ASEAN skin care is expected to grow 11 percent in 2026, almost triple the growth rate of the rest of Asia, powered by digital-first strategies and AI-driven discovery reshaping beauty buying behaviour.
According to Euromonitor International, technology has transformed discovery and decision‑making, reshaping the beauty path to purchase, as Asian beauty’s continued expansion globally challenges the market dominance of Western players.
“As beauty shifts towards digital-first models, brands with clear problem–solution propositions and credible evidence are more likely to be recognised and recommended by AI-driven systems, as digital determines visibility, shaping which brands are discovered and chosen," said Irina Barbalova, global lead for beauty and wellness at Euromonitor International.
Asian beauty brands have challenged the market dominance of Western and luxury players, recording global growth of 13.5 percent in 2025. The global K-beauty market reached USD 15 billion in 2025, with its digital-first strategy intensifying pressure on Western skincare markets.
Asian beauty and skin care powers e-commerce surge in beauty
Ingredient transparency, lower purchase risk and high search intent are driving digital disruption in the skin care category.
“Skin care is at the forefront of beauty’s digital shift, supported by higher consumer engagement, stronger search intent and the ability to translate product benefits clearly online,” she said.
The scale of this shift is most visible in the world’s largest beauty e-commerce markets. Nearly 40 percent of global skin care sales are expected to take place online by 2030.
Asian beauty brands saw e-commerce sales grow by 14 percent in 2025, while K-beauty’s digital-first strategy has intensified pressure on Western skincare players to keep up. E-commerce penetration reached 37 percent of global skin care sales in 2026 and is projected to rise to 40 percent by 2030, the highest across beauty categories.
Within Asia, ASEAN is an especially bright spot, with skin care expected to grow 11 percent in 2026, almost triple the growth rate of the rest of the region. Meanwhile, China remains the world’s most advanced beauty e-commerce market, with online channels capturing 54 percent of skin care sales, equivalent to USD 21.2 billion.
AI tools are redefining product discovery across beauty categories
TikTok’s e-commerce momentum has converged with the rise of generative AI as a foundational layer in beauty product discovery. Consumers increasingly rely on algorithm-powered recommendations rather than traditional search.
According to Euromonitor's Voice of the Consumer: Digital Shopper Survey, fielded in March 2025, 28 percent of shoppers already use GenAI for product recommendations.
“Consumers are moving towards personalised, AI-led discovery, where relevance and clarity are critical for brands to stand out,” said Kayla Villena, global insights manager for beauty and personal care at Euromonitor International.
More industry insights here
