Hard hit by the health crisis, the beauty industry is growing again. “Now that masking is no longer mandatory, customers are once again turning to facials and makeup. On the other hand, growth in hair and body care (which were the best performers during the pandemic) is slowing down,” Kantar analyses.

Me, myself and I

According to the forecasting firm, the trend is towards individualism. Thais want to take care of themselves. Not surprisingly, they want hyper-personalized cosmetics to address their specific issues. “Brands and manufacturers have to change their mindset. In the past, their main growth opportunity was in geographic expansion. Today, the key is their ability to anticipate the changing lifestyles and needs of their audience.”

Increasingly demanding

Consumers consider their bodies as objects to be maintained. They are adopting an increasingly holistic approach to beauty, with an emphasis on well-being.
Gone are the sophisticated looks, the fashion is for sobriety and naturalness.

Nevertheless, Thai people have high cosmetic expectations. They want their skincare products to contribute to the health of their skin and to be multifunctional. For them, it’s time for efficiency.

The question of price

As everywhere, Thailand is affected by inflation. The inhabitants are therefore …