In-Depth Analysis Report of Southeast Asian Facial Cleanser Market in April 2025 (by Country/Region)
1. Indonesia Market
Key data:
online sales growth YoY: 32% (TikTok Shop contributes 68% of growth), offline growth: 8%
Price range: Online RMB 3–5, Offline RMB 5–8
Core Selling Points:
1.Men’s Oil Control & Acne Treatment (55% 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 80,000 monthly sales. Ramadan-exclusive "Day-Night Renewal Sets" leverage cultural themes to boost purchases.
2.Halal-Certified Gentle Hydration (40% offline share): Affordable products with glycerin and hyaluronic acid (e.g., "Biore Moisturizing Cleanser"), achieving a 30% repurchase rate in convenience stores.
Growth Trends:
Online: TikTok’s "Men’s Skincare Challenge" drives combo set sales (cleanser + toner) up 180%.
Offline: Traditional supermarkets expand "men’s oil-control zones" to 12% shelf space.
Underperforming Selling Points:
Whitening (7% online share): Low conversion rate (<3%) as consumers prefer specialized whitening serums.
Anti-aging (4% offline share): Consumers over 30 prioritize high-price anti-aging creams.
2. Thailand Market
Key data:
online sales growth YoY: 25%, Offline growth: 5%
Price range: Online RMB 30–40, Offline RMB 50–70
Core Selling Points:
1.Natural Ingredients (50% online share): Products like "Beauty Buffet Milk Cleanser" with milk protein + niacinamide, achieving 40,000+ monthly sales on Shopee flagship stores. New Thai FDA regulations (Thai labels and efficacy certification) enhance compliance for natural-ingredient products.
2.Sensitive Skin Care (35% offline share): APG amino acid-based products (e.g., "Voodoo Snake Venom Acne Cleanser"), with 20% penetration in pharmacy channels.
Growth Trends:
Online: TikTok influencers promoting "7-day sensitive skin improvement" drive ceramide-containing product sales up 140%.
Offline: Watsons expands "Natural Ingredients Zones" with 30% YoY SKU growth.
Underperforming Selling Points:
Strong Cleansing (6% online share): 23% return rate for soap-based products due to skin barrier concerns.
Men’s Specific (3% offline share): Local men prefer unisex/women’s product lines.
3. Vietnam Market
Key data:
online sales growth YoY: 40%, Offline growth: 15%
Price range: Online RMB 5–10, Offline RMB 10–15
Core Selling Points:
1.Cost-Effective Oil Control (65% online share): Products like "HAZELINE Refreshing Oil-Control Cleanser" (RMB 5–10) occupy 3 of the top 10 spots on Lazada. Chinese brand Colorkey gains traction with puff accessories, boosting sales via localized marketing.
2.Herbal Formulas (25% offline share): Cucumber/aloe vera-based products (e.g., "E100 Cleanser") see 110% sales growth in traditional markets.
Growth Trends:
Online: TikTok’s "Student Essentials" trend drives travel-sized pack sales up 280%.
Offline: Convenience stores introduce "24-hour self-service cleanser testers" to boost trial-to-purchase conversions.
Underperforming Selling Points:
Anti-Pollution (5% online share): Low relevance as consumers prioritize sunscreen over anti-pollution claims in cleansers.
Premium Lines (1% offline share): <4% turnover rate for products over RMB 50.
4. Malaysia Market
Key data:
online sales growth YoY: 20%, Offline growth: 6%
Price range: Online RMB 85–120, Offline RMB 27–45
Core Selling Points:
1.Deep Cleansing (45% online share): Products like "Laneige Multi-Cleanser" (RMB 85) with papaya enzyme, achieving a 90% positive review rate on e-commerce platforms.
2.Gentle Sensitive Skin (30% offline share): Products like "Simple Hydrating Gel Cleanser" (RMB 27) hold 16% market share in pharmacy channels.
Growth Trends:
Online: "Oily-sensitive skin suitable" tags increase search volume by 180%, boosting amino acid + soap-based hybrid products.
Offline: Department stores expand "men’s skincare zones" with 40% SKU growth for men’s cleansers.
Underperforming Selling Points:
Exfoliation (7% online share): Low demand due to consumer concerns about over-cleaning.
Luxury Packaging (2% offline share): Low acceptance of premium pricing based on packaging alone.
5. Singapore Market
Key data:
online sales growth YoY: 12%, Offline growth: 4%
Price range: Online RMB 115–150, Offline RMB 49–85
Core Selling Points:
1.Premium Efficacy (50% online share): Products like "NING Amino Acid Cleanser" (RMB 115) with patented brightening ingredients, seeing 180% growth in cross-border e-commerce.
2.Eco-Friendly Concepts (33% offline share): Refillable products (e.g., "Kino Welcos") achieve 35% 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 (5% online share): <2% repurchase rate for products under RMB 20.
Fruity Fragrance (4% offline share): Preference for fragrance-free or mildly scented products.
6. Philippines Market
Key data:
online sales growth YoY: 30%, Offline growth: 9%
Price range: Online RMB 15–20, Offline RMB 20–30
Core Selling Points:
1.Whitening & Brightening (55% online share): Products like "Pond’s Rice Bright Cleanser" (RMB 15–20) with niacinamide, ranking top 5 on Shopee.
2.Acne Control (25% offline share): Salicylic acid-based products (e.g., "Neutrogena Acne Cleanser") hold 10% market share in convenience stores.
Growth Trends:
Online: "Whitening + acne control" dual-effect products see search volume up 160%.
Offline: SM malls launch "night skincare zones" focusing on evening cleansers.
Underperforming Selling Points:
Anti-Aging (4% online share): Consumers over 35 rely more on anti-aging creams than cleansers.
Men’s Specific (2% offline share): Male consumers prefer unisex or women’s product lines.
7. Comprehensive Trends & Product Selection Recommendations
1.High-Potential Markets:
Indonesia: Prioritize men’s acne-control lines and halal-certified products. Leverage cultural festivals (e.g., Ramadan) with limited-edition sets and TikTok live commerce.
Vietnam: Deepen herbal oil-control product lines with nal ingredients.
Scenario Segmentation: Night-time and post-workout cleansers grow >45% YoY; develop targeted products for specific usage scenarios.
4.Risk Warnings:
Avoid marketing whitening claims in Indonesia and anti-pollution concepts in Vietnam, as these do not align with local consumer priorities.
Ensure sensitive skin products in Thailand comply with FDA medical certification requirements and feature Thai-language labels for regulatory compliance
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