This report is Mintel's analysis of the Southeast Asian beauty and personal care market, mainly exploring market trends, consumer demands, and brand response strategies, providing reference for companies wishing to enter or expand in the Southeast Asian beauty and personal care market.
1. Great market growth potential: The GDP of major Southeast Asian markets is growing steadily. For example, the facial skincare market in Thailand and Indonesia is expected to exceed $800 million by 2026, bringing new opportunities to the beauty industry.
2. Diverse consumer demands: Southeast Asian consumers have unique characteristics in beauty habits, skin problems, and preferences. For example, some consumers add more facial skincare steps, pursue high-quality ingredients, and focus on brightening skin tone; common skin problems include redness, desire for brighter skin, and acne troubles, and there is a preference for lightweight skincare products.
3. Opportunities for Chinese companies: Chinese skincare brands perform well in Indonesia's e-commerce sector. Brands like Breylee are welcomed by Indonesian consumers due to their focus on star ingredients, innovative marketing strategies, catering to local preferences, and reasonable prices.
4. Market development directions: First, tap into the potential of post-procedure skin repair products. As the acceptance of beauty treatments increases, the market for post-procedure skincare products presents opportunities, and brands can promote products from multiple angles; second, attract consumers with sleep and health claims, as consumers pay more attention to sleep and health, brands can launch related products; third, use active ingredients to meet the needs of function-focused consumers, as local consumers value product functionality and efficacy, brands can launch products with scientific ingredient combinations and provide evidence for efficacy claims.
What this signal means for growth teams
This market signal should be treated as an operating prompt, not a standalone trend. The brand question is whether the team can connect TikTok content, creators, paid media, commerce readiness, and reporting into one measurable growth cycle.
Commercial read
- Market signal: TikTok Trend Report - TikTok Development Trends
- Published: April 8, 2025
- Commercial lens: TikTok Ads, creators, TikTok Shop, live commerce, and reporting.
- Source transparency: the original source linked in this article
What brands should do next
- Identify the market, audience, product group, and KPI this signal could affect.
- Turn the insight into a small TikTok creative, creator, Shop, or paid media test before scaling spend.
- Add FAQ, offer clarity, product proof, and contact paths so traffic can convert instead of only reading.
- Review weekly performance across reach, click quality, Shop actions, creator output, and revenue impact.
Tuke Marketing helps brands connect TikTok Ads, creator partnerships, TikTok Shop operations, live commerce, and reporting into one accountable operating system.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.