Male grooming market thrives in Thailand amidst changing perceptions

Masculinity is now linked to self-care and confidence.

Thailand’s male grooming market is contributing significantly to the Asia-Pacific market, which is expected to reach $15.1 billion by 2030. Kajornkiat Kiatsunthorn, Research Director at Kadence Thailand, identifies key factors that set Thailand apart in the region’s burgeoning grooming industry.  

"The rapid urbanisation and growing middle class in Thailand made more male are willing to spend on grooming products as a part of their lifestyle," said Kiatsunthorn.  

Social media and beauty influencers play an equally significant role, particularly among younger consumers. “I think male celebrities actively promote grooming products, contribute to the changing of perception and increase the market visibility,” Kiatsunthorn added.  

Online shopping has also emerged as a crucial growth driver, making grooming products more accessible.  

“Grooming is no longer seen as compromising one's masculinity,” Kiatsunthorn noted. "If it was 10 years ago, we would probably say differently. But now masculinity is an essential aspect of self care and confidence."  

Social media platforms have been instrumental in normalising this shift. “People learn from social media platforms that masculinity can be part of the grooming which can lift their identity. And this type of behaviour is normalising now,” he added.  

While the market offers immense potential, international brands face unique challenges in catering to Thai consumers. Local influencers play a vital role in building credibility and localising messaging.  

Kiatsunthorn explained that brands need to collaborate with Thai influencers to build credibility and make the product more relatable to Thai consumers.

Additionally, brands must ensure their marketing strategies align with local values and preferences. “They need to conduct market research and telemarketing... they cannot overly westernise the approach,” he warned.