Thailand Dominated Southeast Asia's Skincare and Makeup Market Share by September 2025

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Akbar Ridwan 08/12/2025 18:58 WIB

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According to TMO Group research, Thailand will be the country in Southeast Asia with the largest market share for makeup and skincare by September 2025, at 29%.

Market Share of Skincare and Makeup in 6 Southeast Asian Countries on E-commerce* (September 2025)

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Market Share of Skincare and Makeup in 6 Southeast Asian Countries on E-commerce* (September 2025)

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According to TMO Group research, Thailand will be the country in Southeast Asia with the largest market share for makeup and skincare by September 2025, reaching 29%. This figure only covers the online market on e-commerce platforms Shopee and Lazada.

Indonesia follows with a significant market share difference. "Indonesia ranks second with around 18%, followed by Malaysia and Vietnam," wrote TMO Group in its report.

Below is the market share for makeup and skincare in six Southeast Asian countries on Shopee and Lazada in September 2025:

Thailand: 29%
Indonesia: 18%
Malaysia: 17%
Vietnam: 16%
Philippines: 12%
Singapore: 7%

Specifically for skincare products on Shopee, Thailand also holds the largest market share at 31%, followed by Indonesia and Vietnam, each at 19%.

"Thailand recorded the highest gross merchandise value (GMV) share on Shopee, contributing 31% of total skincare sales across Southeast Asia," said TMO Group.

Meanwhile, for makeup products on Lazada, Thailand once again leads with a market share of up to 24%, followed by Indonesia at 22% and the Philippines at 18%.

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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Thailand Dominated Southeast Asia's Skincare and Makeup Market Share by September 2025

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