Behind the Label: Southeast Asia's Affinity for Clean Beauty

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. Milieu Insight, an award-winning market research firm in Southeast Asia, has recently conducted an in-depth survey across Thailand, Malaysia, and the Philippines, revealing a fascinating glimpse into the preferences and practices of beauty-conscious consumers in this region.

Nearly 6 in 10 in Thailand, Malaysia, and the Philippines look into ingrediant details when skincare and makeup shopping

When it comes to clean beauty, over half (58%) of consumers in Thailand, Malaysia, and the Philippines are delving into the details of product ingredients when shopping for skincare and makeup. It's not just about appearances; it's about truly comprehending what they're applying to their skin. Forget about flashy packaging and celebrity endorsements; consumers want to know the contents of those bottles and jars.

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The Gap Between Awareness and Adoption of ''clean beauty'' products

While the concept of "clean beauty" is recognised by 51% of consumers in these countries, the transition to actually purchasing clean beauty products is trailing at 31%. This suggests that while familiarity with the term is high, there's ample room for further adoption and integration into beauty routines. It's a reminder that education and awareness campaigns can significantly influence consumer choices, propelling the clean beauty movement even further.

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Southeast Asians are opting for alcohol and paraben-free skincare products

Individuals in Southeast Asia are actively avoiding specific ingredients in skincare products. Elements like alcohol (54%), parabens (29%), fragrance (30%), and sulfates/SLS (21%) are on their "no-go" list. This reveals a strong commitment to avoiding anything that might be harmful to their skin, emphasising their focus on safety and well-being. Consumers are growing increasingly savvy about what they're applying to their bodies.

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7 in 10 Southeast Asians believe that clean beauty products are safe and superior to regular beauty products

Trust in clean beauty products is on the rise, with a substantial 71% of consumers believing that clean beauty products aren't just safer, but also superior to regular beauty products. This shift in perception highlights a significant change in the beauty industry. It's not just about following the crowd; it's about choosing products that prioritise health and overall well-being.

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66% Southeast Asian consumers prioritise natural ingredients

When it comes to purchasing 'clean beauty' products, Southeast Asian consumers prioritise natural ingredients (66%). They also value environmental friendliness (43%), plant-derived ingredients (28%), sustainable packaging (21%), and cruelty-free options (21%). These considerations underline a broader commitment to ethical and sustainable practices, emphasising that to Southeast Asians, clean beauty isn't just about the products themselves; it's about the entire ecosystem surrounding them.

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A Cultural Shift in the Beauty Realm

In conclusion, Southeast Asia's shift to clean beauty runs deep. It represents a change in how consumers view product ingredients, safety, and sustainability. As consumers become more aware about what they apply on their skin, clean beauty is set to play an even more prominent role in shaping the region's beauty landscape. It's not just about looking good; it's about making choices that enhance personal well-being and contribute to a better world. 

Methodology: The quantitative study was conducted via Milieu Insight's proprietary survey community with N=500 each in Thailand, Malaysia, and The Philippines (N=1,500 overall). The data is representative of the online adult population aged 16 and above. Fieldwork was conducted 27th July-3rd August 2023.