The Southeast Asian Beauty and Personal Care market is evolving fast. According to Statista, the industry is projected to generate over US $36 billion in revenue for 2025, with the Skincare segment being among the key subcategories leading this growth. But despite the region’s collective momentum, consumer preferences vary widely from country to country: shaped by local climates, skin types, cultural habits, and aesthetic trends.
Using SKU-level sales data from Shopee and Lazada across six countries, TMO Group’s Market Insider platform reveals what’s really driving performance in each market, down to the subcategory and product level.
This article breaks down the top-performing categories, identifies unified and localized opportunities, and shows how real data can help brands validate demand, optimize product selection, and tailor their SKU launch plans.
For the last 2 years, TMO Group has been helping brands explore and successfully enter the SEA market with custom data intelligence and market strategy.
1. What's Trending: Best-Selling Subcategories by Country
Our analysis of Shopee and Lazada (March 2025 Data) shows that consumer preferences differ widely by market, even while certain products rise to the top regionally. Here’s a snapshot of the top 3 best-selling beauty subcategories per country:
| Country | Top Subcategories | Example Product |
|---|---|---|
| Indonesia | Lip makeup, facial essence, sunscreen | L’Oréal Hyaluronic Acid Serum |
| Philippines | Face serum, moisturizer, lip makeup | Garnier Anti-Acne Serum |
| Malaysia | Face makeup, lip makeup, face serum | SACE LADY Air Cushion Lipstick |
| Thailand | Facial serum, moisturizer, facial cleanser | Dr. Leo Blackhead Cleanser |
| Vietnam | Sun protection, cleansing, foundation | Carslan Long-Lasting Foundation |
| Singapore | Serum, facial cleanser, moisturizer | Lassie Manna Peptide Cream |
Notably, facial serums and essences dominate the top 3 across five of the six countries, highlighting their cross-border potential. Cleansing and sun care products also see strong performance, especially in tropical climates like Vietnam and Indonesia. "Deep cleansing" and "Gentle Skincare" appear as two often-highlighted product positioning statements.
Want to explore hidden growth opportunities? Schedule a Market Insider Demo and discover how real-time sales data can guide your next move.
2. Cross-Market vs. Localized Products: How to Plan Your SKU Rollout
For beauty and skincare brands expanding into Southeast Asia, one of the biggest strategic decisions is whether to pursue a unified product strategy across all countries, or to localize SKUs and positioning by market. While some product categories demonstrate consistent demand across the region, others are heavily influenced by local climate, cultural norms, aesthetic preferences, and even religious practices.
Understanding where product standardization makes sense or where customization is a better approach can determine whether your brand builds scalable momentum or struggles with mismatched offerings. Based on sales performance data from Shopee and Lazada, we explore which skincare subcategories have broad regional appeal and which require a more tailored, country-specific approach:
a) Products with Cross-Market Potential
Data shows that certain skincare categories enjoy consistent demand across SEA. These categories are well-suited for unified SKU deployment across multiple countries, using localized packaging or A/B tested messaging to fine-tune positioning.
- Facial Essences: A staple in the top 3 for most markets. Position these with clear functional claims (e.g., anti-acne, whitening, hydration).
- Facial Cleansers: Especially strong in Thailand, Vietnam, and Singapore, where oil control, gentle formulation, and daily use drive demand.
b) Subcategories That Require Localization
Other segments reveal deeper regional and cultural differences. Localized strategies based on consumer usage habits, climate, and cultural expectations are key to boosting ROI and relevance at the product level.
- Makeup Preferences:
- Vietnam and the Philippines favor heavy makeup and long-wear foundations, influenced by aesthetic culture and social media.
- Malaysia sees strong lipstick sales, while Indonesia trends more conservative due to religious and cultural norms.
- In Singapore, light/natural makeup is preferred, while strong concealers or contouring SKUs may underperform.
- Functional Skincare for Tropical Skin:
- Products for oil control, acne, and refreshing feel perform well in Thailand and the Philippines.
- Brands should consider small-size SKUs or travel-friendly formats to match frequent use and rotation habits in humid climates.
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3. Why Data Beats Guesswork in Market Evaluation
The opportunity in Southeast Asia’s beauty and skincare eCommerce market is huge, but the diversity across countries means there’s no universal playbook. With SKU-level visibility, brands can take the guesswork out of expansion and build category strategies rooted in data, not assumptions. Market Insider’s live-tracking system offers:
| Feature Module | Description |
|---|---|
| Hot-Selling Categories List | Filter top subcategories by country, platform, and time period. |
| Hot-Selling Brands and Stores | View rankings of top-performing brands and stores by country and platform. |
| Cross-Border Market Comparison | Compare sales performance of the same category across multiple countries. |
| Best-Selling Products Center | Track product-level attributes, rankings, and sales trends over time. |
This kind of SKU-level transparency gives brands the edge to:
- Prioritize launch categories backed by real demand
- Avoid markets with low category fit or oversaturation
- Align product formats and claims with buyer expectations per region
Want to see what’s trending right now? Book a Market Insider walkthrough and explore real-time sales data from Shopee and Lazada across six SEA markets.
