Traditionally, local brands in Thailand have had a reputation of being inexpensive and of lower quality compared to international counterparts, contributing to greater cynicism from consumers whenever a new local brand is launched in Thailand. While Thai beauty and personal care has grown to develop a more consumer-friendly reputation in recent years and local brands are gaining ground in Thailand, mass local players are increasingly seeking to establish themselves through expanding their presence internationally.
New brands in Thailand often have a stronger positioning in dermatology and dermocosmetics than elsewhere, with Thai consumers showing a deep and persistent preference for products that have undergone the rigorous clinical testing processes. Given that local brands have suffered a poor reputation of being inexpensive and low -quality, Thai brands that have been through clinical testing and are proven both safe to use and highly effective are those that can attract the most traction among the growing and more discerning Thai consumer base.
In response to growing consumer interest, mass brands are set to sharpen their focus on clean beauty products, particularly in regard to vegan-friendliness. Vegan variants benefit from not only helping consumers to enhance their appearance but also from protecting their conscious and helping them to feel that they are making ethically sound choices.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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