This Report offers an in-depth exploration of the unique beauty preferences and purchasing behaviours of the Gen Z demographic in Thailand. This content is essential for beauty brands aiming to understand and engage with this influential group. It highlights Gen Z’s emphasis on personalisation, transparency and innovation, providing valuable insights into their independent and ethically driven purchasing decisions.
With this Report, brands gain access to actionable strategies that leverage digital engagement, influencer collaborations and sustainable practices to effectively capture the attention and loyalty of Gen Z consumers. With a focus on the latest trends and challenges, such as hormonal acne solutions and inclusivity in beauty, this Report is a critical resource for brands seeking to lead in the rapidly evolving Thai beauty market.
This report looks at the following areas:
- Understand the beauty routines of Gen Z consumers in Thailand
- Examine the factors perceived by Gen Zers to affect their appearance
- Analyse Gen Zers’ shopping behaviour, including budget sources, purchase channels and influences
- Explore Gen Zers’ engagement levels with beauty brands
- Investigate Gen Zers’ attitudes towards various BPC products and practices
To successfully engage with Gen Z, align with this generation’s emphasis on holistic wellness, personal expression, ethical practices and digital interaction.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
Market Definitions
This Report provides an in-depth analysis of the attitudes and trends of Gen Z consumers. According to Mintel, Gen Z includes individuals born between 1997 and 2010, which places their ages between 14 and 27 in 2024. The Report delves into the BPC sectors, encompassing skincare, haircare, cosmetics, fragrances and beauty devices.
This Report aims to provide stakeholders with actionable insights into the beauty attitudes of Thai Gen Zers, empowering them with the knowledge necessary for informed decision making. By analysing consumer behaviours and preferences, businesses can effectively align their strategies to meet market demands and anticipate future trends.
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of Gen Z beauty consumers in Thailand
- Thai Gen Zers: redefining beauty with authenticity and social influences
- Discover Gen Z’s unique beauty insights
- Graph 1: factors that affect overall appearance, Gen Z vs other generations, 2024
- Demystify Gen Z’s values and needs
- Graph 2: Gen Zers’ agreement with statements about shopping for BPC products, 2024
- Connect with the digitally savvy generation
- Graph 3: strong agreement with ‘Social media makes people feel pressured about their appearance’, by generation, 2024
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key trends and market factors
- What you need to know
- A rising demand for targeted, speedy beauty
- The rise in beauty’s popularity has transformed glamorous Thai Gen Zers’ lives
- Gen Zers’ quest for flawless skin fuels their demand for acne- and pore-targeted solutions
- Gen Zers look for guidance on navigating skincare products, and social media influencers are stepping up to help
- Thai Gen Zers lead in changing the beauty trends, with a surge of demand for speedy beauty solutions
- Graph 4: strong agreement that it’s acceptable to undergo non-invasive and invasive surgery, by consumer age group 18-24, 2024
- The importance of individual expression and ethical beauty
- Embrace the fearless spirit of Gen Z: independent, engaged and authentic
- Embrace authenticity: Gen Zers are redefining self-expression and community
- A ‘Sincere Campaign’ to address the concerns of younger consumers
- Gen Z prioritises ethics and equality over the environment
- Thai Gen Zers advocate for equality, diversity and freedom of expression
- Engage the younger generation with products that support their ethical values
- Gen Z’s digital beauty interactives
- The first digital natives
- Gen Z’s attention span is only eight seconds long
- Empowerment through AI is enabling quick makeup experimentation, especially among digital natives
- L’Oréal introduces the future of beauty with transformative digital experiences
- Social media poses a danger to younger consumers’ self-esteem
- Case study: Dove’s Self-Esteem Project
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what consumers want and why
- What you need to know
- Exploring Gen Z’s beauty landscape
- Gen Zers prioritise spending on BPC products and beauty services significantly more than others do
- Graph 5: the top five categories consumers prioritised in their monthly spending during the last three months, Gen Z vs other generations, 2024
- Facial acne is a distinct skin challenge for Gen Zers
- Graph 6: facial skin issues of the last 12 months, Gen Z vs other generations, 2024
- Develop SOS solutions to help Gen Z effectively tackle acne
- The beauty struggles of Gen Zers, especially full-time students, are impacted by stress and a lack of sleep
- Graph 7: perceived key factors affecting overall appearance among Gen Z, by working status, 2024
- Elevate acne-tackling skincare routines with therapeutic experiences
- Skincare secrets for relieving stress
- Big players are looking at sleep and inner beauty
- Promote sleep quality with beauty supplements
- Incorporate sleep quality enhancement into skincare routines
- Gen Z consumers blame their skin issues on hormones and improper beauty routines more than those in other generations do
- Graph 8: perceived key factors that affect overall appearance, Gen Z vs other generations, 2024
- Unlock the untapped market for hormone-related skincare in Thailand
- Graph 9: skincare product launches with anti-acne claims and containing ‘hormone’ in the product name and/or description, 2019-24
- Cater to the need for products tackling hormone-induced acne
- Emphasise the connection between hormonal skincare and Gen Zers’ concerns
- Gen Z lacks sufficient awareness of the environmental impact on skin
- Graph 10: perceived factors that affect overall appearance, Gen Z vs other generations, 2024
- Encourage Gen Zers to take action against environmental aggressors
- Promote sun protection and anti-pollution benefits by connecting them to Gen Zers’ concerns, such as acne and visible pores
- Urban, affluent Gen Z consumers exhibit the highest engagement in beauty categories
- Graph 11: frequency of beauty and grooming activities in the past six months among Gen Z consumers, 2024
- Unlock Gen Z’s beauty routine by promoting innovations in haircare activities
- Graph 12: beauty and grooming activities that have been done at least five times a week in the past six months, Gen Z vs other generations, 2024
- Support hair routines with cutting-edge pre- and post-styling products
- Incorporate protective care into the hair styling step
- Enhance hair removal routines with innovative products and tools
- Tap into the pre- and post-hair removal processes
- Incorporate precision eyebrow shaping in Gen Zers’ daily grooming routines
- Demystifying Gen Z
- Younger and in control: Thai Gen Zers are independent in selecting their own beauty products
- Graph 13: BPC purchasing behaviours among Gen Z, 2024
- Help Gen Z consumers embrace uniqueness and personal expression in beauty
- Emphasise identity expression
- Change the game by spotting brilliant beauty
- Gen Z is not the disloyal generation it is often misunderstood to be
- Graph 14: agreement with ‘I often switch the brands/products I use’, Gen Z vs other generations, 2024
- Foster younger consumers’ loyalty through online reward programmes
- Offer limited collections to evoke a sense of exclusivity
- Boost brand loyalty with technology
- Despite the digital age, official beauty brand engagements still wield significant influence over Gen Zers
- Graph 15: influencers of BPC product choices, by generation, 2024
- Captivate Gen Zers with appealing packaging
- Case study: L’Oréal Paris promotes dual online and offline campaigns
- Gen Zers have a disconnect between sustainability awareness and product selection
- Graph 16: factors influencing BPC product choices, by generation, 2024
- Inspire Gen Zers with impactful sustainability initiatives
- Transparency is essential for engaging Gen Z, especially around sustainability
- Graph 17: strong agreement with ‘Brands that lack of transparency must be banned’, by generation, 2024
- Fully embrace transparency, particularly in ingredient sourcing, functionality and safety
- Enhance lives through a commitment to quality and ethics
- Engaging Gen Z
- Gen Z is the generation of digital natives
- Gen Z consumers are shifting their digital beauty space away from traditional platforms
- Graph 18: ways consumers get online beauty information before purchasing a BPC product, by generation, 2024
- Content creators are revolutionising beauty marketing on social media
- Encourage user-generated content creation and sharing
- Harness virtual interaction to connect with Gen Z
- Leverage AI and AR to boost engagement and drive purchase
- Celebrate diverse beauty in the digital age
- Graph 19: strong agreement with ‘Social media makes people feel pressured about their appearance’, by generation, 2024
- Embracing one’s true self is a priority for Gen Z
- Case study: SEE SAY DO by Shisedo
- Capture the heart of Gen Z with genderless beauty
- Graph 20: strong agreement with ‘Men and women can both use beauty products’, Gen Z vs other generations, 2024
- Represent gender diversity through models
- Segment by area of concern, instead of gender
- Start the gender-neutral revolution for Thai Gen Zers
- Graph 21: BPC product launches with ‘genderless’ in the product name and/or description, 2019-24
- Broaden product lines to embrace genderless options
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appendix
- Report definition
- Consumer research methodology
- Social data research methodology
- Generations
- Abbreviations
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