Rising demand, digital disruption, and new consumer expectations
Southeast Asia’s cosmetics market is booming — and it’s not just about beauty anymore. With a projected market value of USD 5.6 billion in 2024, the region has become a magnet for international brands, digital-first challengers, and homegrown innovators alike.
What’s fueling this growth? A powerful combination of rising disposable incomes, tech-savvy Gen Z consumers, and a growing preference for clean, halal-certified, and multifunctional products. Vietnam and Indonesia are leading the way, driven by e-commerce acceleration, social commerce, and a vibrant influencer economy.
Whether you’re a global beauty leader or a niche skincare brand, the ASEAN region presents both vast opportunities and unique challenges. From regulatory complexity to distribution fragmentation and price-sensitive segments, success depends on how well you localize, innovate, and connect.
What’s inside this sectorial note
To help you navigate this fast-evolving landscape, our team has compiled an in-depth Cosmetics Sectorial Note for Southeast Asia in 2025, covering:
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Regional market size, growth forecasts, and segment trends (mass vs. premium)
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Consumer behaviors by country: Indonesia, Vietnam, Thailand, Malaysia, Philippines, Singapore
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Key sales channels: e-commerce, omnichannel, cross-border trade
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Regulatory overview and halal compliance essentials
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Insights into top brands and what drives market leadership
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Strategic recommendations for entry, expansion, and brand adaptation
📘 Download the full report here: Download Link
Why now? A window of opportunity for forward-looking brands
With more than 1 billion middle-to-high-income consumers expected by 2026, Southeast Asia is transitioning from a value-driven to a value-plus market — where consumers seek performance, authenticity, and digital engagement.
Platforms like Shopee, TikTok Shop, and Lazada are reshaping the buying journey, especially in makeup and skincare. Meanwhile, male grooming, AI-powered personalization, and hybrid beauty products (like BB serums and SPF lip tints) are creating new avenues for growth.
Leverage our regional expertise
At Source of Asia, we help brands enter, operate, and scale in Southeast Asia and also South Korea through tailored support in:
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Market research & opportunity analysis
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Regulatory strategy & product registration
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Partner identification & business matching
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E-commerce & digital trade enablement
- And many more!
📩 Contact us at hello@sourceofasia.com to explore how we can accelerate your beauty brand in Southeast Asia and South Korea.
Download now to discover ASEAN Cosmetics Market in a snapshot!
Cosmetics Market in ASEAN
