Discover key insights into sustainability in the BPC industry, Thai consumers' shifting expectations and practical strategies for a more sustainable future.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
Market Definitions
For the purposes of this Report, Mintel has used the following definitions.
This Report explores sustainability in the BPC industry in Thailand. It investigates how consumers embrace sustainable practices and awareness, emphasising their influence on the environment, ethics on animal welfare and impact on human wellbeing.
It covers all BPC categories, including skincare, facial care, bodycare, haircare, colour cosmetics, fragrance and oral care, and excludes household and fabric care.
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EXECUTIVE SUMMARY
- What you need to know
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MARKET LANDSCAPE
- Greenpeace calls for the elimination of polluting sachets from the BPC industry
- Sustainability is the new glow-up in Thailand’s BPC market
- Graph 1: BPC product launches with ethical and environmental claims, by market, 2020-25
- Thailand’s sustainable skincare and cosmetics markets show continuous promising growth opportunities
- Graph 2: BPC product launches with ethical and environmental claims, by category, 2020-25
- Consumer segmentation: explore the fragmented Thai perspectives on sustainability in BPC
- Graph 3: segmentation by consumer attitudes on sustainability in BPC, 2025
- Demographic profiles
- Psychographic profiles
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GREEN CHOICES FOR ACTIVELY ECO-CONSCIOUS CONSUMERS
- Now: naturalness and safety are the basis of sustainability
- Graph 4: top five most important factors when purchasing beauty and personal care products, Green Believers vs the total, 2025
- Now: replace familiar skincare actives with botanical alternatives
- Now: promote more sustainable sourcing of natural ingredients
- Next: opportunity to integrate refillable options
- Graph 5: consumer interest in purchasing refillable BPC products, by segment, 2025
- Next: offer refillable products in greener packaging
- Next: expand refillable options into skincare and cosmetics
- Graph 6: BPC product lunches with refillable claims, by category, 2020-25
- Next: inspire with luxurious refills that are both cost effective and eco-friendly
- Next: offer subscription refills to foster loyalty
- Next: make refill stations easily accessible
- Future: advocate for standardised carbon certifications in the beauty industry
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WIN OVER GREEN PRAGMATISTS WITH ‘QUIET’ SUSTAINABLE BEAUTY
- Now: make sustainable beauty more accessible and affordable to support balanced green living
- Now: simplify the path to sustainable beauty with local sourcing
- Graph 7: attributes associated with ‘locally sourced’ ingredient claims, Green Pragmatists, 2025
- Now: highlight locally sourced ingredients through sustainability and ethicality stories
- Next: promote biotech as a ‘better for the planet, better for users’ solution
- Graph 8: interest in purchasing BPC products that use biotechnology, by segment, 2025
- Next: unlock the potential of lab-grown ingredients across BPC
- Graph 9: BPC launches with lab-grown claims, by region, 2020-25
- Next: tell the story of how lab-grown options push the boundaries of ingredient technologies
- Next: upcycling pioneers are emerging
- Future: AI will fuel successful biotech ingredient sourcing
- Future: an example concept of a facial skincare product powered by AI-driven biotechnology
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BUILD BRAND EQUITY THROUGH TRANSPARENCY AND ETHICS
- Now: ethical values drive consumer loyalty
- Graph 10: strong agreement that companies that behave unethically should be banned, by segment, 2025
- Now: anticipate a crackdown on greenwashing
- Next: consumers call for brand leadership in sustainability
- Graph 11: agreement with statements about sustainable beauty engagement, by segment, 2025
- Next: draw inspiration from leading global BPC brands to take bold action on sustainability initiatives
- Next: build consumer trust through authentic environmental claims
- Graph 12: agreement that the eco-friendly claim is often just a marketing gimmick, by segment, 2025
- Next: make sustainability information more accessible and engaging for consumers
- Next: improve transparency with tangible metrics
- Future: focus on measurable impact and continuous improvement
- Future: an example concept for a sustainability tracking system to let consumers monitor a brand’s progress
- Key takeaways
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APPENDIX
- Report definition
- Abbreviations
- Consumer research methodology
- Segmentation: target groups/clusters
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