Demand for sensitive skincare in ASEAN drives market growth

Increasing skin sensitivity, ageing populations, and environmental factors fuel the demand.

The sensitive skincare market in ASEAN is projected to reach $2.27 billion by 2028, driven by a growing prevalence of sensitive skin, rising consumer demand, and environmental conditions, according to Shivya Puri, Senior Research Analyst at Mordor Intelligence.

Approximately one in five people in Asia reports having sensitive skin, leading to heightened demand for products that address common conditions such as acne, eczema, and redness. In Singapore, for instance, between 44% and 46% of consumers purchase sensitive skincare products.

“Older consumers in countries like Singapore are seeking anti-ageing solutions to cater to their more fragile skin,” Puri said. This has resulted in a focus on sensitive skin ingredients like hyaluronic acid, ceramides, and peptides, which align with broader skincare trends across ASEAN.

Beyond demographic changes, the region’s tropical climate is further amplifying the need for skincare solutions. “The high humidity, heat, and intense UV exposure in the Asian tropical climate are fueling a surge in demand for sensitive skincare products,” Puri explained. 

In response to these climatic challenges, consumers are seeking out gentle skincare solutions that cater to their sensitive skin needs. Products with claims to treat acne scars and blemishes are particularly popular in Singapore, with purchase rates of approximately 35% to 39%. 

“Consumers are increasingly seeking products that are not only gentle on their skin but also environmentally conscious,” Puri observed. In response, companies are incorporating plant-based, biodegradable ingredients and avoiding harsh chemicals in their formulations. “Brands at the forefront of this movement are integrating responsibly sourced ingredients and shifting towards eco-friendly packaging,” she added.