Thai cosmetics win over Chinese consumers, rival Korean and Japanese brands
Thai beauty products are gaining popularity in China, driven by digital platforms, cultural soft power, and innovative product strategies, with imports reaching 5.57 billion US dollars in early 2025 despite a slight slowdown.
Once considered souvenirs brought home by Chinese travelers, Thai beauty products are now increasingly purchased directly by consumers, supported by the influence of digital platforms, according to the Royal Thai Consulate-General’s Commercial Section in Xiamen.
Thai brands are benefitting from Chinese consumers actively sharing their shopping experiences online.
Posts highlighting purchases made in Thailand and make-up tutorials inspired by Thai influencers have boosted awareness of Thai cosmetics.
This momentum is further reinforced by Thailand’s cultural soft power, particularly the popularity of Thai Y series across Asia.
The trend has given rise to “suai meiku” – a blend of the Thai word suai (beautiful) and the Japanese meiku (make-up).
Characterized by dewy skin and warm-toned cheeks and lips, the look has gone viral on Red Note, with users creating tutorials using Thai products.
Despite a slowdown in China’s cosmetics market, imports have continued.
Data from the General Administration of Customs show that imports grew steadily from 2020 to 2023, peaking at 1.63 billion yuan before easing to 1.52 billion yuan in 2024.
From January to May 2025, cosmetics imports from Thailand totaled 5.57 billion US dollars.
While this figure represented a 3.15% year-on-year decline, demand for Thai products remained strong.
Skincare and cosmetics accounted for 97.62% of imports, while Thai lip products, though modest in value at 343,477 US dollars, recorded growth of 82.85%.
As French, Japanese, and American cosmetics brands reported negative growth, and South Korea registered only modest expansion, Chinese consumers increasingly turned to distinctive and accessible alternatives.
Thai cosmetics have seized this opportunity, gaining a competitive edge in the market.
Strengths of Thai beauty include high-performance sunscreens developed for tropical climates, fashion-driven color cosmetics responding to consumer demand for expressive products, and fragrances inspired by Thailand’s global spa heritage rooted in Buddhist traditions.
Thai brands that once relied on tourist spending are now pivoting to digital-first strategies.
They are introducing smaller, single-use products to align with China’s “try before you buy” trend, and building visibility through WeChat, Douyin, and Taobao, along with partnerships with local retailers.
However, competition remains intense.
Korean, Japanese, and Chinese domestic brands still benefit from strong market insights and rapid product turnaround.
For Thai cosmetics, building a robust international brand image will be crucial to expanding their consumer base in China.
Thai brands are benefitting from Chinese consumers actively sharing their shopping experiences online.
Posts highlighting purchases made in Thailand and make-up tutorials inspired by Thai influencers have boosted awareness of Thai cosmetics.
This momentum is further reinforced by Thailand’s cultural soft power, particularly the popularity of Thai Y series across Asia.
The trend has given rise to “suai meiku” – a blend of the Thai word suai (beautiful) and the Japanese meiku (make-up).
Characterized by dewy skin and warm-toned cheeks and lips, the look has gone viral on Red Note, with users creating tutorials using Thai products.
Despite a slowdown in China’s cosmetics market, imports have continued.
Data from the General Administration of Customs show that imports grew steadily from 2020 to 2023, peaking at 1.63 billion yuan before easing to 1.52 billion yuan in 2024.
From January to May 2025, cosmetics imports from Thailand totaled 5.57 billion US dollars.
While this figure represented a 3.15% year-on-year decline, demand for Thai products remained strong.
Skincare and cosmetics accounted for 97.62% of imports, while Thai lip products, though modest in value at 343,477 US dollars, recorded growth of 82.85%.
As French, Japanese, and American cosmetics brands reported negative growth, and South Korea registered only modest expansion, Chinese consumers increasingly turned to distinctive and accessible alternatives.
Thai cosmetics have seized this opportunity, gaining a competitive edge in the market.
Strengths of Thai beauty include high-performance sunscreens developed for tropical climates, fashion-driven color cosmetics responding to consumer demand for expressive products, and fragrances inspired by Thailand’s global spa heritage rooted in Buddhist traditions.
Thai brands that once relied on tourist spending are now pivoting to digital-first strategies.
They are introducing smaller, single-use products to align with China’s “try before you buy” trend, and building visibility through WeChat, Douyin, and Taobao, along with partnerships with local retailers.
However, competition remains intense.
Korean, Japanese, and Chinese domestic brands still benefit from strong market insights and rapid product turnaround.
For Thai cosmetics, building a robust international brand image will be crucial to expanding their consumer base in China.
