The beginning of KIKI BEAUTY SPACE occurred amid the COVID-19 crisis when Kongpop Uesaritsap, founder of KIKI BEAUTY SPACE and owner of the KIKI BEAUTY brand, noticed a gap in the Siam Square area where there was still a lack of a “Premium Salon” with a modern image.
Originally, luxury hair salons were typically associated with spacious classical styles. However, Kongpop, who graduated in Architecture from Chulalongkorn University, chose to build a community that is fashionable and minimalistic, drawing inspiration from Korea’s distinctive style that became viral. This approach targets premium to luxury clients, not only adults but people who care for themselves at all ages.
Although the business launched during COVID-19 when tourists disappeared, Kongpop focused mainly on the local market. Today, over 80% of clients are Thai and 20% foreign, with detailed Customer Journey analysis using Data Analytics, identifying customer behavior down to choosing from more than 1,000 SKUs to provide the most tailored service. KIKI BEAUTY SPACE is now in its fifth year.
KIKI does not see itself just as a hair salon but as a One Stop Service with expertise divided into four main departments: KIKI Hair covers all technical work including bleaching, coloring, cutting, and treatments; hair extensions, a key offering, introduced the Korean braiding technique to Thailand, known for being lightweight, comfortable, glue-free, heat-free, and gentle on real hair, 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 rising competition, which Kongpop emphasizes by saying, “Luxury doesn’t always mean expensive; it’s about the feeling. Our pricing is based on understanding costs: prime Siam location rent, specialized skilled manpower, and premium products not found in general supermarkets, to deliver the best results while keeping hair healthy. Also, personal care is not a red ocean of cutthroat competition, and there are still many opportunities.”
Interestingly, KIKI has never hired influencers for reviews but grew through genuine word of mouth from celebrities and stars who truly use the service, sparking social media buzz. Additionally, they use a membership system focusing on long-term value for over 50,000 members instead of engaging in occasional price wars or giveaways.
For 2026, Kongpop aims to double growth, planning to launch the full Personal Care brand KIKI BEAUTY by mid-2026 to intensify online marketplace presence. The launch budget is about 10 million baht, including products like Hair Oil Treatment, Bath Oil, and Body Oil.
Best-selling products such as K18 (a deep treatment that doesn’t require rinsing) and Hair Oil, which speeds hair drying threefold, will be key revenue drivers alongside service offerings.
Regarding branch expansion, currently with three locations—two in Siam Square Soi 3 and one in Mega Bangna—Kongpop confirms no further branches will open in Thailand to maintain quality standards. Instead, they decided to expand the franchise model abroad, starting with Vientiane, Laos, with a 20 million baht contract, seeing Thailand’s strength in localizing services and delivering more delicate customer care than foreigners.
Beyond beauty success, Kongpop manages a food business under the “KOKO” umbrella, extending from a long-established Siam vegetarian restaurant by rebranding and creating sub-brands like Hia Koko Chicken Rice for easier access. They plan to launch Chao Wang Express in March, offering rare royal cuisine dishes such as “Khao Chae” via delivery, catering to modern lifestyles.
Whether in beauty or food, Kongpop’s core focus is identifying market gaps to develop premium quality and maintain brand trust to deliver the best sustainable customer experience.
Regarding business challenges, Kongpop sees “opportunities” as scarce. Serving one customer is not easy; deciding to use salon services is harder than trying food. A strong brand must come first, then reviews and pricing, requiring complex decisions. The brand needs to establish itself deeply in customers’ minds, eventually becoming their personal brand—known as Brand love.
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