Shoppers are buying fewer makeup products, and aim to achieve a fresh and unpolished look by choosing lighter textures and natural ingredients.
Minimal makeup is a key long-term trend which was emerging in Thailand before COVID, but accelerated during the pandemic. The number of products bought by shoppers decreased significantly, and is still lower today than it was in 2019.
When Kantar asked Thai consumers to describe their ideal skin condition, strong and healthy skin came out on top, followed by moist and glowing skin, and then clear, flawless and transparent skin.
This has driven a change in what people expect from their makeup products. Natural and bare is now the fashionable look, with nude and soft tones preferred to strong colours.
Shoppers are shifting from foundations that provide heavy coverage towards lighter bases – for instance tinted sun protection and BB/CC cream.
Makeup products that also provide skincare benefits and contain natural ingredients are in great demand – for example foundation that is infused with collagen. People want to make sure that the base layer they apply not only covers their skin, but nurtures it at the same time.
Products that keep skin luminous all day, or lip colours that don’t fade or rub off, even when someone is wearing a mask, are growing in importance.
Eye makeup continues to be extremely important to Thai consumers. Despite wearing less makeup on their face and lips in pursuit of the natural look, strong eyes make sure their look is complete.
The highest performing eye makeup products are those that emphasise waterproof and smudge-proof properties – for example eyeshadow for oily skin.
