Ms. Suwapat Itthipholphat, CEO and founder of TIARA BEAUTY, stated that as a Thai cosmetic brand, in 2025, their eyebrow product sales surged dramatically, exceeding 70 million baht. Consumer behavior has shifted from heavy makeup toward the Skinimalism trend, emphasizing a natural yet professional look.
Eyebrows, considered the crown of the face, have evolved from traditional eyebrow drawing to styling techniques like Brow Styling or Lamination, presenting a market gap with no brand yet firmly dominating.
TIARA BEAUTY’s formula for doubling growth includes: 1. Category Authority—establishing themselves as the true market leader in eyebrow products. They apply a Focus & Dominant strategy by concentrating deeply on eyebrow products rather than spreading across all categories, turning their FixMe Brow Mascara into a flagship hero product.
The eyebrow mascara, designed to solve the pain point of busy women wanting a professional makeup look, features an innovative silicone brush and a formula that sets in five seconds. This enabled the brand to quickly capture mindshare as a specialized expert.
2. Reverse Funnel & Data-Driven Marketing—TIARA BEAUTY breaks traditional marketing rules by starting with sales and buzz from Key Opinion Consumers (KOC) and micro-influencers on TikTok to build credible social proof before expanding to broader awareness. This strategy supports stable, profitable organic growth and precise targeting.
3. The Icon Strategy—elevating brand image by appointing Dew Arisara as TIARA Brow Icon is a key move in 2026 to transform the brand from quality-focused to iconic. Dew Arisara is highly influential in Thailand for perfect eyebrows. This collaboration uses authority marketing to transfer confidence and professionalism to the brand, expanding from niche to mass-aspiring customers rapidly.
For 2026, TIARA BEAUTY targets total cosmetic sales of 150 million baht, with plans to expand into skincare lines tailored specifically for Thai skin. Their goal is to become the top eyebrow brand in Thai women's minds. “We start from understanding that modern women want precision with ease. TIARA’s mission is to eliminate small daily problems to boost confidence. We believe Thai brands have great growth potential if they understand consumers and create a unique, inimitable identity.”
/ Mr. Anupap Kongmalai, Vice President of Marketing at Mister DIY Holding (Thailand) Public Company Limited, together with employee representatives, continued their fourth year of charity by donating old desk calendars to be repurposed as Braille teaching materials. This supports educational opportunities for visually impaired individuals. The calendars were handed over to the Education Technology Center for the Blind at the Foundation for the Blind in Thailand under the Royal Patronage, with Director Chanidapha Petchrak receiving the donation.
/ Muang Thai Life Assurance Public Company Limited reaffirmed its leadership in sustainable Thai life insurance by winning the prestigious Best ESG Policy and Framework – Insurance, Thailand award at the 2025 International Finance Awards. The award is presented by International Finance Magazine, a leading UK-based financial and economic publication.
This recognition highlights excellence in developing comprehensive, systematic, and practical ESG (Environmental, Social, and Governance) policies, frameworks, and governance across all business dimensions—from risk management and sustainable product development to investment and stakeholder care throughout the value chain.