Indonesia: Domestic Beauty Brand DAZZLE ME
In Week 9, the top-selling product in Indonesia is DAZZLE ME matte lip glaze, with 20,100 units sold and a revenue of Rp4.27 billion (approximately ¥188,800). This lip glaze has become a bestseller in Indonesia, appearing consistently in recent rankings. So far, 2,392 influencers have promoted it, generating 2,870 related videos.
Data from the past 28 days shows that all of the top 22 selling videos for DAZZLE ME matte lip glaze are paid promotions. Utilizing paid advertising allows brands to leverage platform algorithms and traffic resources, reaching a wide audience, particularly those who might not actively follow the brand, thus expanding its customer base.
Glowsophy cushion foundation has entered the rankings for the first time this year. This local Indonesian beauty product is known for its excellent coverage, effectively concealing facial imperfections and providing long-lasting wear throughout the day. It contains skin-nourishing ingredients like niacinamide, panthenol, and dragon fruit extract, enhancing skin health and evening skin tone.
Launched on December 16, 2024, at a price of Rp55,000 (approximately ¥24.33), this cushion foundation has sold 125,100 units in under three months, achieving a total GMV of Rp69.42 billion (approximately ¥3.07 million).
Vietnam: Glue-Free False Eyelashes
Lookme Star's glue-free false eyelashes continue to rise in sales, experiencing a 17.88% increase in Week 9 with 50,400 units sold, making it one of the best-selling products in Southeast Asia, aside from Thailand's MYONLY eyebrow pencil. Notably, the third best-selling item on the Vietnam TikTok beauty sales list is also from Lookme Star Việt Nam, priced at ₫29,117 (approximately ¥8.29), making it cheaper than the glue-free version. Launched on February 20, 2025, the first-place glue-free lashes are easier to use than the third-place version, which requires glue and tweezers.
玫睫尚品 glue-free false eyelashes are also gaining traction, with a 32.26% increase in weekly sales, reaching 33,000 units and generating ₫12.88 billion (approximately ¥36,650). Customers find these self-adhesive lashes perfect for beginners, noting they are easy to apply and look natural. Most users appreciate their attractive, soft, and fluffy appearance, ideal for daily use. However, some customers have expressed concerns about packaging and logistics.
Thailand: Eyebrow Pencils Remain Best-Sellers
The MYONLY eyebrow pencil continues to dominate, with 86,700 units sold in Week 9, reflecting a rising trend in the beauty and personal care category. Total sales have reached ฿236.10 million (approximately ¥50.28 million), with 624 related videos generating an additional 113,500 units in sales.
The second-best seller remains the 米诗媞 eyebrow pencil, selling 33,700 units for ฿17.37 million (approximately ¥3.69 million). This beauty product hails from China.
OUKEYA matte velvet lip glaze ranks third, with a slight decrease in sales but remains well ahead of the fourth-place WOSADO eyelash curler. The lip glaze saw a 5.73% decline, selling 29,700 units for ฿227.64 million (approximately ¥48.94 million).
Malaysia: Ramadan Special Edition
The CUBREMI X SALLYWHOO cushion foundation has risen in popularity, topping the Malaysia TikTok beauty sales chart in Week 9 with 22,000 units sold and a revenue of RM130.84 million (approximately ¥212,990). This special edition product was launched in collaboration with beauty influencer Sally Whoo, priced at RM99.00 (approximately ¥162.63).
The product saw its first sales peak during pre-sale and a second peak at the start of Ramadan, achieving 7,099 units sold in a single day with revenue of RM70.28 million (approximately ¥114.34 million).
The second best-seller is the ANAS lip duo, launched before Ramadan, with 14,600 units sold and revenue of RM23.02 million (approximately ¥37,470). The third spot goes to elianto powder, with 301,900 units sold and total GMV of RM354.74 million (approximately ¥557.48 million).
Philippines: Happy Skin Takes the Lead
The Happy Skin lip glaze has secured the top spot in the Philippines TikTok beauty sales for Week 9, priced at ₱499.00 (approximately ¥62.87) with a commission rate of 10%. The product features a unique “bouncy cooling jelly” formula, providing a soft, lightweight texture and a cooling sensation, ideal for the humid Southeast Asian climate.
Founded in October 2013, Happy Skin integrates skincare ingredients into makeup products, ensuring cruelty-free practices. Most products are vegan, suitable for consumers who prioritize animal welfare.
ANJOSIRMA cluster false eyelashes remain in second place with 12,600 units sold and a revenue of ₱66.64 million (approximately ¥8.39 million). The official store primarily sells false eyelashes, mascara, and eyelash glue.
Conclusion
As the important Ramadan season approaches, domestic beauty brands should capitalize on this marketing opportunity. Ramadan is one of the most sacred holidays for Muslims in Southeast Asia, offering immense market potential. During this period, consumers pay special attention to personal appearance and health, significantly increasing the demand for beauty products.
Brands can launch limited-edition gift sets, engage in online interactive activities, and adopt culturally relevant marketing strategies. Utilizing social media platforms like TikTok for live selling and short video marketing can enhance brand exposure and product sales, boosting the presence of domestic beauty brands in the Southeast Asian market.
