January 2025 Southeast Asia Market Analysis

In-Depth Analysis Report of Southeast Asian Facial Cleanser Market in January 2025 (by Country/Region) 1. Indonesia Market Key data: YoY online sales growth of 38%, offline growth of 12% in January 2025 Core Selling Points: 1.Oil Control & Acne Treatment (62% online share): Products like "Huazilu Oil-Control Acne Cleanser" with salicylic acid + tea tree oil formula, wholesale price RMB 2.5–3/bottle, monthly sales exceeding 100,000 units on e-commerce platforms. 2.Gentle Hydration (45% offline share): Affordable products with glycerin and hyaluronic acid, such as "Biore Moisturizing Cleanser," retail price RMB 5–8, with a 35% repurchase rate in convenience stores. Growth Trends: Online: TikTok live streaming drives "acne repair + cleansing" sets, with month-on-month sales of combo products increasing by 200%. Offline: Traditional supermarkets introduce "men’s oil-control zones," expanding shelf space to 15%. Underperforming Selling Points: Whitening (12% online share): Consumers prefer specialized whitening serums, with conversion rates <5% for whitening claims in cleansers. Anti-aging (8% offline share): Consumers over 30 prefer high-price anti-aging creams over cleansers. 2. Thailand Market Key data: YoY online sales growth of 29%, offline growth of 9% in January 2025 Core Selling Points: 1.Natural Ingredients (55% online share): Products like "Beauty Buffet Milk Cleanser" with milk protein + niacinamide, priced at RMB 29–38, achieving monthly sales of 50,000+ units on Shopee flagship stores. 2.Sensitive Skin Care (38% offline share): APG amino acid-based products, such as "Voodoo Snake Venom Acne Cleanser," priced at RMB 49, with 22% penetration in pharmacy channels. Growth Trends: Online: TikTok influencers promote "7-day sensitive skin improvement," boosting ceramide-containing products by 150%. Offline: Watsons launches "Natural Ingredients Zones," increasing SKUs by 40% YoY. Underperforming Selling Points: Strong Cleansing (9% online share): Concerns about skin barrier damage lead to a 25% return rate for soap-based products. Men’s Specific (6% offline share): Local men prefer unisex or women’s product lines. 3. Vietnam Market Key data: YoY online sales growth of 45%, offline growth of 18% in January 2025 Core Selling Points: 1.Cost-Effective Oil Control (70% online share): Products like "HAZELINE Refreshing Oil-Control Cleanser," priced at RMB 5–10, occupying 3 of the top 10 spots on Lazada. 2.Herbal Formulas (30% offline share): Products with cucumber/aloe vera, such as "E100 Cleanser," seeing a 120% sales increase in traditional markets. Growth Trends: Online: TikTok’s "Student Essentials" trend drives travel-sized packs, with sales increasing by 300%. Offline: Convenience stores introduce "24-hour self-service cleanser testers," supporting trial-purchase conversions. Underperforming Selling Points: Anti-Pollution (8% online share): Consumers prioritize sunscreen over anti-pollution claims in cleansers. Premium Lines (4% offline share): Products over RMB 50 have a <10% turnover rate. 4. Malaysia Market Key data: YoY online sales growth of 22%, offline growth of 7% in January 2025 Core Selling Points: 1.Deep Cleansing (48% online share): Products like "Laneige Multi-Cleanser" with papaya enzyme, priced at RMB 85, achieving a 92% positive review rate on e-commerce. 2.Gentle Sensitive Skin (35% offline share): Products like "Simple Hydrating Gel Cleanser," priced at RMB 27, holding 18% market share in pharmacy channels. Growth Trends: Online: "Oily-sensitive skin suitable" tags boost search volume by 200%, driving amino acid + soap-based hybrid products. Offline: Department stores launch "men’s skincare zones," increasing men’s cleanser SKUs by 50%. Underperforming Selling Points: Exfoliation (10% online share): Concerns about over-exfoliation reduce demand. Luxury Packaging (5% offline share): Low acceptance of premium-priced products based on packaging alone. 5. Singapore Market Key data: YoY online sales growth of 15%, offline growth of 5% in January 2025 Core Selling Points: 1.Premium Efficacy (55% online share): Products like "NING Amino Acid Cleanser" with brightening patents, priced at RMB 115, seeing 200% growth in cross-border e-commerce. 2.Eco-Friendly Concepts (32% offline share): Refillable products like "Kino Welcos," with 40% sales growth in department store counters. Growth Trends: Online: "Ingredient-conscious" consumers drive demand for patented ingredients (e.g., ectoin), boosting niche products. Offline: Sephora offers "cleansing efficacy tests," attracting premium consumers. Underperforming Selling Points: Budget Lines (8% online share): <5% repurchase rate for products under RMB 20. Fruity Fragrance (7% offline share): Preference for fragrance-free or mildly scented products. 6. Philippines Market Key data: YoY online sales growth of 35%, offline growth of 10% in January 2025 Core Selling Points: 1.Whitening & Brightening (60% online share): Products like "Pond’s Rice Bright Cleanser" with niacinamide, priced at RMB 15–20, ranking top 5 on Shopee. 2.Acne Control (30% offline share): Salicylic acid products like "Neutrogena Acne Cleanser," holding 12% market share in convenience stores. Growth Trends: Online: "Whitening + acne control" dual-effect products see search volume increase by 180%. Offline: SM malls launch "night skincare zones," focusing on evening cleansers. Underperforming Selling Points: Anti-Aging (7% online share): Consumers over 35 rely more on anti-aging creams. Men’s Specific (5% offline share): Male consumers prefer unisex products. 7. Comprehensive Trends & Product Selection Recommendations 1.High-Potential Markets: Indonesia: Prioritize acne-repair combos and halal-certified products. Vietnam: Deepen herbal oil-control lines with 50% YoY. 4.Risk Warnings: Avoid whitening claims in Indonesia and anti-pollution concepts in Vietnam. Ensure medical certifications for sensitive skin products in Thailand.