There are several reasons behind the growth of the Thai beauty products in 2024. For examples, the recovery of consumer purchasing power from the COVID-19 situation, the changing beauty trends, and the growth of online distribution channels that are more convenient and easier for consumers. The beauty products that are expected to have high growth in 2024 include facial skin care which is expected to expand by 11.2%, hair care segment by 9.6%, and cosmetics by 9.0%. Therefore, this is an opportunity for Thai entrepreneurs to catch up with the changing beauty trends and develop products that better correspond to the demand of consumers to maintain market share and expand to foreign markets. 

The format of beauty products has been developed to offer a wider range of functions and newness to serve the needs for cosmetics that are easy to use, easily portable, and can easily achieve the intended results. Recently there are more brands joining the beauty product market. For example, Essence has introduced a blush stick that can change color according to the skin’s pH. The original color and texture of the product is greenish oil gel that changes to pink once applied on the cheeks with skin nourishing properties. There are also lip colors designed to change colors according to the temperature of the lips, such as Pixi Beauty, M.A.C, Blah Blah Black, and many more.

Let's continue with beauty items that are indispensable in Thailand such as sunscreen. This product is available in many forms including cream, liquid or fluid, as well as spray which is gaining popularity due to ease of use. The stronger the sun, the more often you need to re-apply sunscreen to protect your skin from UV rays. Another advantage of sunscreen spray is that it absorbs quickly and doesn't leave stain on the clothes or streaks on the skin. It can even by sprayed over make up without creating smudges. Some of the brands that offer spray sunscreen include Nivea, KA, Banana Boat, and Anessa, among others.

Not only skincare or cosmetics are designed to be convenient to use. Nowadays, there is dry shampoo that does not require rinsing. This is a favorite among consumers with oily skin or do not have time to wash their hair. There are many brands of dry shampoo, including Batiste, Lolane, Shiseido, Tony&Guy, and many more. There are also beauty-focus dietary supplements in powder form to nourish the skin from the inside such as powdered collagen, probiotics, protein, or amino acids that can promote health and beauty at the same time.