Beauty trends in Southeast Asia are fast-moving, data-driven, and deeply rooted in both skincare science and cultural rituals. In a region where TikTok drives massive product discovery, viral visibility can quickly turn into real revenue. Based on 2024 data from Charm.io, these are the best-performing TikTok beauty products in Southeast Asia—each generating millions in sales and reflecting distinct consumer priorities.
Leading the pack is the Dose Serum by Dose Beaute, bringing in a staggering $21M. With its lightweight formula and strong online presence, this serum promises hydration and glow, packaged in a bottle designed for viral appeal. Its success signals a rising demand for minimalist, high-performance skincare with broad, visible results.
This radiance-enhancing booster is Glafidsya Lab’s breakout star. Generating $11.6M, it delivers on two promises Southeast Asian consumers love: brightening and smooth skin texture. The brand’s clinical positioning combined with soft, feminine branding makes it a favorite among beauty vloggers and skincare enthusiasts alike.
This isn’t your average beauty oil. Jungle Girl Beauty’s Minyak 1001 Khasiat blends traditional herbal wisdom with a modern twist, and at $9M, it proves that heritage beauty still resonates deeply in Southeast Asia. It's celebrated for soothing muscles, reducing inflammation, and offering aromatic relaxation—all in one.
Anti-aging is top of mind for many, and this booster addresses it head-on. With $7.5M in sales, it appeals to a growing demographic of younger users focused on prevention, not just correction. TikTok testimonials featuring before-and-after clips have helped cement its reputation.
Southeast Asian consumers love products that exfoliate gently yet effectively, and Elformula’s Peeling Solution meets that need. Pulling in $7.2M, this dark horse gained traction through dermatologists and skinfluencers who praised its results without irritation.
The third Glafidsya product in this top 10, this dual-action formula has earned $6.5M. Its ability to fight acne while enhancing radiance makes it ideal for humid climates, where oil control and brightening are key skincare concerns.
Bright eyes are a universal goal, and Luna’s Jelly Eye Care achieved $6.2M in revenue by addressing puffiness, dark circles, and fatigue. Its gel-like texture and cooling sensation make it a TikTok favorite for morning routines.
Another glow-boosting entry from Glafidsya, this jelly-textured product has also generated $6.2M. It’s lightweight, layerable, and perfect for tropical climates. Its success underscores the dominance of jelly and gel formats in the SEA skincare scene.
While not a facial product, DodoLove Diapers earned $5.9M, showing that TikTok virality extends to baby care. Their gentle materials and skin-safe design have made them a staple in family skincare communities online.
Rounding out the list is BMG’s Brightening Night Cream, with $5.7M in sales. This full-body product answers a growing desire for body skincare that matches facial regimens—especially in markets where skin tone and smoothness are closely linked to beauty ideals.
This list, based on real sales data from 2024, highlights how Southeast Asia’s beauty market is being shaped by TikTok-led discovery, multifunctional skincare, and a preference for glow-boosting, locally rooted products. From serums that hydrate and brighten to herbal oils with deep cultural significance, consumers are prioritizing results, heritage, and viral visibility.
Glafidsya Lab’s dominance with four placements, Dose Beaute’s $21M blockbuster serum, and the presence of wellness-inspired and baby care products show just how diverse—and powerful—this beauty ecosystem has become.
Want to uncover the next breakout product or identify rising brands before they go mainstream? Request a demo with Charm to unlock up-to-the-minute insights on what’s trending across TikTok beauty in Southeast Asia—and stay ahead of the curve.