Top 10 Best-Selling Cosmetic Brands in Southeast Asia 2024

According to Source of Asia research, in 2024, the Southeast Asian cosmetics market was dominated by brands from France, South Korea, Indonesia, the United States, and China.

The following is a list of the top 10 cosmetic brands with the largest market share in Southeast Asian e-commerce in 2024:

1. Bioderma (France): 5.6%

2. Black Rouge (South Korea): 5.1%

3. Wardah (Indonesia): 5.1%

4. Cocoon (United States): 3.8%

5. Maybelline (United States): 3.1%

6. L'Oréal Paris (France): 2.3%

7. La Roche-Posay (France): 2%

8. O.Two.O (China): 1.9%

9. Make Over (Indonesia): 1.9%

10. Focallure (China): 1.6%

According to Source of Asia, Southeast Asian consumers currently consider not only price when shopping, but also seek high-performing products that offer added value.

They also found that upper-class consumers in major cities, such as Singapore and Malaysia, tend to prioritize prestige and brand image.

Meanwhile, lower-to-middle-income consumers, such as those in Vietnam and Cambodia, are more price-sensitive, prefer affordable products, and are heavily influenced by social media in their purchasing decisions.