Beauty and Personal Care in Thailand

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,925	139 Pages	Euromonitor International	May, 2025	EP20050506

Best Price Guarantee
Price	from $2,925
Length	139 Pages
Publisher	Euromonitor International
Published Date	May, 2025
SKU	EP20050506

Beauty and personal care in Thailand enjoyed robust retail volume and current value growth in 2024, supported by the growing emphasis on consumer self-care and importance of personal image in social and professional settings. Mass and premium segments are benefiting from strong demand for skin care, colour cosmetics, hair care and sun care. Thai consumers not only want to look good, but are increasingly concerned about their skin, hair and oral health, with keen attention paid to protection from...

Euromonitor International's Beauty and Personal Care in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Beauty and Personal Care in Thailand
Euromonitor International
May 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN THAILAND
EXECUTIVE SUMMARY
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care ?
MARKET DATA: Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024; Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024; Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024; Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024; Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024; Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024; Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024; Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029; Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES: Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sophisticated demands and premium experiences drive growth in the mass segment
Unilever Thai Holdings Ltd leads the mass segment with diverse brand portfolio
Rising awareness of sustainability creates new packaging options
PROSPECTS AND OPPORTUNITIES
Strong outlook for the mass segment
Fandom marketing to be more widely leveraged by mass personal care brands
Focus on social commerce as omni-channel strategies expand
CATEGORY DATA: Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024; Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024; Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024; Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029; Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Strong emphasis on self-care and appearance supports growth of premium segment
Store-based developments flourish in the premium segment
Sustainability trend resonates deeply with Gen Z and X
PROSPECTS AND OPPORTUNITIES
Premium appeal will broaden as product diversity expands
Sustainability will be a strong theme in packaging development
Premium skin care to focus on delivering anti-ageing benefits
CATEGORY DATA: Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024; Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024; Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024; Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029; Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Parents prioritise high-quality functional and organic products
Johnson & Johnson leads with focus on gentle and natural skincare
Health and personal care stores and retail e-commerce enjoy dynamic growth
PROSPECTS AND OPPORTUNITIES
Growth of baby and child-specific products to accelerate
Premiumisation trend to remain strong as parents seek high-quality, safe, and organic options
Players will innovate to provide more sustainable products
CATEGORY DATA: Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024; Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024; Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024; Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024; Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024; Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024; Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024; Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024; Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029; Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029; Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Modern lifestyles support growth of body wash/shower gel
Lion Corp (Thailand) Ltd strengthens position with plant-based ingredient formula
Store-based distribution channels hold bulk of retail share
PROSPECTS AND OPPORTUNITIES
Strong outlook for bath and shower as premiumisation gains traction
Polarisation is evident as both premium lines and private label gain appeal
Multi-functional innovations to expand over the forecast period
CATEGORY DATA: Table 34 Sales of Bath and Shower by Category: Value 2019-2024; Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024; Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024; Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024; Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024; Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024; Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029; Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029; Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Colour cosmetics is most dynamic category in Thailand
L'Oréal Thailand Co Ltd holds an edge in colour cosmetics
Digital shopping fuels growth of e-commerce sales
PROSPECTS AND OPPORTUNITIES
Facial make-up remains the largest category
Competitive landscape to intensify amid further fragmentation
Multi-functional features will remain prolific in new developments
CATEGORY DATA: Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024; Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024; Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024; Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024; Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024; Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024; Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024; Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024; Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024; Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029; Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
DEODORANTS IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Post-pandemic lifestyle changes fuel demand
Beiersdorf Thailand Co Ltd maintains lead but faces increased competition
Modern grocery retailers claim high proportion of sales
PROSPECTS AND OPPORTUNITIES
Bright outlook amid rising preference for deodorants with high-quality and multi-functional ingredients
Deodorant roll-on products set to expand, driven by demand for efficacy and long-lasting solutions
Consumers prefer in-store purchases to experience scents before buying
CATEGORY DATA: Table 54 Sales of Deodorants by Category: Value 2019-2024; Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024; Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024; Table 57 NBO Company Shares of Deodorants: % Value 2020-2024; Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024; Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024; Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029; Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029; Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Solid growth for the depilatories category
Reckitt Benckiser (Thailand) Ltd dominates in hair removers/bleaches
Consumers are shopping for depilatories in a wider range of stores
PROSPECTS AND OPPORTUNITIES
Hair removers/bleaches to fuel dynamism and capture consumer interest
E-commerce offers potential for smaller brands
Innovations most visible in hair removers/bleaches
CATEGORY DATA: Table 63 Sales of Depilatories by Category: Value 2019-2024; Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024; Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024; Table 66 NBO Company Shares of Depilatories: % Value 2020-2024; Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024; Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029; Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Fragrances tap into wellness trend and need for affordable alternatives to premium scents
Neo Corporate Co Ltd experiences marginal decline in share as affordable smaller brands gain interest
Department stores extend leading role in fragrance distribution
PROSPECTS AND OPPORTUNITIES
Mass perfume brands to extend product portfolios
Thai perfumes set to gain popularity as the tourism industry recovers
Fragrance brands to offer more eco-friendly qualities, including organic formulations and refillable packaging
CATEGORY DATA: Table 70 Sales of Fragrances by Category: Value 2019-2024; Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024; Table 72 NBO Company Shares of Fragrances: % Value 2020-2024; Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024; Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024; Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024; Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029; Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Premiumisation gives consumers greater choice of hair care products
Multinationals face growing competition from an increasing array of local brands
Retail e-commerce and convenience stores both gain share
PROSPECTS AND OPPORTUNITIES
Holistic wellness to drive developments in hair care
Social media platforms and influencers will play a vital role
Hair health and problem-based hair solutions will become more prominent
CATEGORY DATA: Table 78 Sales of Hair Care by Category: Value 2019-2024; Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024; Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024; Table 81 NBO Company Shares of Hair Care: % Value 2020-2024; Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024; Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024; Table 84 LBN Brand Shares of Colourants: % Value 2021-2024; Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024; Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024; Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024; Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029; Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029; Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Bright performance in men's grooming driven by evolving social norms and urbanisation
Beiersdorf Thailand maintains its leadership in men's grooming
Thai men's grooming enjoys robust growth across multiple distribution channels
PROSPECTS AND OPPORTUNITIES
Men's grooming faces bright outlook as self-care routines expand
Shift towards premium products will be driven by higher incomes
Product innovation to focus on personalised solutions, multifunctional benefits and sustainability
CATEGORY DATA: Table 91 Sales of Men’s Grooming by Category: Value 2019-2024; Table 92 Sales of Men’s Grooming by Category: % Value Growth 2019-2024; Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024; Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024; Table 95 NBO Company Shares of Men’s Grooming: % Value 2020-2024; Table 96 LBN Brand Shares of Men’s Grooming: % Value 2021-2024; Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024; Table 98 Forecast Sales of Men’s Grooming by Category: Value 2024-2029; Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth is driven by increased oral health awareness and innovative product launches
Colgate-Palmolive Thailand Ltd holds leading position in oral care
Grocery retailers remain the leading channel for oral care
PROSPECTS AND OPPORTUNITIES
Oral care is projected to see steady growth
Oral care is witnessing a surge in demand for specialised and multifunctional products
Future of oral care will be shaped by increasing demand for natural, sustainable, and personalised products
CATEGORY DATA: Table 100 Sales of Oral Care by Category: Value 2019-2024; Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024; Table 102 Sales of Toothbrushes by Category: Value 2019-2024; Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024; Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024; Table 105 NBO Company Shares of Oral Care: % Value 2020-2024; Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024; Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024; Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024; Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029; Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029; Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029; Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Health and wellness trend shapes developments in skin care
L’Oréal Thailand Co Ltd maintains a healthy lead
Retail e-commerce is key channel for skin care
PROSPECTS AND OPPORTUNITIES
T-Beauty to gain traction as local skin care brands develop and expand
Digital-first approach is crucial for skin care brands
Influx of new skin care brands is expected to capitalise on growth potential
CATEGORY DATA: Table 113 Sales of Skin Care by Category: Value 2019-2024; Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024; Table 115 NBO Company Shares of Skin Care: % Value 2020-2024; Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024; Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024; Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024; Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024; Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024; Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024; Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029; Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Steady growth in sun care as brands deliver more sophisticated formulas
Beiersdorf Thailand Co Ltd claims lead with mass sun protection brand Nivea Sun
Grocery retailers are prime location for buying sun care
PROSPECTS AND OPPORTUNITIES
Sun care faces promising outlook
Rising demand for multifunctional sun care products
Sustainable innovations will gain exposure in sun care
CATEGORY DATA: Table 124 Sales of Sun Care by Category: Value 2019-2024; Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024; Table 126 NBO Company Shares of Sun Care: % Value 2020-2024; Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024; Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024; Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029; Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029