The Philippines Beauty and Personal Care Market: Perfumes Lead Sales

According to data from Moojing Oversea, the beauty and personal care market on Lazada's platform in the Philippines stands as the largest, with a staggering annual sales revenue of USD 365 million in 2023, representing a year-on-year growth of over 150%.

In the beauty category on Lazada in the Philippines, skincare, personal care, and perfume products dominate the top three tracks, capturing over 80% of the market. Similar to other Southeast Asian countries, the Philippines experiences high temperatures, leading to increased sweating. As a result, perfumes that help mask body odor are particularly popular, with the perfume track experiencing growth of over 800%.

Through an analysis of price segments, we have found that in the perfume category in the Philippines market, the highest sales revenue falls within the $19-49 price range. However, there is currently a limited range of products available in this price bracket. Therefore, it is worthwhile for beauty brands targeting the Philippines market to focus on expanding their product lines within this price range.