Thailand Men’s Beauty Market Report 2025
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Thai men are embracing a more sophisticated approach to grooming, with polished looks inspired by K-Pop stars. These stylish, high-maintenance trends have gained momentum, with one third of men, particularly Gen Zers, adopting them in increasing numbers. However, the limited options in the men’s grooming market has led to a growing reliance on gender-neutral or traditionally feminine products, which many men have become comfortable using.
Alongside this, the process of purchasing beauty products has undergone a significant shift. Thai men no longer rely on inner circles like friends or partners for recommendations; instead, they are influenced by external voices, such as influencers who resonate with their aspirations or desired looks. This evolution has made the men’s beauty market increasingly dynamic, presenting a major opportunity for brands to cater to these preferences through innovative, personalised solutions that align with their aspirational identities.
This report looks at the following areas:
- The trends impacting the men’s grooming category in Thailand
- Skin and appearance issues experienced by men
- Hair and scalp issues experienced by men
- Usage behaviours of beauty products among men
- Attitudes towards beauty products among men
Expand men’s beauty products beyond the basics to meet the unique needs of Gen Z and Gen X. Strategically engage Thai men through role models and influencers.
Chayapat Ratchatawipasanan, Principal Analyst
Market Definitions
For the purposes of this Report, Mintel has used the following definition.
- Men’s beauty covers skincare, haircare, makeup and shaving or depilatory products, designed specifically for men or as gender-neutral options.
- This Report also highlights the role of influencers who play a crucial part in shaping product preferences among Thai men.
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of men’s beauty in Thailand
- The Thai men’s beauty market is struggling to catch up with the rapidly growing consumer demand
- Graph 1: top five sub-categories of beauty products with male as a claim, 2019-24
- Gen X men face persistent signs of skin ageing, even with dedicated and comprehensive skincare routines
- Graph 2: men’s skin issues, Gen X vs all, 2024
- Gen Z men are sporting longer hair styles while placing a stronger focus on body hair removal
- Graph 3: men’s use of grooming products, 2024
- The growing channels for beauty engagement are fostering stronger, more connected interactions between consumers and brands
- Graph 4: influencers of Thai men’s grooming product choices, 2021-24
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- The Thai men’s beauty market is at a crossroads as brands navigate challenges and fierce competition
- Gender-neutral grooming is redefining masculinity, challenging traditional stereotypes
- Thai men are moving towards soft masculinity aesthetics
- ‘For men’ beauty launches have grown across leading APAC markets, except in Thailand
- Graph 5: launches of beauty products for men*, by market, 2019-24
- The Thai men’s beauty market holds significant untapped opportunities beyond the basic categories
- Thai men begin caring for their appearance at a young age
- Graph 6: men who strongly agree that men care about their appearance just as much as women do, by age, 2022-24
- The men’s beauty market focuses only on skin cleansing, but men are advancing their beauty routines
- Graph 7: top five sub-categories of beauty products that have male as a claim, 2019-24
- Thailand lifts student hair style restrictions, creating opportunities in men’s haircare
- Removing facial and body hair is becoming increasingly popular, particularly among younger men
- While growth opportunities lie in haircare for younger men, when targeting older men, skincare is the key category
- Social media is transforming Thai men’s beauty engagement
- Social media creates new opportunities for brands to connect with men through online communities
- Graph 8: men* engaged with online beauty content (eg wrote a review, shared content on social media), 2024
- Brand awareness expansion through men’s lifestyle content
- Tutorial videos are increasingly popular for men’s product discovery and purchase
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- The three major looks of Thai men
- The changing stereotypes of Thai men have shifted towards soft masculinity
- Graph 9: categories of Thai men’s looks, 2021-24
- The majority of Thai men now include facial care products as a key part of their grooming routine
- Graph 10: men’s grooming products used, 2023-24
- Each generation of Thai men has a distinct beauty routine, reflecting unique concerns and needs
- Graph 11: men’s beauty product usage, Gen Z vs Gen X, 2024
- Capitalise on Gen X men’s interest in preventive and curative anti-ageing facial skincare
- The demographic profile of Gen X men who use facial moisturiser
- Gen X men have skin issues related to inflammageing
- Graph 12: men’s skin issues, Gen X vs all, 2024
- Highlight anti-inflammageing benefits in facial moisturiser products
- Gen X men focus on daytime skin protection and nighttime skin recovery
- Graph 13: Gen X men’s facial moisturiser use, by time of day, 2024
- Promote nighttime facial care routines that tackle dark spots and hyperpigmentation
- Anti-ageing-related features are sought out in sunscreen
- Graph 14: men’s interest in sunscreen features, Gen X vs all, 2024
- Promote facial sunscreen products with inflammageing prevention to Gen X men
- Offer an anti-inflammageing facial care set
- Gen Z is redefining Thai men’s style, creating new opportunities in haircare
- ‘Clean’ and Korean looks are on the rise among Gen Zers
- Graph 15: Gen Z men’s type of look, 2021 vs 2024
- Gen Z prioritises beauty from head to toe, not just their face
- Graph 16: men’s grooming products usage, Gen Z vs all, 2024
- Gen Z men struggle with damaged and frizzy hair – achieving healthy hair is their primary goal
- Graph 17: hair and scalp issues, Generation Z vs all, 2024
- Promote healthy hair and scalps with microbiome-friendly shampoo & conditioner
- Provide temporary solutions for frizzy hair for daily styling
- Incorporate protective care into the hair styling step
- Gen Z men embrace longer hair styles but prioritise body hair removal
- Create care for after hair removal
- Provide easy-to-use underarm hair removal kits for convenient at-home care
- Influencers uniquely shape every stage of men’s beauty journeys in Thailand
- Thai men’s influencers have shifted from their inner circles to online figures
- Graph 18: influencers of Thai men’s grooming product choices, 2021-24
- Online channels grow in popularity among Gen Z men for purchasing grooming products
- Graph 19: men’s grooming products purchase channels, by generation, 2024
- Types of influencers for men’s beauty products
- Graph 20: influencers on men’s beauty and personal care product choices, 2024
- Thai men seek inspiration from role models with unique and admirable qualities
- Graph 21: type of influencers for men’s beauty product choices, by country/region, 2024
- But local influencers are instrumental in closing the deal
- Graph 22: type of online social media influencers for men’s beauty product choices, by country/region, 2024
- Entice younger men with Thai-language tutorials that highlight simplicity and attainability
- Graph 23: influencers of men’s beauty products for ‘clean’ and Korean looks, by influencer role, 2024
- Influencers’ roles in each stage of men’s journeys
- Shorten the consumer journey by initiating a collaboration between role model and online information source influencers
- Develop persona-based AI influencers
- Enhance post-purchase engagement with educational content and events
- Examples of online content ideas to engage Thai men
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APPENDIX
- Report definition
- Consumer research methodology
- Repertoire analysis
- Social data research methodology
- Generations
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