In Thailand's fiercely competitive beauty market, Sasi, an authentic Thai cosmetic brand under Sri Chantorn, has established itself as a beloved brand among younger generations with steady growth, starting from an affordable secret item.
Now entering its ninth year, Sasi announces a major transformation, shedding its sweet makeup brand image “Because Girls Can” to become Because “We” Can, expanding its target audience to embrace diversity and gender inclusivity, aiming to be more than just a cosmetics brand but an open community for all identities.
Ravish Hanutsaha, Chief Executive Officer of Sri Chantorn Sahaphoth Company Limited, commented on the current cosmetics market, saying that considering the business situation in the first 4–5 months of this year, it has been a highly challenging period due to the economic slowdown and weakened purchasing power, compounded by rising production costs from higher plastic prices and shipping fees caused by supply chain impacts.
Although these factors have slightly reduced profit margins per unit, the brand has maintained continuous double-digit revenue growth. Its main strategy focuses on increasing sales volume and managing its product portfolio to meet consumers’ value-for-money expectations, without raising product prices.
Regarding spending behavior of the primary target group aged 13–35, the average purchase value per transaction (basket size) is not very high, since product prices start at 39 baht for loose powder and mostly range from tens to hundreds of baht. This leads to relatively low total spending per purchase but is offset by frequent repeat purchases, as most products are daily-use items.
Ravish added that the brand has managed its distribution channels to align with this behavior by focusing on small-size or sachet products in convenience stores like 7-Eleven, which is a growing segment with increasing shelf space. Meanwhile, regular-sized products are distributed through beauty retail stores, clearly separating target groups and usage scenarios.
Currently, the product structure is divided into three main categories, with Color Cosmetics—such as lipsticks—remaining the core revenue driver with high repurchase rates, alongside loose powder products.
“Sasi’s strength lies in its distribution through nationwide convenience stores and hero products like the Jolly Sweet Lip Tint, known for vivid color and long wear, a perennial favorite, as well as its popular compact powder line expanded to seven formulas,” Ravish said.
However, the brand is increasingly focusing on foundation and pressed powder products, as market data show that the Base Makeup segment is larger than Color Cosmetics. Entering this segment presents an opportunity to expand and grow the business portfolio further.
Beyond the domestic market, another key driver is leveraging the rising popularity of Thai culture (T-Culture) through Thai series and artists abroad, which positively influences products labeled “Made in Thailand.” Currently, the brand exports to 4–5 countries, with the Philippines being the fastest-growing overseas market due to similar skin types, makeup habits, and hot, humid climate. Products with long-lasting and oil-control properties are well received. Other markets include Laos and Taipei, with long-term goals to expand distribution across ASEAN to elevate the brand to a regional level.
At this juncture, the brand has announced a major transformation on its 9th anniversary by adopting a Music Marketing strategy and entertainment media communication, featuring all nine Sasi Faces—led by Kao Supassara, six members of PROXIE, and Keng-Namping—reflecting a youthful image. The music video for the song “Sing See Because We Can” combines catchy “Sing Joe” rhythms with modern rap parts.
Although this campaign uses the largest group of brand representatives since its founding, management states that this year’s marketing budget remains close to last year’s. The budget is concentrated into a major campaign to maximize communication efficiency and build long-term brand loyalty, rather than spreading smaller budgets. They intend to leverage the followers of all nine brand ambassadors to raise awareness in foreign markets simultaneously. This repositioning marks the brand’s third adjustment of its Brand Belief.
From its beginnings as an affordable “secret item,” Sasi has proven that sustainable growth is not just about selling cosmetics but about securing a place in consumers’ hearts by offering value and standing alongside the diversity of young people. Alongside managing its product portfolio through a Volume & Value strategy focused on affordable, portable products readily available at convenience stores to encourage repeat purchases, the brand has confidently reached its ninth year.
Follow marketing news with Thairath Money at
Follow the Facebook page: Thairath Money at this linkhttps://www.facebook.com/ThairathMoney