State of Influence: ASEAN Beauty Trends H1 2023

We’re excited to share a special edition of our popular Beauty State of Influence report that covers Singapore, Thailand, the Philippines, Indonesia, Malaysia, and Australia! In this report we analyzed those 6 markets in order to uncover strategies and trends that were used by some top brands and beauty influencers in the first half of 2023. A few highlights include:

• Performance varied across the different beauty categories, with makeup and hair care showing the most year-over-year (YoY) growth
• Across the majority of markets, TikTok saw the biggest increase in video views on beauty content, with Instagram coming in second, and YouTube third
• Emerging beauty trends weren’t too different from those seen in FR, DE, UK, and the US, and included things like “Get Unready with Me”, dry shampoo, hair perfume, and more

We also take a look at the strategies that leading brands like L’Oréal Paris, Maybelline, YSL, Dove, and GHD are implementing to create sophisticated and impactful influencer marketing programs.