Competitive Landscape
L'oréal Thailand Accelerates Share Gains as Science-Driven Skin Care Attracts Value-Seeking Consumers
Premium beauty and personal care in Thailand is moderately concentrated, with L'Oréal Thailand leading the category in 2025 with a 17% value share, up from 11% in 2020. However, while L'Oréal Thailand has steadily increased its lead, the next two largest players, Shiseido Thailand and Elca Thailand, have seen their shares decline to 9% and 8%, respectively, in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care 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 Premium Beauty and Personal Care 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 Premium Beauty and Personal Care 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 Premium Beauty and Personal Care 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?
Premium Beauty and Personal Care in Thailand - Category analysis
Key Data Insights
Sulwhasoo and L'oréal Drive Science-Led Shift to Regenerative Solutions
Sulwhasoo and L'oréal Drive Science-Led Shift to Regenerative Solutions
Longevity Science Shapes Demand for Clinically Inspired Skin Care Launches
Masstige Brands Blur Price Lines and Intensify Competition for Entry-Level Premium Players
Longevity-Led Skin Care Drives Sustained Premium Growth and Value
Bio-Intelligent Beauty and Sensory Rituals Reshape Brand Value
L'oréal Thailand Accelerates Share Gains as Science-Driven Skin Care Attracts Value-Seeking Consumers
Beauty Specialists Leverage Experiential Retail to Enhance Value
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:
Premium Beauty and Personal Care
- Premium Baby and Child-specific Products
- Premium Bath and Shower
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- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
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- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
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- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
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- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
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- Premium Deodorants
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
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- Premium Firming Body Care
- Premium General Purpose Body Care
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- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
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- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
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- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
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 Premium Beauty and Personal Care research and analysis database.
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