This report looks at the following areas:
- Examination of Thailand’s beauty market dynamics and global influences
- Analysis of consumer attitudes towards international beauty products
- Strategic insights for Thai and international beauty brands
- The impact of global beauty trends from regions such as South Korea, Japan and China
T-Beauty is on the rise, offering a unique opportunity for both local and global brands to blend cultural authenticity with cutting-edge innovation and technology.
Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care
Market Definitions
For the purposes of this Report, Mintel has used the following definition.
This Report explores Thailand’s dynamic beauty landscape, highlighting key trends influenced by leading markets such as South Korea, Japan, China and Western countries, including the US, the UK and other European countries, Australia and New Zealand. It also offers a strategic framework tailored for international beauty brands looking to invest in Thailand’s thriving beauty market.
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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
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MARKET LANDSCAPE
- Thais are the least frequent consumers of overseas beauty products among those in Southeast Asia
- Thais purchase fewer overseas beauty products than any other Southeast Asian nationality
- Graph 1: frequency of consumers who purchased beauty products from brands or regions outside of their home country, 2025
- While K- and J-Beauty see deeper market penetration in Thailand, consumer excitement may be waning
- C-Beauty’s surge in Thailand’s colour cosmetics retail space
- Thai makeup brands draw inspiration from ‘all alphabet beauty’ to shape a unique T-Beauty identity
- T-Beauty is digitalising its narrative to prepare for the growing Gen Zalphas demographic
- K-Beauty is unlocking new opportunities for Thai beauty entrepreneurs
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ATTITUDES TOWARDS BEAUTY PRODUCTS FROM DIFFERENT COUNTRIES
- Origin does not influence consumer perceptions of beauty product efficacy
- Gen Z is spearheading a shift from global to local facial skincare brands
- Gen Z favours Thai skincare brands, while older generations stick to international favourites
- How to read the chart
- Adapt global beauty trends with local Thai relevance
- Optimise beauty content strategies by aligning platform choices with generational preferences
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STRATEGIC FOCUS: HOW THAI BRANDS CAN WIN LOCALS
- Now: a declining adoption of natural beauty products in Thailand
- Graph 2: consumers who replaced a regular product with a natural/organic version, 2019-25
- Now: modernise the Thai natural beauty product image
- Now: harness science to address sensitive skin concerns among Gen Zers
- Graph 3: consideration factors when purchasing skincare products, by generation, 2025
- Now: harness science to address sensitive skin concerns among Gen Zers
- Next: leverage biotechnology to modernise natural ingredients
- Next: lead beauty and lifestyle trends for Thai Gen Zers on social media
- Graph 4: preferences of beauty content from influencers, all consumers vs Gen Zers, 2025
- Next: lead beauty and lifestyle trends for Thai Gen Zers on social media
- Future: harness AI for innovative ingredient discovery and creation
- The future for T-Beauty – a summary
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STRATEGIC FOCUS: HOW INTERNATIONAL BRANDS CAN WIN THAI CONSUMERS
- K-Beauty brands will lead in innovative beauty tech
- Now: K-Beauty has led as a trendsetter, but C-Beauty is quickly catching up, keeping the pressure on
- Now: leverage K-Pop as a key aspiration and T-Pop as an activation
- Next: combine research, technology and innovation as key unique selling points
- Next: offer premium beauty products to the K-Beauty enthusiasts: Millennials
- Graph 5: consumer preference of beauty product type from South Korea, by generation, 2025
- Next: occupy the non-invasive facial procedure care space
- Future: pioneer metabolic beauty in Thailand
- Future: evolve skin cycling into cellular cycling
- C-Beauty is the next K-Beauty in Thailand
- Now: China is the rival of South Korea in Thailand’s beauty space
- Now: rebrand ‘made in China’ quality by capitalising on China’s updated domestic cosmetics regulations
- Now: leverage genuine Chinese beliefs to attract Gen Z consumers
- Next: promote a unique, modern Chinese heritage identity in beauty products
- Future: expand the C-Beauty category in Thailand via TCM
- J-Beauty will sustain trust and reliability with older generations
- Now: outstanding efficacy is no longer enough to stand out
- Now: focus on anti-ageing to drive growth among older consumers
- Now: tailor skincare to the age-specific needs of mature complexions
- Now: pioneer the bodycare space for ageing consumers
- Next: engage ageing-conscious Millennial consumers with skin and hair longevity concepts
- Next: help Millennials establish a UV protection regime for their hair and scalp
- Future: rebrand to resonate with Thailand’s emerging key beauty spenders
- Western brands are perceived as premium with limited relevance
- Now: Western brands appear premium but feel less relevant to Thai consumers
- Now: harness climate-adaptive technology to meet the unique needs of local consumers
- Next: move from ‘stiff luxury’ to ‘aspirational living’ to close the trendiness gap
- Future: leverage advanced biotech to own the sustainability space in Thailand
- Key takeaways
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APPENDIX
- Report definition
- Abbreviations
- Generations
- Consumer research methodology
- Correspondence analysis
- How to read correspondence analysis – part 1
- How to read correspondence analysis – part 2
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