Zooming in on facial skincare and cosmetics
Why Thai Consumers Invest More in Skincare than Makeup
Thai consumers are prioritising facial beauty – and as a result the outlook for the facial skincare and makeup categories in 2025 is extremely positive. Meanwhile, consumers are deprioritising body care and hair care, a theme that has continued over the past year, and which is likely to persist through this one.
Consumers are willing to spend more on facial skincare than on makeup. This is a continuation of a trend from the past: they value the fundamentals of skin health, believing that good skin is the foundation of beauty. Therefore, if they have to choose, they will invest more in facial skincare, which is why we are seeing a premiumisation trend. Consumers believe they need to spend more for better efficacy, ensuring their skin improves from within.
Demand for makeup is still high, and volume sales are growing. However, since makeup products are like an outer layer – representing external beauty – they are the final step in the routine. As a result, consumers may not be willing to spend as much; if their skin is good, the products used to cover or enhance it don’t need to be overly expensive.
As long as makeup products deliver the basic functions expected of them, consumers are satisfied. They don’t expect high efficacy or extraordinary results, so they aren’t willing to pay a premium.
