New Star Brands are Winning Online
Clicks Over Counters
There are a number of emerging facial skincare and makeup brands in Thailand that are growing steadily. This trend is having an impact on medium-sized brands, and even top manufacturers, who still dominate the market but are starting to lose momentum, especially in the makeup segment.
This indicates that despite intense competition and a highly fragmented landscape, new brands entering the market still have opportunities for growth.
The performance of Thailand’s emerging brands is largely driven by their ability to effectively leverage online channels.
In fact, in the facial beauty market, where easy access and availability are crucial, online has now become the number one channel in terms of share of sales value. As a result, online channels should be the primary area of focus for new brands looking to enter the Thai market.
The fact that online shopping has become a habit for consumers is evident from the increase in repeat purchase rates compared to last year, especially among consumers aged 25 and above.
Consumers have also started to explore multiple platforms. The number of shoppers purchasing from two or three has increased, but the majority still stick to a single platform they are most comfortable with.
The key question for facial beauty brands is: which platform should we focus on? Having a presence everywhere is not necessarily the answer. Instead, brands should maximise their impact by prioritising those platforms with the largest and fastest-growing buyer base.
