Mass beauty and personal care is expected to post strong growth over the forecast period with players embracing global trends and adapting them to the local context. Thai consumers will seek efficient and simplified beauty and personal care routines, favouring all-in-one products which offer multiple benefits.
Building on the concept of influencer marketing, fandom marketing is expected to gain traction in mass personal and beauty care over the forecast period. By forging collaborations with celebrities and influencers to promote products, brands can leverage fan communities to drive engagement and sales.
Brands and retailers are expected to expand omni-channel marketing strategies to provide seamless shopping experiences to Thai consumers. Given the strong emergence of social commerce, TikTok will evolve as a significant platform in mass beauty and personal care.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mass Beauty and Personal Care industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See all of our definitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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