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1、Cosmetic eCommerce Sales In Southeast AsiaPublished July 20242*Kindly click on the cover to download for free.Our ResourcesOutlookData PackMarket LocalizationFrom December 2022,TMO Group started publishing a series of outlooks on different industries in Southeast Asian eCommerce,analyzing sales perf

2、ormance in various countries.Weve released outlooks on cosmetics,home appliances and more,and will 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 v

3、arious analytical methods to provide readers with valuable insights.Currency Values:Regarding pricing 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 p

4、urposes only,and our company does not bear any legal responsibility for the accuracy and viewpoints 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-bor

5、der eCommerceMarket Entry&Development StrategyConsolidate market potential and localization knowledge 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 tren

6、ds,as well as the evolving industry standards.34Cosmetic-Category5Cosmetic-Market Overview6Cosmetic-Main Segments7Cosmetic-TOP 10 Brands8Cosmetic-TOP 3 Brands by Country9Cosmetic-Price Range10 Lip Makeup11 Face Makeup17 Eye Makeup23 Makeup Removers29 Nail Care34TMO Popular Reports40About TMO41Conten

7、ts5CategoriesSubcategoriesFace MakeupFoundation,powder,blush,concealer&corrector,otherEye MakeupMascara,eyebrow pencils,eyeshadow,eyeliner,others Lip MakeupLipstick,lip tint&stain,othersBeauty Devices&ToolsFacial care tools,makeup bags&organizers,makeup brushes&tools,mirrors,othersNail CareNail poli

8、sh,artificial nail,nail art&sticker,othersMakeup RemoversMakeup removerThe cosmetic market is one of the most attractive growth sectors globally.Compared to North America,East Asia,and Europe,Southeast Asia exhibits strong growth potential.According to Statista,the Southeast Asian beauty and persona

9、l care market has shown a consistent upward trend from 2018 to 2028.By the end of 2024,the market size is expected to reach$34.21 billion.In the coming years(2024 to 2028),the market is anticipated to continue its stable growth,with a projected annual compound growth rate of approximately 3.3%to 4%.

10、Based on classifications in the cosmetic industry and products categories on eCommerce,TMO has categorized the cosmetic products sold on the Southeast Asian eCommerce platforms into six main subcategories：1.Face Makeup 2.Eye Makeup 3.Lip Makeup 4.Beauty Devices&Tools 5.Nail Care 6.Makeup Removers Th

11、is outlook primarily focus on research and analysis of these six major segments.Products not falling into these four categories are not included in the outlooks key analysis scope for now.Cosmetic-CategoryData Period：June 2024Source：Shopee&LazadaMarket Share by CountryIn terms of different countries

12、,Vietnam had the highest market share,accounting for about 41.0%,making it the largest segment market among the six Southeast Asian countries.Indonesia ranked second with a market share of approximately 32.9%.TMO Observations:6Data Period：June 2024Source：Shopee&LazadaSingapore1.5%Malaysia6.9%The Phi

13、lippines6.9%Thailand10.9%Indonesia32.9%Vietnam41.0%CosmeticCosmetic-Market Overview3.8%9.6%16.6%21.7%23.5%24.7%Lip MakeupMakeup RemoversFace MakeupBeauty Devices&ToolsEye MakeupNail CareIn terms of specific categories,lip makeup,makeup removers,and face makeup were the three most popular categories

14、among Southeast Asian consumers.On Shopee and Lazada platforms,these three categories account for approximately 70%of total sales.By country:Indonesia,Thailand,and the Philippines:Face makeup and lip makeup products gained significant popularity.Particularly In Thailand,face makeup held a market sha

15、re of around 40%.Malaysian:Malaysian consumers tend to express their unique beauty through lip products.Lip makeup products generated more than 40%of the total revenue.Vietnam:Consumers are increasingly concerned about makeup removers and skin care.When shopping for makeup items,they prioritize prod

16、ucts like makeup removal products.Singapore:Beauty tools were the best-selling category,followed by face makeup.Market Share by SubcategorySingapore6.7%11.8%41.2%26.6%3.3%10.4%Indonesia6.2%13.1%18.0%27.4%8.1%27.3%Malaysia2.0%11.9%22.3%19.7%1.4%42.7%the Philippines6.5%13.9%20.3%32.7%1.3%25.3%Thailand

17、5.0%14.5%17.6%38.7%0.6%23.6%Vietnam1.1%4.1%12.4%10.4%52.1%19.9%7Data Period：June 2024Source：Shopee&LazadaCosmetic-Main Segments 8RankBrandOrigin CountryBest-selling countries1BiodermaFranceVietnam2BLACK ROUGESouth KoreaVietnam3WardahIndonesiaIndonesia,Malaysia4CocoonUSAVietnam5MaybellineUSAIndonesia

18、6LOreal ParisFranceVietnam,Indonesia7La Roche PosayFranceVietnam,Indonesia8O.Two.OChinathe Philippines,Indonesia9Make OverIndonesiaIndonesia10FocallureChinaIndonesia,MalaysiaMarket Share of Top 10 Brands1.6%1.9%1.9%2.0%2.3%3.1%3.8%5.1%5.1%5.6%BiodermaBLACK ROUGEWardahCocoonMaybellineLOreal ParisLa R

19、oche PosayO.Two.OMake OverFocallureSeveral well-established international brands,such as Bioderma,Maybelline,and LOreal Paris,have high brand recognition in Southeast Asian makeup market.Asian brands also have a significant impact on this market.Brands from South Korea,Indonesia and China gained gre

20、at popularity.French brand Bioderma accounted for the largest market share,followed by BLACK ROUGE from South Korea in second place and Wardah from Indonesia in third.Wardah is Indonesias first Muslim-certified cosmetics company,which focus on producing makeup products that meet the religious requir

21、ements of Muslim consumers.Wardah also emphasizes a youthful,social,and fashionable image and these factors make it well-received in populous Muslim-majority countries like Indonesia and Malaysia.TMO Observations:Data Period：June 2024Source：Shopee&LazadaCosmetic-TOP 10 Brands9IndonesiaRank TOP 3 Bra

22、nds Origin Country Market Share1Make OverIndonesia5.10%2MaybellineUSA4.90%3WardahIndonesia4.80%Total14.80%VietnamRank TOP 3 Brands Origin Country Market Share1BiodermaFrance17.30%2BLACK ROUGESouth Korea16.10%3CocoonUSA12.00%Total45.40%ThailandRank TOP 3 BrandsOrigin Country Market Share1La GlaceThai

23、land5.50%24U2Thailand4.60%3MaybellineUSA3.70%Total13.80%The PhilippinesRank TOP 3 BrandsOrigin Country Market Share1O.Two.OChina11.70%2Sace LadyChina11.60%3FocallureChina6.30%Total29.50%MalaysiaRankTOP 3 BrandsOrigin Country Market Share1WardahIndonesia41.50%23CESouth Korea7.60%3MistineThailand3.40%

24、Total52.40%SingaporeRankTOP 3 Brands Origin Country Market Share1SkintificIndonesia7.60%23CESouth Korea5.80%3TIRTIRSouth Korea4.00%Total17.40%Data Period：June 2024Source：Shopee&LazadaCosmetic-TOP 3 Brands by CountryShare of Revenue in Makeup by Price Range and CountryIndonesia0-11-22-55-1010-2020-50

25、50-100100-200200-500500-10001000-20002000-50000%15%30%Malaysia0%15%30%Philippines0%20%40%Singapore0%12.5%25%Thailand0%15%30%Vietnam0%25%50%6 Countries0%17.5%35%10In general,products priced between$5 and$10 were the best-sellers,accounting for nearly 35%of total sales,followed by products priced betw

26、een$2 and$5,generating about 25%of sales revenue.Price sensitivity varies among consumers in different countries:Indonesia,Malaysia,and the Philippines:Consumers generally prefer more affordable products.Items priced between$2 and$10 accounted for approximately 50%of total sales.Thailand and Vietnam

27、:The most popular makeup products were priced between$5 and$10.Singapore:Consumers are willing to buy mid-range and high-end makeup products,with items priced above$50 making up nearly 20%of total sales.Data Period：June 2024Source：Shopee&LazadaPrice Range(USD)Cosmetic-Price RangeLip MakeupIn the lip

28、 makeup market,Indonesia had the highest market share on Shopee and Lazada,accounting for 37.0%of total sales.The second-highest market belonged to Vietnam(32.9%),followed by the Malaysia(12.0%).12Singapore0.7%The Philippines7.0%Thailand10.4%Malaysia12.0%Vietnam32.9%Indonesia37.0%Lip MakeupData Peri

29、od：June 2024Source：Shopee&LazadaMarket Share by CountryTMO Observations:Lip Makeup-Market Size12.1%21.6%66.3%LipstickLip Tint&StainOthersSingapore5.4%54.0%40.7%Indonesia17.1%25.1%57.8%Malaysia8.2%19.3%72.5%the Philippines32.2%40.9%26.9%Thailand23.6%26.2%50.3%Vietnam0.2%12.40%87.4%13In general,lipsti

30、ck was the largest market for lip makeup.By country:Vietnam,Indonesia,Thailand,and Malaysia:Lipstick dominated the market.Particularly in Vietnam and Malaysia,lipsticks accounted for more than 70%of the market share.The Philippines and Singapore:Consumers are increasingly conscious of the innovation

31、 and personalization of the lip makeup products.Natural and lightweight lip glosses or lip tints are more popular in these countries.Data Period：June 2024Source：Shopee&LazadaTMO Observations:Market Share by SubcategorySoutheast Asia 6 countriesLip Makeup-Main Segments Market Share of Top 10 Brands1.

32、2%1.5%1.9%1.9%2.2%2.3%3.3%3.4%9.5%12.0%BLACK ROUGEWardahMaybellineHanasui3CEImploraMake Overrom&ndFocallureO.Two.OThe lip makeup market in Southeast Asia exhibited relatively high brand concentration.Koreas BLACK ROUGE led the market and accounted for the largest revenue share of about 12.0%in June.

33、Following were Indonesias Wardah and the American brand Maybelline.Top brand BLACK ROUGE entered the Vietnamese market in 2016.Their product are well-received due to both matte lip tints and stick lipsticks can ensure high standards of moisture and long-lasting color.In addition,BLACK ROUGE targets

34、the lip makeup needs of Southeast Asian women by offering warm shades like red and burnt orange,which not only exude a strong sense of fashion but also work well with Asian skin tones.As a result,it has gained significant popularity among Southeast Asian consumers,especially in Vietnam.Local southea

35、st asian brands also have strong competitive advantages.Indonesian brands secured four positions on this months bestseller list.RankBrandOrigin Country1BLACK ROUGESouth Korea2WardahIndonesia3MaybellineUSA4HanasuiIndonesia53CESouth Korea6ImploraIndonesia7Make OverIndonesia8RomandSouth Korea9Focallure

36、China10O.Two.OChina14Data Period：June 2024Source：Shopee&LazadaTMO Observations:Lip Makeup-TOP 10 Brands15IndonesiaRank TOP 3 Brands Origin Country Market Share1HanasuiIndonesia8.87%2MaybellineUSA7.35%3ImploraIndonesia6.06%Total22.28%VietnamRank TOP 3 Brands Origin Country Market Share1BLACK ROUGESou

37、th Korea36.37%2RomandSouth Korea3.04%33CESouth Korea2.40%Total41.81%ThailandRank TOP 3 Brands Origin Country Market Share14U2Thailand10.67%2RomandSouth Korea5.50%3MaybellineUSA3.19%Total13.80%The PhilippinesRank TOP 3 Brands Origin Country Market Share1O.Two.OChina8.16%2FocallureChina7.48%3Sace Lady

38、China6.45%Total22.10%MalaysiaRank TOP 3 Brands Origin Country Market Share1WardahIndonesia63.61%23CESouth Korea10.96%3LaneigeSouth Korea1.90%Total76.47%SingaporeRank TOP 3 Brands Origin Country Market Share1PeriperaSouth Korea8.54%23CESouth Korea7.98%3MistineThailand7.81%Total24.33%Data Period：June

39、2024Source：Shopee&LazadaLip Makeup-TOP 3 Brands by Country16Black Rouge A12 Matte Lipstick,Brick Brown Red QT88Brand：BLACK ROUGE Category：Lipstick Country of Origin：South Korea Selling Country：Vietnam Hanasui Mattedorable Lip Cream|Matte Dorable LipCream Liquid Lipstick Mate Hanasui|BOBA EDITION|TnT

40、 Beauty ShopO.TWO.O Lipstick Misty Kiss Lock Color Matte Velvety Long Lasting 24H Lip MakeupBrand：O.TWO.O Category：Lipstick Country of Origin：China Selling Country：PhilippinesRomand Juicy Lasting Tint(28 Colors)New Colors Launching!Brand：Romand Category：Lip Tint&Stain Country of Origin：South Korea S

41、elling Country：Thailand Wardah Glasting Liquid Lip 3.5 grBrand：Wardah Category：Lip Gloss Country of Origin：Indonesia Selling Country：Malaysia Brand：HANASUI Category：Lipstick Country of Origin：Indonesia Selling Country：Indonesia Data Period：June 2024Source：Shopee&LazadaHot Lip Makeup ProductsFace Mak

42、eupSingapore1.9%Malaysia6.3%The Philippines10.4%Thailand19.5%Vietnam19.6%Indonesia42.4%Face Makeup18Data Period：June 2024Source：Shopee&LazadaIn the face makeup market,Indonesia had the highest market share on Shopee and Lazada,accounting for 42.4%of total sales.The second-highest market belonged to

43、Vietnam(19.6%),followed by Thailand(19.5%).TMO Observations:Market Share by CountryFace Makeup-Market Size5.7%10.1%21.8%24.7%37.7%FoundationPowderOthersBlushConcealer&CorrectorSingapore11.9%12.3%5.4%23.8%46.5%Indonesia4.9%8.1%26.6%22.8%37.6%Malaysia4.7%5.0%30.7%16.6%43.0%the Philippines7.9%17.0%40.8

44、%18.9%15.4%Thailand5.6%12.2%21.4%29.2%31.6%Vietnam6.1%10.0%0.6%30.2%53.1%19In general,foundation accounted for the largest market share,followed by powder.By country:Vietnam,Indonesia,Thailand,Malaysia,and Singapore:Foundation was the most profitable segment.Philippines:The Other category made up mo

45、re than 40%of sales,indicating a diverse range of face makeup products and a broad spectrum of consumer preferences in this market.Among subcategories,powder and blush gained significant popularity.Singapore:Concealer and corrector products were particularly favored compared to other countries.Data

46、Period：June 2024Source：Shopee&LazadaMarket Share by SubcategoryTMO Observations:Southeast Asia 6 countriesFace Makeup-Main Segments Market Share of Top 10 Brands1.6%1.7%1.7%2.0%2.1%2.2%2.4%2.4%2.5%4.4%SkintificMake OverO.Two.OSomethincMaybellineCarslanWardahFocallureSace LadyLa GlaceThe overall bran

47、d concentration in the face makeup market is relatively low.There is a significant opportunity for new brands to enter this market.Local Southeast Asian brands have strong brand competitiveness and high brand recognition,with Indonesian brand Skintific leading the market with a share of about 4.4%.T

48、he second and third positions were held by Indonesias Make Over and Chinas O.Two.O,respectively.In this list of best-selling brands,only one Western brand(Maybelline from the USA)made it into the top ten.This may reflect that the significant competitive pressure Western brands face when entering the

49、 Southeast Asian face makeup market.RankBrandOrigin Country1SkintificIndonesia2Make OverIndonesia3O.Two.OChina4SomethincIndonesia5MaybellineUSA6CarslanChina7WardahIndonesia8FocallureChina9Sace LadyChina10La GlaceThailand20Data Period：June 2024Source：Shopee&LazadaTMO Observations:Face Makeup-TOP 10 B

50、rands21IndonesiaRank TOP 3 Brands Origin Country Market Share1SkintificIndonesia6.26%2Make OverIndonesia5.88%3SomethincIndonesia5.53%Total17.67%VietnamRank TOP 3 Brands Origin Country Market Share1CarslanChina10.51%2MaybellineUSA7.15%3ESTE LAUDERUSA3.16%Total20.82%ThailandRank TOP 3 Brands Origin Co

51、untry Market Share1La GlaceThailand7.97%2MaybellineUSA3.23%3SkintificIndonesia2.92%Total14.12%The PhilippinesRank TOP 3 Brands Origin Country Market Share1Sace LadyChina12.86%2O.Two.OChina11.15%3MaybellineUSA6.06%Total30.07%MalaysiaRank TOP 3 Brands Origin Country Market Share1SkintificIndonesia10.1

52、2%2MistineThailand9.49%3MaybellineUSA4.87%Total24.48%SingaporeRankTOP 3 BrandsOrigin Country Market Share1SkintificIndonesia12.61%2TIRTIRSouth Korea6.54%33CESouth Korea4.73%Total23.88%Data Period：June 2024Source：Shopee&LazadaFace Makeup-TOP 3 Brands by Country22Carslan Black Magnetic Powder Oil Cont

53、rol Waterproof Sweatproof Covers Oil on Face 8gBrand：Carslan Category：Powder Country of Origin：China Selling Country：Vietnam MAKE OVER Blush On Single 6 g-Blush OnLA GLACE STARRY MAJESTY GLOW CUSHION,a cushion that creates a glass-like finish,brightens the face for a photoshoot,and gives a natural g

54、lowing finish.Brand：La Glace Category：Foundation Country of Origin：Thailand Selling Country：Thailand SACE LADY Waterproof Liquid Concealer Full Coverage Long Lasting Corrector MakeupBrand：SACE LADY Category：Concealer&Corrector Country of Origin：China Selling Country：Philippines MISTINE Poreless BB C

55、C Cushion Long lasting waterproof Oil Control Concealer 26g MISTINE Siamese Rainbow Air Cushion BB Cream Concealer Moisturizing Long-lasting Not Easy to DullBrand：Mistine Category：BB&CC Cream Country of Origin：Thailand Selling Country：Malaysia Brand：Make Over Category：Blush Country of Origin：Indones

56、ia Selling Country：Indonesia Data Period：June 2024Source：Shopee&LazadaHot Face Makeup ProductsEye MakeupSingapore1.9%Malaysia8.6%The Philippines9.9%Thailand16.5%Vietnam17.6%Indonesia45.5%Eye Makeup24Data Period：June 2024Source：Shopee&LazadaIn the eye makeup market,Indonesia had the highest market sh

57、are on Shopee and Lazada,accounting for 45.5%of total sales.The second-highest market belonged to Vietnam(17.6%),followed by Thailand(16.5%).TMO Observations:Market Share by CountryEye Makeup-Market Size13.3%18.4%20.7%22.3%25.4%MascaraOthersEyebrow pencilsEyeshadowEyelinerSingapore21.6%23.5%25.0%4.8

58、%25.1%Indonesia12.9%15.2%22.7%24.8%24.4%Malaysia7.9%13.5%11.0%49.9%17.6%the Philippines10.7%17.5%48.4%6.6%16.8%Thailand14.2%19.7%15.6%35.8%14.7%Vietnam16.4%27.8%8.7%0.3%46.7%25In general,mascara was the best-selling subcategory,followed by eyebrow pencils.The Other category,which includes products l

59、ike eyebrow/eyelash serums and eye primers,also held about 22.3%of the market share.By country:Vietnam:Mascara was the most favored category,capturing about 50%of the market share,followed by eyeshadows.Indonesia,Thailand,Malaysia,and Singapore:Consumer preferences are more diverse,mascara,eyebrow p

60、encils,eyeshadows,and eyeliners all had strong sales performance.Notably,in Malaysia,the Other category accounted for nearly 50%of sales,suggesting a strong demand for products like eyebrow/eyelash serums and eye primers.The Philippines:Eyebrow pencils dominated the market,accounting for a market sh

61、are of approximately 50%.Data Period：June 2024Source：Shopee&LazadaTMO Observations:Market Share by SubcategorySoutheast Asia 6 countriesEye Makeup-Main Segments Market Share of Top 10 Brands1.4%1.5%1.6%1.8%2.7%3.3%3.8%4.0%5.5%5.5%MaybellinePinkFlashFocallureO.Two.OSomethincEsqaJudydollSace LadyCLIOB

62、rowit Asian brands dominated the eye makeup market in Southeast Asia,with nine brands making it into the top ten best-sellers list.The best-selling brands were Maybelline from the USA and PinkFlash from China,both holding a market share of about 5.5%.The third place is occupied by Chinas Focallure,w

63、ith a market share of 4.0%.Additionally,Chinese brands such as O.Two.O,Judydoll,and Sace Lady also held significant positions in the market.Indonesian and Thai brands have also made it onto the best-sellers list,demonstrating that local Southeast Asian brands are also competitive in this market.Rank

64、BrandOrigin Country1MaybellineUSA2PinkFlashChina3FocallureChina4O.Two.OChina5SomethincIndonesia6EsqaIndonesia7JudydollChina8Sace LadyChina9CLIOSouth Korea10Browit Thailand26Data Period：June 2024Source：Shopee&LazadaTMO Observations:Eye Makeup-TOP 10 Brands27IndonesiaRank TOP 3 Brands Origin Country M

65、arket Share1PinkFlashChina7.32%2MaybellineUSA6.86%3SomethincIndonesia6.78%Total20.96%VietnamRank TOP 3 Brands Origin Country Market Share1LEMONADEVietnam8.69%2MaybellineUSA6.15%3CLIOSouth Korea6.08%Total20.91%ThailandRankTOP 3 Brands Origin Country Market Share1BrowitThailand4.48%2OdboThailand4.44%3

66、PinkFlashChina3.35%Total12.27%The PhilippinesRank TOP 3 Brands Origin Country Market Share1O.Two.OChina13.93%2Sace LadyChina12.15%3PinkFlashChina7.86%Total33.94%MalaysiaRankTOP 3 Brands Origin Country Market Share1MaybellineUSA10.68%2O.Two.OChina3.25%3PinkFlashChina2.25%Total16.18%SingaporeRank TOP

67、3 BrandsOrigin Country Market Share1JudydollChina8.24%2Etude HouseSouth Korea6.67%3CLIOSouth Korea5.90%Total20.81%Data Period：June 2024Source：Shopee&LazadaEye Makeup-TOP 3 Brands by Country28SOMETHINC Tipsy Lash Lift Lengthening MascaraBrand：Somethinc Category：Mascara Country of Origin：Indonesia Sel

68、ling Country：Indonesia PINKFLASH Multiple Face Palette Eyeshadow Blush Highlighter Nude Brown Pink Shimme MatteO.TWO.O 2 In 1 Eyebrow Cream&Bow Wax With Brush 3 Colors Long Lasting Waterproof CosmeticsBrand：O.TWO.O Category：Eyebrow Cream Country of Origin：China Selling Country：Philippines Odbo Signa

69、ture Eyeshadow Palette#OD276:ODBO Signature Eyeshadow Palette x 1 piece dayseBrand：ODBO Category：Eyeshadow Country of Origin：Thailand Selling Country：Thailand CLIO 24AD Waterproof Eyeliner 0.14g|Eyeliner,Eye makeup,Waterproof,Long-lastingBrand：CLIO Category：Eyeliner Country of Origin：South Korea Sel

70、ling Country：Vietnam Brand：PinkFlash Category：Eyeshadow Country of Origin：China Selling Country：Malaysia Data Period：June 2024Source：Shopee&LazadaHot Eye Makeup ProductsMakeup RemoversMalaysia2.0%Singapore5.2%Indonesia12.0%Thailand18.5%Vietnam28.9%The Philippines33.3%Makeup Remover30*The makeup remo

71、ver category on Shopee is quite fragmented,with only Vietnam having a dedicated category.In other countries,there is no separate category.Therefore,the data on this page primarily focused on the sales performance of makeup removers on the Lazada platform for reference.Data Period：June 2024Source：Laz

72、adaIn the makeup remover market,The Philippines had the highest market share on Lazada,accounting for 33.3%of total sales.The second-highest market belonged to Vietnam(28.9%),followed by Thailand(18.5%).TMO Observations:Market Share by CountryMakeup Remover-Market SizeMarket Share of Top 10 Brands1.

73、7%1.8%2.4%2.6%3.5%3.5%10.0%10.5%10.7%14.6%AnuaBiodermaLOral ParisGarnierCeraVeMizuMiFacetologyLA ROCHE POSAYElemisSENKAIn general,Southeast Asian consumers exhibited diverse brand preferences and a strong recognition of high-quality international brands.International brands demonstrate strong compet

74、itiveness on Lazada,especially those from Korea and France.Korean brand Anua led the market,followed by French brands Bioderma and LOral Paris in second and third places,respectively.Local Southeast Asian brands may face fierce competition,with only Thai and Indonesian brands making it onto the top

75、10 best-sellers list in June.RankBrandOrigin Country1AnuaSouth Korea2BiodermaFrance3LOral ParisFrance4GarnierFrance5CeraVeUSA6MizuMiIndonesia7FacetologyIndonesia8La Roche PosayFrance9ElemisUK10SENKAJapan31Data Period：June 2024TMO Observations:Source：LazadaMakeup Remover-TOP 10 Brands32IndonesiaRank

76、TOP 3 Brands Origin Country Market Share1GarnierFrance23.51%2FacetologyIndonesia21.43%3WardahIndonesia6.95%Total51.90%VietnamRank TOP 3 Brands Origin Country Market Share1LOral ParisFrance36.36%2GarnierFrance21.94%3BiodermaFrance10.82%Total69.12%ThailandRank TOP 3 Brands Origin Country Market Share1

77、BiodermaFrance34.42%2MizuMiThailand18.75%3ElemisUK7.83%Total61.00%The PhilippinesRank TOP 3 Brands Origin Country Market Share1AnuaSouth Korea40.09%2CeraVeUSA10.51%3Sace LadyChina3.91%Total54.51%MalaysiaRank TOP 3 Brands Origin Country Market Share1SkintificIndonesia16.84%2O.Two.OChina11.64%3Maybell

78、ineUSA8.69%Total37.17%SingaporeRank TOP 3 Brands Origin Country Market Share1BiodermaFrance20.21%2ElemisUK6.96%3Shu uemuraJapan6.65%Total33.82%Data Period：June 2024Source：LazadaMakeup Remover-TOP 3 Brands by Country33LOreal Paris Micellar Water Fresh Makeup Remover 400mlx2 Set of 2Brand：LOreal Paris

79、 Category：Makeup remover Country of Origin：France Selling Country：Vietnam MizuMi 3-In-1 Melt Away Cleansing Balm 60 ml,a soft and smooth cleansing balm that removes waterproof makeup,is gentle,and nourishes the skin.Triple Care Hydra Cleanse Micellar Water 300 ML Sensitive Skin Facial Cleanser No Ri

80、nse Make Up RemoverBrand：Facetology Category：Makeup remover Country of Origin：Indonesia Selling Country：Indonesia SACE LADY Gentle Makeup Remover Wipes Deep Cleansing Alcohol Free Moisturizing Makeup Remover WipesBrand：SACE LADY Category：Makeup Remover Wipes Country of Origin：China Selling Country：P

81、hilippines SKINTIFIC Mugwort Purifying Micellar Water Cleansing Oil/Clean and Clear/Soothes and Calms SkinBrand：Skintific Category：Cleansing Oil Country of Origin：Indonesia Selling Country：Malaysia Brand：Mizumi Category：Cleansing Balm Country of Origin：Thailand Selling Country：ThailandData Period：Ju

82、ne 2024Source：LazadaHot Makeup Remover ProductsNail CareSingapore2.7%Malaysia3.7%Vietnam11.9%The Philippines11.9%Thailand14.6%Indonesia55.2%Nail Care35Data Period：June 2024Source：Shopee&LazadaIn the nail care market,Indonesia had the highest market share on Shopee and Lazada,accounting for 55.2%of t

83、otal sales.The second-highest market belonged to Thailand(14.6%),followed by the Philippines(11.9%).TMO Observations:Market Share by CountryNail Care-Market Size11.6%22.0%25.1%41.3%Nail PolishOthersArtificial NailNail Art&StickerIn general,nail polish held the largest market share,accounting for app

84、roximately 41.3%of sales on Shopee and Lazada.By country:Vietnam and Indonesia:The demand for nail polish is very high,with this category significantly surpassing others in market share in both countries.Additionally,artificial nail also held a considerable market share in Vietnam.Malaysia:Artificia

85、l nail was the most profitable segment,followed by nail polish.Thailand,the Philippines and Singapore:The Other category accounted for a majority of market share,indicating a diverse range of consumer needs.This category includes products such as nail polish remover,nail care liquids and base coats.

86、Singapore14.2%13.0%51.1%21.7%Indonesia11.5%22.5%20.0%46.0%Malaysia21.1%31.1%17.8%30.0%the Philippines10.1%17.9%46.2%25.8%Thailand9.5%13.3%42.8%34.4%Vietnam12.8%34.0%2.1%51.1%36Data Period：June 2024Source：Shopee&LazadaTMO Observations:Market Share by SubcategorySoutheast Asia 6 countriesNail Care-Mai

87、n Segments zMarket Share of Top 10 Brands1.2%2.0%2.0%2.1%2.2%2.5%2.6%2.8%4.6%4.9%BORN PRETTYUR SugarCharziegModelonesInaikukuImploraEze NailsBrasovKudanRevlonRankBrandOrigin Country1BORN PRETTYChina2UR SugarUSA3CharziegChina4ModelonesUSA5InaikukuIndonesia6ImploraIndonesia7Eze NailsIndonesia8BrasovIn

88、donesia9KudanIndonesia10RevlonUSA37The overall market brand concentration is relatively low.Chinese and American brands are emerging as significant market players.In June,Chinese brand BORN PRETTY emerged as the leading brand in this segment.It is followed by the American brand UR Sugar in second pl

89、ace and the Chinese brand Charzieg in third.Indonesian brands also had strong sales performance.Five Indonesian brands made it onto the bestseller list,which highlight their significant competitiveness in the market.Data Period：June 2024Source：Shopee&LazadaTMO Observations:Nail Care-TOP 10 Brands38I

90、ndonesiaRank TOP 3 Brands Origin Country Market Share1UR SugarUSA1.94%2BORN PRETTYChina1.65%3CharziegChina1.63%Total5.22%VietnamRank TOP 3 Brands Origin Country Market Share1BORN PRETTYChina1.86%2VINIMAYChina0.78%3MisscheeringChina0.70%Total3.34%ThailandRank TOP 3 Brands Origin Country Market Share1

91、UR SugarUSA1.12%2Two MoonsChina1.01%3BORN PRETTYChina0.81%Total2.95%The PhilippinesRank TOP 3 Brands Origin Country Market Share1BORN PRETTYChina2.96%2ORLYUSA2.53%3ModelonesUSA1.53%Total7.02%MalaysiaRankTOP 3 Brands Origin Country Market Share13MUSA4.19%2UR SugarUSA1.84%3MR.GREENJapan0.97%Total7.00%

92、SingaporeRank TOP 3 Brands Origin Country Market Share1SIMON&TOMSpain10.35%2Two-MoonsChina3.15%3O.P.IUSA2.78%Total16.28%Data Period：June 2024Source：Shopee&LazadaNail Care-TOP 3 Brands by Country391-50 CHARZIEG Soak Off UV/LED Polish Color Coat 15ml Nail polish/nail polish lasts 2 months/Charzieg nai

93、l care KU007Brand：CHARZIEG Category：Nail Polish Country of Origin：China Selling Country：Indonesia Orly Nail Treatment Top 2 Bottom 18mlTwo-moons Authentic Nail Polish Semi-gel Nail Polish Size 10ml*1 No baking required Beautiful color,fast drying,new model t1Brand：Two Moons Category：Nail Polish Coun

94、try of Origin：China Selling Country：Thailand Set of 24 High Quality Silicone Nail StickersBrand：Misscheering Category：Nail Art&Sticker Country of Origin：China Selling Country：Vietnam Simon&Tom Fungusless,Worlds Best Solution for Clear and Healthy Looking NailsBrand：SIMON&TOM Category：Nail Care Count

95、ry of Origin：Spain Selling Country：Singapore Brand：Orly Category：Nail Care Country of Origin：USA Selling Country：Philippines Data Period：June 2024Source：Shopee&LazadaHot Nail Care ProductsTMO Popular ReportsIndonesia.eCommerce sales estimates(January 2024)Download nowBeauty Supplement (Southeast Asi

96、a Outlook July 2024)Download nowSoutheast Asia eCommerce Outlook 2024Download nowSkincare&Makeup(Southeast Asia Outlook July 2024)Download nowAbout TMOTMO Group is a Digital Commerce Agency,Based in Shanghai,Chengdu,Hong Kong,Singapore and Amsterdam.We provide brands with Consultancy,Design,Developm

97、ent&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: