Report

ASEAN Sensitive Skin Care Market Analysis

ASEAN sensitive skincare market size in 2026 is estimated at USD 1.64 billion, growing from 2025 value of USD 1.52 billion with 2031 projections showing USD 2.43 billion, growing at 8.12% CAGR over 2026-2031. Increasing digital engagement among the region's young population, the introduction of mandatory halal certification in Indonesia by October 2026, and stricter ASEAN-wide ingredient regulations are driving changes in product formulations and encouraging innovation. While moisturizers and creams remain popular, serums and essences are gaining traction as consumers prefer targeted solutions supported by dermatological research. The market shows a split in demand, with mass-market products maintaining their appeal and premium products growing quickly, driven by affluent consumers who prioritize scientifically proven ingredients like fermented camellia seed extract, discovered by Shiseido in 2024. Rising pollution and humidity in tropical urban areas are also increasing the need for barrier-repair and anti-inflammatory products, making sensitive skincare a necessity rather than just a cosmetic choice. The ASEAN sensitive skincare market is moderately concentrated, with the top 5 companies holding a significant share, leaving opportunities for smaller, agile players to enter the market.

ASEAN Sensitive Skin Care Market Trends and Insights



Rising prevalence of skin sensitivities

The increase in skin sensitivity issues across ASEAN is largely tied to environmental factors such as worsening air pollution in urban areas, consistently high humidity levels, and sudden temperature changes, especially in tropical cities. Health reports from Southeast Asian ministries highlight a growing number of dermatological cases, including conditions like atopic dermatitis, contact eczema, and rosacea. For example, a study by PubMed Central National Center for Biotechnology Information revealed a 33.7% prevalence of atopic dermatitis in Thailand as of 2023. These environmental and pollution-related factors have shifted sensitive skincare from being a cosmetic choice to a necessity for many. This has led to a rising demand for skincare products formulated with anti-inflammatory ingredients and antioxidants. Consumers are increasingly seeking solutions that not only improve skin health but also provide protection against these external stressors.

Growing influence of social media and beauty influencers

The growing impact of social media and beauty influencers on platforms like TikTok, Instagram, and regional live-commerce channels is playing a major role in shaping the buying habits of Gen Z consumers in ASEAN countries. These young consumers are highly influenced by endorsements from influencers, often making quick purchase decisions based on their recommendations. In response to this trend, Vietnam has implemented regulatory measures to monitor cosmetic sales on social platforms, recognizing their significant influence on driving product popularity and sales. This has created a dynamic environment where manufacturers need to stay ahead by predicting and responding to emerging ingredient trends. Thailand's high level of digital connectivity, with 90% internet penetration as of 2024 according to the World Bank, amplifies the reach and effectiveness of social media marketing, making it a critical tool for engaging with consumers in the ASEAN sensitive skincare market.

Proliferation of counterfeit products

The rise of counterfeit skincare products in ASEAN is becoming a major challenge for the sensitive skincare market, especially with the rapid growth of e-commerce, which is expected to significantly boost the region's GDP. Online platforms have become a hotspot for counterfeit goods, offering fake products at much lower prices. This not only harms genuine brands but also misleads consumers. These counterfeit items often contain unregulated synthetic ingredients, increasing the risk of skin irritation and allergic reactions. In March 2025, the Chamber of Cosmetics Industry of the Philippines (CCIP) and 18 member companies signed an agreement to tackle online cosmetic counterfeiting, according to the Intellectual Property Office of the Philippines. In April 2025, the National Bureau of Investigation (NBI) and Intellectual Property Rights Division (IPRD) seized 18,889 counterfeit items worth PHP 15 million in Manila, as reported by NBI Gov Philippines. These actions emphasize the need for stronger regional regulations and anti-counterfeit measures to ensure consumer safety and protect brand reputation.

Other drivers and restraints analyzed in the detailed report include:

Cultural adoption of multi-step and personalized routinesFocus on halal-certified and ethical skincareHigh price of skincare products

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Moisturizers/creams held the largest share of the ASEAN sensitive skincare market in 2025, accounting for 52.14%. These products remain popular due to their ability to provide hydration and protect the skin barrier, which is especially important in the region's humid climate. While other products like cleansers, masks, and toners are also part of skincare routines, they have not surpassed the widespread use of moisturizers and creams. These traditional hydration products continue to be the foundation of daily skincare for individuals with sensitive skin, offering a reliable solution for maintaining skin health in challenging environmental conditions.

Serums and essences are expected to grow significantly, with a projected CAGR of 8.87% through 2031. This growth is driven by advancements in nano-encapsulation technology, which helps preserve the potency of active ingredients, and by increased consumer awareness through influencer-led education on targeted skincare routines. These products are gaining popularity as they offer lightweight formulations that are suitable for tropical climates while delivering concentrated benefits like antioxidants and ceramides. Future product launches are likely to focus on innovative delivery systems that address specific skin concerns, further expanding the market for premium sensitive skincare solutions in the ASEAN region.

In 2025, mass-tier products dominated the ASEAN sensitive skincare market, capturing 64.63% of the market share. This indicates a strong preference for affordable skincare solutions, particularly in countries like Indonesia, Vietnam, and the Philippines, where price sensitivity is high. Consumers in these regions prioritize halal-certified and budget-friendly products, which have gained their trust and loyalty. These products cater to the needs of a large population seeking effective yet economical skincare options, making them the most popular choice in the market.

Premium products, on the other hand, are projected to grow at a CAGR of 10.08% by 2031, fueled by increasing disposable incomes and a rising interest in advanced, science-backed skincare solutions. Consumers are becoming more willing to spend on high-quality products that deliver visible and proven results. The introduction of smaller packaging sizes and subscription-based models has further enhanced the accessibility of premium products, making them appealing to a broader audience. This trend reflects a gradual shift in consumer behavior, with more individuals upgrading to premium offerings for better skincare benefits.

The ASEAN Sensitive Skin Care Market Report is Segmented by Product Type (Cleansers, Masks, Toners and Mists, and More), Price Range (Mass and Premium), Functionality (Hydration, Anti-Ageing, Acne-Care, and More), Distribution Channels (Supermarkets/Hypermarkets, Online Retail Stores, and More), and Geography (Indonesia, Thailand, Philippines, and More). The Market Forecasts are Provided in Terms of Value (USD).

List of Companies Covered in this Report:

Amway Corporation Good Pharma Dermatology Pte Ltd Sebapharma GmbH & Co.KG Kao Corporation GlaxoSmithKline PLC Revomed Co. Ltd. Ardent World Inc. Amorepacific Corporation Shiseido Company Limited Unilever PLC Galderma Holding SA Beiersdorf AG NAOS Kenvue Inc. V10 Plus Pte.�Ltd Pierre Fabre Group L'Oreal S.A VMV Hypoallergenics Celeteque Dermo The Procter & Gamble Company

Additional Benefits:

The market estimate (ME) sheet in Excel format
3 months of analyst support