1、Skincare and Makeup eCommerce Sales In Southeast AsiaPublished July 2024OutlookData PackMarket LocalizationOur ResourcesFrom December 2022,TMO Group started publishing a series of outlooks on different industries in Southeast Asian eCommerce,analyzing sales performance in various countries.Weve rele

2、ased 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 various analytical methods to provide r

3、eaders 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 purposes only,and our company does not

4、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-border eCommerceMarket Entry&Development

5、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 trends,as well as the evolving industry st

6、andards.34ContentsOur Resources2Foreword3Market Size of Skincare and Makeup5Main Segments of Skincare and Makeup6Top 10 Brands of Skincare and Makeup7Top 5 Brands of Skincare and Makeup by Country8Hot of Skincare and Makeup Products9Price Range of Skincare and Makeup10 Skincare11 Makeup17 Beauty Dev

7、ices&Tools23TikTok Market Trend29Summary and Recommendations31TMO Popular Reports32About TMO33SingaporeMonthly revenue：12.97 million USD Monthly revenue：36.20 million USDThe PhilippinesIndonesiaMonthly revenue：170 million USDVietnamMonthly revenue：280 million USDThailandMonthly revenue：80.41 million

8、 USDMalaysiaMonthly revenue：34.29 million USDMarket Share by CountrySingapore2%Malaysia6%The Philippines6%Thailand13%Indonesia28%Vietnam45%CosmeticAs of May 2024,the total market size of the cosmetic products on Shopee and Lozada in Southeast Asia has approximately reached 620 million USD.(All sales

9、 estimated in this report were based on monthly sales)In terms of different countries,Vietnam had the highest market share,accounting for about 45%,making it the largest segment market among the six Southeast Asian countries.Indonesia ranked second with a market share of approximately 28%.The combin

10、ed market share of these two countries exceeded 70%,indicating a strong demand for cosmetic products.TMO Observations:Market Size of Skincare and Makeup-Shopee and Lazada have achieved a combined total sales of around$620 millionRevenue:about 620 million USDProduct Count：about 1.05 million Sales Vol

11、.：130 millionAverage monthly price：4.7 USD5Data Period：May 2024Source：Shopee&LazadaMain Segments of Skincare and Makeup-Skin care was the most profitable segment6Southeast Asia 6 countries6%28%66%SkincareMakeupBeauty Devices&ToolsMarket Share by SubcategorySingapore10%14%76%Indonesia7%33%60%Malaysia

12、9%32%58%the Philippines8%32%60%Thailand5%23%72%Vietnam4%27%69%TMO,referencing cosmetic industry classifications and eCommerce market categories,has divided cosmetic products sold in the Southeast Asian eCommerce platforms into three categories:skincare,makeup,and beauty devices&tools.Products outsid

13、e these categories,such as perfumes,were not included in this reports key analysis scope.In general,skincare products were the most popular category among Southeast Asian consumers.This category ranked first in market share across all six countries.By country:In Vietnam,Thailand,and Singapore,skinca

14、re dominated the market,with sales accounting for nearly or more than 70%of the total.In Indonesia,the Philippines,and Malaysia,makeup products held a relatively larger market share,with sales exceeding 30%.Compared to other countries,Singaporean consumers show a notably higher preference for beauty

15、 devices&tools.Data Period：May 2024Source：Shopee&LazadaTop 10 Brands of Skincare and Makeup-Indonesian brands are highly competitive,new entrants should align with local consumer preferencesMarket Share of Top 10 Brands1.6%1.7%1.9%2.2%2.2%2.4%2.5%2.5%2.6%2.6%SkintificLa Roche-PosayCeraVeANESSASKIN10

16、04KlairsLOreal ParisWardahMartidermBiodermaRankBrandOrigin CountryBest-selling countries1SkintificIndonesiaIndonesia,Malaysia2La Roche PosayFranceVietnam,Thailand3CeraVeUSAVietnam,Thailand,the Philippines4ANESSAJapanVietnam5SKIN1004South KoreaVietnam6KlairsSouth KoreaVietnam7LOreal ParisFranceVietna

17、m,Indonesia8WardahIndonesiaIndonesia,Malaysia9MartidermSpainVietnam10BiodermaFranceVietnam7The cosmetic market in Southeast Asia exhibited relatively low brand concentration,with none of the top ten brands exceeding a 5%market share,indicating a diverse consumer preference for beauty brands.Asian br

18、ands have strong competitive advantages.Western brands also perform strongly,especially French brands,which occupied three spots on this months bestseller list.Indonesias Skintific accounted for the largest market share,followed by Frances La Roche Posay in second place and Americas CeraVe in third.

19、Data Period：May 2024Source：Shopee&LazadaTop 5 Brands of Skincare and Makeup by Country-Overseas brands were well-received in Vietnam,the Philippines and Singapore8IndonesiaRank TOP 5 Brands Origin Country Market Share1SkintificIndonesia6.36%2WardahIndonesia3.43%3OriginoteIndonesia3.14%4SomethincIndo

20、nesia2.91%5FacetologyIndonesia2.30%Total18.14%VietnamRank TOP 5 Brands Origin Country Market Share1ANESSAJapan5.60%2KlairsSouth Korea5.21%3La Roche PosayFrance5.01%4SKIN1004South Korea4.61%5LOreal ParisFrance4.36%Total24.80%ThailandRank TOP 5 Brands Origin Country Market Share1YerpallThailand3.52%2S

21、K-IIJapan3.22%3Estee LauderUSA3.20%4CeraVeUSA3.00%5La MerUSA2.75%Total15.68%The PhilippinesRank TOP 5 Brands Origin Country Market Share1CeraVeUSA5.44%2O.Two.OChina4.42%3Sace LadyChina4.42%4AnuaSouth Korea4.39%5COSRXSouth Korea4.02%Total22.69%MalaysiaRank TOP 5 BrandsOrigin Country Market Share1Ward

22、ahIndonesia13.92%2SkintificIndonesia5.50%3CosmodermMalaysia5.03%4LaneigeSouth Korea4.86%53CESouth Korea4.18%Total33.49%SingaporeRankTOP 5 Brands Origin Country Market Share1MedicubeSouth Korea4.15%2CetaphilUSA3.67%3SkintificIndonesia3.58%4NumbuzinSouth Korea3.41%5SKIN1004South Korea3.17%Total17.98%D

23、ata Period：May 2024Source：Shopee&LazadaSunscreen x20,light and airy,LOreal Paris UV Defender Serum 50ml SPF 50+-THW BeautyBrand：LOreal Paris Category：Sunscreen Country of Origin：France Selling Country：Vietnam Price：7.0 USD Sales revenue：4,221,479 USD Sales volume：599,941 ELFORMULA Intensive Peeling

24、Solution-Facial Exfoliation Serum Brightens Dark Spots and Exfoliates Removes Dead Skin Cells Exfoliating with AHA BHA PHANew formula Yerpall serum genuine+free shipping 1 bottle,free 1 packet of Moisture Hya.Brand：Yerpall Category：Facial Serums Country of Origin：Thailand Selling Country：Thailand Pr

25、ice：10.5 USD Sales revenue：947,974 USD Sales volume：90,026 Scha Alyahya Pick SKINTIFIC 5X Ceramide Skin Barrier Repair Moisturize Gel Moisturizer Cream Day Night Cream 30gBrand：Skintific Category：Facial Cleanser Country of Origin：Indonesia Selling Country：Malaysia Price：8.9 USD Sales revenue：42,822

26、USD Sales volume:4,839 Hot of Skincare and Makeup ProductsBrand：Elformula Category：Face Scrubs&Exfoliators Country of Origin：Indonesia Selling Country：Indonesia Price：12.8 USD Sales revenue：1,318,771 USD Sales volume：103,029 Anua Heartleaf 77%Soothing Toner Rated the NO.1 toner in Korea 250mlBrand：A

27、nua Category：Toner Country of Origin：South Korea Selling Country：the Philippines Price：8.6 USD Sales revenue：77,836 USD Sales volume：9,037 Data Period：May 2024Source：Shopee&Lazada9Price Range of Skincare and Makeup-Products priced between$5 and$10 were the best sellersShare of Revenue in Cosmetic by

28、 Price Range and CountryIndonesia0-11-22-55-1010-2020-5050-100100-200200-500500-10001000-20002000-50000%15%30%Malaysia0%12.5%25%Philippines0%17.5%35%Singapore0%15%30%Thailand0%17.5%35%Vietnam0%30%60%6 Countries0%20%40%Products priced between$5-10 USD were the best-sellers,accounting for nearly 40%of

29、 total sales,followed by products priced between$2-5 USD,generating about 20%of sales.Consumers price sensitivity varies across different countries:Indonesia,the Philippines,and Vietnam:Consumers generally prefer lower-priced products,with the highest sales coming from items priced between$2 and$10.

30、Thailand:Shoppers favor moderately priced products,with the best-selling cosmetic items priced between$20 and$50.Malaysia and Singapore:These two countries have shown impressive sales performance in higher-priced items,with products over$100 accounting for more than 10%of total sales.10Data Period：M

31、ay 2024Source：Shopee&LazadaPrice Range(USD)SkincareMarket Size-Vietnam held the largest market shareSingapore2%Malaysia5%The Philippines5%Thailand14%Indonesia26%Vietnam48%SkincareMarket Share by Country12In the skincare market,Vietnam had the highest market share on Shopee and Lazada,accounting for

32、48%of total sales.The second-highest market belonged to Indonesia(26%),followed by the Thailand(14%).Data Period：May 2024Source：Shopee&LazadaTMO Observations:Market segments-Sunscreens and hydrating products are highly popular among Southeast Asian consumers 132%2%3%5%5%11%12%17%20%24%Sunscreen and

33、AftersunFacial Oils&SerumsFacial MoisturizerFacial CleanserToner&MistsOthersFace Mask&PacksAcne TreatmentFace Scrubs&ExfoliatorsEye CareMarket Share by SubcategorySingapore5%1%5%13%13%7%11%14%23%8%Indonesia0%3%4%8%3%7%13%26%21%14%Malaysia0%1%4%9%31%6%9%12%19%8%the Philippines1%1%8%4%22%11%13%12%21%6

34、%Thailand4%0%4%4%7%2%7%16%45%11%Vietnam2%3%1%2%1%16%12%13%12%37%On Shopee and Lazada,skincare products are divided into nine subcategories:sunscreen and aftersun,facial oils&serums,facial moisturizers,facial cleanser,toner&mists,face mask&packs,acne treatment,face scrubs&exfoliators,and eye care.Pro

35、ducts that do not fit into these categories are classified as Others in this report.In general,sunscreen and aftersun products accounted for the largest market share,followed by facial oils&serums and facial moisturizers.By Country:Vietnam:Sunscreen was highly preferred.Indonesia:Facial moisturizers

36、 gained significant popularity.Thailand and Singapore:Facial cleanser led the market and accounted for the largest revenue share.The Philippines:Consumers focus on fundamental skincare routines.Related products such as facial serums,moisturizers,and cleansers were sold very well.Malaysia:Facial seru

37、ms held the largest market share.The Other category accounted for over 30%of the market share.Skincare sets were the main revenue contributors in this category.Data Period：May 2024Source：Shopee&LazadaSoutheast Asia 6 countriesTop 10 Brands-The skincare market is highly competitive,Japanese,Korean,an

38、d Western brands gained significant popularity14RankBrandOrigin CountryBest-selling countries1ANESSAJapanVietnam2CeraVeUSAVietnam、Thailand、the Philippines3SKIN1004South KoreaVietnam4KlairsSouth KoreaVietnam5SkintificIndonesiaIndonesia、Malaysia6La Roche PosayFranceVietnam、Thailand7MartidermSpainVietn

39、am8LOreal ParisFranceVietnam、Indonesia9CentellaFranceVietnam10Pretty SkinSouth KoreaVietnamMarket Share of Top 10 Brands1.6%2.0%2.2%2.4%2.9%3.0%3.2%3.3%3.5%3.5%ANESSACeraVeSKIN1004KlairsSkintificLa Roche PosayMartidermLOreal ParisCentellaPretty SkinThe top six brands had very similar sales percentag

40、es and their market shares were relatively small.This suggests that the Southeast Asian skincare market is highly competitive,with no single brand dominating the market.East Asian and Western brands have strong brand competitiveness and high brand recognition in the Southeast Asian skincare market.I

41、n this brand rankings,Japanese brand ANESSA and American brand CeraVe both held about 3.5%of the market share,making them the top-selling brands in this region.South Korean brand SKIN1004 followed closely in third place with a market share of 3.3%.Local Southeast Asian brands may face intense compet

42、ition in the skincare market.Among the top-selling brands,only Skintific from Indonesia has made it onto the best-seller list.Data Period：May 2024Source：Shopee&LazadaSuper moisturizing&wrinkle reducing serum Revitalift Pure Hyaluronic Acid 1.5%30ml-RHW BeautyFacetology NON COMEDOGENIC SUNSCREEN TEST

43、ED Triple Care Sunscreen SPF 40 PA+40MLBrand：Facetology Category：Face Sunscreen Country of Origin：Indonesia Selling Country：Indonesia Price：8.0 USD Sales revenue：357,796 USD Sales volume：44,781 5.5LA MER The Treatment Lotion 150ml Hydrating toner takes care of facial skin,lotion provides moisture.an

44、ti agingBrand：La Mer Category：Toner Country of Origin：USA Selling Country：Thailand Price：78.0 USD Sales revenue：234,009 USD Sales volume:3,000 EXP 2026 SKIN1004 Madagascar Centella Ampoule 100ml/55ml/30mlBrand：SKIN1004 Category：Facial Serum&Essence Country of Origin：South Korea Selling Country：Phili

45、ppines Price：12.8 USD Sales revenue：109,608 USD Sales volume:8,999 Brand：LOreal Paris Category：Facial Serum&Essence Country of Origin：France Selling Country：Vietnam Price：7.0 USD Sales revenue：2,110,799 USD Sales volume:299,979 NEW SOME BY MI RETINOL INTENSE DAILY MASK,Bakuchiol,Retinol,Retinal for

46、daily careBrand：Some By Mi Category：Face Mask Country of Origin：South Korea Selling Country：Malaysia Price：14.4 USD Sales revenue：41,210 USD Sales volume:2,867 Data Period：May 2024Source：Shopee&LazadaHot Skincare Products15Price Range-Malaysia and Singapore show promising potential in the high-end m

47、arketShare of Revenue in Skin Care by Price Range and CountryIndonesia0-11-22-55-1010-2020-5050-100100-200200-500500-10001000-20002000-50000%15%30%Malaysia0%12.5%25%Philippines0%20%40%Singapore0%20%40%Thailand0%15%30%Vietnam0%30%60%6 Countries0%20%40%In generall,skincare products priced between$5 an

48、d$10 were the most popular,generating nearly 40%of total sales revenue.Followed by products priced between$2-5 USD and$10-20 USD,both generating about 20%of sales.Consumer price sensitivity for skincare products varies by country:In Indonesia and Thailand,consumers prefer budget-friendly products.It

49、ems priced between$2 and$10 were the top sellers,making up over 50%of the total sales in these two countries.In Vietnam and the Philippines,the most popular skincare products fell within the$5 to$10 price range.In Malaysia and Singapore,consumers are more accepting of higher-priced skincare products

50、.Items priced above$200 account for over 10%of total sales revenue.Skincare sets,in particular,are likely major contributors to this revenue.16Data Period：May 2024Source：Shopee&LazadaPrice Range(USD)MakeupMarket Size-Vietnam was the largest marketSingapore1%Malaysia6%The Philippines7%Thailand11%Indo

51、nesia32%Vietnam43%MakeupMarket Share by Country18Data Period：May 2024Source：Shopee&LazadaIn the makeup market,Vietnam had the highest market share on Shopee and Lazada,accounting for 43%of total sales.The second-highest market belonged to Indonesia(32%),followed by the Thailand(11%).TMO Observations

52、:Market segments-Lip makeup,makeup removers,and facial makeup were the top-selling categories195%12%26%28%30%Lip MakeupMakeup RemoversFace MakeupEye MakeupNail CareOn Shopee and Lazada,makeup products are primarily divided into five categories:lip makeup(such as lipstick and lip gloss)makeup remover

53、s face makeup(such as foundation,powder,and blush)eye makeup(such as mascara,eyeshadow,and eyebrow pencils)nail care(such as nail polish and nail stickers)In general,lip makeup,makeup removers,and face makeup were the most popular.By country:Indonesia,Thailand,and the Philippines:Face makeup and lip

54、 makeup received significant popularity.Especially in Thailand,face makeup held a market share of around 47%.Malaysian:Consumers are willing to express their personal style and beauty through lip products.Lip makeup products accounted for the highest market share(56%).Vietnam:Makeup removers were we

55、ll-received.Singapore:Face makeup was the most profitable segment,with a market share of about 45%.Market Share by SubcategorySingapore11%20%45%6%18%Indonesia8%16%33%10%33%Malaysia3%15%25%2%55%the Philippines8%17%41%2%32%Thailand6%18%47%1%29%Vietnam1%5%12%59%23%Data Period：May 2024Source：Shopee&Laza

56、daSoutheast Asia 6 countriesTop 10 Brands-Muslim makeup brands have gained popularity in Indonesia and Malaysia20RankBrandOrigin CountryBest-selling countries1BiodermaFranceVietnam2BLACK ROUGESouth KoreaVietnam3WardahIndonesiaIndonesia、Malaysia4CocoonUSAVietnam5MaybellineUSAIndonesia6LOreal ParisFra

57、nceVietnam、Indonesia7La Roche PosayFranceVietnam、Indonesia8O.Two.OChinathe Philippines、Indonesia9Make OverIndonesiaIndonesia10SkintificIndonesiaIndonesia、MalaysiaMarket Share of Top 10 Brands1.8%1.9%1.9%2.0%2.3%3.1%3.8%5.1%5.1%5.6%BiodermaBLACK ROUGEWardahCocoonMaybellineLOreal ParisLa Roche PosayO.

58、Two.OMake OverSkintificSeveral well-known international brands,such as Bioderma,Maybelline,and LOreal Paris,have high brand recognition in Southeast Asia.However,Indonesian brands are emerging as significant market players.Brands like Wardah,Make Over,and Skintific have all successfully made it onto

59、 the best-selling brand lists.In May 2024,French brand Bioderma emerged as the leading brand in the makeup segment.Their makeup removers gained great popularity in Southeast Asia.Following closely were BLACK ROUGE from Korea and Wardah from Indonesia.Its noteworthy that Wardah is Indonesias first ha

60、lal-certified cosmetics company,which focus on products that meet the religious needs of Muslim consumers.Wardah has also successfully built a youthful,social,and fashionable brand image.These strengths have enabled Wardah to establish a wide market presence in populous Muslim-majority countries suc

61、h as Indonesia and Malaysia.Data Period：May 2024Source：Shopee&LazadaBlack Rouge A12 Matte Lipstick,Brick Brown Red QT88Brand：BLACK ROUGE Category：Lipstick Country of Origin：South Korea Selling Country：Vietnam Price：4.3 USD Sales revenue：1,750,842 USD Sales volume：408,618 POWERSTAY GLAZED LOCK LIP PI

62、GMENT-Plump Glazed next-level lip gloss that is transferproof,long-lasting pigment for 24 hours,light and non-sticky on the lipsSKINTIFIC Cover All Perfect Cushion,high coverage cushion,reveals smooth skin,blurs pores,beautiful,flawless skin,long-lasting foundation,sun protectionBrand：Skintific Cate

63、gory：Foundation Country of Origin：Indonesia Selling Country：Thailand Price：9.3 USD Sales revenue：161,969 USD Sales volume：17,388 SACE LADY Face Powder Oil Control Matte Setting Powder Long Lasting Flawless Face Makeup With MirrorBrand：SACE LADY Category：Powder Country of Origin：China Selling Country

64、：Philippines Price：4.2 USD Sales revenue：87,231 USD Sales volume:20,976 O.TWO.O 2 In 1 Eyebrow Cream&Bow Wax With Brush 3 Colors Long Lasting Waterproof CosmeticsBrand：O.TWO.O Category：Eyebrow pencil Country of Origin：China Selling Country：Philippines Price：4.0 USD Sales revenue：35,442 USD Sales vol

65、ume:8,973 Brand：Make Over Category：Lip Gloss Country of Origin：Indonesia Selling Country：Indonesia Price：13.4 USD Sales revenue：270,613 USD Sales volume:20,195 Data Period：May 2024Source：Shopee&LazadaHot Makeup Products21Price Range-Lower-priced products generated the highest revenueIndonesia0-11-22

66、-55-1010-2020-5050-100100-200200-500500-10001000-20002000-50000%15%30%Malaysia0%15%30%Philippines0%25%50%Singapore0%20%40%Thailand0%17.5%35%Vietnam0%30%60%6 Countries0%20%40%22In generall,makeup products priced between$5 and$10 were the most popular,generating nearly 40%of total sales revenue.Follow

67、ed by products priced between$2-5 USD,generating more than 20%of sales.Consumer price sensitivity for makeup products varies by country:In Indonesia,Malaysia,and the Philippines,consumers prefer lower-priced products,with those priced between$2-10 generating about 50%of sales.In Thailand and Vietnam

68、,the best-selling items in these countries were typically priced between$5 and$10.In Singaporean,products priced between$10-20 USD were the best-sellers,accounting for over 30%of total sales.Data Period：May 2024Source：Shopee&LazadaPrice Range(USD)Share of Revenue in Makeup by Price Range and Country

69、Beauty Devices&ToolsMarket Size-Indonesia was the largest market for beauty devices and tools Singapore4%The Philippines8%Malaysia9%Thailand12%Vietnam31%Indonesia36%Beauty Devices&ToolsMarket Share by Country24Data Period：May 2024Source：Shopee&LazadaIn the beauty devices and tools market,Indonesia h

70、ad the highest market share on Shopee and Lazada,accounting for 36%of total sales.The second-highest market belonged to Vietnam(31%),followed by the Thailand(12%).TMO Observations:Market segments-Facial care tools was a popular category258%13%13%17%24%25%Facial Care ToolsOthersMakeup Brushes&ToolsMa

71、keup Bags&OrganizersEyebrow&Eyelash ToolsManicure Tools&DevicesSingapore5%30%1%7%11%46%Indonesia8%23%16%25%21%7%Malaysia4%0%26%16%34%19%the Philippines13%15%11%18%33%9%Thailand9%4%21%31%21%15%Vietnam9%5%5%5%23%53%On Shopee and Lazada,beauty devices&tools can be divided into five subcategories.Produc

72、ts not included in these categories such as makeup mirrors were classified as Other in this report.facial care tools(such as beauty devices for deep cleaning,massage,and skincare)makeup brushes&tools makeup bags and organizers eyebrow and eyelash tools(including false eyelashes and curlers,double ey

73、elid tape,and glue)manicure tools&devices In general,facial care tools accounted for the largest market share.By Country:Vietnam and Singapore:Facial care tools was the most profitable segment.In Singapore,eyebrow and eyelash tools also gained significant popularity.Indonesia:Consumers showed a wide

74、 range of preferences for beauty tools.Makeup brushes,eyebrow and eyelash tools,and makeup bags and organizers were all sold very well.Thailand and Philippines:Makeup brushes and tools are highly preferred.Malaysia:Makeup bags and organizers were the top-selling category.Data Period：May 2024Source：S

75、hopee&LazadaMarket Share by SubcategorySoutheast Asia 6 countriesTop 10 Brands-Asian brands had strong brand competitiveness26RankBrandOrigin CountryBest-selling countries1MedicubeSouth KoreaSingapore,Vietnam,Malaysia23CESouth KoreaMalaysia3MaangeChinaIndonesia4WOSADOChinaSingapore5MaybellineUSAThai

76、land,Malaysia6ROSE ALL DAYIndonesiaIndonesia7YelixChinaIndonesia8UlikeChinaMalaysia,Singapore9NiveaGermanyMalaysia10MLEN DIARYChinaVietnam,the PhilippinesMarket Share of Top 10 Brands0.9%1.1%1.1%1.2%1.3%1.8%1.8%1.9%2.7%2.7%Medicube3CEMaangeWOSADOMaybellineROSE ALL DAYYelixUlikeNiveaMLEN DIARYOn Shop

77、ee and Lazada,Asian brands has strong brand recognition and high brand competitiveness in the beauty devices and tools market.South Korean brands Medicube and 3CE led the market with the highest market share of 2.7%,followed by Maange from China(1.9%).In addition to Maange,other Chinese brands also

78、performed well in the Southeast Asian market.Brands such as WOSADO,Yelix,Ulike,and MLEN DIARY were sold very well in Indonesia,Singapore,and Malaysia.Maange offers a wide range of beauty tools.WOSADO and MLEN DIARY specialize in eyelash-related tools.Ulikes hair removal devices are particularly popu

79、lar in Malaysia and Singapore.Ulikes products utilize advanced sapphire ice point technology,which cools the skin surface to near-freezing temperatures.This will reduce heat absorption,lower pain levels and the risk of skin damage,and then enhances hair removal efficacy.Data Period：May 2024Source：Sh

80、opee&LazadaWOSADO XL Wider Vers.All No.1-23 Soft Magnetic Eyelashes Reusable False Eyelashes Silky Sunset Feather Iris Cream WideningBrand：WOSADO Category：False Eyelashes Country of Origin：China Selling Country：Singapore Price：33.0 USD Sales revenue：143,553 USD Sales volume：4,346 medicube Official A

81、ge-R Booster Pro Beauty DeviceUlike ReGlow LED Face Mask Glowing Results in 14 DaysBrand：Ulike Category：LED face mask Country of Origin：China Selling Country：Malaysia Price：463.3 USD Sales revenue：72,279 USD Sales volume：156 Yelix Russian thick eyelash extension planting false eyelashesBrand：Yelix C

82、ategory：False Eyelashes Country of Origin：China Selling Country：Indonesia Price：5.0 USD Sales revenue：37,908 USD Sales volume:7,612 MAANGE Professional Makeup Brush Set of 13Brand：MAANGE Category：Makeup Brushes Country of Origin：China Selling Country：Vietnam Price：2.5 USD Sales revenue：16,558 USD Sa

83、les volume:6,686 Brand：Medicube Category：Beauty device Country of Origin：South Korea Selling Country：Singapore Price：346.5 USD Sales revenue：87,672 USD Sales volume：253 *On Shopee,false eyelashes are generally categorized under beauty tools.Data Period：May 2024Source：Shopee&LazadaHot Beauty Devices

84、and Tools Products27Price Range-Products priced below$50 generated the highest sales revenueShare of Revenue in Beauty Devices&Tools by Price Range and CountryIndonesia0-11-22-55-1010-2020-5050-100100-200200-500500-10001000-20002000-50000%15%30%Malaysia0%10%20%Philippines0%15%30%Singapore0%15%30%Tha

85、iland0%12.5%25%Vietnam0%15%30%6 Countries0%10%20%28In the Southeast Asian beauty tools market,the price range distribution was relatively balanced.Low,medium,and higher price all generated profitability.Products priced between$2-5 USD were the best-sellers,followed by products priced between$10-20 U

86、SD.Consumers price sensitivity varies across different countries:Indonesia and the Philippines:Consumers prefer lower-priced products,with items priced under$5 generating over 50%of sales revenue in both countries.Malaysia and Thailand:The most popular products were priced between$2-5.However,consum

87、ers in these countries also show a higher acceptance of higher-priced products.Vietnam:Products priced between$10-20 were the bestsellers,accounting for approximately 30%of total sales revenue.Singapore:Consumers are more receptive to higher-priced beauty tools.Products priced above$200 contributed

88、over 10%of sales revenue.Sales revenue in this price range was primarily driven by beauty devices.Data Period：May 2024Source：Shopee&LazadaPrice Range(USD)TikTok Market OverviewTikTok-Beauty products gained significant popularity.Indonesia was the largest cosmetic market30Data Period：May 2024Source：T

89、ikTok 2024TikTok Cosmetic Sales Revenue by countryIn May 2024,the sales revenue of cosmetic on TikTok in the six Southeast Asian countries reached approximately 190 million US dollars.Indonesia was the largest market,accounting for about 31%of sales,followed by Thailand and Vietnam.(Note:TikToks cos

90、metic category differs from that of Shopee and Lazada.In addition to skincare and makeup products,TikTok data also includes perfumes,but excludes beauty tools.)Singapore1%The Philippines11%Malaysia14%Vietnam17%Thailand25%Indonesia31%Number of TikTok Shops by CategoryIn various categories on TikTok,w

91、omenswear and underwear has the most online stores,accounting for 5.64%of the total number of TikTok stores.Following closely are beauty and personal care,and home supplies,accounting for 5.59%and 5.13%,respectively.Others50.04%Sports&Outdoor4.50%Shoes4.62%Phones&Electronics4.72%Food&Beverages4.77%M

92、uslim Fashion4.90%Fashion Accessories5.01%Menswear&Underwear5.08%Home Supplies5.13%Beauty&Personal Care5.59%Womenswear&Underwear5.64%Total Stores：264.5kSoutheast AsiaSummary and Recommendations31The demand for cosmetic products is strong in Vietnam and Indonesia.These two countries show significant

93、growth potential in this market.Which product categories in Southeast Asia are worth investing in:The skincare segment dominated the market,holding a nearly 70%of market share.Within this segment,sunscreen and aftersun,facial oils&serums were the top sellers.In the makeup category,lip and facial mak

94、eup products demonstrated strong sales performance.While international brands are highly recognized,local Southeast Asian brands also show impressive brand competitiveness：International brands such as LOral Paris,ANESSA,and Bioderma are well-received by consumers.However,local Southeast Asian brands

95、 have also established a strong market presence through localized strategies and precise consumer targeting.For example,Wardah has successfully attracted to the Muslim consumer segment by providing products that meet Islamic standards.Indonesia：The overall demand in the cosmetic market remains robus

96、t.Facial moisturizers,face and lip makeup products are well received.Local brands are particularly favored by consumers.Philippines：Face makeup products are quite popular.Brands from the USA and China are particularly favored by consumers.Malaysia：Lip makeup products are the bestsellers.Southeast As

97、ian and South Korean brands demonstrated strong competitive edge.Thailand：Consumers show a high demand for facial serums and face makeup products.While local brands are the preferred choice,Japanese and American brands also have considerable competitive strength.Vietnam:sunscreen and aftersun,as wel

98、l as makeup removers are worth investing in.Consumers show a strong preference for Japanese and South Korean brands.Singapore：Beauty devices are highly popular among consumers.Consumers in Singapore have strong purchasing power,its advisable to consider positioning in the high-end market segment.TMO

99、 Popular ReportsSkincare (Southeast Asia Outlook April 2024)Download nowIndonesia.eCommerce sales estimates(January 2024)Download nowBeauty Supplement (Southeast Asia Outlook July 2024)Download nowSoutheast Asia eCommerce Outlook 2024Download nowAbout TMOTMO Group is a Digital Commerce Agency,Based

100、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: