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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
- Mintel’s Reports trace a clear shift in the Thai facial skincare market
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MARKET LANDSCAPE
- High competition for domestic and imported facial cleansing and care brands in Thailand
- Graph 1: eye and face care product lauches, by location of manufacture, 2021-26
- Step-specific expectations are shaping the competitive grounds for Thailand’s facial skincare
- Graph 2: eye and face/neck care and cleanser launches, by claim, 2021-26
- The rise of intentional skincare
- Graph 3: beauty and personal care behaviours in the past three months, 2021-25
- Thailand embraces skin burnout prevention in skincare messaging
- AI is transforming facial skincare routines with innovative tools
- Consumer segments in focus
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OPTIMISE ROUTINES FOR THE SKINIMALISTS
- ‘Skinimalism’ has become mainstream in Thailand
- Optimise portfolios by focusing on core categories
- Graph 4: agreement that using too many facial skincare products can lead to skin problems, Skinimalists vs others, 2025
- Now: strengthen facial cleansers as a core step for passive beauty
- Graph 5: Skinimalists’ allocated budget for beauty product categories, 2025
- Now: promote multifunctional cleansing as a worthier choice for Skinimalists
- Graph 6: agreement that multifunctional facial cleansers can effectively remove all types of impurities, Skinimalists vs others, 2025
- Now: multipurpose cleansers with diverse textures are gaining traction in Thailand
- Now: increase value by positioning cleansing products around skin barrier support, moisture retention and UV/pollution protection
- Next: shift communication from benefits to compatibility
- Graph 7: agreement with statements about facial skincare routine habits, Skinimalists vs others, 2025
- Next: design and market routine kits with an ingredient compatibility concept
- Next: promote minimising risk to the skin as the foundation for lasting confidence around skin health
- Graph 8: eye and face cleanser launches, by select claims, 2023-26
- Next: transparently communicate potent yet safe combinations of active ingredients
- Next: use biosurfactants to reduce skin irritation
- Next: make minimal routines feel intentional, not rushed
- Future: leverage AI-powered tools to reduce risk while enhancing effectiveness
- Future: advance in AI integration for optimal facial cleansing routines
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INNOVATE FOR OCCASION-DRIVEN ROUTINES
- The demographic profile of Scenario Shifters
- Now: showcase optimal results with clearly time-designated products
- Graph 9: agreement that skincare products are most effective when used at their intended time, Scenario Shifters vs others, 2025
- Now: clearly highlight the unique advantages of each day and night facial care product
- Diversify facial care portfolios by time of use and situational needs
- Now: diversify facial care portfolios by time of use and situational needs
- Graph 10: use of special skincare products before special events, Scenario Shifters vs others, 2025
- Now: expand extra care for specific usage scenarios
- Next: innovate new formats for multi-scenario adaptation
- Next: be inspired by Prereq to design skincare from bathroom to backpack
- Next: innovate climate-adaptive formulas to meet the unique needs of local consumers
- Next: link texture with benefits for greater customisation
- Next: leverage thermal sensations to signal efficacy
- Future: pioneer chronobiology-powered, condition-responsive skincare
- GEZEITEN: the line-up
- Case study: Croda Beauty uses the skin’s biological rhythm to promote its ingredient portfolios
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HYPER-PERSONALISE FACIAL SKINCARE FOR WOMEN AGED 35+
- The demographic profile of Personalised Skincare Enthusiasts
- Now: empower consumers to choose wisely, not excessively
- Graph 11: consumers who adjust their skincare routine based on how their skin feels, Personalised Skincare Enthusiasts vs others, 2025
- Now: promote precision care tailored to unique skin conditions
- Graph 12: eye and face care product launches, by select claim, 2021-26
- Now: offer facial skincare options for each specific skin condition
- Now: harness professional endorsements from aesthetic experts as well as diagnostic tools
- Graph 13: agreement that expert advice is more reliable than personal judgment when creating a skincare routine, Personalised Skincare Enthusiasts vs others, 2025
- Next: meet personal beauty assistants, powered by AI
- Next: enhance facial care experiences with fragrances that signal calm, comfort and premium care
- Graph 14: agreement that the scent of a facial skincare product is important to overall experience, Personalised Skincare Enthusiasts vs others, 2025
- Next: reform facial skincare with neuroscience
- Future: take personalisation further by integrating signs of health
- Future: integrate holistic health and wellness analysis for smarter facial care routines
- Key takeaways
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APPENDIX
- Report definition
- Generations
- Consumer research methodology
- Social data research methodology
This report looks at the following areas:
- How and when consumers use facial skincare products
- Consumer budgets for facial skincare products
- Changes in consumer facial skincare habits, including product choices and time spent on routines
- Current trends in facial skincare routines
- Consumer attitudes towards facial skincare products
Thai facial skincare consumers demand simplicity, personalisation and adaptability. Brands can innovate the essentials, tailored solutions and lifestyle-driven products.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
Market Definitions
This Report refers to consumers’ overall facial skincare routines, covering both facial cleansing and facial care activities.
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