化妝品出口東盟的最大挑戰是什么，東盟市場快速增長的原因何在…

清真需求與年輕消費力驅動東盟美妝增長。

《中國化妝品》雜志 | 何欣洋
近年來，東盟化妝品市場以年均5.7%的增速蓬勃發展，2024年市場規模已突破470億美元，成為全球美妝行業不可忽視的新興力量。然而，這片熱土既蘊藏著印尼清真美妝的爆發潛力、菲律賓年輕消費者的狂熱追捧，也暗藏著各國法規差異化的合規迷宮。
為此，《中國化妝品》雜志近日專訪了東盟化妝品協會會長Juanita Aditiawan女士，她深度剖析了東盟市場“區域集中卻需求各異”的獨特生態，更揭秘了中企如何借力RCEP關稅紅利，在“認證戰”與“渠道戰”中搶占先機。

東盟化妝品協會會長

Juanita Aditiawan

CCR：

請您簡要介紹一下東盟化妝品市場的規模、增長趨勢和主要特點。

Juanita:2024年，東盟化妝品市場總收入達47.64億美元，其中印度尼西亞以19.6億美元的規模位居首位，占地區總份額的41%，展現出顯著的市場主導地位；菲律賓和泰國緊隨其后，分別貢獻了8.14億美元（17%）和7.75億美元（16%），成為重要的次級市場；越南、馬來西亞和新加坡的規模相對較小，分別為5.53億美元（12%）、4.61億美元（10%）和1.98億美元（4%）。整體來看，東盟化妝品市場呈現明顯的區域集中態勢，印度尼西亞、菲律賓和泰國合計占據了近四分之三的市場份額，而新加坡的市場規模最小，發展潛力相對有限。

根據Future Market Insights提供的數據，2024年東盟上述六國化妝品市場總收入為476.4億美元，預計2025年將增長至559億美元，到2035年有望突破700億美元。與此同時，化妝品化學原料市場規模在2024年達到199.4億美元，預計2025年增至211.76億美元，2035年將大幅攀升至386.45億美元。從復合年增長率（CAGR）來看，2024年為5.7%，而到2035年預計將提升至6.2%，表明該地區化妝品及其原料市場均呈現穩定增長趨勢，且長期增速略有加快。

CCR：Could you briefly introduce the scale, growth trends, and main characteristics of the ASEAN cosmetics market?

Juanita: In 2024, the total revenue of the ASEAN cosmetics market reached $4.764billion, with Indonesia leading at $1.96 billion, accounting for 41% of the region's total share and demonstrating dominant market influence. The Philippines and Thailand followed closely, contributing $814million(17%) and $775 million(16%), respectively, making them key secondary markets. Vietnam, Malaysia and Singapore had relatively smaller market sizes at $553million(12%）, $461 million (10%) and $198 million (4%).

Overall, the ASEAN cosmetics market exhibits a clear regional concentration, with Indonesia, the Philippines and Thailand collectively occupying nearly three-quarters of the total market share. While Singapore's market remains the smallest, with relatively limited growth potential.

According to the data of Future Market Insights, the total revenue of the cosmetics market in 6 key ASEAN countries reached USD 47.64 billion USD in 2024, with projections indicating growth to USD 55.9 billion by 2025 and exceeding USD 70 billion by 2035. The cosmetic chemicals market was valued at USD 19.94 billion in 2024, expected to rise to USD 21.176 billion in 2025 and surge to USD 38.645 billion by 2035. The compound annual growth rate (CAGR) stood at 5.7% in 2024 and is projected to increase to 6.2% by 2035, reflecting steady expansion in both the cosmetics and chemical material markets, with a slightly accelerated long-term growth trajectory.

CCR：

您認為近年來有哪些因素推動了東盟化妝品市場的快速增長？

Juanita: 東盟化妝品市場增長的主要驅動因素主要包括五點。

首先是清潔、綠色、可持續化妝品的流行，尤其是在印尼、馬來西亞、泰國、越南和新加坡，消費者對這類產品的需求日益增長。

其次，印尼和馬來西亞市場對清真認證化妝品的需求旺盛，以迎合當地龐大的穆斯林人口。

除此之外，年輕消費者占比增加，推動化妝品消費，這一點在菲律賓更明顯。

還有社交媒體、美妝博主及電商平臺的擴張也顯著促進了市場發展，預計到2025年，化妝品類產品的線上銷售將占總銷售額的44.6%。

最后，居民可支配收入和中產階級的增長進一步拉動了消費需求，這一點在菲律賓、老撾和緬甸表現比較突出。

CCR：What factors do you think have driven the rapid growth of the ASEAN cosmetics market in recent years?

Juanita: The growth of the ASEAN cosmetics market is driven by 5 key factors: Firstly, Thailand, Vietnam, and Singapore are witnessing rising demand for clean, green, and more sustainable products. Secondly, Indonesia and Malaysia show strong demand for Halal-certified products to cater to their predominantly Muslim populations. The Philippines’ market is primarily fueled by younger consumers. Additionally, the expansion of social media, beauty influencers and e-commerce platforms is significantly boosting the industry, with online sales projected to account for 44.6% of total sales by 2025. Lastly, increasing disposable incomes and a growing middle class further amplify consumer demand.

CCR：

請您簡要概括一下東盟各成員國化妝品市場有哪些主要差異？

Juanita:差異主要基于文化、宗教和地理因素。例如，清真化妝品在印尼和馬來西亞很受歡迎，而緬甸的傳統化妝品（如“特納卡”）是暢銷品。印尼還有許多以草本為基礎的化妝品。菲律賓消費者則偏愛彩色化妝品和潔面產品。因此，企業需要根據不同國家的文化、氣候和宗教調整產品，不能“一刀切”。未來，天然成分和純凈美妝趨勢將在東盟持續流行，但可能兩年后又會涌現新的趨勢。

CCR：How do cosmetics markets differ among ASEAN member states?

Juanita:The differences are rooted in culture, religion, and geography. For example, halal cosmetics are popular in Indonesia and Malaysia, while traditional cosmetics like "Thanakha" are best-sellers in Myanmar. Indonesia also has many herbal-based cosmetics. In the Philippines, consumers prefer colorful cosmetics and cleansing products. Companies must adapt to each country's unique context—there's no "one-size-fits-all" product. In the future, natural ingredients and clean beauty trends will remain popular, but new trends may emerge in just two years.

CCR：

東盟消費者對化妝品產品有哪些新的需求和偏好？這對化妝品原料在東盟的銷路和發展情況產生了怎樣的影響？

Juanita:每個國家的消費者偏好都有所不同。例如，在印尼，中國品牌非常受歡迎，尤其是Skintific、FOCALLURE（菲鹿兒）等，綜合品類來看，護膚類比彩妝更受歡迎。Shopee是東南亞最大的電商銷售平臺，但中國品牌若想進入東盟市場，可能需要調整策略，比如在印尼或泰國設廠以規避美國關稅。

CCR：What preferences do ASEAN consumers have for cosmetic products?

Juanita:It varies by country. In Indonesia, Chinese brands like Skintific, Focallure are very popular. Skincare is more popular than makeup. Shopee is the largest sales platform in Southeast Asia, but Chinese brands may need to adjust their strategies, such as setting up factories in Indonesia or Thailand to avoid U.S. tariffs.

CCR：

中國企業出口化妝品到東盟面臨哪些機遇和挑戰？

Juanita:最大的挑戰是法規。東盟整體執行《東盟化妝品指令》即ACD，根據歐盟化妝品指令第6次修正案建模，其對于化妝品的定義與歐盟相似，強調化妝品作用于“人體外表面或牙齒及口腔黏膜”的清潔和保護功能，體現了與國際接軌的趨勢。

ACD由基本條例(Article)、化妝品產品技術文件(Appendix)、化妝品組分清單(Annex)、化妝品指南文件(Guideline)、東盟成員各國的化妝品組分手冊五個部分構成。但值得注意的是，東盟各國法規雖以ACD為基礎，但具體實施各有不同。ACD并非強制指令，需要各成員國采納轉化為本國的法規，但成員國中文萊、馬來西亞、菲律賓、新加坡完全遵守。

品牌需要找到好的分銷商，并確保成分符合當地法規。此外，在印尼或馬來西亞設廠可以幫助品牌獲得清真認證，從而打開更廣闊的穆斯林市場。

CCR：What challenges do Chinese cosmetic brands face when entering the ASEAN market?

Juanita:The biggest challenge is regulations. While ASEAN as a whole implements the ASEAN Cosmetic Directive (ACD)—modeled after the 6th Amendment to the EU Cosmetic Directive—its definition of cosmetics aligns with the EU’s, emphasizing products applied to "external body surfaces, teeth or oral mucosa" for cleansing and protection, reflecting global harmonization trends.

The ACD framework comprises:Core Regulations (Articles), Technical Documentation for Products (Appendices), Lists of Cosmetic Ingredients (Annexes), Guideline Documents, Nationally Adopted Ingredient Manuals by ASEAN member states.

While ASEAN has the ASEAN Cosmetic Directive, each country implements it differently. Brands need reliable distributors and must ensure their ingredients comply with local regulations. Setting up factories in Indonesia or Malaysia can also help brands obtain halal certification, opening doors to the broader Muslim market.

CCR：

東盟與中國在化妝品領域的合作有哪些利好背景？未來又有哪些潛在機會？

Juanita: 合作條件非常有利。我們已簽署《區域全面經濟伙伴關系協定》（RCEP），享受關稅優惠。此外，印尼從中國大量進口包裝、供應鏈設備和機械，雙邊合作緊密。未來可以加強展覽交流，比如將印尼的天然原料引入中國市場。

CCR：What is the potential for collaboration between ASEAN and China in the cosmetics sector?

Juanita:The conditions are very favorable. We’ve signed the Regional Comprehensive Economic Partnership (RCEP), which offers tariff benefits. Additionally, Indonesia imports packaging, machinery, and supply chain equipment from China, strengthening bilateral ties. In the future, we can enhance exchanges through exhibitions, such as introducing Indonesian natural ingredients to the Chinese market.

CCR：

請您介紹一下東盟化妝品協會的宗旨和主要工作。

Juanita:東盟化妝品協會（ACA）作為第三方的組織促進成員國的一體化，促進與其他貿易組織的合作，為企業提供相關的法規培訓等。我們的目標是提升東盟化妝品行業的競爭力，確保產品安全，并促進區域和國際市場的貿易。每年我們都會召開會議，討論法規協調問題，以簡化東盟內部的貿易流程。

CCR：What is the mission of the ASEAN Cosmetics Association(ACA) ?

Juanita: As a third-party organization,The ASEAN Cosmetic Association (ACA) facilitates integration among member states, promotes collaboration with other trade organizations, and provides relevant regulatory training for enterprises. Our goal is to enhance the competitiveness of the ASEAN cosmetics industry, ensure product safety, and promote trade in regional and international markets. We hold annual meetings to discuss regulatory harmonization, simplifying trade within ASEAN.