March 2025 Market Analysis

In-Depth Analysis Report of Southeast Asian Facial Cleanser Market in March 2025 (by Country/Region)​ 1. Indonesia Market​ Key data:​ online sales growth YoY: 35% (TikTok Shop contributes 72% of growth), offline growth: 9%​ Price range: online RMB 3–5, Offline RMB 5–8​ Core Selling Points:​ .Men’s Oil Control & Acne Treatment (58% online share): Products like "KORMESIC Volcanic Mud Cleanser" with activated carbon + salicylic acid, wholesale price RMB 4.4/bottle, driven by TikTok live streams to over 100,000 monthly sales. Ramadan-themed "Day-Night Renewal Sets" leverage cultural festivals to boost purchases.​ .Halal-Certified Gentle Hydration (42% offline share): Affordable products with glycerin and hyaluronic acid (e.g., "Biore Moisturizing Cleanser"), achieving a 32% repurchase rate in convenience stores.Growth Trends:​ Online: TikTok’s "Men’s Skincare Challenge" drives combo set sales (cleanser + toner) up 200%.​ Offline: Traditional supermarkets expand "men’s oil-control zones" to 15% shelf space.Underperforming Selling Points:​ Whitening (8% online share): Low conversion rate (<3%) as consumers prefer specialized whitening serums.​ Anti-aging (5% offline share): Consumers over 30 prioritize high-price anti-aging creams.​ 2. Thailand Market​ Key data:​ online sales growth YoY: 28%, Offline growth: 6%​ Price range: online RMB 30–40, Offline RMB 50–70​ Core Selling Points:​ .Natural Ingredients (52% online share): Products like "Beauty Buffet Milk Cleanser" with milk protein + niacinamide, achieving 50,000+ monthly sales on Shopee flagship stores. New Thai FDA regulations mandating Thai labels and efficacy verification boost compliance for natural-ingredient products.​ .Sensitive Skin Care (38% offline share): APG amino acid-based products (e.g., "Voodoo Snake Venom Acne Cleanser"), with 22% penetration in pharmacy channels.Growth Trends:​ Online: TikTok influencers promoting "7-day sensitive skin improvement" drive ceramide-containing product sales up 150%.​ Offline: Watsons expands "Natural Ingredients Zones" with 35% YoY SKU growth.Underperforming Selling Points:​ Strong Cleansing (7% online share): 25% return rate for soap-based products due to skin barrier concerns.​ Men’s Specific (4% offline share): Local men prefer unisex/women’s product lines.​ 3. Vietnam Market​ Key data:​ online sales growth YoY: 45%, Offline growth: 18%​ Price range: online RMB 5–10, Offline RMB 10–15​ Core Selling Points:​ .Cost-Effective Oil Control (68% online share): Products like "HAZELINE Refreshing Oil-Control Cleanser" (RMB 5–10) occupy 3 of the top 10 spots on Lazada. Chinese brand Colorkey breaks through with puff accessories, enhancing sales via localized operations.​ .Herbal Formulas (28% offline share): Cucumber/aloe vera-based products (e.g., "E100 Cleanser") see 120% sales growth in traditional markets.Growth Trends:​ Online: TikTok’s "Student Essentials" trend drives travel-sized pack sales up 300%.​ Offline: Convenience stores introduce "24-hour self-service cleanser testers" to boost trial purchases.Underperforming Selling Points:​ Anti-Pollution (6% online share): Low relevance as consumers prioritize sunscreen.​ Premium Lines (2% offline share): <5% turnover rate for products over RMB 50.​ 4. Malaysia Market​ Key data:​ online sales growth YoY: 22%, Offline growth: 7%​ Price range: online RMB 85–120, Offline RMB 27–45​ Core Selling Points:​ .Deep Cleansing (48% online share): Products like "Laneige Multi-Cleanser" (RMB 85) with papaya enzyme, achieving a 92% positive review rate on e-commerce.​ .Gentle Sensitive Skin (32% offline share): Products like "Simple Hydrating Gel Cleanser" (RMB 27) hold 18% market share in pharmacy channels.Growth Trends:​ Online: "Oily-sensitive skin suitable" tags increase search volume by 200%, boosting amino acid + soap-based hybrid products.​ Offline: Department stores expand "men’s skincare zones" with 45% SKU growth for men’s cleansers.Underperforming Selling Points:​ Exfoliation (8% online share): Low demand due to over-cleaning concerns.​ Luxury Packaging (3% offline share): Low acceptance of packaging-driven premium pricing.​ 5. Singapore Market​ Key data:​ online sales growth YoY: 15%, Offline growth: 5%​ Price range: online RMB 115–150, Offline RMB 49–85​ Core Selling Points:​ .Premium Efficacy (52% online share): Products like "NING Amino Acid Cleanser" (RMB 115) with patented brightening ingredients, seeing 200% growth in cross-border e-commerce.​ .Eco-Friendly Concepts (35% offline share): Refillable products (e.g., "Kino Welcos") achieve 40% sales growth in department store counters.Growth Trends:​ Online: "Ingredient-conscious" consumers drive demand for patented ingredients (e.g., ectoin).​ Offline: Sephora’s "cleansing efficacy testing" attracts premium consumers for in-store experiences.Underperforming Selling Points:​ Budget Lines (6% online share): <3% repurchase rate for products under RMB 20.​ Fruity Fragrance (5% offline share): Preference for fragrance-free or mildly scented products.​ 6. Philippines Market​ Key data:​ online sales growth YoY: 32%, Offline growth: 10%​ Price range: online RMB 15–20, Offline RMB 20–30​ Core Selling Points:​ .Whitening & Brightening (58% online share): Products like "Pond’s Rice Bright Cleanser" (RMB 15–20) with niacinamide, ranking top 5 on Shopee.​ .Acne Control (28% offline share): Salicylic acid-based products (e.g., "Neutrogena Acne Cleanser") hold 12% market share in convenience stores.Growth Trends:​ Online: "Whitening + acne control" dual-effect products see search volume up 180%.​ Offline: SM malls launch "night skincare zones" focusing on evening cleansers.Underperforming Selling Points:​ Anti-Aging (5% online share): Consumers over 35 rely more on anti-aging creams.​ Men’s Specific (3% offline share): Male consumers prefer unisex products.​ 7. Comprehensive Trends & Product Selection Recommendations​ .High-Potential Markets:​ Indonesia: Prioritize men’s acne-control lines and halal-certified products. Launch festival-limited sets during Ramadan and leverage TikTok live commerce for sales uplift.​ Vietnam: Deepen herbal oil-control product lines with nal ingredients.​ Scenario Segmentation: Night-time and post-workout cleansers grow >50% YoY; develop targeted products for specific usage occasions.​ .Risk Warnings:​ Avoid marketing whitening claims in Indonesia and anti-pollution concepts in Vietnam, as these resonate poorly with local consumer priorities.​ Ensure sensitive skin products in Thailand comply with FDA medical certification requirements and feature Thai-language labels for regulatory compliance.