Thailand’s cosmetic surgery and aesthetic medicine industry is projected to grow by 2.8% or THB76.5 billion in 2025

• In 2025, Thailand’s cosmetic surgery and aesthetic medicine market is projected to reach THB76.5 billion, an increase of 2.8% YoY, driven by an increase in service utilization as well as rising treatment and service fees.
• Approximately 79% of cosmetic procedures in Thailand are surgical, with facial procedures remaining the most popular. Meanwhile, the customer base is expected to expand, with emerging high-potential groups including LGBTQIA+ individuals, Generation Z, and male consumers.
• The growth prospects of Thailand’s cosmetic surgery and aesthetic medicine industry are further supported by the aging society trend and a rising number of medical tourists. However, competition is expected to remain intense, both from domestic providers and the rising preference for undergoing cosmetic procedures abroad.

Trends in Thailand’s Cosmetic Surgery and Aesthetic Medicine Industry
        In 2025, turnover in Thailand’s cosmetic surgery and aesthetic medicine market is projected to reach THB76.5 billion, an increase of 2.8%  YoY,  (Figure 2), driven by higher service utilization and  treatment and service fees (Figure 3). However, economic conditions, purchasing power, and intense market competition have resulted in a growth rate similar to the previous year, rather than accelerating as seen in the past.
        An analysis of the net profit margin (NPM) for businesses in this sector reveals that the average margin during the post-COVID-19 period (2021–2023) stood at 2.3%, down from 2.7% in the pre-COVID-19 period (2017–2019). This decline indicates that, despite growing market value, businesses face intense competition due to an increasing number of market players. In particular, large enterprises with strong brand recognition, advanced technological investments, and well-equipped medical personnel are intensifying the competitive landscape.
Currently, more than 85% of the turnover in Thailand’s cosmetic surgery and aesthetic medicine industry comes from clinics.         However, the figure is expected to decline due to the increased competition.
In 2025, the market share of clinics in Thailand’s cosmetic surgery and aesthetic medicine industry is expected to decline to 85%, down from 90% in 2021, largely due to intense price competition. Meanwhile, the market share of hospitals is projected to rise to 15%, supported by an increasing number of foreign customers as well as the hospitals’ strengths in treatment standards and the reputation of their plastic surgeons.

        In Thailand, the majority of cosmetic surgery and aesthetic procedures are surgical, accounting for 79% of the total services utilized, while the remaining 21% are non-surgical procedures (Figure 4).
        The younger generation is becoming more open-minded and willing to undergo cosmetic surgery, as evidenced by the rise in surgical procedures to 79% in 2023, up from 75% in 2019. This rise can be attributed to advanced treatment technologies that offer greater safety and shorter recovery times.
        In Thailand, the most popular surgical procedures include eyelid, nose, and breast surgeries. Non-surgical procedures, on the other hand, commonly involve Botox injections, hyaluronic acid treatments, and facial and neck tightening.
The most popular aesthetic surgery and treatment trend among clients is facial procedures (Figure 5), accounting for more than 47% of the total services utilized. Additionally, there is a growing customer base from new potential groups, including the LGBTQIA+ community, Gen Z, and men, who are expected to constitute an increasing share of the market.

• The aging society trend is driving the demand for cosmetic surgery and aesthetic treatments that help delay aging. By 2028, Thailand is expected to have around 14 million elderly people, with 22% of this group being high-income individuals residing in Bangkok and surrounding areas. This demographic is likely to be a potential customer base with a high willingness to pay for anti-aging technologies, such as facelifts, breast augmentation, liposuction, and wrinkle reduction treatments.
• Health tourism is supporting the growth of foreign customers, in line with the expected 5% annual increase in Thailand’s medical tourism clientele. Cosmetic surgery is the second most popular medical service among foreign customers in Thailand, with key clients coming from China, Malaysia, and Japan. Additionally, ASEAN customers are expected to emerge as a new customer base, aligning with the marketing strategies of businesses targeting the CLMV+I markets.

Risks of Thailand’s Cosmetic Surgery and Aesthetic Medicine Industry

• Thailand’s medical workforce is limited, especially in the field of plastic surgery, with only 500 practitioners (Figure 6), compared to key competitors such as South Korea, which has 2,739 professionals. This disparity results in high competition for medical personnel and consequently raises business costs. For instance, there are only 100 facial plastic surgeons in Thailand.
• The industry faces intense competition amid economic challenges, pressuring revenue generation and customer base expansion. Over 2,500 competitors operate within the country, with the number expected to grow, particularly among small-sized clinics. Additionally, foreign competitors are investing in Thailand by opening branches that provide cosmetic surgery services or send customers abroad for treatment, a trend that remains popular among Thai people, especially with medical tourism to South Korea.
• Businesses are advised to invest in new technologies or treatment tools to keep up with rapidly changing beauty trends. While some of these innovations may attract customers, a low or inconsistent flow of clients can negatively impact cost management and profitability, particularly for businesses targeting the middle-income customer segment, which tends to be highly price-sensitive when comparing value for money.

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