Skincare Sales

In Southeast Asia
eCommerce
Published March 2024
 Foreword 3

Shopee - Skincare Market Overview 4

Shopee - Skincare Main Segments 5

Shopee - Skincare TOP 10 Brands 6

Shopee - Skincare Price Range 7

Contents Shopee TOP3 Sub-category 8

Lazada - Skincare Market Overview 17

Lazada - Skincare Main Segments 18

Lazada - Skincare TOP 10 Brands 19

Lazada - Skincare Price Range 20

About TMO 21
 About This Series
From December 2022, TMO Group started publishing a series of outlooks on different industries in Southeast Asian eCommerce, analyzing
sales performance in various countries. We’ve released outlooks on cosmetics, home appliances and more, and will continue to explore
more popular industries and categories !

Methodology: TMO Group's expert team relies on rst-hand data from major eCommerce platforms in Southeast Asian - Shopee and
Lazada, and employs various analytical methods to provide readers with valuable insights.

Currency Values: Regarding pricing and monetary information, the analysis in the report is based on the equivalent value of the local
currencies in US dollars.

It is important to note that this report is intended for market reference purposes only, and our company does not bear any legal
responsibility for the accuracy and viewpoints presented in the report.

TMO Services

Market Scan & Research Customized Industry Data Market Entry & Development Strategy
Conduct a preliminary scan of different markets, To help you understand the ever-changing Consolidate market potential and localization
de ne the competitive landscape and select suitable consumer preferences and demand trends, as knowledge to formulate short-term, medium-term,
markets for your cross-border eCommerce well as the evolving industry standards. or long-term market entry and development
strategies for you.
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Shopee - Skincare Market Overview
Revenue: about 200 million USD Sales Vol.： 44.78 million USD

Product Count： 693,553 Average monthly price：4.4 USD Market Share by Country
Thailand
Indonesia Vietnam
19%
Monthly revenue：67.65 million USD Monthly revenue：61.55 million USD
Indonesia
Thailand Malaysia 34% Malaysia
6%
Monthly revenue：37.11 million USD Monthly revenue：12.86 million USD
Skincare The Philippines
the Philippines Singapore 6%
Monthly revenue：12.77 million USD Monthly revenue：7.02 million USD Singapore
4%

TMO Observations:
Vietnam
• As of March 2024, the total market size of the skincare industry on Shopee in 31%
Southeast Asia has approximately reached 200 million USD. (All sales estimates
in this report are based on monthly sales)
• In terms of different countries, Indonesia had the highest market share,
accounting for about 34%, making it the largest segment market among the six
Southeast Asian countries. Vietnam ranked second with a market share of
approximately 31%. The combined market share of these two countries
exceeded 60%, indicating a strong demand for skincare products.

Data Period：Mar 2024

Source：Shopee & Lazada 4
Shopee - Skincare Main Segments
TMO Observations: 26% 26%

21%
• On Shopee, skincare products could be divided into 10 subcategories (shown as below
17%
chart). Products not falling into these categories are grouped under “Others" in this 15%
14%
report. 12%
10%
9%
• In general, facial serum & essence and face moisturizer were the most popular 7%
8%
7%
5% 5%
categories, capturing market shares of approximately 23% and 22% respectively. 4%
3%
2% 2% 2% 2%
1% 1%
• Indonesia: The top-selling category was face moisturizers, accounting for around 26% of
the market share. Singapore Indonesia
• Vietnam: Sunscreen had the highest demand (21%).
19%
• Thailand: Facial serum & essence emerged as the main revenue driver, contributing over
25% 17%
30% of total sales revenue. 15%
21%
• Malaysia: Facial serum & essence was the mostly bought category, facial mist & toner
11%
also gained signi cant popularity compared to other countries; 10%
12% 11% 8%
• Philippines: Consumers have diverse demands and preferences. Facial serum & essence, 6% 6%
8%
sunscreen, face moisturizer, facial cleanser, facial mist & toner all gained signi cant 7%
5% 5% 4%
popularity. 2% 3% 2% 2% 2%

• Singapore: Facial serum & essence, face mask, and moisturizer were in high demand.
Malaysia the Philippines
Market Share by Subcategory
21%
23% 22% 32%
19%
17%
14% 13% 25%
13%
7% 7% 5% 3% 2% 2% 3%
7%
11% 10% 6%
5% 5%
Facial Serum & Essence Face Moisturizer Sunscreen
6% 5% 3%
Facial Cleanser Face Mask Facial Mist & Toner 3% 2% 2%
4% 2%
1%
0%
Acne and Blemish Treatments Lip Care Eye Care
Ficial Scrub and Exfoliator Others Thailand Vietnam
Southeast Asia 6 countries
Data Period：Mar 2024
Source：Shopee & Lazada 5
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 Shopee - Skincare TOP 10 Brands

Market Share of Top 10 Brands Rank Brand Origin Country

1.2% 1 Senka Japan

2 L'Oreal Paris France

3 Skinti c Indonesia
4 Facetology Indonesia
0.6%
5 Azarine Indonesia
0.5%
6 Originote Indonesia

0.2% 0.2% 7 SKIN1004 South Korea

0.1% 0.1% 0.1% 0.1% 0.1%
8 WARDAH Indonesia

9 Cerave USA
Senka L'Oreal Paris Skinti c Facetology Azarine
Originote SKIN1004 WARDAH Cerave LACOCO EN NATURE 10 LACOCO EN NATURE Indonesia

TMO Observations:
• On Shopee, it seems that there is no brand leader in the Southeast Aisan skincare market, as the market share of the top 10 brands did
not exceed 5%. This low brand concentration may indicate that Southeast Asian consumers have diverse brand preferences for skincare
products.
• Southeast Asian consumers show great interests in Asian brands. In addition to brands from Japan and South Korea, Indonesian local
brands also demonstrated impressive sales performance on Shopee, with six Indonesian brands making it to the best-selling brand list.
• The Japanese brand Senka had the highest sales revenue on Shopee, the French brand L’Oreal Paris and the Indonesian brand Skinti c
were in second and third place, respectively.

Data Period：Mar 2024

Source：Shopee & Lazada 6
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Shopee - Skincare Price Range
Share of Revenue in Skincare Segment by Price Range and Country
Indonesia Malaysia Philippines Singapore Thailand Vietnam 6 Countries

0-1
1-2
2-5
5-10
Price Range

10-20
20-50
50-100
100-200
200-500
500-1000
1000-2000
2000-5000
0% 15% 30% 0% 25% 50% 0% 15% 30% 0% 20% 40% 0% 20% 40% 0% 30% 60% 0% 25% 50%

TMO Observations:
• In general, the best-selling skincare products were priced between 5-10 USD, generating nearly 50% of sales revenue. Products priced between 10-20 USD
were followed closely, which contributed nearly 27% of sales revenue.
• Consumers in Indonesia and the Philippines may prefer lower-priced skincare products, with sales of products priced between 2-10 USD making up around
60% of total sales in both countries; In Vietnam, the most sales were generated by products in the range of 5-10 USD.
• Consumers in Singapore, Malaysia, and Thailand also show purchasing power for higher-priced products. In Singapore, the most popular products fell in the
price range of 10-50 USD, higher than in Indonesia, the Philippines, and Vietnam. In Malaysia and Thailand, consumers are more receptive to higher-end
items. Products priced between 2000-5000 USD also generated about 5 % sales revenue.

Data Period：Mar 2024

Source：Shopee & Lazada 7
Shopee TOP 1 Category - Facial Serum & Essence
Share of different Countries in Facial Serum & Essence Market
The Philippines
Thailand 5%
26% Singapore
4%
Malaysia
7%

Facial Serum &

Essence

Vietnam
Indonesia
27%
31%

TMO Observations:
• Facial serum & essecnce was the most popular skincare category. In this market,
Indonesia had the highest market share with approximately 31% of the market. The
second-highest market belonged to Vietnam (27%), followed by Thailand (26%).

Data Period：Mar 2024

Source：Shopee & Lazada 8
Shopee - Facial Serum & Essence TOP 10 Brands

Market Share of Top 10 Brands Rank Brand Origin Country

1 COSRX South Korea
4.2% 2 Torriden South Korea
3 The Ordinary Canada
4 Garnier France
2.7%
2.5%
5 Luxe Organix USA
2.0% 2.0%
6 Some By Mi South Korea
1.3%
0.8% 7 Skin1004 South Korea
0.6% 0.5% 0.5%
8 Vichy France

COSRX Torriden The Ordinary Garnier Luxe Organix Some By Mi

9 GRAVICH Thailand
Skin1004 Vichy GRAVICH RtopR 10 RtopR USA

TMO Observations:
• European, American, and South Korean brands are popular for Southeast Asian consumers. Nine out of the top 10 best-selling
brands came from Europe, America, and South Korea.
• COSRX from South Korea was the best-selling brand on the Southeast Asian Shopee platform, with a market share of
approximately 4.2%. Torriden from South Korea (2.7%) and The Ordinary from Canada (2.5%) also gained signi cant popularity.

Data Period：Mar 2024

Source：Shopee & Lazada 9

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Shopee - TOP 3 Brands by Country
Indonesia Malaysia The Philippines

TOP 3 Brands 5.81% TOP 3 Brands 3.90% TOP 3 Brands 6.29%

1 Skinti c 3.04% 1 COSRX 1.86% 1 COSRX 2.32%

2 SKIN1004 1.47% 2 Bio-essence 1.14% 2 Luxe Organix 1.99%

3 WHITELAB 1.30% 3 The Ordinary 0.89% 3 Garnier 1.98%

Singapore Thailand Vietnam

TOP 3 Brands 5.39% TOP 3 Brands 2.57% TOP 3 Brands 0.45%

1 Torriden 2.69% 1 La Roche Posay 1.58% 1 La Roche Posay 0.21%

2 COSRX 1.82% 2 GRAVICH 0.53% 2 The Ordinary 0.12%

3 The Ordinary 0.88% 3 Vichy 0.46% 3 L'Oréal Paris 0.12%

TMO Observations:
• We observed that the brand concentration in the facial serum market is relatively low, with the leading brands
in all six Southeast Asian countries having a market share of less than 10%.
• In Malaysia, the Philippines, and Singapore, COSRX is a relatively popular brand in the facial serum market,
ranking rst in market share in Malaysia and the Philippines, and second in Singapore.
• In Indonesia, Skinti c ranked rst in this segment market, with a market share of approximately 3.04%.
• In Thailand and Vietnam, consumers prefer to purchase brand La Roche Posay for facial serums on the Shopee
platform, with this brand's market share ranking rst in both countries. 10
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Shopee TOP 2 Category - Face moisturizer
Share of different Countries in Face Moisturizer Market

Thailand
21% The Philippines
4%
Singapore
3%
Malaysia
6%
Face
moisturizer

Indonesia
41%
Vietnam
25%

TMO Observations:
• Facial moisturizer was the second-largest skincare market. In this market, Indonesia
had the highest market share with approximately 41% of the market. The second-
highest market belonged to Vietnam(25%), followed by Thailand (21%).

Data Period：Mar 2024

Source：Shopee & Lazada 11
Shopee - Face moisturizer TOP 10 Brands

Market Share of Top 10 Brands Rank Brand Origin Country

6.0% 1 COSRX South Korea

2 Luxe Organix USA

4.5% 3 La Roche Posay France
3.6% 4 Cetaphil USA
3.3%
5 Wardah Indonesia
2.1% 6 Celeteque The Philippines
1.2% 1.1% 1.0% 7 Ceradan Singapore
0.8%
0.6%
8 OLAY USA

COSRX Luxe Organix La Roche Posay Cetaphil Wardah Celeteque

9 MS Glow Indonesia
Ceradan OLAY MS Glow Hada Labo 10 Hada Labo Japan

TMO Observations:
• Asian, European and American brands were more popular among Southeast Asian consumers. The Korean brand COSRX was
the best-selling brand on the Shopee platform, with a market share of approximately 6.0%. The second and third popular brands
were Luxe Organix from the USA (4.5%) and La Roche Posay from France (3.6%). Brands from Indonesia also performed well.
• Although South Korean, European and American brands accounted for high market share, Southeast Asian local brands also
received great popularity. Indonesian brands Wardah and MS Glow, Celeteque from the Philippines, and Singaporean brand
Ceradan were also entered the best-selling brands list in March.

Data Period：Mar 2024

Source：Shopee & Lazada 12
Shopee - TOP 3 Brands by Country
Indonesia Malaysia The Philippines

TOP 3 Brands 4.15% TOP 3 Brands 3.00% TOP 3 Brands 9.24%

1 Wardah 2.13% 1 COSRX 1.37% 1 Luxe Organix 4.45%

2 La Roche Posay 1.18% 2 OLAY 1.04% 2 COSRX 2.49%

3 MS Glow 0.84% 3 Hada Labo 0.59% 3 Cetaphil 2.30%

Singapore Thailand Vietnam

TOP 3 Brands 4.45% TOP 3 Brands 7.94% TOP 3 Brands 0.16%

1 COSRX 2.12% 1 Cerave 5.98% 1 Dear Klairs 0.06%

2 La Roche Posay 1.26% 2 La Roche Posay 1.15% 2 VICHY 0.05%

3 Ceradan 1.07% 3 L'Oréal Paris 0.81% 3 Innisfree 0.05%

TMO Observations:
• In general, the brand concentration of the face moisturizer markets in the Philippines and Thailand was
relatively higher compared to the other four countries. The most popular moisturizer brands in these two
countries were Luxe Organix and Cerave from the USA respectively. Apart from the Philippines and Thailand,
the other four countries did not have distinct leading brands.
• Indonesian consumers prefer to purchase local brands, with Wardah holding the highest market share.
Consumers in the other ve countries, on the other hand, may show a stronger preference for European,
American, or South Korean brands. COSRX was the top-selling brand in Malaysia and Singapore, while
Vietnamese consumers prefer the Korean brand Dear Klairs. 13
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Shopee TOP 3 Category - Sunscreen
Share of different Countries in Sunscreen Market
Singapore
2%
Malaysia
The Philippines
4%
7%

Thailand
14%

Sunscreen Vietnam
45%

Indonesia
28%

TMO Observations:
• Sunscreen was the third-largest skincare market. In this market, Vietnam had the
highest market share with approximately 45% of the market. The second-highest
market belonged to Indonesia (28%), followed by Thailand (14%).

Data Period：Mar 2024

Source：Shopee & Lazada 14
 Shopee - Sunscreen TOP 10 Brands

Market Share of Top 10 Brands Rank Brand Origin Country

1 Facetology Indonesia
14.2%
13.3% 2 Azarine Indonesia
3 Skinti c Indonesia
9.4% 4 SKIN AQUA Japan
7.6% 5 Isntree South Korea

6 WARDAH Indonesia
4.7% 4.5%
3.6% 3.5%
2.5% 2.5% 7 MADAME GIE Indonesia

8 Originote Indonesia

Facetology Azarine Skinti c SKIN AQUA Isntree WARDAH

9 La Roche Posay France
MADAME GIE Originote La Roche Posay COSRX 10 COSRX South Korea

TMO Observations:
• Asian brands are more competitive in Southeast Asian sunscreen market. In the list of best-selling brands, 9 brands were originated
from Asia. Six of them came from Indonesia, while European brands only occupied one spot.
• Facetology from Indonesia was the best-selling brand on the Southeast Asian Shopee platform, with a market share of
approximately 14.2%. The second and third best-selling brands were also from Indonesia, which were Azarine (13.3%) and
Skinti c (9.4%).

Data Period：Mar 2024

Source：Shopee & Lazada 15
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Shopee - TOP 3 Brands by Country
Indonesia Malaysia Vietnam

TOP 3 Brands 36.82% TOP 3 Brands 3.07% TOP 3 Brands 6.30%

1 Facetology 14.16% 1 3W CLINIC 1.34% 1 COSRX 2.30%

2 Azarine 13.31% 2 COSRX 1.15% 2 Luxe Organix 2.00%

DR. KO Skin
3 Skinti c 9.35% 3 0.58% 3 Garnier 2.00%
Specialist

Singapore Thailand

TOP 3 Brands 7.68% TOP 3 Brands 4.58%

1 Isntree 4.65% 1 La Roche Posay 2.50%

2 La Roche Posay 1.72% 2 Her Hyness 1.14%

3 COSRX 0.31% 3 Eucerin 0.94%

TMO Observations:
• Most Southeast Asian countries are located in tropical regions with strong sunlight, which lead to a high demand and higher
expectations on sunscreen products for consumers. Compared to the previous two markets, the sunscreen market had a relatively
stronger brand concentration effect, especially in Indonesian, where the top three brands accounted for about 37% of the market
share. Among them, the local brand Facetology was the leading brand with a market share of 14.16%, followed closely by
Azarine (13.31%).
• Apart from Indonesia, consumers in the other ve countries prefer overseas brands. COSRX performed well in Malaysia and
Vietnam; Singaporean consumers prefer the Korean brand Isntree; La Roche Posay was the most popular brand in Thailand.
• Due to the scattered classi cation of sunscreen products on the Shopee platform. To avoid inaccuracies, the brand data for
sunscreen products in the Philippines was not included in this report. 16
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Lazada - Skincare Market Overview
Revenue: about 24.68 million USD Sales Vol.：4.34 million USD

Product Count： 40,742 Average monthly price：5.7 USD Market Share by Country
Thailand
Indonesia Vietnam
35%
Monthly revenue：2.34 million USD Monthly revenue：2.36 million USD
Singapore
2%
Thailand Malaysia
Monthly revenue：8.67 million USD Monthly revenue：2.29 million USD
Skincare
Vietnam
the Philippines Singapore
The Philippines 10%
Monthly revenue：8.42 million USD Monthly revenue：0.60 million USD 34%
Indonesia
9%
TMO Observations: Malaysia
• As of March 2024, the total market size of the skincare industry on Lazada in 9%
Southeast Asia has approximately reached 24.68 million USD. (All sales
estimates in this report are based on monthly sales)
• In terms of different countries, Thailand and the Philippines had the highest
market share, accounting for about 35% and 34% respectively. The combined
market share of these two countries reached about 70%. The Singapore market
was relatively small.

Data Period：Mar 2024

Source：Shopee & Lazada 17
Lazada - Skincare Main Segments
17%
TMO Observations: 15%
16%

• The categorization of skincare products on the Lazada platform is slightly different from 21% 21% 12%
Shopee’s. It could be divided into 10 subcategories (shown as below chart). Products not 17% 10%
9%
falling into these categories are grouped under “Others" in this report. 8%
11% 11%
• In general, facial serum & essence and face moisturizer were the most popular 5%
6% 4%
categories, capturing market shares of approximately 19% and 16% respectively. 4% 4%
3%
2%
3% 2%
• Thailand: The top-selling category were facial serum & essence and face moisturizers. 0%

• Philippines: Skincare product demand is high, with impressive sales performance in Thailand the Philippines
many categories. Face moisturizer, sunscreen, and facial cleanser were top categories to
sell. 39%
• Vietnam: The top-selling category was facial serum & essence. 37%

• Indonesia: Body care products gained signi cant popularity, accounting for
approximately 39% of the market share.
• Malaysia: Facial serum & essence emerged as the most popular skincare category, 16%
14%
followed by facial cleanser and gifts & value sets. 13% 12%
9% 9% 8%
• Singapore: Skincare market was led by the gifts & value sets category. It is noteworthy 4% 4% 4%
6% 7%
4% 3% 3%
2% 3%
that the market share of "Others" category also reached 19%, ranking rst among the six 0% 1% 0%
countries. This re ects a diverse demand in the Singaporean market.
Vietnam Indonesia
Market Share by Subcategory 29%

19%
16% 14%
31%
12% 12%
7% 6% 6%
4% 3% 2% 19%
11% 10% 11%
8% 9%
Facial Serum & Essence Face Moisturizer Body care products 7% 10% 9%
5% 6%
7% 6% 6% 7%
Facial Cleanser Sunscreen Facial Mist & Toner 2% 2% 3%
2% 1%
Gifts & Value Sets Eye Care Products Ficial Scrub and Exfoliator
Lip Balm and Treatment Others
Malaysia Singapore
Southeast Asia 6 countries
Data Period：Mar 2024
Source：Shopee & Lazada 18
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Lazada - Skincare TOP 10 Brands

Market Share of Top 10 Brands Rank Brand Origin Country

1 Cerave USA
5.3%
2 La Roche Posay France

4.2% 3 COSRX South Korea

4 Kiehl's USA
3.1%
2.6% 5 L'Oréal Paris France
2.2%
1.8% 1.8% 6 Estee Lauder USA
1.6% 1.6%
1.2% 7 Olay USA

8 Make over USA

Cerave La Roche Posay COSRX Kiehl's L'Oréal Paris Estee Lauder

9 Eucerin Germany
Olay Make over Eucerin Cetaphil 10 Cetaphil USA

TMO Observations:
• On Lazada, international brands is highly competitive in Southeast Asian skincare market. Nine of these brands were from Europe and
the United States, and only one was from South Korea.
• The highest market share among these top brands was a mere 5.3%, indicating a relatively low brand concentration in this market.
Cerave from the USA emerged as the leading brand in the skincare category, followed by La Roche Posay from France and COSRX from
South Korea in second and third place, respectively.

Data Period：Mar 2024

Source：Shopee & Lazada 19
Lazada - Skincare Price Range
Share of Revenue in Skincare Segment by Price Range and Country
Indonesia Malaysia Philippines Singapore Thailand Vietnam 6 Countries

0-1
1-2
2-5
5-10
Price Range

10-20
20-50
50-100
100-200
200-500
500-1000
0% 15% 30% 0% 25% 50% 0% 20% 40% 0% 15% 30% 0% 20% 40% 0% 15% 30% 0% 15% 30%

TMO Observations:
• In general, the best-selling skincare products were priced between 5-50 USD, generating over 60% of sales revenue. Products priced between 2-5 USD were
followed closely, which contributed nearly 15% of sales revenue.
• The Philippines and Indonesia may be a highly price-sensitive market, with sales of products priced between 2-10 USD making up around 36% and 55% of
total sales respectively. In Vietnam, the most sales were generated by products in the range of 5-10 USD. Malaysia and Thailand are similar, with skincare
products priced between 10-20 USD being the best-selling category in both countries.
• Consumers in Singapore may have stronger purchasing power, with about 42% of sales revenue coming from products priced above 50 USD.
• It is noteworthy that Indonesia and Singapore have shown strong sales performance in higher-priced skincare products, with products priced between
500-1000 USD also contributing over 10% of sales revenue.

Data Period：Mar 2024

Source：Shopee & Lazada 20
About TMO

Commerce. Data. AI.

TMO Group is a Digital Commerce Agency, Based in Shanghai, Chengdu, Hong Kong, Singapore
and Amsterdam.We provide brands with Consultancy, Design, Development & Managed services
covering (e)Commerce - Data - AI.

TMO offers integrated solutions for the entire eCommerce value chain with a strong focus on
Health & Beauty for Business-to-Consumer (B2C) / Direct-to-consumer (D2C) & Industry wide
focus for Business-to-Business (B2B).

To keep up with the latest eCommerce information and insights in various industries in
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