Chaonang Invests Nine-Figure Budget to Expand Skincare Line, Refreshes Brand Image to Win Over Shoppers Buying More Often but Spending Less
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Amid the booming and fiercely competitive cosmetics and beauty market, heavily influenced by global brands and trends from Korea and the West,
Chaonang a truly Thai brand, has proven its resilience and strong growth over nearly 10 years. Starting small, the brand has achieved soaring sales from 230 million baht in 2024 toward a target of 400 million baht in 2025. What is the secret behind its lasting popularity and customer loyalty?
Sitha Somkuandee, CEO of Chaonang (Thailand) Co., Ltd. shared data from Custom Market Insight showing that Thailand’s beauty market is worth over 170 billion baht and is expected to grow by an average of 5% annually until 2034. Meanwhile, the number of players in the cosmetics business grew by 16.9% per year from 2019 to 2023, reflecting both huge opportunities and challenges ahead.
Over its nine-year journey, Chaonang has grown alongside Thai consumers, evolving from a niche makeup brand focused on specific needs to adapting and expanding to meet a broader market. Currently, Chaonang offers about 10 SKUs, with the "White Compact Powder" as its hero product. The top three bestsellers are compact powder, foundation, and cushion.
Entering a new chapter with a major rebranding and a nine-figure budget
To keep pace with changing times and build long-term strength, 2026 marks a new phase for Chaonang with a major rebranding plan backed by a nine-figure budget. This covers product development, packaging, and organizational restructuring, drawing on consumer insights across generations to enhance products and customer experiences.
Sitha stated that the Thai and Asian markets have strong potential, and Thai brands can grow internationally. As the core customer base of first-jobbers ages from 24 to around 30, the brand continuously researches and listens to customer feedback.
“Many customers have requested Chaonang to create skincare products because they trust the quality and affordable prices. Also, the old image seemed mature or for older consumers in Gen Z’s view, so we rebranded to appear younger, trendier, and more accessible.”
Key strategy: quality, price, and accessibility
Thanythita Thapsirinarakul, CEO of Chaonang (Thailand) Co., Ltd. revealed the main driving strategy is focused on product quality and formula development, emphasizing consistent updates every 1-2 years.
Pricing strategy includes a range from 59 to about 599 baht to suit economic conditions where customers buy more frequently but spend less per purchase. The brand offers smaller package sizes, such as a To Go compact powder priced around 159 baht targeting students, and skincare sachets around 59 baht for easy trial by Gen Z.
Lastly, sales channels cover both online platforms (Shopee, Lazada, TikTok, Facebook, etc.) and offline stores (Big C, Watsons, 7-Eleven, CJ, Lotus) with a 50/50 marketing focus.
For international marketing, Chaonang exports to countries including China, Laos, and Myanmar using online sales models and local distributors. The brand believes Asian customers share similar skin types (combination/oily), so products designed for Thais will better meet regional needs than those from other regions.
‘Change-Add-Create’
The main rebranding strategy follows the framework of 'Change-Add-Create': changing the brand image to be modern, adding communication channels and access through digital media and physical stores, and creating a community-driven experience where customers can participate, share reviews, and help develop products.
With new-generation consumers, especially Gen Z and young working adults, having higher expectations regarding quality, sincerity, and brand values, Chaonang aims to be more than just a cosmetics brand.
“We see that Gen Z has purchasing power, even if they don’t have much personal income, as they are children of Gen X and Gen Y with spending power. Therefore, purchases must be based on understanding and meeting their needs.”
The company focuses on communication channels that appeal to Gen Z, such as the TikTok channel "Jang Chaonang," which has about 170,000 followers and recent videos reaching up to 16 million views, serving as a platform to engage and gather customer feedback directly.
Expanding from Makeup to full Makeup, Skincare, and Personal Care lines
This rebranding lays the foundation for Chaonang to lead the Thai and Asian markets, beginning with the launch of “Glow Skin Compact Powder,” a new product well received since late 2024. Under the new strategy, Chaonang affirms its position as a quality brand accessible to all, filling the gap between mass-market brands that do not meet consumer expectations and premium brands that fail to reach Gen Z and young working adults.
In the long term, the brand plans to expand from makeup into skincare and fully enter the personal care market, driven by customer demand aligned with current health and beauty trends.
Currently, Chaonang holds about a 1% share of the 50 billion baht cosmetics market and targets increasing this to 3-5% within 1-2 years. The 2026 revamp strengthens the foundation to enhance long-term competitiveness and prepare for international markets with a more modern and credible image.
The company's total revenue was 230 million baht in 2024, with targets of 400 million baht in 2025, 800 million baht in 2026, and 1 billion baht in 2027.
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