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Southeast Asia’s Beauty Market: Varied Demands and Vast Potential

Over the past few years, Southeast Asia’s economic growth and increased disposable incomes have fueled consumer demand for beauty products. The beauty market in this region has experienced significant growth, attracting attention from both local and international brands seeking lucrative opportunities. The market displays two prominent features: a substantial market volume with huge potential as well as distinctive regional disparity in preferences and demands for cosmetics.

According to Statista Market Insights, by the end of 2024, the revenue of beauty and personal care market in Southeast Asia is expected to reach USD 34.21 billion, with an annual growth rate of 3.30%. The figure is anticipated to reach USD 38.96 billion by 2028. Within this landscape, personal care emerges as the dominant part and is expected to have a market capacity of USD 16.63 billion in 2024.

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