The Southeast Asian markets are recording double-digit growth percentages from 2023 to 2024 according to the international analysts of Euromonitor International. Malaysia records the highest average annual growth rate in the region for the 2024-2028 period, with a projected growth of 16%. The Philippines are registering great results, too, with an expected growth in 2024 of 11%. The same percentage of increase is projected for Thailand's average annual turnover, thus proving to be the best location to host the most prestigious b2b trade show dedicated to the cosmetics industry in the region, Cosmoprof CBE ASEAN.

The show put under the spotlight the main trends characterizing consumer’s behavior in the region, with interesting elements which are having a strong impact on the development of the global market, too. The local growth of medical tools and beauty supplements is a new emerging element even outside ASEAN countries, due to the growing attention on highly professional products with immediate efficacy. As analyzed during Cosmoprof CBE ASEAN the holistic approach in beauty and local traditions are playing a key role in the perception and approach of both domestic and international consumers.

The third edition of Cosmoprof CBE ASEAN has come to an end last week, on June 15, with extremely positive results. 16,636 stakeholders coming from 59 countries and regions visited the exhibition, with a growth rate of +26% compared to the 2023 edition. The 2024 edition was particularly appreciated by international visitors (+28%).

Cosmoprof CBE ASEAN 2024 recorded an impressive growth in its exhibition offer, offering an overview of the main trends and categories which are guiding the development of beauty in the ASEAN region. Spotlighting was on medical beauty, SPA and Wellness, and beauty supplements as main trends of the ASEAN region, special initiatives showcased the finest offerings among exhibitors along with Made in Thailand cosmetics and Thai Premium brands.

For three days, from June 13 to 15, over 1,500 companies and brands from 18 countries and regions, including 4 country pavilions from China, Italy, South Korea and Thailand, presented their latest novelties at the Queen Sirikit National Convention Centre in Bangkok, providing importers retailers, distributors, brand companies, and professionals an overview of all the beauty sectors, from ingredient to branded finished product.
Special thanks to ITA – Italian Trade Agency, which organized the Italian country pavilion.

337 buyers coming from Thailand, ASEAN countries, Asia Pacific, Europe and Middle East have been hosted in Bangkok as members of the Cosmoprof exclusive Buyer Program, a crucial initiative to promote meaningful connections between exhibitors and esteemed buyers. Among them, 45% came from outside Thailand.

Cosmoprof CBE ASEAN will welcome beauty stakeholders from 25 to 27 June, 2025, at the Queen Sirikit National Convention Centre in Bangkok.

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