How social media Is redefining skincare choices in Southeast Asia

Platforms like Instagram, TikTok, and YouTube are now key sources for skincare information and reviews.

Social media is reshaping the skincare market in Southeast Asia, driving consumer behaviour shifts, sparking brand innovation, and intensifying competition, according to GlobalData.

Platforms like Instagram, TikTok, and YouTube have become primary sources for skincare information and product reviews, giving consumers greater choice and insight.

Shravani Mali, consumer analyst at GlobalData, pointed out that brands are actively using influencers and dermatologists to showcase product authenticity and connect directly with audiences.

“Social media serves as a vital channel for keeping consumers updated on exclusive promotions and newly launched products,” she said. “Encouraging customer interaction through social media, such as soliciting feedback or conducting polls, can make customers feel involved and valued.”

“Social media offers consumers instant access to information and opinions, enabling them to make better-informed decisions,” Mali said. “Brands are responding by working closely with influencers and experts, whose reviews and tutorials build credibility and engagement.”

Beyond reviews, social media keeps consumers up-to-date on new products and special promotions. Interactive elements like polls and feedback also make customers feel more connected to brands.

The impact of social media goes further, said Deepak Nautiyal, consumer and retail commercial director for APAC and the Middle East at GlobalData. He noted that social media is driving new brands into the market and pushing established brands to innovate.

“The ease of market entry through social media has intensified competition, compelling brands to differentiate themselves through unique selling propositions and digital-first strategies,” he said.

Nautiyal said influencers are key to this strategy, frequently endorsing products on their channels and helping brands boost visibility. Consumers often discover new products directly through social media posts, reviews, and influencer content.

“As consumers seek information through digital platforms, it is imperative for brands to adjust their marketing strategies,” he said. “Educational content, including videos and infographics, can help consumers make informed choices.”

“By understanding and leveraging the unique demographic trends, technological adoption rates, and cultural nuances, skincare brands can harness the power of social media to achieve growth and success in this vibrant market,” Nautiyal added.