SEA: e-commerce cosmetics market share by category 2024| Statista

Market share of the e-commerce cosmetics market in Southeast Asia in 2024, by category

Characteristic	Market share
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Release date

August 2024

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Region

Asia, APAC

Survey time period

June 2024

Special properties

based on revenue

Supplementary notes

Based on first-hand data on Southeast Asian market performance from Shopee and Lazada.

Citation formats

In June 2024, lip makeup was the largest segment of the cosmetics e-commerce market in Southeast Asia, with a market share of about **** percent of total revenue. This was followed by makeup removers and face makeup, at around **** and **** percent, respectively.

Local brands are winning Southeast Asian consumers' heart

Lipsticks are the most popular category in the lip makeup segments of the cosmetics market in Southeast Asia. Popular lip makeup brands include South Korean brand BLACK ROUGE, but domestic brands are gaining a lot of traction among local consumers. Indonesian brands are among the leading beauty brands in the region, known for their halal products and affordable and effective skin care. They compete with international names such as Vaseline and La Roche-Posay or luxury brands like Dior.

E-commerce fuels beauty boom

The Southeast Asian cosmetics market is expected to grow in the coming years. Vietnam and Indonesia lead the region in cosmetics market share. As online shopping is becoming increasingly common, consumers are shifting their beauty purchases to e-commerce or even live commerce for more convenience. On TikTok Shop, health and beauty was the leading shopping category in Southeast Asia, reflecting the region's growing digital-first approach to shopping.