Southeast Asia is one of the most dynamic economic engines in the Asia-Pacific region. According to Statista's forecast, by 2027, the revenue of the Beauty and Personal Care market in Southeast Asia will exceed US $34.56 billion at an annual growth of 3.57%. For the last 2 years, TMO Group has been helping brands—especially in the Skincare Industry—explore and successfully enter the SEA market.
Having collected first-hand market data from almost 730,000 SKUs across Shopee and Lazada, the two major marketplaces in the region, we analyzed the market structure, categories, best-selling brands, price ranges, and consumer trends across the 6 countries with the biggest online eCommerce markets: Indonesia, Malaysia, Thailand, Vietnam, the Philippines and Singapore.
This article is based on the Southeast Asia Skincare Outlook, which you can download for free to see the full analysis of our research.
Now, let’s dive into the key takeaways from our research into Southeast Asia’s online retail landscape for the Skincare industry. We will also cover some findings of the different subcategories within the segment.
1. Southeast Asia Skincare - eCommerce Market Size by Country
Based on the collected data from Shopee and Lazada, we estimate that the total market size of the six largest Southeast Asian economies stands at around US $220 million in average monthly sales—with Shopee accounting for around US $200 million, and Lazada for US $24.68 million.
On the Shopee and Lazada platforms, Indonesia and Vietnam have the highest market share of skincare products, which jointly account for more than 60% of the overall market in Southeast Asia. Indonesia's monthly sales in Shopee reached about US $67.65 million, closely followed by Vietnam at US $61.55 million. Ranking third in sales is Thailand, with a market share of 19% on both platforms. The monthly sales on Malaysia and the Philippines are relatively the same, with Singapore ranking last. Download the free report for full analysis
2. Southeast Asia Skincare - Product Categories
For our research, we divided the Southeast Asian skincare market into 10 sub-categories, taking Shopee's top-selling products:
- Facial Serum & Essences
- Face Moisturizers
- Sunscreens
- Facial Cleansers
- Face Masks
- Facial Mist & Toners
- Acne and Blemish Treatments
- Lip Care
- Eye Care
- Facial Scrub and Exfoliators
Facial Serum & Essences and Face Moisturizers are the two most popular categories on Shopee with a market share of 23% and 22% respectively. The next most popular are Sunscreens, Facial Cleansers, and Face Masks
Consumers in different countries have different preferences for skincare products. For example, in the Indonesian market, skincare demands mainly focus on the basic care of the face and body, with Moisturizers accounting for the highest market share; Vietnam, having a hot and humid climate, shows higher consumer demand for sunscreen products.
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3. Southeast Asia Skincare - Best-Selling Brands
In terms of brands, the eCommerce market of skincare products in Southeast Asia shows a high brand richness, and there are no brands with absolute market dominance. The market share of the top ten brands has not exceeded 6%, which shows that there are still large market opportunities for new brands.
At the same time, we can also see obvious differences in consumer brand preferences on different platforms—consumers on Shopee prefer Japanese and Korean brands, as well as local brands from Southeast Asia. Japan's Senka leads the comprehensive sales of skincare products, while South Korea's COSRX champions among sales of Facial Serums & Essences. Indonesia's local brands performed well, with six brands including Skintific, being in the top 10 for best-selling brands. See the free report for specific hot-selling brands in every countries.
European and American brands are more popular with consumers on Lazada. In the top ten brands list, brands from these regions occupy 9 spots in the ranking.
Learn how BYHEALTH monitors product categories with a custom data architecture that their guides overseas expansion.
Growing your Business in Southeast Asia through Online Marketplace Monitoring & Research
We believe that the Southeast Asian skincare market is open and inclusive. However, due to varying cultural and economic levels among countries, consumer preferences also exhibit notable differences. By understanding the market in each country, brands and businesses can better explore Southeast Asia as a destination for expansion.
As part of our comprehensive long-term data monitoring and collection services, TMO Group helps clients dive deeper into Southeast Asia’s eCommerce market with our thorough research and analysis, as well as customized reports for various industries, providing a deep understanding of your niche, including market structure, size, and emerging trends.
If you are looking for an eCommerce agency to assist you in your Southeast Asia business expansion, or want to explore other alternatives to grow in the region, reach out to us to learn more about our Consultancy & Strategy Services services, from branded eCommerce website development to social commerce and other Cross-border eCommerce Solutions.
