Personalized skincare: ODM manufacturing with smart innovation

At the 2025 ASEAN Personal Care Technology (APCT) Summit, held June 10–11 at Novotel Bangkok Sukhumvit 20, leading voices in cosmetics innovation gathered to explore the future of the region’s beauty and personal care industry. A key theme discussed is the rise of personalized skincare as a new market standard driving the next wave of innovation in the beauty and wellness sector. It notes the shift toward personalized skincare, fueled by changing consumer expectations, developments in digital technologies as well as responsive manufacturing.

At this conference, The Twin Plus-M Co., Ltd frames this theme within the company’s outlook of manufacturing. A Thailand-based OEM/ODM manufacturer of skincare, soaps, and dietary supplements, Twin Plus brings over 20 years of expertise in international manufacturing and brand-building. The company is recognized for its one-stop services, small-batch capabilities, and commitment to high-performance natural ingredients.

Managing Director, Dr. Panupong Leelakijkul and Ms. Thiranong Kulsuntipong, a fellow expert and brand development strategist at Twin Plus, did a presentation on “The Future of Skincare Products ODM Manufacturing Challenges and Strategies”.  

Dr. Panupong is a health and beauty expert in dermatology, business strategy, and cosmetics innovation, and has an Advanced Diploma in Dermatology from the Institution of London. He studied Cosmetology and Aromatherapy in the UK and completed a certificate program in Nutrition for Health & Anti-Aging.

Dr. Panupong Leelakijkul, Managing Director, The Twin Plus-M Co., Ltd

At the conference, he delivered a comprehensive market overview and outlined the latest global and regional skincare trends. He said the market is moving toward hyper-personalization, powered by AI skin diagnostics and Tech-Integrated Beauty; AR, IoT-based beauty tools.

At the same time, the minimalist “Skinimalism” trend is prompting consumers to seek simplified routines with maximized efficacy products. The rise of “Blue Beauty” also signals a shift toward reef-safe, ocean-friendly skincare formulations.

On the regional front, Thailand’s beauty and personal care market is projected to reach THB ฿360 billion, with skincare representing roughly 40% of the sector’s value. According to Dr. Panupong, the market is experiencing a strong pivot toward premium dermocosmetics, with increasing demand for transparency, personalization, and medical-grade efficacy.

He added that E-commerce and social commerce platforms like TikTok Shop and Shopee Live are shaping consumer behavior, and influencers are becoming key drivers of product discovery and trust.

How to stay ahead of evolving consumer needs

Understanding these developments in the market is only half the equation; it takes strategy to meet consumer demand effectively. Therefore, complementing Dr Panupong’s presentation, Ms. Thiranong Kulsuntipong then outlined practical strategies for how ODM manufacturers can rise to meet these shifting demands.

Ms. Thiranong has completed several specialized programs in spa management, anti-aging nutrition, and supplement consultancy. Her current role at Twin Plus focuses on empowering emerging beauty brands through tailored formulation, product positioning, and export support. She brings a strong background in health and beauty exports, small-batch manufacturing, and international product development. At Twin Plus, she helps new and growing brands launch with speed and precision—offering integrated support from formulation and packaging to regulatory compliance and go-to-market strategy.

Ms. Thiranong expounded on how ODM (Original Design Manufacturing) companies can evolve to meet this growing consumer demand. The core message was clear—personalization is no longer optional; it’s expected. Consumers today want skincare products tailored to their unique skin conditions, goals, and lifestyles.

Ms. Thiranong Kulsuntipong, brand development strategist at Twin Plus

According to Ms. Thiranong , ODMs must transform their approach to R&D, production, and customer engagement. The presentation outlined five strategic pillars that are enabling forward-thinking manufacturers to align with this shift.

1. Modular Formulation System: Scalable Personalization

A modular approach to formulation allows manufacturers to combine base products with targeted active boosters. These can be customized for different skin types—such as oily, sensitive, or acne-prone—without requiring full reformulation.

This strategy enables brands to offer personalization efficiently. For example, a brand could select from several base serums and combine them with boosters like niacinamide, green tea, or peptides, enabling a range of personalized SKUs with minimal development time.

2. Digital Skin Diagnostics and AI Recommendation

AI-powered skin analysis tools—ranging from facial scanners to mobile diagnostic apps—are now being integrated into ODM workflows. These tools assess skin parameters in real time and connect directly to modular formulation systems to generate personalized product suggestions.

The presentation also explored AI image analysis for scalp and hair, indicating opportunities for extending personalization into haircare.

3. Low MOQ and Agile Manufacturing

To support brands offering niche or personalized products, ODMs are investing in lean, flexible production systems that allow for low minimum order quantities (MOQs). This model enables quick market testing and supports small-batch product lines.

For example, a local indie brand could produce just 300 units of a personalized essence targeted at tropical climate users, minimizing risk while still meeting personalization expectations.

4. Platform Business Model: Skincare-as-a-Service

ODMs are increasingly offering white-label platforms that allow clients to self-select formulations, packaging, and branding elements. Often referred to as “Skincare-as-a-Service,” this model reduces time-to-market and lowers entry barriers for startups and SMEs.

Through a digital portal, a client can launch a skincare line in weeks—selecting a moisturizing cream, choosing sustainable packaging, uploading a label design, and initiating small-scale production, all without needing in-house R&D resources.

5. Data Integration and Feedback Loop

Modern personalization goes beyond the first purchase. By collecting post-use feedback and consumer behavior data, brands—and by extension, ODMs—can refine formulas continuously.

For instance, user feedback showing increased skin sensitivity from a product line might prompt a reformulation with gentler ingredients. This data-driven feedback loop strengthens product performance and builds brand loyalty.

The 2025 APCT Summit made it clear that personalized skincare is not only a trend, but a fundamental evolution. - the ODM evolution towards Personalized Excellence.  ODMs require the investment in modular R&D, intelligent diagnostics, agile production, and customer feedback systems are positioning themselves as essential partners in the next generation of beauty innovation.

In this consumer-driven era, those who can deliver speed, flexibility, and precision will define the future of skincare in Asia and beyond.