With a growing middle class and an increase in disposable income, consumers in South and Southeast Asia have an appetite for prestige products, homegrown brands and personalised products that speak to their culturally specific needs. To help the industry better serve the diversity of South and Southeast Asia, this report looks at the beauty priorities of Vietnam, Thailand, India, and Philippines, highlighting the key drivers, needs and product choices of consumers and where future growth opportunities lie.

Despite the upheaval of the pandemic, consumer confidence in Southeast Asia and India is high and the appetite for beauty reflects this. A youthful cohort of eager spenders (McKinsey) makes India buoyant. According to Statista, the SEA beauty, health, personal and household care segment is valued at US$18.5bn, while India’s market for beauty and personal care is valued at $26.1bn, as of 2022. SEA is projected to grow at an annual rate of 16%, while India is projected to have a CAGR of 4.6% from 2022–2026.

As in APAC Beauty Priorities, health is a concern that connects all countries in Asia. In Southeast Asia and India, product safety and authenticity are particularly important, with counterfeits and poor manufacturing processes a dangerous issue. Traditional products such as skin whiteners – now known to contain toxic chemicals – are being swapped for skintellectual products and more diverse, positive beauty standards. Sensitive skin is another unifying concern across the countries featured, driving demand for derma skincare, clean beauty and natural ingredients.

Vietnam: beauty profile

In a young, emerging beauty market, Vietnamese consumers are eager but calculated spenders. 

Clean beauty that is safe and supports wellness will appeal alongside premium products due to increased spending power.