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1、Skincare Sales In South East Asia eCommercePublished March 2024Foreword3Shopee-Skincare Market Overview4Shopee-Skincare Main Segments5Shopee-Skincare TOP 10 Brands6Shopee-Skincare Price Range7Shopee TOP3 Sub-category8Lazada-Skincare Market Overview17Lazada-Skincare Main Segments18Lazada-Skincare TOP

2、 10 Brands19Lazada-Skincare Price Range20About TMO21ContentsFrom December 2022,TMO Group started publishing a series of outlooks on different industries in Southeast Asian eCommerce,analyzing sales performance in various countries.Weve released outlooks on cosmetics,home appliances and more,and will

3、 continue to explore more popular industries and categories!Methodology:TMO Groups expert team relies on first-hand data from major eCommerce platforms in Southeast Asian-Shopee and Lazada,and employs various analytical methods to provide readers with valuable insights.Currency Values:Regarding pric

4、ing and monetary information,the analysis in the report is based on the equivalent value of the local currencies in US dollars.It is important to note that this report is intended for market reference purposes only,and our company does not bear any legal responsibility for the accuracy and viewpoint

5、s presented in the report.About This SeriesTMO ServicesMarket Scan&ResearchConduct a preliminary scan of different markets,define the competitive landscape and select suitable markets for your cross-border eCommerceMarket Entry&Development StrategyConsolidate market potential and localization knowle

6、dge to formulate short-term,medium-term,or long-term market entry and development strategies for you.Customized Industry DataTo help you understand the ever-changing consumer preferences and demand trends,as well as the evolving industry standards.Market Share by CountrySingapore4%The Philippines6%M

7、alaysia6%Thailand19%Vietnam31%Indonesia34%SkincareIn terms of different countries,Indonesia had the highest market share,accounting for about 34%,making it the largest segment market among the six Southeast Asian countries.Vietnam ranked second with a market share of approximately 31%.The combined m

8、arket share of these two countries exceeded 60%,indicating a strong demand for skincare products.TMO Observations:Shopee-Skincare Market Overview4Data Period：Mar 2024Source：Shopee&Lazada3%2%2%3%5%7%7%13%14%22%23%Facial Serum&EssenceFace MoisturizerSunscreenFacial CleanserFace MaskFacial Mist&TonerAc

9、ne and Blemish TreatmentsLip CareEye CareFicial Scrub and ExfoliatorOthersIndonesiaMalaysiathe PhilippinesSingaporeThailandVietnamMarket Share by Subcategory2%1%5%2%5%9%17%10%7%15%26%3%2%1%2%4%7%8%14%12%26%21%5%2%3%2%5%11%7%12%8%21%25%6%2%2%6%8%10%4%11%17%15%19%4%0%2%2%5%3%6%10%11%25%32%1%2%3%5%5%7%

10、6%13%21%17%19%Shopee-Skincare Main Segments On Shopee,skincare products could be divided into 10 subcategories(shown as below chart).Products not falling into these categories are grouped under“Others in this report.In general,facial serum&essence and face moisturizer were the most popular categorie

11、s,capturing market shares of approximately 23%and 22%respectively.Indonesia:The top-selling category was face moisturizers,accounting for around 26%of the market share.Vietnam:Sunscreen had the highest demand(21%).Thailand:Facial serum&essence emerged as the main revenue driver,contributing over 30%

12、of total sales revenue.Malaysia:Facial serum&essence was the mostly bought category,facial mist&toner also gained significant popularity compared to other countries;Philippines:Consumers have diverse demands and preferences.Facial serum&essence,sunscreen,face moisturizer,facial cleanser,facial mist&

13、toner all gained significant popularity.Singapore:Facial serum&essence,face mask,and moisturizer were in high demand.TMO Observations:5Data Period：Mar 2024Source：Shopee&LazadaSoutheast Asia 6 countriesShopee-Skincare TOP 10 BrandsOn Shopee,it seems that there is no brand leader in the Southeast Aisa

14、n skincare market,as the market share of the top 10 brands did not exceed 5%.This low brand concentration may indicate that Southeast Asian consumers have diverse brand preferences for skincare products.Southeast Asian consumers show great interests in Asian brands.In addition to brands from Japan a

15、nd South Korea,Indonesian local brands also demonstrated impressive sales performance on Shopee,with six Indonesian brands making it to the best-selling brand list.The Japanese brand Senka had the highest sales revenue on Shopee,the French brand LOreal Paris and the Indonesian brand Skintific were i

16、n second and third place,respectively.TMO Observations:Market Share of Top 10 Brands0.1%0.1%0.1%0.1%0.1%0.2%0.2%0.5%0.6%1.2%SenkaLOreal ParisSkintificFacetologyAzarineOriginoteSKIN1004WARDAHCeraveLACOCO EN NATURERankBrandOrigin Country1SenkaJapan2LOreal ParisFrance3SkintificIndonesia4FacetologyIndon

17、esia5AzarineIndonesia6OriginoteIndonesia7SKIN1004South Korea8WARDAHIndonesia9CeraveUSA10LACOCO EN NATUREIndonesia6Data Period：Mar 2024Source：Shopee&LazadaShare of Revenue in Skincare Segment by Price Range and CountryIndonesia0-11-22-55-1010-2020-5050-100100-200200-500500-10001000-20002000-50000%15%

18、30%Malaysia0%25%50%Singapore0%20%40%Thailand0%20%40%Vietnam0%30%60%6 Countries0%25%50%Price RangeShopee-Skincare Price RangeIn general,the best-selling skincare products were priced between 5-10 USD,generating nearly 50%of sales revenue.Products priced between 10-20 USD were followed closely,which c

19、ontributed nearly 27%of sales revenue.Consumers in Indonesia and the Philippines may prefer lower-priced skincare products,with sales of products priced between 2-10 USD making up around 60%of total sales in both countries;In Vietnam,the most sales were generated by products in the range of 5-10 USD

20、.Consumers in Singapore,Malaysia,and Thailand also show purchasing power for higher-priced products.In Singapore,the most popular products fell in the price range of 10-50 USD,higher than in Indonesia,the Philippines,and Vietnam.In Malaysia and Thailand,consumers are more receptive to higher-end ite

21、ms.Products priced between 2000-5000 USD also generated about 5%sales revenue.TMO Observations:7Philippines0%15%30%Data Period：Mar 2024Source：Shopee&LazadaShopee TOP 1 Category-Facial Serum&EssenceVietnam27%Malaysia7%Singapore4%The Philippines5%Thailand26%Indonesia31%Facial Serum&EssenceShare of dif

22、ferent Countries in Facial Serum&Essence MarketFacial serum&essecnce was the most popular skincare category.In this market,Indonesia had the highest market share with approximately 31%of the market.The second-highest market belonged to Vietnam(27%),followed by Thailand(26%).TMO Observations:8Data Pe

23、riod：Mar 2024Source：Shopee&LazadaShopee-Facial Serum&Essence TOP 10 BrandsEuropean,American,and South Korean brands are popular for Southeast Asian consumers.Nine out of the top 10 best-selling brands came from Europe,America,and South Korea.COSRX from South Korea was the best-selling brand on the S

24、outheast Asian Shopee platform,with a market share of approximately 4.2%.Torriden from South Korea(2.7%)and The Ordinary from Canada(2.5%)also gained significant popularity.TMO Observations:Market Share of Top 10 Brands0.5%0.5%0.6%0.8%1.3%2.0%2.0%2.5%2.7%4.2%COSRXTorridenThe OrdinaryGarnierLuxe Orga

25、nixSome By MiSkin1004VichyGRAVICHRtopRRankBrandOrigin Country1COSRXSouth Korea2TorridenSouth Korea3The OrdinaryCanada4GarnierFrance5Luxe OrganixUSA6Some By MiSouth Korea7Skin1004South Korea8VichyFrance9GRAVICHThailand10RtopRUSA9Data Period：Mar 2024Source：Shopee&LazadaIndonesiaTOP 3 Brands5.81%1Skint

26、ific3.04%2SKIN10041.47%3WHITELAB1.30%MalaysiaTOP 3 Brands3.90%1COSRX1.86%2Bio-essence1.14%3The Ordinary0.89%The PhilippinesTOP 3 Brands6.29%1COSRX2.32%2Luxe Organix1.99%3Garnier1.98%SingaporeTOP 3 Brands5.39%1Torriden2.69%2COSRX1.82%3The Ordinary0.88%ThailandTOP 3 Brands2.57%1La Roche Posay1.58%2GRA

27、VICH0.53%3Vichy0.46%VietnamTOP 3 Brands0.45%1La Roche Posay0.21%2The Ordinary0.12%3LOral Paris0.12%Shopee-TOP 3 Brands by CountryWe observed that the brand concentration in the facial serum market is relatively low,with the leading brands in all six Southeast Asian countries having a market share of

28、 less than 10%.In Malaysia,the Philippines,and Singapore,COSRX is a relatively popular brand in the facial serum market,ranking first in market share in Malaysia and the Philippines,and second in Singapore.In Indonesia,Skintific ranked first in this segment market,with a market share of approximatel

29、y 3.04%.In Thailand and Vietnam,consumers prefer to purchase brand La Roche Posay for facial serums on the Shopee platform,with this brands market share ranking first in both countries.TMO Observations:10Shopee TOP 2 Category-Face moisturizerVietnam25%Malaysia6%Singapore3%The Philippines4%Thailand21

30、%Indonesia41%Face moisturizerShare of different Countries in Face Moisturizer MarketFacial moisturizer was the second-largest skincare market.In this market,Indonesia had the highest market share with approximately 41%of the market.The second-highest market belonged to Vietnam(25%),followed by Thail

31、and(21%).TMO Observations:11Data Period：Mar 2024Source：Shopee&LazadaShopee-Face moisturizer TOP 10 BrandsAsian,European and American brands were more popular among Southeast Asian consumers.The Korean brand COSRX was the best-selling brand on the Shopee platform,with a market share of approximately

32、6.0%.The second and third popular brands were Luxe Organix from the USA(4.5%)and La Roche Posay from France(3.6%).Brands from Indonesia also performed well.Although South Korean,European and American brands accounted for high market share,Southeast Asian local brands also received great popularity.I

33、ndonesian brands Wardah and MS Glow,Celeteque from the Philippines,and Singaporean brand Ceradan were also entered the best-selling brands list in March.TMO Observations:Market Share of Top 10 Brands0.6%0.8%1.0%1.1%1.2%2.1%3.3%3.6%4.5%6.0%COSRXLuxe OrganixLa Roche PosayCetaphilWardahCeletequeCeradan

34、OLAYMS GlowHada LaboRankBrandOrigin Country1COSRXSouth Korea2Luxe OrganixUSA3La Roche PosayFrance4CetaphilUSA5WardahIndonesia6CeletequeThe Philippines7CeradanSingapore8OLAYUSA9MS GlowIndonesia10Hada LaboJapan12Data Period：Mar 2024Source：Shopee&LazadaIndonesiaTOP 3 Brands4.15%1Wardah2.13%2La Roche Po

35、say1.18%3MS Glow0.84%MalaysiaTOP 3 Brands3.00%1COSRX1.37%2OLAY1.04%3Hada Labo0.59%The PhilippinesTOP 3 Brands9.24%1Luxe Organix4.45%2COSRX2.49%3Cetaphil2.30%SingaporeTOP 3 Brands4.45%1COSRX2.12%2La Roche Posay1.26%3Ceradan1.07%ThailandTOP 3 Brands7.94%1Cerave5.98%2La Roche Posay1.15%3LOral Paris0.81

36、%VietnamTOP 3 Brands0.16%1Dear Klairs0.06%2VICHY0.05%3Innisfree0.05%Shopee-TOP 3 Brands by CountryIn general,the brand concentration of the face moisturizer markets in the Philippines and Thailand was relatively higher compared to the other four countries.The most popular moisturizer brands in these

37、 two countries were Luxe Organix and Cerave from the USA respectively.Apart from the Philippines and Thailand,the other four countries did not have distinct leading brands.Indonesian consumers prefer to purchase local brands,with Wardah holding the highest market share.Consumers in the other five co

38、untries,on the other hand,may show a stronger preference for European,American,or South Korean brands.COSRX was the top-selling brand in Malaysia and Singapore,while Vietnamese consumers prefer the Korean brand Dear Klairs.TMO Observations:13Shopee TOP 3 Category-SunscreenVietnam45%Malaysia4%Singapo

39、re2%The Philippines7%Thailand14%Indonesia28%SunscreenShare of different Countries in Sunscreen MarketSunscreen was the third-largest skincare market.In this market,Vietnam had the highest market share with approximately 45%of the market.The second-highest market belonged to Indonesia(28%),followed b

40、y Thailand(14%).TMO Observations:14Data Period：Mar 2024Source：Shopee&LazadaShopee-Sunscreen TOP 10 BrandsAsian brands are more competitive in Southeast Asian sunscreen market.In the list of best-selling brands,9 brands were originated from Asia.Six of them came from Indonesia,while European brands o

41、nly occupied one spot.Facetology from Indonesia was the best-selling brand on the Southeast Asian Shopee platform,with a market share of approximately 14.2%.The second and third best-selling brands were also from Indonesia,which were Azarine(13.3%)and Skintific(9.4%).TMO Observations:Market Share of

42、 Top 10 Brands2.5%2.5%3.5%3.6%4.5%4.7%7.6%9.4%13.3%14.2%FacetologyAzarineSkintificSKIN AQUAIsntreeWARDAHMADAME GIEOriginoteLa Roche PosayCOSRXRankBrandOrigin Country1FacetologyIndonesia2AzarineIndonesia3SkintificIndonesia4SKIN AQUAJapan5IsntreeSouth Korea6WARDAHIndonesia7MADAME GIEIndonesia8Originot

43、eIndonesia9La Roche PosayFrance10COSRXSouth Korea15Data Period：Mar 2024Source：Shopee&LazadaIndonesiaTOP 3 Brands36.82%1Facetology14.16%2Azarine13.31%3Skintific9.35%MalaysiaTOP 3 Brands3.07%13W CLINIC1.34%2COSRX1.15%3DR.KO Skin Specialist0.58%VietnamTOP 3 Brands6.30%1COSRX2.30%2Luxe Organix2.00%3Garn

44、ier2.00%SingaporeTOP 3 Brands7.68%1Isntree4.65%2La Roche Posay1.72%3COSRX0.31%ThailandTOP 3 Brands4.58%1La Roche Posay2.50%2Her Hyness1.14%3Eucerin0.94%Shopee-TOP 3 Brands by CountryMost Southeast Asian countries are located in tropical regions with strong sunlight,which lead to a high demand and hi

45、gher expectations on sunscreen products for consumers.Compared to the previous two markets,the sunscreen market had a relatively stronger brand concentration effect,especially in Indonesian,where the top three brands accounted for about 37%of the market share.Among them,the local brand Facetology wa

46、s the leading brand with a market share of 14.16%,followed closely by Azarine(13.31%).Apart from Indonesia,consumers in the other five countries prefer overseas brands.COSRX performed well in Malaysia and Vietnam;Singaporean consumers prefer the Korean brand Isntree;La Roche Posay was the most popul

47、ar brand in Thailand.Due to the scattered classification of sunscreen products on the Shopee platform.To avoid inaccuracies,the brand data for sunscreen products in the Philippines was not included in this report.TMO Observations:16In terms of different countries,Thailand and the Philippines had the

48、 highest market share,accounting for about 35%and 34%respectively.The combined market share of these two countries reached about 70%.The Singapore market was relatively small.Market Share by CountryVietnam10%Singapore2%Malaysia9%Indonesia9%The Philippines34%Thailand35%SkincareLazada-Skincare Market

49、Overview17Data Period：Mar 2024Source：Shopee&LazadaTMO Observations:6%2%3%4%6%7%12%12%14%16%19%Facial Serum&EssenceFace MoisturizerBody care productsFacial CleanserSunscreenFacial Mist&TonerGifts&Value SetsEye Care ProductsFicial Scrub and ExfoliatorLip Balm and TreatmentOthersMarket Share by Subcate

50、gorySingapore19%1%7%6%31%3%6%9%7%10%2%Indonesia0%1%3%3%4%8%16%9%39%9%7%Malaysia11%2%2%6%10%9%8%11%7%5%29%the Philippines9%2%5%4%3%10%16%15%8%17%12%Thailand4%2%0%4%6%3%11%11%17%21%21%Vietnam6%3%2%4%4%12%0%14%4%13%37%Lazada-Skincare Main Segments The categorization of skincare products on the Lazada p

51、latform is slightly different from Shopees.It could be divided into 10 subcategories(shown as below chart).Products not falling into these categories are grouped under“Others in this report.In general,facial serum&essence and face moisturizer were the most popular categories,capturing market shares

52、of approximately 19%and 16%respectively.Thailand:The top-selling category were facial serum&essence and face moisturizers.Philippines:Skincare product demand is high,with impressive sales performance in many categories.Face moisturizer,sunscreen,and facial cleanser were top categories to sell.Vietna

53、m:The top-selling category was facial serum&essence.Indonesia:Body care products gained significant popularity,accounting for approximately 39%of the market share.Malaysia:Facial serum&essence emerged as the most popular skincare category,followed by facial cleanser and gifts&value sets.Singapore:Sk

54、incare market was led by the gifts&value sets category.It is noteworthy that the market share of Others category also reached 19%,ranking first among the six countries.This reflects a diverse demand in the Singaporean market.TMO Observations:18Data Period：Mar 2024Source：Shopee&LazadaSoutheast Asia 6

55、 countriesLazada-Skincare TOP 10 BrandsOn Lazada,international brands is highly competitive in Southeast Asian skincare market.Nine of these brands were from Europe and the United States,and only one was from South Korea.The highest market share among these top brands was a mere 5.3%,indicating a re

56、latively low brand concentration in this market.Cerave from the USA emerged as the leading brand in the skincare category,followed by La Roche Posay from France and COSRX from South Korea in second and third place,respectively.TMO Observations:Market Share of Top 10 Brands1.2%1.6%1.6%1.8%1.8%2.2%2.6

57、%3.1%4.2%5.3%CeraveLa Roche PosayCOSRXKiehlsLOral ParisEstee LauderOlayMake overEucerinCetaphilRankBrandOrigin Country1CeraveUSA2La Roche PosayFrance3COSRXSouth Korea4KiehlsUSA5LOral ParisFrance6Estee LauderUSA7OlayUSA8Make overUSA9EucerinGermany10CetaphilUSA19Data Period：Mar 2024Source：Shopee&Lazad

58、aShare of Revenue in Skincare Segment by Price Range and CountryIndonesia0-11-22-55-1010-2020-5050-100100-200200-500500-10000%15%30%Malaysia0%25%50%Singapore0%15%30%Thailand0%20%40%Vietnam0%15%30%6 Countries0%15%30%Price RangeLazada-Skincare Price RangeIn general,the best-selling skincare products w

59、ere priced between 5-50 USD,generating over 60%of sales revenue.Products priced between 2-5 USD were followed closely,which contributed nearly 15%of sales revenue.The Philippines and Indonesia may be a highly price-sensitive market,with sales of products priced between 2-10 USD making up around 36%a

60、nd 55%of total sales respectively.In Vietnam,the most sales were generated by products in the range of 5-10 USD.Malaysia and Thailand are similar,with skincare products priced between 10-20 USD being the best-selling category in both countries.Consumers in Singapore may have stronger purchasing powe

61、r,with about 42%of sales revenue coming from products priced above 50 USD.It is noteworthy that Indonesia and Singapore have shown strong sales performance in higher-priced skincare products,with products priced between 500-1000 USD also contributing over 10%of sales revenue.TMO Observations:20Phili

62、ppines0%20%40%Data Period：Mar 2024Source：Shopee&LazadaTMO Popular ReportsCosmetics (Southeast Asia Outlook 2022)Download nowIndonesia.eCommerce sales estimates(January 2024)Download nowHome Appliances(Southeast Asia Outlook 2023)Download nowSoutheast Asia eCommerce Outlook 2023Download nowAbout TMOT

63、MO Group is a Digital Commerce Agency,Based in Shanghai,Chengdu,Hong Kong,Singapore and Amsterdam.We provide brands with Consultancy,Design,Development&Managed services covering(e)Commerce-Data-AI.TMO offers integrated solutions for the entire eCommerce value chain with a strong focus on Health&Beauty for Business-to-Consumer(B2C)/Direct-to-consumer(D2C)&Industry wide focus for Business-to-Business(B2B).To keep up with the latest eCommerce information and insights in various industries in Southeast Asia,email us at infotmogroup.asia to subscribe,click to follow us on social media: