Once a well-kept secret among Bangkok shoppers, Thailand’s beauty industry has grown into one of Southeast Asia’s fastest-expanding sectors. According to Euromonitor International, Thailand’s beauty and personal care market generated THB270 billion (US$8.08 billion) in retail sales in 2025. The Commerce Ministry has also identified cosmetics as a “rising star” industry, noting a 20% increase in new beauty company registrations.

Heritage brands like Srichand, founded in 1948, and mass-market giant Mistine, which emerged in the late 1980s, have long focused on products tailored to local consumers rather than global trends. This approach has helped shape what is now known as "T-beauty," characterized by formulations designed specifically for tropical conditions such as high heat, humidity, strong UV exposure, and long wear.

Wongwiwat Theekhakhirikul, managing director of Karmarts, which manages brands including Cathy Doll and Browit, explained, “What makes T-beauty distinctive is that our products are developed for real-life tropical conditions – high heat, humidity, strong UV exposure, and long wear throughout the day.” He added that this expertise gives Thai brands a competitive edge across Southeast Asia, where many markets share similar climates and consumer concerns.

Rawit Hanutsaha, CEO of Srichand United Dispensary, highlighted the unique challenges faced by tropical skin, including excess sebum, UV exposure, pollution, and demanding lifestyles. He said, “Rather than adapting products developed for other markets, we start by solving these specific concerns.”

Thai beauty distinguishes itself from other Asian beauty trends by focusing on functionality. Hanutsaha noted, “K-beauty is admired for trend-driven innovation and layered skincare routines, while J-beauty is known for simplicity and craftsmanship. Thai beauty has developed its own identity by focusing on functionality… formulations are designed to be lightweight, breathable, long-lasting and highly effective without feeling heavy on the skin.”

Before co-founding the clean beauty brand Her Hyness in 2016, a former L’Oréal executive experienced firsthand the pressure of conforming to dominant Asian beauty standards, underscoring the evolving identity of Thai beauty products.

Sources