Retail

Behind the label: Southeast Asia’s affinity for clean beauty

Fieldwork conducted from 27th July to 3rd August 2023 N = 1,500 MY, PH, TH

In a world where self-care has taken centre stage, beauty enthusiasts in Southeast Asia aren’t just pursuing the perfect skincare and makeup products; they are delving deeply into the world of ingredient lists, seeking the elusive promise of “Clean Beauty.” This emerging trend is characterised by a deep-seated desire for transparency, safety, and eco-friendliness in beauty products. This comprehensive study offers a fascinating glimpse into the preferences and practices of beauty-conscious consumers in this region, from commonly avoided skincare ingredients, views and opinions on clean beauty products, familiarity with clean beauty, factors about clean beauty that Southeast Asians prioritise, and more.

What’s inside

What types of skincare products do Southeast Asians use regularly?
Which makeup products do Southeast Asians use regularly?
What skincare conditions are commonly faced by Southeast Asians?
Where do Southeast Asians typically purchase beauty products?
Do Southeast Asians check the ingredient lists of beauty products?
What are the commonly avoided ingredients in beauty products?
How familiar are Southeast Asians with clean beauty?
Have Southeast Asians purchased clean beauty products?
What factors influence beauty product purchases among Southeast Asians?
How do Southeast Asians feel about clean beauty?
Do Southeast Asians believe that clean beauty is safer?

What you get

Report deck (PDF)Data tables (Excel)ChartsCrosstabs on request

Methodology

First-party data from Milieu’s own Southeast Asia panel, ISO 27001 certified. Full approach on our research page.