Competitive Landscape
Leading Brands Sustain Their Positions through Innovation and Broad Distribution
Men's grooming in Thailand remains a highly fragmented environment, as no single company commands a major share, with the leading players holding relatively modest proportions of overall value sales. In 2025, the largest share was held by Beiersdorf Thailand on 9%, followed by L'Oréal Thailand on 5%, Neo Corporate 5%, Procter & Gamble 4%, and Unilever Thai Holdings 3%, with the remainder of the market split among numerous multinational and local players.
Tros Leverages Digital Marketing and Targeted Innovation to Challenge Global Leaders
Notable innovation in 2025 and into 2026 is exemplified by the launch of the Tros Pro Advanced Anti-Hair Loss series, introduced by Tros in early 2026. This line includes anti-hair loss shampoo and scalp treatment products formulated with botanical-derived actives and silicone-free technology, directly addressing the widespread concern of hair fall among Thai men.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Men's Grooming in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Men's Grooming in Thailand?
- Which are the leading brands in Thailand?
- How are products distributed in Thailand?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Men's Grooming in Thailand - Category analysis
Key Data Insights
Nivea Men and Tros Pro Drive High-Value Skin Care Launches for Urban Professionals
Nivea Men and Tros Pro Drive High-Value Skin Care Launches for Urban Professionals
Social Media Creators Accelerate Routine Adoption and Purchasing Decisions
Tros Pro Redefines Preventative Maintenance and Boosts Premiumisation
Thai Men to Embrace Efficient Routines as Demand for Multifunctional Products Drives Value Gains
Social Media Creators to Shape Male Grooming as Digital Content and Multifunctional Innovation Fuel Future Growth
Leading Brands Sustain Their Positions through Innovation and Broad Distribution
Tros Leverages Digital Marketing and Targeted Innovation to Challenge Global Leaders
Tiktok Shop Compresses Purchase Journeys as Online Channels Make Gains
Watsons and Eveandboy Elevate In-Store Experiences with Digital Integration
Tiktok Shop Helps Redefine Online Sales with Creator-Led Discovery
Beauty and Personal Care in Thailand - Industry Overview
Hybrid Sun Care Launches Drive Consumer Daily Routines
Key Data Insights
Hybrid Sun Care Launches Drive Consumer Daily Routines
Srichand Leverages Vegan Actives to Build T-Beauty Identity
Digital Shoppertainment Accelerates Brand-Consumer Engagement
Brands to Innovate with Climate-Adapted Benefits to Boost Daily Relevance
Shoppertainment and Social Commerce Reshape Digital Discovery and Conversion
L’Oréal Thailand Strengthens Its Lead
Emerging Local Brands Disrupt with Science-Led Launches
Watsons and Boots Drive In-Store Trials as E-Commerce Makes Gains
Tiktok Shop and Shopee Accelerate Digital Beauty Engagement
Watsons and Tiktok Shop Shape Omnichannel Beauty Strategies
Country Reports Disclaimer
The following categories and subcategories are included:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Men's Grooming research and analysis database.
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