INSIDE THAILAND’S 2025 BEAUTY & WELLNESS TRENDS: MUST-KNOW INSIGHTS

Based on Euromonitor International’s summary of surveyed Beauty & Personal Care products, the product trends expected to gain popularity can be categorized as follows:

• Products positioned as Natural, Vegan, and Eco-Friendly, including All-in-One products featuring various innovations.
• Korean brand products, especially those launched under influencer and celebrity brands.
• Products with novel packaging formats, such as new application methods as well as distinctive shapes and colors, designed to encourage consumers to try the products.

In addition, Nielsen Thailand has also identified Beauty & Personal Care trends that are expected to become increasingly popular in Thailand after 2025, as follows:

EVERYONE WANTS TO STAY YOUNG

Consumers are beginning to look for products that help maintain youthful skin from an early stage, rather than products that only address signs of aging after they appear.

MALE SELF-CARE IS GROWING STRONG

Consumers are seeking products specifically developed for men’s skin, particularly in categories such as face and body sun protection, whitening, and moisturizers.