The overall beauty and skincare market in 2026 is expected to maintain steady growth, though less dramatically than previous years, with a projected expansion of about 3-4%, representing a total market value approaching 400 billion baht.
Amid challenging economic conditions and intense competition within one of the most competitive sectors in consumer goods, Srichand (SRICHAND) under the leadership of Rawit Hanutsaha, continues to stand out as a leading Thai brand that has secured strong consumer loyalty, especially in the moisturizer product segment, where it remains number one in sales.
The key factor enabling Srichand to maintain its leadership is its "T Beauty" strategy, specifically designed to address Thailand’s climate and consumer behavior. Thailand’s environment is particularly "harsh" on skin due to intense heat, high humidity, and sudden temperature changes between outdoor heat and air conditioning indoors.
Srichand’s products are thus developed to be highly effective against sweat and oiliness while preserving long-lasting hydration. This approach has become a Thai Soft Power! In 2025, the brand achieved sales exceeding 2 billion baht, growing 30-40% as planned, with skincare products growing as much as 60%.
the brand recently broadened its portfolio into the “Skinology” segment, emphasizing 100% plant-based technology and extracts such as Camellia flower via PuriNucleTM technology. This replaces salmon-derived PDRN, a global trend, offering safer, allergy-reducing benefits and appealing to consumers who prefer no animal extracts.
Rawit Hanutsaha, Chief Executive Officer of Srichand Sahaphosat Co., Ltd., said the Thai beauty industry continues to grow driven by the Skin Health trend, where consumers seek radiant, healthy skin alongside Anti-Aging science. Asia has become a key trendsetter for this global movement.
“Srichand has deep-rooted understanding of Thai skin and lifestyle, considering climate, pollution, and increasing urbanization. This is reflected in the strong reception and success of Basic Skincare, especially the Skin Moisture Burst line, which is the number one brand and product, driving the core of Srichand’s skincare portfolio.”
The brand focuses on developing products based on the concept 'proven on all Thai skin types,' with the T-SKIN platform as the core product development focus. This year, the brand aims to fully expand the SRICHAND IN-SKIN portfolio into the whitening market to strengthen the brand, which accounts for over 45% of the total market and where consumer expectations for efficacy are increasingly high.
For 2026, Rawit emphasized a cautious growth target of 20% due to uncontrollable external factors, including fluctuating production and packaging costs linked to oil prices, and international conflicts potentially affecting maritime shipping costs. However, the brand has prepared by managing packaging stock in advance to mitigate pricing impacts for consumers.
Srichand (SRICHAND) is advancing its role as a T-Beauty Leader by aggressively entering the full whitening skincare market and expanding its portfolio with the launch of SRICHAND IN-SKIN Phyto Camellia PDRN, a glowing skin innovation using Vegan PDRN from Camellia flower. The product debuted grandly at The Symphony of Glowolution event at Parc Paragon, aligning with the growing Healthy Glow and Slow-Aging trends.
Alongside proactive marketing strategies and continuing collaboration with “BamBam – Kunpimook Bhuwakul,” as brand ambassador for the second year, pushing the potential of T-SKIN proven on “every Thai skin,” elevating the Thai brand’s image regionally and globally with a growth target over 20% for SRICHAND IN-SKIN.
Rawit further stated that extending the partnership with “BamBam Kunpimook” into the second year is not merely a strategy to sustain brand awareness. Srichand integrates insights and BamBam’s identity as a regionally influential Asian artist with the T-SKIN positioning to clearly project “Thai skin on the global stage.”
This strategy aims to build long-term brand loyalty while positioning the brand to align with the cultural context and lifestyle of younger consumers, as well as expanding its market base in Asia, a key strategic focus for 2026. The brand employs 360-degree communication both online and offline to create significant impact in sales and international brand image. Here, fan power and the ambassador’s genuine commitment generate high engagement, attracting younger consumers to embrace Thai brands more openly.
Looking ahead, Srichand aims to elevate "T Beauty" to the international level. Currently, 85% of customers are Thai, with the rest foreigners. The brand exports to over five key countries including Japan, the Philippines, Laos, and China, with exports accounting for approximately 5% of total sales.
“Although expanding into overseas markets is challenging and requires time to find suitable partners, confidence in the strengths of Thai products—durability against climate and precise skin problem solutions—is a key driver for Srichand’s determination to become a Thai brand that Thais are proud of and that gains global acceptance,” Rawit concluded.
Regarding the latest product line, the “Phyto Camellia PDRN Series” consists of four steps, from cleansing to deep nourishment: PDRN gel foam, PDRN toner, concentrated PDRN boost serum, and PDRN gel cream for locking in radiant hydration.
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