Thailand’s beauty and personal care industry is experiencing a surge in both growth and innovation, as local and international brands vie for a share of a rapidly expanding market. On September 3, 2025, two notable developments highlighted the sector’s dynamism: the announcement of an initial public offering (IPO) by Thai beauty company SKIN on the Market for Alternative Investment (mai), and the strategic expansion of Korean brand OLENS into Thailand through the platform M CURATED. Both moves underscore a larger trend—consumers are increasingly seeking products that blend global influences with solutions tailored to their unique needs.
SKIN, officially known as Skin Laboratory Public Company Limited, has established itself as a key player in Thailand’s beauty scene, developing and distributing homegrown brands that resonate with modern consumers. The company operates five product groups under the Skinsista and Dermie brands, ranging from facial serums and sunscreens to cleansers and color cosmetics. According to ttb analytics, the Thai beauty market in 2025 is expected to expand by 13.3% compared to 2024, a figure that speaks volumes about the sector’s resilience and appeal even amid broader economic uncertainties.
Statista’s projection is equally optimistic, estimating the value of Thailand’s Beauty & Personal Care market at $7.15 billion (about 250 billion baht) in 2025, with an annual growth rate of 2.5%. These numbers reflect not just a growing appetite for beauty products, but also a shift in consumer attitudes. Today’s buyers are more discerning, looking for brands that understand their specific skin concerns and offer effective, targeted solutions. This is where SKIN has found its niche.
Chanwit Khiaonavawongsa, CEO of SKIN, sees the current wave of enthusiasm for T-Beauty—Thailand’s answer to the global fascination with K-Beauty and J-Beauty—as a golden opportunity. “Under the T-Beauty trend, which has encouraged consumers to turn to Thai brands, SKIN has fully leveraged this opportunity by launching new products that comprehensively meet consumer needs and expanding distribution channels both online and offline,” Chanwit explained, as reported by Kaohoon. He added, “We expect Skinsista and Dermie to see continuous sales growth in every segment. In the second half of the year, the company aims to launch at least 10 new SKUs in both skincare and cosmetics to diversify our offerings and increase accessibility, driving the company toward sustainable growth.”
The company’s decision to offer 44 million shares in its IPO is designed to support this ambitious expansion plan. The funds raised will help SKIN broaden its product range, enhance distribution networks, and invest in marketing efforts that keep pace with evolving trends. The IPO is also expected to bolster the company’s long-term prospects, giving it the capital needed to compete in an increasingly crowded marketplace.
But SKIN is not alone in seeking to capitalize on Thailand’s beauty boom. The influence of K-Beauty, the South Korean beauty phenomenon that has taken Asia by storm, is palpable in the Thai market. On the same day as SKIN’s IPO announcement, OLENS—a leading Korean contact lens brand—unveiled its own 360-degree marketing strategy for Thailand. The move was orchestrated by M CURATED, a platform specializing in premium beauty, fashion, and lifestyle imports, under the stewardship of The Mall Group.
Pailin Ampuch, Deputy Chief Merchandising Officer of The Mall Group and CEO of M CURATED, explained the rationale behind bringing OLENS to Thailand. “Nowadays, consumers place a high value on quality of life and are increasingly attentive to their image, especially under the influence of the K-POP trend, where Korean idols often wear colored contact lenses as a key element of their look,” Pailin told Matichon. “This trend has inspired many people to explore their own style, leading to rapid growth in the colored contact lens market across the Asia-Pacific region.”
Pailin elaborated on the evolving preferences of today’s beauty shoppers: “Current consumers are looking for lens shapes, colors, and patterns that enhance their eyes in a natural way. At the same time, lens quality has improved, offering better moisture retention for longer wear. This has made colored contact lenses a category to watch in both fashion and beauty.”
OLENS’s expansion strategy is comprehensive, combining offline retail presence with robust online channels to reach younger consumers. With over 360 stores across South Korea, OLENS has built a reputation for quality and trendsetting design, attributes that M CURATED hopes will resonate with Thai shoppers. The campaign aims to position colored contact lenses not just as a cosmetic accessory, but as an essential part of a modern beauty routine that fuses aesthetics with eye health.
The arrival of OLENS is more than just a new product launch—it signals the increasing sophistication of Thailand’s beauty retail landscape. M CURATED’s approach leverages lifestyle-driven marketing, tapping into the aspirations and habits of a new generation of consumers who are as comfortable shopping online as they are in brick-and-mortar stores. This omnichannel strategy reflects a broader shift in how beauty brands engage with their audience, blending digital innovation with personalized service.
The convergence of T-Beauty and K-Beauty trends in Thailand illustrates a marketplace that is both highly competitive and collaborative. Local brands like SKIN are finding ways to stand out by emphasizing their understanding of Thai consumers, while international players like OLENS bring fresh perspectives and product innovations. The result is a vibrant ecosystem where choice and quality continue to improve.
Looking ahead, the momentum shows no signs of slowing. The continued investment in product development, marketing, and distribution—by both Thai and international brands—suggests that the beauty and personal care sector will remain a bright spot in Thailand’s economy. For consumers, this means more options, better quality, and the freedom to define their own standards of beauty.
As the industry evolves, one thing is clear: Thailand’s beauty market is not just keeping pace with global trends—it’s helping to set them.