Philippines Beauty and Personal Care: Perfume Leads Growth
By Jessie Wang
2 min read
Newer data: Southeast Asia Beauty 2026: Skincare Anchors, Singapore Premiums, Indonesia Volumes
Beauty and Personal Care on a Leading Philippine Marketplace#
According to data from Moojing Oversea, beauty and personal care was the largest category on a leading marketplace in the Philippines in 2023, with annual sales of USD 365 million and year-on-year growth of over 150%.
Within the category, skincare, personal care and perfume were the three largest segments in 2023 and together accounted for over 80% of sales. As in other Southeast Asian countries, the Philippines has high temperatures that lead to increased sweating, so perfumes that help mask body odour are particularly popular, and the perfume segment grew by over 800%.
Our analysis of price segments shows that in the perfume category in the Philippines, the highest sales revenue falls within the $19-49 price range. However, in 2023 there was a limited range of products available in this price bracket. We believe it is worthwhile for beauty brands targeting the Philippines to expand their product lines within this price range.
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