corresponding new facial skincare routine
- The beauty persona of high beauty spenders – the Early Adopter Beautician
- Consumers are simplifying their skincare routines to focus on the essentials that truly matter to them
- Thailand’s ageing society is shaping the beauty industry
- Graph 12: population aged 0-14 vs 60 and over, 2013-24
- The significant growth in anti-ageing and vitamin claims power Thai skincare launches
- Graph 13: top five claims in facial skincare launches, 2020-25
- Thai consumers focus on skincare essentials to meet their needs
- Graph 14: consumers* who added a new step to their facial skincare routine, 2022-24
- Identifying core facial skincare steps in morning and nighttime routines
- The beauty routines of each generation
- Graph 15: morning beauty product repertoire, by generation, 2024
- Graph 16: nighttime beauty product repertoire, by generation, 2024
- Each generation has a different reason to believe in the efficacy and safety of facial skincare products
- Gen Xers embrace practical facial skincare routines, prioritising effectiveness over product quantity
- Graph 17: consumer agreement with select statements about skin concerns, by generation, 2024
- Gen Xers tend to stay loyal to facial skincare, while Gen Zers may turn to beauty clinics
- Gen Xers need solutions for already-established signs of ageing
- Graph 18: facial skin concerns, Gen Z vs Gen X, 2024
- Draw attention to signs of ageing, beyond just wrinkles/fine lines, on pack
- Couple botanical extracts with anti-hyperpigmentation benefits to intrigue Gen Xers
- Financial challenges make it difficult for Gen Xers to upgrade their skincare routines
- Graph 19: consumers who say the economic situation has led them to postpone skincare upgrades, Gen Z vs Gen X, 2024
- Combine anti-ageing skincare and colour cosmetics features for both instant and long-term effects
- A summary of facial skincare approaches between Gen Zers and Gen Xers
- Capitalise on effective spot correctors with botanical extracts
- Diversify beauty benefits via gel-based textures to captivate Gen Zers
- Lightweight yet potent facial skincare products are rising in popularity in Thailand
- Graph 20: top five formats and textures in facial skincare launches, 2020-25
- Gel textures are niche with promising untapped opportunities
- Graph 21: top three formats and textures in facial skincare launches, 2024
- Facial skincare brands combine gels with other formats and textures to attract consumers with both function and emotion
- More Gen Zers associate gel textures with gentleness
- Graph 22: consumers who associate gentleness with gel textures, by generation, 2024
- Gen Z Gel Users are highly engaged with beauty
- Graph 23: top categories of monthly spending priorities, Gen Z Gel Users vs other Gen Zers, 2024
- Gen Z Gel Users face issues around not just acne but also skin irritation
- Graph 24: facial skin issues, Gen Z Gel Users vs other Gen Zers, 2024
- Consumers view gel textures as versatile, opening doors to diverse applications
- Graph 25: associations between gel textures and skincare attributes, Gen Z Gel Users vs other Gen Zers, 2024
- Promote hydrating and soothing benefits in gel facial skincare products
- Diversify gel-based facial skincare applications and benefits to appeal to Gen Z Gel Users
- Leverage other formats and textures to deliver multiple benefits
- Graph 26: formats and textures associated with highly concentrated skincare, Gen Z Gel Users vs all Gen Zers, 2024
- Combine other formats and textures with gels
-
APPENDIX
- Consumer research methodology
- Index calculation
- Repertoire analysis
- Generations
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Below is a generic PDF sample report. Understand what you are buying.
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save 10% on all orders with the code INSIGHTS2026
Offer available until the end of December only
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
