The battle for dominance in Southeast Asia's beauty market on TikTok continues to intensify. Fastmoss's latest weekly sales data (January 12-18) reveals the dynamic trends across Indonesia, Vietnam, Thailand, Malaysia, and the Philippines, showcasing how brands are innovating to capture consumer attention.
Indonesia: HEYXI's Live Streaming Success and the Reign of BB Creams
HEYXI's BB cream maintained its top position in Indonesia's TikTok beauty sales despite a 22.98% weekly sales decline to 68,000 units. The product generated Rp2.652 billion (approximately $108,890) in revenue, demonstrating its strong market position. Notably, HEYXI's official account drove most sales through live streams, with the top five sessions each exceeding 2,000 units sold.
The brand's TikTok strategy proves effective, with its official account accumulating 250,300 followers and gaining 30,100 new followers in 28 days. During this period, HEYXI published 78 videos and conducted 26 live shopping sessions, demonstrating its commitment to the platform.
On January 16, HEYXI hosted a 16-hour live stream titled "Beautiful From the Start With HEYXI," which attracted 75,500 views and peaked at 202 concurrent viewers. The session sold 3,229 items totaling Rp629.622 million (about $2,580), with the BB cream serving as the primary conversion driver.
Other Indonesian market standouts include Implora's matte lip tint (second place with 46,800 units sold) and HANASUI lipstick (third place). The affordable HANASUI lipstick (Rp40,222 or $16.51) has become a phenomenon, selling 793,300 units since launch with 13,600 creators producing 36,000 promotional videos.
Vietnam: JMCY's Eyeliner and the Power of Micro-Influencers
JMCY's eyeliner pencil reclaimed Vietnam's top spot with 21,900 units sold (a 32.87% weekly increase), generating ₫1.713 billion (about $45,410). The product's success highlights how micro-influencers can drive significant sales—a 13-second demonstration video from a creator with just 1,993 followers achieved 7.8 million views and sold 12,500 units.
Kabeina's dual-ended blush (second place) resurged with 14,500 units sold, while Mistine's dual-ended lip gloss debuted in third place. The versatile Mistine product (₫98,000 or $25.98) has sold 236,800 units since May 2025, demonstrating the appeal of multifunctional beauty items.
Thailand: The Essential Blush Market and Localization Strategies
MYONLY's eyebrow pencil narrowly edged out JMCY's eyeliner for Thailand's top position with 55,100 units sold. Blush products remain crucial in Thai beauty routines, with OUKIYA's dual-color blush ranking third (29,100 units sold). The market's diverse skin tones have driven innovation in blush formulations and shades, making it a consistently high-performing category.
Malaysia: Visual Comparisons Build Consumer Trust
ANAS's semi-matte lip gloss surged to first place in Malaysia with 50,500 units sold—a remarkable 24,096.65% weekly increase. The product earned consistent five-star reviews for its comfortable wear and flattering shades. KAXIER's dual-effect powder (third place) effectively used before-and-after visuals to demonstrate its coverage and waterproof claims, with live streams driving 95% of its sales.
Philippines: Cross-Border Stores and Brow Products Shine
MAANGE's matte lipstick led Philippine sales with 408,600 cumulative units sold since its 2025 launch. Quinnbella's brow products dominated a cross-border store's offerings, while Squad's concealer (third place) showed dramatic 327.83% weekly growth, peaking at 2,998 units sold on January 17.
Emerging Market Trends
- Local brand growth: Regional brands are gaining market share through cultural understanding and agile marketing.
- Live streaming dominance: Live commerce has become essential for sales scaling.
- User reviews matter: Product quality and positive feedback increasingly determine success.
- Micro-influencer impact: Small accounts can generate significant sales with compelling content.
- Cross-border expansion: International sellers continue entering Southeast Asian markets via TikTok Shop.