Skincare (Southeast Asia Outlook August 2025)

In this Outlook, we analyzed the skincare market in Southeast Asia. The analysis in this report is based on data compiled and analyzed from TMO's eCommerce data platform Market Insider in May 2025. Market Insider collects SKU information from Shopee and Lazada, the two leading e-commerce platforms in Southeast Asia.

 

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            [0] => In this Outlook, we analyzed the skincare market in Southeast Asia. The analysis in this report is based on data compiled and analyzed from TMO's eCommerce data platform Market Insider in May 2025. Market Insider collects SKU information from Shopee and Lazada, the two leading e-commerce platforms in Southeast Asia.

 
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  • Market size of four major skincare categories: Treatment & Functional Care, Moisturizing & Nourishing and Cleansing & Masks.
  • Shopee - Subcategory Distribution by Country
  • Lazada - Subcategory Distribution by Country
  • List of leading brands (with their market share) in the hot subcategories
  • List of leading stores (with their market share) in the hot subcategories
  • Price ranges that generate the most revenue
  • Popular new products  - sales trends and attributes
  • Product attributes in the hot subcategories
This Outlook is based on data compiled and analyzed from TMO's eCommerce data platform Market Insider in May 2025 ) [_table_of_contents] => Array ( [0] => field_65b18cc85d2c7 ) [highlight] => Array ( [0] =>

In this report, we focus on the skincare sector, covering 3 key categories: Treatment & Functional Care, Moisturizing & Nourishing and Cleansing & Masks. We studied approximately 190,000 product SKUs that had at least one sale in May 2025.

Treatment & Functional Care is the largest online skincare categories in Southeast Asia, accounting for approximately 47% of the total market share(in May).

Across multiple subcategories, Korean brands performed exceptionally well, such as Beplain ranking first among bestselling sunscreen brands in Vietnam, with other hot-selling Korean brands including SKIN1004, COSRX, and others.

Other international brands such as French brands La Roche-Posay, Garnier, and American brands CeraVe and Olay also demonstrated impressive sales performance.

The majority of bestselling skincare stores in Southeast Asia are official brand stores. In specific markets, multi-brand stores that aggregate multiple brands and subcategories are also popular, such as in Indonesia.

For detailed market trend and brand sales performance in different segments, please feel free to download the outlook. ) [_highlight] => Array ( [0] => field_65b18d3a62844 ) [highlight_gallery] => Array ( [0] => a:3:{i:0;s:5:"89607";i:1;s:5:"89606";i:2;s:5:"89605";} ) [_highlight_gallery] => Array ( [0] => field_65b18d6f62845 ) [highlight_popup] => Array ( [0] => 1 ) [_highlight_popup] => Array ( [0] => field_65b18d7f62846 ) [button_link] => Array ( [0] => a:3:{s:5:"title";s:23:"Request a custom report";s:3:"url";s:9:"/contact/";s:6:"target";s:6:"_blank";} ) [_button_link] => Array ( [0] => field_65de8afb998f5 ) [related_downloads] => Array ( [0] => ) [_related_downloads] => Array ( [0] => field_65b18dfcc580d ) [banner_link_1] => Array ( [0] => /contact/ ) [_banner_link_1] => Array ( [0] => field_65b18eda3aab7 ) [banner_link_2] => Array ( [0] => ) [_banner_link_2] => Array ( [0] => field_65b18f013aab8 ) [qa_0_question] => Array ( [0] => Which payment methods are currently available to purchase a resource? ) [_qa_0_question] => Array ( [0] => field_65b18f3b3aabc ) [qa_0_answer] => Array ( [0] => At the moment we only support credit card payments. 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From preliminary eCommerce scans that inform your market entry strategy, to monthly data checks, and long-term monitoring, we offer custom data collection and analysis to help identify your industry's market structure, pricing, top competitors, trends, and more. To learn more, navigate to our "Data Service" page in the main menu or contact us to discuss your data needs. ) [banner_title] => Array ( [0] => Need specific data for your business? ) [_banner_title] => Array ( [0] => field_6650573688572 ) [button_text] => Array ( [0] => Customize your report ) [_button_text] => Array ( [0] => field_6650576288573 ) [_wp_old_slug] => Array ( [0] => sports-and-outdoor-southeast-asia-outlook-september ) )

What Will You Find...

  • Market size of four major skincare categories: Treatment & Functional Care, Moisturizing & Nourishing and Cleansing & Masks.
  • Shopee - Subcategory Distribution by Country
  • Lazada - Subcategory Distribution by Country
  • List of leading brands (with their market share) in the hot subcategories
  • List of leading stores (with their market share) in the hot subcategories
  • Price ranges that generate the most revenue
  • Popular new products  - sales trends and attributes
  • Product attributes in the hot subcategories

This Outlook is based on data compiled and analyzed from TMO's eCommerce data platform Market Insider in May 2025

Highlights

In this report, we focus on the skincare sector, covering 3 key categories: Treatment & Functional Care, Moisturizing & Nourishing and Cleansing & Masks. We studied approximately 190,000 product SKUs that had at least one sale in May 2025.

Treatment & Functional Care is the largest online skincare categories in Southeast Asia, accounting for approximately 47% of the total market share(in May).

Across multiple subcategories, Korean brands performed exceptionally well, such as Beplain ranking first among bestselling sunscreen brands in Vietnam, with other hot-selling Korean brands including SKIN1004, COSRX, and others.

Other international brands such as French brands La Roche-Posay, Garnier, and American brands CeraVe and Olay also demonstrated impressive sales performance.

The majority of bestselling skincare stores in Southeast Asia are official brand stores. In specific markets, multi-brand stores that aggregate multiple brands and subcategories are also popular, such as in Indonesia.

For detailed market trend and brand sales performance in different segments, please feel free to download the outlook.

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Questions & Answers

Which payment methods are currently available to purchase a resource?

At the moment we only support credit card payments. However, in the near future this will be expanded to include other popular methods such as WeChat Pay and Alipay.

What should I do if I have not received my email or my payment failed?

If you encounter any problems throughout the ordering process, get in touch with us. You can reach us through our online customer service. Alternatively, you can send an email to info@tmogroup.asia or give us a call at +86 (0)21 617 00 396.

If my payment was successful, can I receive an invoice?

TMO Group can provide an invoice for purchase of the guides. If you need an invoice, please send a request by email to info@tmogroup.asia with the detailed company information for the invoice and the payment receipt. Once we receive, we can issue the digital invoice and send it to you via e-mail within 10 working days.

I need specific data about my industry, do you offer customized reports?

Yes! From preliminary eCommerce scans that inform your market entry strategy, to monthly data checks, and long-term monitoring, we offer custom data collection and analysis to help identify your industry's market structure, pricing, top competitors, trends, and more. To learn more, navigate to our "Data Service" page in the main menu or contact us to discuss your data needs.
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