ASEAN Cosmeceuticals Market Size, Share & Industry Analysis, By Product Type (Skin Care {Anti-Ageing, Skin Whitening, Sun Protection, Professional Skincare, Anti-Acne, Moisturizing Product, All-in-One Gel/Cream, Sheet Masks and Others} Hair Care {Hair Growth, Anti-Dandruff and Others}, Others {Lip Care, Tooth Whitening, Anti-Cellulite/Body Slimming Preparations and Others}), By Distribution Channel (Pharmacy/Drug Stores, Online Stores and Others) and Regional Forecast, 2026-2034

The ASEAN cosmeceuticals market size was valued at USD 9.95 billion in 2025. The market is projected to grow from USD 11.42 billion in 2026 to USD 36.91 billion by 2034, exhibiting a CAGR of 15.80% during the forecast period.

The market is experiencing steady and substantial growth, driven by rising skin issues, hair thinning and hair fall concerns that has boosted the demand for active skin care and hair care products to achieve flawless skin and hair. Additionally, growing cosmetic companies for beauty and personal care and the presence of key players offering various advanced skin care and hair care products is also expected to boost the market growth.

• For instance, in December 2025, Procter & Gamble launched three new products within the Pantene Miracles Series lineup: Pantene Miracles Intensive Bond Repair Mask, Pantene Miracles Intensive Bond Repair Shots, with Pro-V Melting Pearls Technology, and Pantene Miracle Hair Oil, enriched with Pro-Vitamin and Vitamin E.

Furthermore, many key industry players, such as L’Oréal and Procter & Gamble, operating in the market, are focusing on developing various innovative product offerings to support the rising demand for effective cosmeceuticals.

ASEAN COSMECEUTICALS MARKET TRENDS

High Demand for All-in-one Gel/Cream is a Key Trend in the Market

The market is experiencing a significant shift, with increasing demand for all-in-one gels/creams to address the needs of modern consumers.  With the busy daily schedules, using numerous separate creams can be overwhelming, costly and sometimes irritating due to ingredient overlaps or conflicts. Thus, increasing focus of key players to launch and commercialize all-in-one products for consumers leads to ASEAN cosmeceuticals market growth.

• For instance, in May 2025, MUJI launched two new skincare lines in Thailand for sensitive skin, which contain gentle plant extracts, essential oils, ceramides and five amino acids to soothe and hydrate. Its key product is the toning water, with additional offerings including moisturizing milk, moisturizing cream and an all-in-one gel for convenience.

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MARKET DYNAMICS

MARKET DRIVERS

Increased Demand and Launch for Halal Certified Products to Boost Market Growth

A rising number of skin and hair issues, stemming from environmental factors, stress, and lifestyle modifications, has driven the demand for active skin care and hair care products to achieve flawless skin and hair. Additionally, the increasing adoption and demand for halal labels, which emphasize safety, ingredient transparency, and ethical manufacturing, are capturing a larger consumer base in ASEAN countries.

• For instance, in January 2024, Kundal launched ‘REFRESHING ANTI-DANDRUFF Hair Care Line' to customers in Malaysia and Indonesia. It is an MUI Halal-certified and vegan product, designed to meet the growing demand in the market.

MARKET RESTRAINTS

Proliferation of Counterfeit Products to Hinder Market Growth

The presence of counterfeit products, which are often illegal and imitate authentic brands, hinders the brand image and erodes consumers' trust. Additionally, counterfeit products frequently lack the necessary quality control and safety standards, posing potential health hazards to users and ultimately limiting overall market growth.

• For instance, in December 2025, the Central Investigation Bureau (CIB) raided a warehouse in Bang Sao Thong in Bangkok and uncovered more than 160,000 counterfeit face masks and fake cosmetics being sold online. Officers confiscated fake face masks branded as Welcare, along with imitation cosmetic products, including Biore lotions and Cetaphil cleansers.

MARKET OPPORTUNITIES

Integration of Artificial Intelligence for Skin Diagnosis and Branding to Create Market Opportunity

The rising prevalence of skin issues in ASEAN countries, such as aging, pigmentation and scars, is driving demand for accurate diagnosis and treatment with advanced cosmeceuticals. Thus, by leveraging AI-powered skin diagnosis to offer personalized skincare solutions tailored to individual skin types and concerns and thereby enhancing customer satisfaction and trust, a lucrative growth opportunity is created in the market.

• For instance, in November 2025, DR’s Secret, a premium skincare brand known for its personalized skincare, expanded its Skin Studio AI experience into Malaysia and Indonesia through a partnership with Revieve, an AI-driven beauty and wellness solutions provider on the Google Cloud Platform. This expansion aims to provide more consumers in Southeast Asia with advanced, personalized skincare

MARKET CHALLENGES

Regulatory Complexity to Hamper the Market Growth

The lack of uniform regulatory frameworks across ASEAN nations creates a challenging environment for companies trying to expand regionally. Each country has its own set of claims rules, approval processes, and quality standards, leading to increased compliance costs and delays.

• For instance, in July 2025, Vietnam’s Ministry of Health issued Circular No. 34/2025/TT-BYT, proposing amendments to the country’s cosmetic management regulations. The proposed changes signal evolving national requirements around cosmetic control, which may impact product registration, ingredient compliance, and labeling practices.

Segmentation Analysis

By Product Type

Rising demand for Skin Care Products to Propel Segmental Growth

Based on the product type, the market is segmented into skin care, hair care, and other categories.

The skin care segment is expected to account for the largest ASEAN Cosmeceuticals market share of the cosmeceuticals market. It held 81.9% share of the market in 2025. This is driven by growing demand for cosmeceuticals to address visible face-related concerns, such as acne, pigmentation, uneven tone and sensitivity. New product launches for skin-related issues are also expected to further support the market growth across the forecast period.

• In September 2025, Kao Corporation announced the international launch of two new skincare products from its premium brand KANEBO: KANEBO CREAM IN DAY II and KANEBO CREAM IN NIGHT II. These products were introduced across multiple countries in Asia, with flagship promotions in Thailand.

The hair care segment is expected to grow at a CAGR of 19.10% over the forecast period. 

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By Distribution Channels

Increasing Adoption of Online Platforms to Kept Them in a Leading Position

Based on the distribution channel, the segment is divided into pharmacy/drug stores, online stores, and others.

In 2025, the online stores held a dominant share of the market in the end-user segment. The segment is set to have a 31.5% share in 2025. The rising adoption of technology and e-commerce, along with the widespread availability of various brands and products through online channels, is boosting the segment’s growth.

• For instance, in August 2025, COSMAX, a leading South Korean cosmetics manufacturer, joined forces with aCommerce, Southeast Asia’s top e-commerce enabler, to launch a new skincare brand in Thailand.

In addition, pharmacy/drug stores are projected to grow at a CAGR of 18.92% during the study period.

ASEAN Cosmeceuticals Market Regional Outlook

By geography, the market is categorized into Thailand, Indonesia, Malaysia, Singapore, and Vietnam, Philippines and the Rest of ASEAN.

Thailand

Thailand held the dominant share in 2024, valued at USD 2.11 billion, and maintained its leading position in 2025, with a value of USD 2.43 billion. Thailand’s market dominance is attributed to the increasing disposable income of the country's growing middle class, strong demand for consumer goods, including various cosmeceuticals and the expansion of e-commerce channels.

Indonesia

Indonesia is projected to record a growth rate of 16.52% in the coming years, the second-highest among all regions, and reached a valuation of USD 2.20 billion in 2025. The major factor contributing for Indonesia’s robust growth prospects include the presence of key market players.

Malaysia

Malaysia reached a value of USD 1.43 billion in 2025. It is expected to grow at a rate of 15.47%, driven by the increasing demand for cosmeceuticals for skin and hair, as well as rising awareness of active products.

Rest of ASEAN

The Rest of ASEAN is expected to witness moderate growth during the forecast period. The Vietnamese market reached a valuation of USD 1.36 billion by 2025. The growth of the rest of the countries is due to improvements in the country’s economic factors, increased demand for cosmeceuticals, and the development of online sales in the country.

COMPETITIVE LANDSCAPE

Key Industry Players

Robust Product Offerings to Propel Market Expansion

In terms of the competitive landscape, the market comprises numerous companies with diverse product portfolios, ranging from hair care products to skincare products. In terms of market share, L’Oréal and Procter & Gamble dominate the market due to their extensive product portfolios, which include many prominent product ranges. However, other key players, such as Beiersdorf and Shiseido Company Limited, are expected to engage in market strategies such as expansion plans to increase their market presence in the region.

LIST OF KEY ASEAN COSMECEUTICALS COMPANIES PROFILED

• L’Oréal (France)
• Estée Lauder Companies Inc. (U.S.)
• Beiersdorf (Germany)
• Shiseido Company Limited (Japan)
• Procter and Gamble (S.)
• AVON (K.)
• PT Paragon Technology and Innovation (Indonesia)
• Smooth-e-thailand (Thailand)
• FineToday Holdings Co., Ltd. (Japan)

KEY INDUSTRY DEVELOPMENTS

• September 2025: Kaoo Malaysia partnered with Malaysia with the University of Malaya (UM), to promote science-driven skincare and community health.
• January 2025: Smooth-e-Thailand announced the launch of a beauty clinic in Thailand.
• December 2024: Estée Lauder Travel Retail partnered with King Power Group for the brand’s expertise in night science skincare and skin tone precision.
• February 2024: L’Oréal launched CeraVe, a dermatological skincare brand, in Malaysia.
• July 2022: P&G partnered with Shopee to launch an enhanced virtual home shopping experience in Malaysia and Vietnam. 

REPORT COVERAGE

The ASEAN cosmeceuticals market research report provides a detailed market analysis, focusing on key aspects such as an overview of the cosmeceuticals market, trends in the cosmeceuticals market, a snapshot of active ingredients used in cosmeceuticals, new product launches, and key industry developments. Additionally, it includes an overview of the key OEM manufacturers & clients in the ASEAN region. In addition to these, the report provides insights into market trends and highlights key strategies employed by key players. In addition to the aforementioned factors, the report encompasses several other factors that have contributed to the market's growth over recent years.

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Report Scope & Segmentation