Top 10 beauty brands in Southeast Asia 2025 | Analysis | Campaign Asia

Wardah achieved an overall best brand score of 74.6 in 2025, narrowly beating its closest competitor, Watsons, which scored 71.5. The brand is incredibly well-known in Indonesia, with 96% brand awareness, making it one of the most trusted names among consumers. Founded in Indonesia, Wardah has grown into a leading beauty and personal care brand, celebrated for quality, innovation, and its pioneering halal-certified cosmetics.

Wardah’s popularity stems from its deep connection to local values and needs. As a halal-certified brand, it aligns with Indonesia’s Muslim-majority population by offering products that meet strict halal standards while remaining affordable and accessible. This has built strong loyalty, supported by excellent customer service and buying experience scores (both 83%). With a 70% purchase rate, 73% quality perception, and 66% recommendation rate, Wardah’s ongoing innovation and wide presence (81% touchpoints) make it a staple in consumers’ lives. Together, these strengths have helped Wardah dominate the Indonesian market and earn respect throughout Southeast Asia, blending tradition with modern beauty needs.

The chart below shows the scores of the top 50 beauty brands in Southeast Asia. Following the chart, you’ll find the top 10 beauty brands in individual markets, along with a brief analysis of the top 10 performers across the region.

Compared with 2024, the 2025 rankings show Wardah not only maintaining its lead but also increasing its overall score by over 10 points. This indicates a stronger foothold in brand perception, customer loyalty, and regional recognition. Watsons has also climbed from third to second place with a score of 71.5, driven by a high purchase rate (85%) and broad regional recognition (92%).

Vaseline ranks third at 68.6, noted for high purchase intent (87%) and quality perception (76%), reflecting its trusted mass-market appeal.

Luxury brands like Dior, despite lower overall scores (64.9), maintain strong customer service ratings (83%) and loyalty (81%), highlighting a segmented market where both prestige and affordability coexist. Other notable players include Lifebuoy, Hasaki, and Guardian, blending local and international offerings across diverse markets. Overall, Southeast Asian consumers favour beauty brands that combine authenticity, local insights, and consistent quality, while established global brands sustain their presence through innovation and multi-channel engagement.

In charts: Beauty brands breakdown by market

1. Wardah

Wardah enjoys a remarkable 96% brand awareness, making it a household name in Indonesia. Its success stems from a combination of halal-certified products, high-quality customer service (both rated 83%), and an inclusive, affordable product range. The Colorfit series, for instance, adapts to Asian skin tones and is mask-proof, addressing everyday needs. Loyalty programmes are strong, and the brand appeals beyond its Muslim base. Community engagement is central, with prominent female figures from diverse backgrounds regularly featured as brand ambassadors. 

2. Watsons

Watsons ranks a strong second with a score of 71.5, powered by its massive footprint of 16,500 stores across Asia and a 130,000-strong customer service team. Widespread recognition (92%) and a high purchase rate (85%) reflect its broad appeal. Key to its success is the “Offline plus Online” (O+O) model, which seamlessly integrates physical stores with digital platforms. Coupled with consistently top-tier customer service, this strategy keeps Watsons performing in the top 10 across multiple categories.

3. Vaseline

Vaseline ranks third with a solid 68.6 score, well-known for its market-leading moisturising products and affordability. It performs especially well in Thailand, with strong scores for purchase frequency, buying experience, and trusted quality, appealing to a broad mass-market audience across the region.

4. Dior

Dior, a major name in fashion and beauty, scored 64.9 overall. Renowned for its high quality and exceptional buying experience (scoring 88%), Dior’s strong presence in Vietnam, where it ranked third, boosted its regional standing. It combines luxury appeal with loyal customers and outstanding service.

5. Lifebuoy

Lifebuoy, scoring 64.2, is recognised across Southeast Asia, particularly for its hygiene-focused products. Boasting 96% brand awareness and high purchase rates, it benefits from a trusted reputation and good customer engagement, though it scores lower on recommendation and loyalty.

6. Hasaki

Vietnam-based cosmetics and beauty chain Hasaki, with a score of 63.4, has carved a niche by blending local preferences with quality offerings. Particularly popular for its extensive touchpoints (85%) and strong customer service (82%), Hasaki enjoys solid loyalty (76%) and a meaningful presence in multiple markets.

7. Guardian

Guardian takes 7th place with a 62.7 score. It benefits from strong brand awareness (79%) and a high purchase rate (79%), supported by solid buying experience and customer service. The health and beauty retailer represents a trusted channel for consumers across Southeast Asia.

8. La Roche-Posay

Known for skincare catering to sensitive skin, La Roche-Posay scored 61.6 and has a loyal following, particularly in Vietnam where it ranks highly. Its strong quality perception and top customer service scores (80%) make it a dependable choice for consumers seeking dermatologist-recommended products.

9. Cetaphil

Cetaphil scores 59.9 and is favoured for its gentle skincare formulas. It holds respectable ratings in quality, buying experience, and recommendation, maintaining a steady position as a trusted brand among sensitive skin users throughout the region.

10. Johnson & Johnson

Rounding out the top 10, Johnson & Johnson scored 59.1, supported by high brand awareness (82%) and good purchase rates. Known for its diverse personal care portfolio, it maintains a reliable presence in multiple markets, appealing through trusted quality and broad availability.