Mr. Thiwat Nitchochit, General Manager of the Estée Lauder brand, said that according to Beaute Research data, the sales value of makeup products in the counter-brand cosmetics segment in 2025 shows the foundation market in Thailand has a continuous growth trend.
Particularly in the premium segment, which is expanding at a rate of 1.7%, reflecting consumer behavior that increasingly values product quality and brand image.
This market growth is supported by Thai consumers' openness to trying new products alongside increased access to information through digital channels, especially a strong online user base that plays a key role in purchase decisions, keeping foundation as one of the main and continuously popular makeup product groups.
Consumer trends are driven by the desire for natural-looking skin, effective sweat and sun protection, and suitability for Thailand's hot and humid climate. These factors are clearly reflected in the current foundation development features and are key competitive points for brands launching new products.
Estée Lauder reaffirms its leadership in the Double Wear foundation market, launched in 1997 and proven for over 30 years as the world's most trusted foundation and the number one favorite among consumers. This time, Estée Lauder has improved the formula further with Double Wear Stay-in-Place Makeup SPF10/PA++ using advanced technology.
The research involved experts over seven years, developing more than 300 formulas, analyzing over 7,000 skin tone shades, and gathering feedback from more than 3,000 users, resulting in the 'Made For You, Made For More' concept. The foundation retains the DNA that users love. Price-wise, Estée Lauder positions it in the Premium Segment.
The brand emphasizes competition through quality, technology, and innovation, focusing more on penetrating the Mass and Mid-Range Segments, expanding consumer bases, and encouraging product trials via influencer reviews and online channels to build awareness and credibility.
Driven by price and value from real usage, this is not just formula development but a strategic step to better meet consumer needs, linking brand, partners, and consumers strongly with the new Double Wear formula offering 4 More standout features.
- MORE BUILDABLE: Easier coverage levels that provide a lightweight feel like real skin, helping even out skin tone more consistently.
- MORE LONG-WEARING: Powerful Color-True pigments that last 36 hours, powered by new Polymer Mesh Matrix technology.
- MORE YOUR SHADE: Covers over 20 shades across 3 undertones, using vivid micro-pigments for results that appear more dimensional than ever.
- MORE SKIN-BALANCING: Better skin balance by controlling oil for 36 hours and providing moisture for 72 hours, reducing oily skin in just 4 weeks.
This launch also reflects Estée Lauder's vision to drive an omnichannel strategy seamlessly linking online and offline channels to meet Gen Z and Millennial behaviors who confidently purchase products through various platforms.
The brand adjusts its strategy to emphasize communication via online channels alongside offline, focusing on real experiences through product trials and receiving touch-up services and advice from in-store Beauty Advisors.
Additionally, the brand has partnered with five main partners both offline and online—CENTRAL, THE MALL, EVEANDBOY, TikTok Shop, and LAZADA—to hold diverse launch events including offline events and key online moments, combined with CRM tools inviting current customers to try products and services in-store to build confidence and long-term consumer relationships.
Moreover, Estée Lauder aims for sustainable growth by promoting hero products like Double Wear and Advanced Night Repair alongside offering exclusive beauty gifts to reinforce value in the premium segment.
It focuses on personalized experiences and sustainable growth by building trust and brand consistency rather than short-term sales through discounts, which helps strengthen long-term brand stability.
The new Double Wear Stay-in-Place Makeup SPF10/PA++ matte foundation is available in 30 ml at 2,500 Baht, launching on 17 February 2026 at Estée Lauder counters in CENTRAL, ROBINSON, THE MALL, EMPORIUM, SIAM PARAGON, SIAM TAKASHIMAYA, EVEANDBOY, SEPHORA, and online channels.esteelauder,eveandboy,sephora,central, TikTok Shop and LAZADA
Welcoming Executives Wisarat Phoolwaralak, Corporate Strategy Director of Major Cineplex Group Public Company Limited, welcomed executives attending the BESTx leadership development course: Transforming People, a program developed from collaboration between RISE, a leading innovation consulting company in Southeast Asia, and Hewitt Consulting, a human resources consulting firm. The executives visited the organization to exchange experiences on leadership development and sustainable people transformation.
Attendees included Napas Siriwarangkul, Managing Director of Hewitt Consulting; Dr. Monnika Singh, Managing Director of Splendid Co; Worawat Boontawil, MD of Singha Beverage; Supanat Rattanakanganwong, Program Director at RISE; Pakornpong Attabot, AVP of Learning and Development at ThaiNamthip Coca-Cola; and Sudarat Puphuang, Vice President and Head of HR at ICONSIAM. The event took place at Paragon Cineplex.
BRAND’S Young Blood Suntory Beverage & Food (Thailand) Co., Ltd., a leader in health supplements under the BRAND'S product line in Thailand and Indochina, producer and distributor of BRAND'S Essence of Chicken, together with the National Blood Centre, Thai Red Cross Society, invites youth and university students nationwide to showcase creative ideas through competitions under the BRAND’S Young Blood 2026 project.
The contests include the BRAND’S Young Blood Short Film Contest on TikTok and the Add Your Template design contest for Instagram Stories to create blood donation campaign media that truly reaches young people, under the theme 'Give Blood. Be A Hero.' This aims to inspire and encourage youth to donate blood continuously. Winners of the short film contest will receive a royal plaque from HRH Princess Maha Chakri Sirindhorn, certificates, and scholarships. Applications and submissions are open from 1 February to 31 July 2026.