Sudarat Pengsao, Chief Executive Officer of The Elf (Thailand) Co., Ltd., stated that Thailand's beauty industry continues to show strong growth. Data from the Thai Cosmetics Cluster Trade Association indicates that the Thai beauty market's value is projected to reach 400 billion baht in 2025.
Meanwhile, the cosmetics and skincare segment maintains an average annual growth rate of 10–11%, reflecting Thai consumers' ongoing emphasis on skincare and image. Skincare remains the most influential segment, driven by modern consumers who prioritize skin health and long-term confidence building.
The Elf brand recently launched The Elf NANO WHITE DOSE Premium White Plus+, building on the success of the NANO WHITE DOSE line, which has sold over 6 million bottles cumulatively.
The new formula has been developed to be 50 times more concentrated, incorporating nano-technology molecular extracts for deep nourishing effects. It caters to consumers seeking clear, rapid results with high safety standards.
Recently, the brand adopted a highly watched marketing strategy by selecting Aum Patchrapa, a legendary beauty icon with high influence, especially among working women and her large online fanbase, as its presenter.
Collaborating with a nationwide top-tier presenter not only broadens brand awareness but also builds credibility and confidence in the brand amid intense market competition.
Simultaneously, The Elf launched the Drop The Elf #SelfLove campaign, expressing the brand's philosophy as a Self-Harmony Brand focused on balanced self-care under the concept: "Glow as you are. Let your skin tell your story of self-love."
The brand positions itself on three main dimensions: Balanced, Timeless, Confident, targeting consumers who seek authentic beauty and confidence, leveraging Aum Patchrapa’s influence and Celebrity Marketing strategies.
"The Elf is committed to developing high-quality, safe products to give consumers confidence in skincare. We combine skincare innovation with modern marketing to build a strong Thai brand ready to compete in the continuously growing beauty market," the company stated.
Beyond the product launch, the brand is employing Live Commerce—a major trend in Thailand—planning a surprise limited edition sale of 20,000 bottles via a live broadcast featuring the presenter directly engaging with consumers on 28 March 2026. This strategy significantly boosts engagement and short-term sales.
/helping society Muang Thai Life Assurance Public Company Limited, in collaboration with the Muang Thai Smile Foundation, donated first aid kits with basic medical supplies to the Huai Khwang District Office. These kits support first aid for community members using local sports facilities, enhancing safety and promoting good health in the community. The kits will be used at Bueng Rama IX Community Sports Ground and Somdet Saranyarat Maneerom Park, public spaces for exercise and activities in the area.
On this occasion, CEO Sarath Lamsam assigned Pramot Sakkamchon, Senior Deputy Managing Director of Muang Thai Life Assurance Public Company Limited, and Pitraporn Boonyaratpant, Vice Chairperson of the Muang Thai Smile Foundation, to present the kits to Suchart Kamphapong, Head of Community Development and Social Welfare Department, along with his staff from the Huai Khwang District Office. The event took place at Muang Thai Life Assurance’s headquarters.
/SCREENX cinema Major Cineplex Group continues to enhance movie experiences by opening a new SCREENX special cinema at Mega Cineplex Bangna. Featuring 270-degree projection across three screens, it caters to movie lovers and families in eastern Bangkok and aims to become the area's premier entertainment landmark. The grand opening is scheduled for 19 March 2026 with the sci-fi adventure film Project Hail Mary.
/Running with Shinchan The Kick Each Step Foundation ignited excitement by securing the rights to the globally popular character Crayon Shinchan and hosting Thailand's first full-themed Crayon Shinchan charity run called Crayon Shinchan Amazing Thailand Fun Run 2026. Over 10,000 runners and fans gathered at Mahidol University, Salaya Campus, Nakhon Pathom Province, to raise funds for educational opportunities for disadvantaged Thai children through the Kick Each Step Year 6 project.