Thailand Personal Care and Beauty Products

The beauty and personal care product market in Thailand is large and growing. Revenues in the sector are projected to reach $4.2 billion in 2021 and grow at a rate of 5.5 percent through 2025, according to Statista.com. The largest product segments are skincare (42%), hair products (15%), soaps and hygiene (14%), oral and dental care (12%), and makeup (12%). 

U.S. personal care products are viewed positively, and as high-quality, in the Thai market. U.S. personal care exports to Thailand were $120 million in 2020, according to the U.S. Bureau of the Census. In this sector, the top five U.S. exports to Thailand were cosmetics ingredients, makeup, and skincare products, shaving products, soaps used for washing the skin, and hair care products, according to the U.S. Bureau of the Census. 

Long-term trends driving growth in this sector include greater financial independence for working women, greater interest in natural and organic products among youth, and greater attention to grooming by men. Growth of disposable income levels and the construction of new shopping malls and department stores have created opportunities for global brands to directly reach out to affluent customers. 

The COVID pandemic and working from home accelerated the use of e-Commerce in Thailand. Forty percent of e-shoppers buy through social media platforms (Line, Facebook, Instagram), 35% buy through e-Marketplaces (Lazada, Shopee, JD Central), and 25% through e-Tailers or e-Brands. The trend is expected to continue post-pandemic due to the convenience of direct-to-consumer delivery. A rebound in sales of cosmetics is expected in the latter half of 2021 and early 2022 when more people will return to in-person workplaces. 

Local distributors interviewed by the Commercial Service in Thailand say there are several products they are looking to add to their lineup in the future including haircare products, personal hygiene items, home-use beauty products, organic and natural products, “Indie” brands and facial cosmetics.  

Prior to importing cosmetic products, the local importer or distributor needs to register them with the Thai Food and Drug Administration. To connect with distributors seeking personal care products and for help guiding you through required documents and steps needed to register with the Thai FDA, please contact U.S. Commercial Service in Bangkok at office.bangkok@trade.gov.