Skincare and makeup: The powerhouse beauty segments in Southeast Asia

Skincare and makeup command the largest shares of consumer spending and shaping Southeast Asia’s growth trajectory. Together, these categories define consumer preferences and highlight the role of Vietnam and Indonesia in driving revenues.

Skincare remains the dominant segment, reflecting both cultural priorities and wellness-driven demand. Vietnam holds USD 280 million share followed by Indonesia, which accounts for USD 170 million, Thailand, USD 95 million, Philippines, USD 60 million, Malaysia, USD 45 million and Singapore: USD 30 million.

(Source: Dreamstime.com)

Vietnam and Indonesia combined account for 72% of monthly revenues in skincare and makeup, underscoring their leadership within the region.

Within skincare, subcategories such as facial care, sun protection, anti-aging, and whitening products continue to anchor consumer demand. Facial care dominates daily routines, while whitening products reflect cultural preferences across several ASEAN markets. Anti-aging and sun protection, meanwhile, highlight the growing convergence of beauty and wellness, as consumers increasingly seek products that safeguard long-term skin health.

Makeup: A strong second segment

Cosmetics/makeup holds its position as the second-largest category after skincare, with Vietnam and Indonesia again emerging as the strongest markets. Vietnam accounts for USD 120 million; Indonesia: USD 80 million; Thailand: USD 55 million; Philippines: USD 40 million; Malaysia: USD 25 million, and Singapore: USD 20 million

Based on the figures, Vietnam and Indonesia dominate makeup revenues, reinforcing their influence across both major beauty categories.

Within makeup, subcategories are evolving toward hybrid formats, such as skincare-infused foundations and lip products, which blur traditional boundaries and appeal to younger consumers seeking multifunctional solutions.

Growth across the region is fueled by premiumization, the expanding male grooming segment, and the accelerating influence of social commerce channels.

These facts and figures were shared by Kusuma Westri, Deputy Chair for Industry Affairs, PPAKosmetika Indonesia, during her presentation at the ASEAN Personal Care Technology Summit in Jakarta in December 2025.