Annual revenue reaches 25.449 billion US dollars! Beauty and personal care products are popular in Southeast Asia

In the past two years, the consumer market in Southeast Asia has been gradually expanding. Judging from the important hot-selling nodes in the local area, beauty, personal care, and health products have become long-term best-selling categories in the Southeast Asian market.

It is understood that in the field of cross-border e-commerce, beauty and personal care products have always been hot-selling categories, especially DTC brands have been developing rapidly in recent years, and Southeast Asia has also been listed as a "future market" that the global cosmetics industry focuses on developing. According to relevant data, the revenue of the Southeast Asian beauty market reached US$25.449 billion in 2020! The beauty market in this region has broad prospects.

Although the outbreak has seriously affected people's social activities outside, women in Southeast Asia remain enthusiastic about buying beauty products.

Due to the impact of the epidemic, people need to wear masks when going out, so foundation products with longer lasting power are more popular. In addition, due to the obstruction of the eyes by masks, people pay more attention to eye makeup, so eye makeup products such as eyebrow pencils, eye shadows, and eyeliners have seen a significant increase in sales under the epidemic situation.

According to Lazada sales data, in the Philippines site, sales of makeup sets increased by 124% in the first 12 hours of "Double 12" compared with the same period of "9.9"; while the makeup category in the Malaysia site increased by 103%.

In addition to cosmetics, nail products are also a hot-selling category in Southeast Asia during this year's "Double 12". However, during the epidemic, people are unable to go to offline nail salons to consume, and staying at home for a long time will also stimulate people's interest in DIY nail art. Therefore, various nail sheets, phototherapy machines and nail decorations have also continued to sell well this year.

At the same time, the impact of the epidemic has made people pay more attention to personal and family cleaning care and health monitoring. Therefore, the market sales of products such as electric toothbrushes, mite removers, air purifiers, etc. have increased significantly; and body fat scales, heart rate monitors, blood pressure and blood sugar monitors, vitamin products and health products have also become hot-selling categories in Southeast Asia.

The outbreak of the epidemic in some parts of the world has a significant impact on people's consumption patterns and categories. Cross-border sellers must keep up with market trends, identify hot-selling trends, make good product layouts, strive to operate smoothly at target sites, and catch up with the hot-selling trend.

Southeast Asia

Hot sales in beauty and personal care categories