TikTok Beauty Sales Explode in Southeast Asia as Localized Strategies Pay Off

Why It Matters

For global beauty brands and supply chain players, Southeast Asia is often viewed as a single, high-growth region. However, May 2026 TikTok sales data reveals a highly fragmented market where consumer behavior varies drastically by country. Success in this region requires a hyper-localized product and marketing strategy rather than a one-size-fits-all approach.

In May 2026, the beauty and personal care market on TikTok in Southeast Asia continued to sizzle. Across Vietnam, Indonesia, Malaysia, and Thailand, total sales volume surpassed 180 million orders, with the number of shoppable short videos nearing 30 million. Yet, despite sharing the same platform, the winning product formulas in these countries could not be more different. Vietnam is obsessed with "pocket-sized" makeup, Indonesia is snapping up oral whitening products, Malaysia is dominated by herbal anti-hair loss solutions, and Thailand has become a paradise for ingredient-conscious consumers. Expanding into Southeast Asia is no longer a game of deploying a single playbook across the region.

According to data from China Cosmetics, analyzing the top-selling beauty and personal care products on TikTok across these four nations reveals distinct growth drivers, brand landscapes, and consumer preferences.

Vietnam: Mini Packaging Drives Major Sales as Local and Global Brands Compete

1. Small-capacity and portable packaging as the key to success

In May, Vietnam's top-seller list was dominated by "miniature" items, such as Judydoll's 0.45g ultra-fine cotton pads, 7ml mousse face creams, and 1g nourishing makeup primers. The logic is clear: Vietnam's beauty market is driven by Gen Z consumers who love trying new products at a low cost. Large, full-sized products often deter them. Small-sized trial products lower the price barrier and speed up purchase decisions, making them perfect for impulse buying on TikTok. Furthermore, their portability fits the high-frequency travel and touch-up needs of Southeast Asian consumers. Once satisfied, these buyers easily transition to repeat purchases and full-sized products.

2. International giants and emerging Chinese brands share the spotlight

The Vietnamese market shows a fascinating dual landscape where established global players and agile Chinese brands compete head-to-head. Multinationals like L'Oréal, Mistine, and Unilever's Lifebuoy maintain strong positions through mature distribution channels and brand equity. For instance, Lifebuoy's Red Salt body wash saw a staggering month-on-month sales surge of 8,594.59%.

At the same time, Chinese brands like Judydoll and Sanzitang have secured spots in the top 10 through localized content and differentiated products. Judydoll has established local entities in Vietnam and produced workplace-themed micro-dramas for social commerce, while Sanzitang quickly topped the eye makeup category after entering local retail stores like The Colorist. This shows that while global giants rely on capital and brand heritage, emerging brands win through agility and rapid localization.

Indonesia: Oral Care Becomes a Fast-Moving Category as Local Brands Show Resilience

1. The rapid rise of oral care

Indonesia remains the largest market in Southeast Asia, with TikTok beauty and personal care sales reaching over 76.69 million orders in May, a 4.1% month-on-month increase. On the monthly chart, METOO's whitening toothpaste ranked second with 113,400 units sold. Although JASMEEN's whitening toothpaste did not make the top list, the rising demand for "whitening + refreshing" benefits is clear. METOO's success stems from its deep consumer insights: recognizing that 60% of young Indonesians prefer mild, flavored mouthwashes, the brand launched probiotic formulas in peach and lemon flavors to address this pain point.

While brands are capitalizing on this oral care boom across Southeast Asia, regulatory landscapes are also tightening in nearby markets; for instance, China is overhauling its toothpaste raw material standards for the first time in nearly two decades, signaling a broader regional shift toward stricter personal care compliance.

2. Local brands and cross-border players push boundaries together

Another highlight in Indonesia was NPURE's toner pads, which topped the sales chart with 9.12 million RMB ($1.25 million USD) in sales, representing a massive 5,257.74% month-on-month growth. Founded in 2017, this Indonesian brand focuses on natural skincare and has amassed over 3.5 million followers on TikTok by producing educational tutorials. Meanwhile, METOO, founded by a Chinese team, quickly gained traction by combining online buzz with extensive offline distribution. The takeaway from Indonesia is clear: local brands leverage deep-rooted community trust, while cross-border brands break through with strong product innovation and marketing. Together, they are raising the ceiling for the entire category.

Malaysia: High-Impact Hero Products Lead in Cleansing and Body Care

1. Cleansing categories dominate with high brand concentration

In May, cleansing products—including body washes, makeup remover wipes, and toothpastes—accounted for more than half of the top-selling items in Malaysia. Cleansing products are highly visual, making them easier to demonstrate and convert on TikTok compared to complex functional skincare. Creators easily close the loop by showing the progression from "hair loss worries" to "herbal solutions" and "before-and-after comparisons."

Additionally, the ANAS Joy Box, a makeup gift set, generated 4.98 million RMB ($685,000 USD) in sales, growing 527.36% month-on-month. Created by a Malaysian founder specifically for Asian skin tones, ANAS has achieved full-funnel growth on TikTok.

2. Men's personal care quietly emerges as a high-growth segment

While the overall beauty market in Malaysia remained relatively flat (dipping 1.82% month-on-month), the men's care category bucked the trend with a 16.53% month-on-month growth, reaching a market size of approximately 12.54 million RMB ($1.72 million USD). For export brands, segments like men's skincare, makeup, and grooming represent significant structural opportunities. Currently lacking dominant market leaders, this remains a highly promising blue ocean.

Thailand: Ingredient-Conscious Consumers Drive Demand for High-Efficacy Skincare

1. Mature consumer mindset prioritizes active ingredients

In Thailand's May rankings, DR.LAN-LT's moisturizing lotion led all categories with an astronomical 2,922.74% month-on-month growth. Featuring a dual-action formula of salicylic acid and niacinamide, the product perfectly targets Thai consumers' demand for oil control and brightening in hot, humid weather. The same brand's black sesame hair serum ranked first with 16.75 million RMB ($2.3 million USD) in sales. Thai consumers are highly sensitive to ingredient labels; they no longer settle for vague claims of "good results" but actively search for specific actives like salicylic acid, niacinamide, and retinol. Selling efficacy, ingredients, and clinical certifications is the ultimate survival rule in Thailand.

2. Dual engine of makeup and skincare, with high concentration in skincare

Unlike Vietnam's preference for mini-sized trial products, Thailand sees massive sales for full-sized hero products in both makeup and skincare. Maybelline's lip vinyl secured third place with 7.6 million RMB ($1.05 million USD) in sales and 136,500 units sold, proving that color cosmetics still convert highly on TikTok.

However, in the skincare sector, market share is highly concentrated among a few top brands like DR.LAN and NAWANNA. Skincare brands rely heavily on creator livestreams and professional content, with creator-led sales often exceeding 80%. This means brands entering Thailand's skincare market must invest heavily in professional endorsements and creator networks; a simple low-price strategy is no longer enough to disrupt the top tier.

Navigating the Supply Chain Shift from Viral Products to Packaging Upgrades

Overall, the May TikTok beauty charts in Southeast Asia show that growth is no longer rising across all categories; instead, a few viral hero products are capturing the lion's share of the market. The month-on-month data serves as a constant reminder that the era of refined, localized operations has arrived for beauty brands expanding into Southeast Asia. Once a brand succeeds in product innovation, content marketing, and creator collaboration, the next critical question emerges: who can upgrade their supply chain first to support this rapid growth?

To help brands navigate these supply chain shifts, the upcoming 2026 iPDF International Future Packaging Exhibition will kick off from July 1–3, 2026, at the Guangzhou Airport Expo Center. The event will feature the 3rd Beauty Cross-Border Export Conference, with dedicated sessions focusing on South Korea, Indonesia, the US market, Intertek compliance, and Shoptop analytics, covering everything from global compliance and localized marketing to product selection and supply chain integration. This is a premier opportunity for beauty professionals to break through growth bottlenecks and unlock new global opportunities.