South East Asia is more than ever a zone with active developments in all beauty categories. Thailand consumers are hungry for efficient skincare and colorful makeup, Indonesia powerful local brands are shaping the landscape of beauty from skin to body care. Smaller countries like Singapore and Malaysia focus on top-notch innovations & new natural / sustainable concerns. S.E.A is currently at the crossroads of many influences, from K-beauty to western Tiktok trends, but always imposing its own identity whether it is halal certified beauty, climate-related hybrids…

In order to understand better these market specificities let us take a look at the latest trends & newest products – and see where the markets are going next.

1.Skincare : the never-ending boom

2.Make-up : hybrid power

3.Hair & Body : sophistication  & premiumization

4.New territories : fragrance and male beauty : the next Eldorado ?