T-beauty explained: Why Thailand’s beauty brands are taking Southeast Asia by storm
Once a Bangkok shopping secret, Thai beauty has become one of Southeast Asia’s fastest-growing beauty exports. Here’s how products designed for tropical skin and humid climates are carving out an identity all their own.
Source excerpt
If you’ve ever flown home from Bangkok with a mysteriously heavier suitcase, chances are it was stuffed with Gentlewoman totes, ChaTraMue milk tea mixes – and a healthy haul of beauty buys.
For decades, Thailand’s beauty industry had evolved largely under the radar.
Heritage names like Srichand, founded in 1948, and mass-market giant Mistine, which emerged in the late 1980s, developed products tailored to local consumers rather than chasing global trends.
By the 2000s, Bangkok had become one of Asia’s favourite beauty-shopping destinations.
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