ASEAN consumers won over by Chinese beauty

In 2024, Southeast Asia became the leading destination for Chinese beauty product exports, totalling $587 billion (approximately €505 billion), a 12% increase year-on-year, according to Euromonitor International. Brands are gaining ground in the region thanks to attractive prices and effective digital strategies. Between 2019 and 2024, their market share in mass market skincare grew by an average of 115% annually, according to the research firm, prompting established players to rethink their offerings to meet consumers’ demand for new products.