Sun Care In Thailand And Vietnam: What Buyers Are Asking For

Southeast Asia is one of the fastest-moving sun care markets we supply, and the briefs arriving from Thailand and Vietnam have changed noticeably.

Texture over SPF number

Buyers still specify SPF 50 PA++++, but the deciding factor in sampling is how the product feels in 33°C and high humidity. Heavy emulsions are rejected quickly.

Whitening is a feature, not a claim to avoid

In this region a visible brightening effect is a selling point. Tone-up formats and products with a light cast are requested deliberately, not tolerated.

Small formats and mists

Mist and spray formats in 50–100 ml are growing faster than creams, driven by reapplication during the day and by e-commerce pack sizes.

What this means for a brief

If you are developing for these markets, send texture references along with the SPF target. The number gets you into the conversation; the texture closes it.