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Lip Makeup, the Largest Cosmetics Market Share Category in Southeast Asia in 2024

Akbar Ridwan 21/08/2025 12:49 WIB

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According to a Source of Asia study, lip makeup will be the largest cosmetic category by market share in Southeast Asia in 2024.

Southeast Asian Cosmetics Market Segmentation by Category (June 2024)

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Southeast Asian Cosmetics Market Segmentation by Category (June 2024)

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According to a Source of Asia study, lip makeup was the largest market share category of cosmetics in Southeast Asia in 2024.

This category outperformed other cosmetic categories such as facial cleansers, face makeup, and nail care.

The following is the market share breakdown of cosmetics by category in Southeast Asia in 2024:

Lip makeup: 24.7%
Makeup remover: 23.5%
Face makeup: 21.7%
Beauty tools: 16.6%
Eye makeup: 9.6%
Nail care: 4%

For information, the data used by Source of Asia comes from TMO Group, which collected data from Shopee and Lazada during June 2024.

According to Source of Asia, with a projected market value of US$5.6 billion in 2024, Southeast Asia has become attractive to international brands, new digital brands, and local innovators in the cosmetics industry.

Source of Asia stated that the beauty market in Southeast Asia is experiencing stable and continuous growth. This is driven, among other things, by increasing per capita consumer spending.

“The mass market remains the most dominant overall due to price sensitivity and wide accessibility. However, the premium segment is increasingly developing, driven by urbanization and aspirational demand from the ever-growing middle class,” said Source of Asia on Tuesday (June 24, 2025).

Editor : Erlina Fury Santika

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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Lip Makeup, the Largest Cosmetics Market Share Category in Southeast Asia in 2024

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