In Thailand, taking care of oneself is a way of life. Coquetry is seen as a sign of success and the use of beauty products is widespread. Thus, the Thai cosmetic sector is dynamic, driven by consumers who want to show themselves at their best. But how to make a place for yourself in the Thai bathroom? Business France’s Team France Export has the answer.
The Thai cosmetics market represents 5.9 billion euros.
It is the largest in the ASEAN zone. However, it has been affected by Covid-19 and recorded a 0.9% decline in 2020.
Market characteristics
Unilever, Procter & Gamble, and L’Oreal are the major players in the sector in Thailand.
However, local brands are becoming more and more important. Celebrities and beauty clinic chains are also starting to develop their brands (thanks to local contracting companies). “Thai brands are well known internationally. They are very successful in the region. The Thai brand Snail White has been very successful in the local market and in China.”
Positioning the French offer
In 2020, France was the second largest supplier of cosmetics behind Japan.
On the other hand, it took the top spot in perfumes.
It is also one of the top 5 countries supplying raw materials. The demand is so strong that some manufacturers have settled there.
Opportunities for the French offer
If cosmetics is a religion in Thailand, some segments are more dynamic than others. This is the case of:
• Natural care (particularly for pregnant women)
• Facial products
• Ranges for men
• Food supplements (to have a beautiful skin)
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