At the beginning of 2025, the cosmetics market in Southeast Asia is booming again, with various sub-categories emerging in the fierce market competition and showing strong growth momentum. NWi has compiled a list of the top 10 best-selling products on Lazada’s six major sites in Southeast Asia in the latest month to help everyone more accurately understand the current shopping trends and preferences of consumers.

Thai consumers are particularly fond of eyebrow pencils on the Lazada platform. January data shows that products such as functional rotating eyebrow pencils, 2-in-1 eyebrow pencils, eyebrow waterproof pencils and 3D eyebrow gel eyebrow pencils are deeply loved by consumers, occupying 6 seats in the top 10 cosmetics list. In addition, cosmetic accessories such as makeup mirrors and cotton pads are also on the list. Maybelline Superstay lip gloss became the only cosmetics brand on the list, showing its strong influence in the Thai market.

The Vietnamese market is characterized by "tool upgrades". In Vietnam's Lazada cosmetics list, beauty tools occupy a dominant position, including wet makeup cotton pads, disposable face towels, nail clippers, eyebrow trimmers and other products. The performance of Zeesea brand is particularly eye-catching. Its waterproof mascara and makeup primer products have successfully entered the list, becoming this month’s dark horse brand.

Singaporean consumers show a strong preference for nail products. In the top 10 list of Lazada cosmetics products in Singapore in January, manicure tools dominate the list, with three nail dryers on the list and one electric nail drill on the list. This shows that Singaporean consumers attach great importance to manicure, and the market demand for manicure tools continue to grow. At the same time, SUAKE five-color eyebrow pencil, as the only beauty product on the list, has successfully attracted the attention of consumers with its innovative product design and multi-color selection.

In the Indonesian market, drawstring travel storage bags with cute patterns, compact and convenient features have become the most popular products. Cosmetics products are also hot-selling, and 5 of the top 10 cosmetics products are related to cosmetics. Products such as Maybelline lip gloss and Hanasui lip balm are both on the list, showing Indonesian consumers' love for cosmetics products.

In the Malaysian market, BOBEINI lip gloss ranks first in sales, followed by TOOT DODO lip liner, and lip makeup products perform well. At the same time, makeup remover wipes also perform well. There are two makeup remover wipes in the TOP10 cosmetics list.

Similar to the Malaysian market, BOBEINI lip gloss also ranks first in the Philippine market. Basic beauty products such as TOOT DODO velvet lip gloss, LAMEILA powder and SVMY facial BB cream are also on the list. In addition, two makeup brush sets also entered the list, showing Filipino consumers’ demand for basic beauty tools.

Based on the above rankings on different Lazada sites, we can see that various markets in Southeast Asia present different consumption trends and hot spots. The hot and humid climate in Southeast Asia has created a demand for long-lasting makeup. Waterproof eyebrow pencil and mascara; long-lasting lip gloss All are favored by consumers. In addition, the demand for beauty tools continues to grow. Makeup brush set, professional manicure tools, disposable face towels Products such as these frequently appear on the list, showing that Southeast Asian consumers are highly concerned about and willing to purchase beauty tools.