"美妆品牌出海，当前绝对是'最佳窗口期'。"橘宜集团总裁兼橘朵CEO邢夏淳就此对出海参考表示。 这一判断与《2025健康与美妆行业全球趋势与洞察报告》相关数据不谋而合。该报告显示，全球美妆市 场预计在2025年达到4464.3亿美元，并有望在2030年进一步增长至1.2万亿美元。持续扩大的市场蛋糕， 为中国美妆品牌开辟海外增量空间提供基础。 在众多海外市场中，东南亚、中东、拉美被数商云《美妆跨境电商 2025-2030》报告列为未来五年的核 心增量市场，其中东南亚的表现尤为突出。 东南亚拥有6.7亿人口，18-35岁年轻群体占比高达65%，对高性价比国货的接受度更是达到78%。 Colorkey、韩束、橘朵、卡姿兰等数十家国货美妆品牌早已纷纷押注东南亚。东南亚成为名副其实的美 妆出海热土。 韩束自今年2月进入越南TikTok，很快取得了单月销量突破30万美元的成绩；卡姿兰也将越南定为出海 首站，今年第三季度成功拿下TikTok Shop越南美妆单店销量第一；Colorkey仅用5个月就登顶越南 TikTok Shop类目第一，并迅速铺开马来西亚、泰国、印尼市场…… 在成功完成海外市场破冰后，越来越多国货美妆品 ...

Core Insights - The Southeast Asian beauty market is emerging as a "blue ocean" for Chinese brands, driven by a population of 670 million and over 40% e-commerce penetration, as domestic markets face saturation [1][24] - The market is expected to grow from $22 billion in 2024 to between $31 billion and $36 billion by 2030, with Indonesia, Vietnam, and Thailand contributing nearly 70% of the market share [1][2] Market Size and Growth - The Southeast Asian beauty industry is in a rapid expansion phase, with Indonesia holding the largest market share at 35.7%, followed by Vietnam and Thailand [1][2] - Indonesia is recognized as the largest halal beauty center globally, while Vietnam is becoming a hub for live commerce, and Thailand dominates the efficacy skincare segment [1][2] Online and Offline Channels - The online beauty market in Southeast Asia reached approximately 141.79 billion yuan in the past 11 months, with Shopee capturing 63.9% of the market share [2][3] - TikTok is emerging as a unique platform where content drives sales, with brands achieving significant conversion rates through creative marketing strategies [2][3] Localization Strategies - Successful market entry requires a deep understanding of local cultures, preferences, and needs, moving beyond a one-size-fits-all approach [4][5] - Brands like Fan Beauty Diary and Veenona have successfully established themselves in local markets by leveraging trusted retail channels and adapting products to meet local demands [3][4] Future Outlook - The integration of online and offline strategies is essential for sustained growth, with brands encouraged to test markets through platforms like TikTok and Shopee before scaling [4][5] - Long-term success will depend on creating culturally resonant content and building emotional connections with consumers, rather than relying solely on traffic acquisition [4][5]