Lip Makeup on Shopee SEA: Singapore Sales Surge 55% as Three Markets Redefine Lip Comfort
Singapore's lip makeup sales grew 55% while product count rose just 12%. Across Shopee's three largest SEA markets, consumers are buying more from fewer products. The keyword data from Indonesia, Malaysia, and Singapore reveals each market wants something different from its lip color.
Between December 2025 and May 2026, Trendier AI tracked the Top 100 lip makeup keywords in each market. Indonesia prioritizes moisturizing comfort. Malaysia wants texture and waterproof hold. Singapore demands tint quality and inclusivity. One thread connects them: consumers everywhere are rejecting dryness.
Indonesia: Moisturizing First, BPOM Certified
Red (57) leads Indonesia's shade rankings, followed by Pink (47) and Peach (46). The efficacy story is clearer: Moisturizing (41) and Dry (38) sit at the top, confirming Indonesian consumers judge lip products on comfort first.
Source: Trendier AI — Shopee, Indonesia, December 2025–May 2026
| Category | Top 3 |
|---|---|
| Shades | Red (57), Pink (47), Peach (46) |
| Efficacy | Moisturizing (41), Dry (38), Drying (25) |
| Marketing | Latest (50), Ink (47), Longlasting (41) |
Two NEW keywords entered the Top 100. #Toffee extends the warm-neutral palette beyond standard pinks and reds. #Powerstay signals demand for transfer-proof matte wear. #Fit surged 50 positions, driven by lightweight matte formulas that promise comfortable all-day hold. BPOM (21) confirms halal certification remains a competitive lever in Indonesia.
Malaysia: Texture Wins, Darker Shades Surge
Malaysia leads with Smooth (24) and Waterproof (22) in efficacy. Texture is what Malaysian consumers evaluate first. Pink (23) tops shades, but the growth sits in bolder tones.
#Dark Lips surged 67 positions, the largest single keyword riser across all three markets. #Scarlet entered as NEW alongside #Sparkle, driven by glossy tinted formulas with brightening and plumping claims. Transfer Resistant (10) in marketing confirms durability is a core expectation.
Singapore: Inclusivity Arrives, Sales Outpace Products
Singapore's category overview reveals the sharpest signal: sales volume grew 54.83% while product count rose 12.41%. Brand count grew 51.11%. Lip Balm added 107 products to lead subcategories while Lip Plumper lost 11. Average price fell from SGD 88.5 to SGD 74.5.
Source: Trendier AI — Shopee, Singapore, December 2025–May 2026
Three NEW keywords entered Singapore's Top 100. #Peach Pink is a hybrid shade gaining traction alongside standard pinks. #Non-drying directly names the comfort demand. #All Skin Tones is the standout: inclusivity claims are now competitive in SEA lip makeup, driven by cushion formats offering shade-adaptive coverage.
In brand rankings, one brand surged 34 positions to #2 from just 9 products. Another climbed 10 spots to #3. A Korean brand entered at #6 as NEW with over 7,000 period sales.
The Comfort Thread Across SEA
Indonesia's top efficacy keyword is Moisturizing. Malaysia's is Smooth. Singapore added #Non-drying as NEW. The rising products confirm the pattern: Indonesia's top riser is a lip serum with SPF and hyaluronate. Malaysia's is a plumping lip stick with cooling technology. Singapore's is a glossy rouge with hydrating and transfer-resistant claims.
Lip products in SEA are becoming skincare-adjacent. The brands winning combine color with comfort, treatment ingredients, and in Singapore, shade inclusivity.
Why It Matters
For brands entering Indonesia, moisturizing comfort and BPOM certification are baseline; #Fit and #Powerstay confirm that matte must feel lightweight. For brands entering Malaysia, texture and waterproof hold beat shade variety; #Dark Lips surging 67 positions opens a gap most competitors haven't filled. For brands entering Singapore, sales outpacing products 4-to-1 means demand is concentrated; #All Skin Tones signals shade-inclusive positioning works.
Frequently Asked Questions
What are the top lip makeup keywords on Shopee SEA? Indonesia leads with Red (57), Moisturizing (41), Latest (50). Malaysia leads with Pink (23), Smooth (24), Lipstick (23). Singapore leads with Pink (34), Tint (22), Lipstick (19). Each market has unique NEW keywords: #Toffee and #Powerstay in Indonesia, #Scarlet and #Sparkle in Malaysia, #All Skin Tones in Singapore.
Is lip makeup growing on Shopee Singapore? Yes. Sales volume grew 54.83% while product count rose 12.41% between December 2025 and May 2026. Lip Balm added 107 products. Brand count grew 51.11%. Average price dropped from SGD 88.5 to SGD 74.5.
What is #Dark Lips on Shopee Malaysia? A keyword that surged 67 positions into the Top 100, the fastest riser across all three SEA markets. The associated products feature glossy lip formulas with nourishing, hydrating, and plumping claims.
Are comfort claims important in SEA lip makeup? Comfort is the unifying theme. Indonesia's top efficacy keyword is Moisturizing (41). Malaysia's is Smooth (24). Singapore added #Non-drying as NEW. Rising products across all three markets feature hydrating, plumping, or non-drying positioning.
Methodology: Data from Trendier AI's tracking of Shopee Indonesia, Malaysia, and Singapore, December 2025–May 2026, with December 2025 as the baseline period.
📊 Want the full Shopee SEA lip makeup rankings? Brand-level data, product rankings, and keyword analysis for Indonesia, Malaysia, and Singapore are available in the trendier Library.
💬 Run your own Shopee SEA lip makeup analysis on trendier AI:
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