The beginning of KIKI BEAUTY SPACE occurred amid the COVID-19 crisis when Kongpop Uasiritap, founder of KIKI BEAUTY SPACE and owner of the KIKI BEAUTY brand, saw a gap in Siam Square where there was still a lack of a "Premium Salon" with a modern image.
Traditionally, luxury hair salons were associated with spacious, classic styles. However, Kongpop, who graduated in architecture from Chulalongkorn University, chose to create a fashionable and minimalistic community inspired by Korea's emphasis on distinctiveness that went viral, catering to premium to luxury customers not only adults but people who care for themselves at every age.
Although launching during COVID-19 when tourists vanished, Kongpop focused mainly on the local market, resulting in a current customer base of over 80% Thais and 20% foreigners. Using Data Analytics to analyze the Customer Journey in detail, they identified customer behaviors down to choosing from over 1,000 SKUs to provide the most tailored services. KIKI BEAUTY SPACE is now entering its fifth year.
KIKI does not see itself just as a hair salon but as a One Stop Service with four main departments: KIKI Hair covering all technical services including bleaching, coloring, cutting, and treatments; hair extensions as a key offering—being the first to introduce Korean hair extension techniques to Thailand featuring braids that are lightweight, comfortable, glue-free, heat-free, and non-damaging with prices reaching up to hundreds of thousands baht; facial and eyelash care services; and finally, nail, spa, and body scrub services.
The challenge in the luxury beauty market is increasing competition, which Kongpop emphasizes: “Luxury does not always mean expensive but rather a feeling. Pricing starts with understanding costs, including prime Siam location rent, specialized skilled labor, and selecting premium products not available in regular supermarkets to ensure the best results while maintaining hair health. Additionally, the personal care market is not a red ocean of fierce competition, and there remain many opportunities.”
Interestingly, KIKI has never hired influencers for reviews but has grown through genuine word of mouth among celebrities and stars who actually use the service, creating social media buzz. They also use a membership system focused on long-term value for over 50,000 members instead of engaging in occasional price wars or promotions.
In 2026, Kongpop aims to double growth with plans to fully launch the KIKI BEAUTY personal care brand by mid-2026 to increase presence in online marketplaces. This launch involves a budget of around 10 million baht and products such as Hair Oil Treatment, Bath Oil, and Body Oil.
Best-selling products like K18 (a leave-in deep treatment) and Hair Oil that dries hair three times faster will be key revenue drivers alongside service offerings.
Currently, KIKI has three branches—two in Siam Square Soi 3 and one at Mega Bangna shopping center. Kongpop confirms no further domestic expansion to maintain high quality standards but has decided to expand the franchise model internationally, starting with Vientiane, Laos, with a contract worth 20 million baht. Thailand’s strength lies in localizing services and detailed customer care skills beyond foreign competitors.
Beyond success in beauty, Kongpop also manages a food business under the umbrella brand "KOKO," evolving from a longstanding vegetarian restaurant in Siam. They have rebranded and expanded sub-brands like Hia KOKO Chicken Rice to increase accessibility and plan to launch Chao Wang Express in March to offer rare royal cuisine dishes like “Khao Chae” for convenient delivery, catering to modern lifestyles.
Whether in beauty or food, Kongpop’s key focus is identifying market gaps to develop premium quality and maintain brand trust to deliver the best sustainable customer experiences.
Regarding business challenges, Kongpop sees "opportunity" as limited because serving one customer is not easy. The decision to try a salon service is harder than tasting food; it requires a strong brand first, followed by reviews and pricing, demanding complex customer decisions. The brand must first occupy the customer's mind to become their personal brand, known as Brand love.
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