Top Southeast Asia Beauty Shops on TikTok: Skincare Reigns Supreme

TikTok Shop is booming in Southeast Asia, and skincare brands are clearly leading the charge. Charm.io data reveals that the region’s top 10 beauty shops are dominated by affordable skincare brands with strong creator backing and high repeat purchase behavior. Here’s a closer look at who’s winning and what these brands are doing right.

Top 10 Beauty Shops in Southeast Asia on TikTok Shop

These are the top beauty shops leading TikTok Shop Southeast Asia—driving high sales, strong creator partnerships, and standout engagement.

1. Glafidsya Skincare – $50.1M

Leading the pack is Glafidsya Skincare with an impressive $50.1M in GMV. Known for dermatologist-backed solutions and consistent TikTok Live selling, Glafidsya blends trust and accessibility. Their products are often marketed through creator demos, before-and-after results, and bundle deals that encourage loyalty.

2. Daviena Skincare – $38.6M

Daviena follows closely with $38.6M in sales. The brand focuses on simplicity, clear skin goals, and easy-to-follow routines. Its success comes from tapping into micro-influencers and leveraging localized skincare concerns—especially in humid climates.

3–4. Skintific – $32.6M (Indonesia) / $28.6M (Malaysia)

Skintific dominates two markets independently—Indonesia and Malaysia—with a combined total of over $60M. The brand specializes in barrier repair and science-backed skincare that still feels affordable. TikTok creators often compare Skintific to premium global brands, helping the brand build credibility across Southeast Asia.

5. SS Skincare – $26.8M

SS Skincare is another rising star with $26.8M in sales. Positioned as a derm-grade solution for everyday users, the brand rides on TikTok trends like “glass skin” and “acne-safe routines.” It’s frequently featured in creator-led transformation content.

Other Top Performing Brands: 6–10

These five brands complete the top 10 list, each bringing a distinct niche, regional influence, and creator-driven strategy to TikTok Shop success:

• Glad2Glow Indonesia – $22.3M: Glad2Glow pairs minimalist skincare with educational content, driving growth through ingredient-focused routines and comparisons.
• DOSE Beaute – $21.0M: DOSE Beaute mixes luxury looks and high-performance formulas, popularized by creator reviews and aesthetic appeal.
• Bella Shofie Dabe – $18.5M: Bella Shofie Dabe thrives on celebrity influence and lifestyle-driven beauty content that fuels loyal engagement.
• H&H Skincare – $17.4M: H&H Skincare is known for gentle, hydrating formulas often recommended for sensitive skin routines.
• Elformula Indonesia – $16.8M: Elformula earns traction with starter kits and budget-friendly transparency that invites first-time skincare users.

What the Data Shows About SEA TikTok Beauty

• Skincare dominates. All 10 brands focus on skin—there’s little representation of color cosmetics or personal care tools.
• Indonesia leads. Many of the top brands are either based in or dominate the Indonesian TikTok market.
• Creators convert. Brand success is closely tied to creator-led content, especially tutorials, live demos, and testimonials.
• Affordability meets trust. These brands sell not because of luxury appeal, but because they deliver visible results and fit into daily routines.

What This Tells Us About TikTok Shop Southeast Asia

Southeast Asia’s top beauty brands on TikTok Shop prove that winning isn’t about size—it’s about strategy. These brands lead with affordable skincare, creator partnerships, and transparent results that keep customers coming back.

Whether you're scaling a new product line or analyzing market leaders, these trends highlight what’s working right now in social commerce. Request a demo with Charm.io to unlock real-time data and insights on the fastest-growing ecommerce brands.