Despite ongoing economic pressures and challenges to consumer purchasing power, Thailand's beauty market continues to grow steadily. This momentum has propelled EVEANDBOY, one of the leading multi-brand beauty stores and a key player in Thailand's beauty sector.
In 2025, the company recorded sales of 8.297 billion baht, up from 7.037 billion baht in 2024. EVEANDBOY is continuing its business expansion with a goal of reaching 10 billion baht in sales by 2026, underscoring the beauty market's strong potential.
Hiran Thanmitr, Chief Executive Officer of EVEANDBOY Co., Ltd. He revealed that consumer behavior among the 18-34 age group, the company's core customers, has shifted significantly. Unlike before, customers no longer remain loyal to one brand but focus more on "ingredients" and "results." The younger generation is more knowledgeable about skincare and cosmetics through social media, enabling them to select products based on skin concerns or lifestyle at any given time.
For example, they seek skincare products containing Vitamin C, among others. This leads to more diverse purchasing habits, with consumers often mixing brands across different categories rather than sticking to a single brand for their entire routine.
In addition to product offerings, EVEANDBOY is intensifying investment in Experience Stores. Last year, they opened 22 new branches out of a total of 67, with plans to expand further this year. New flagship stores in Silom and Song Wat will offer more than just cosmetics retail.
The Silom branch has been developed into a three-story space featuring a workshop zone for makeup classes, a pop-up store area, and a Glass House for special events. Meanwhile, the Platinum Pop shopping center will debut its first "cafe" spanning nearly 600 square meters, with about 60 square meters dedicated to a collaboration space between brands and consumers through special menus and activities that vary by brand or campaign.
Hiran believes that younger consumers seek not only to "purchase products" but also to "experience" them. The cafe concept serves as a tool to build engagement and connect the brand with customers' lifestyles, similar to global brands that use cafes as experiential spaces for consumers.
Although competition is intense and Chinese brands are gaining popularity in Thailand, EVEANDBOY views the market as open to all brands. The core of being a "Beauty Destination" is offering the most comprehensive product selection customers want. The store currently offers hundreds of thousands of items, including exclusive products and special collaborations with various brands.
Despite economic challenges and trade tensions affecting costs and purchasing power, EVEANDBOY confirms that sales continue to grow, albeit requiring greater effort through promotions, campaigns, and store expansion to sustain growth. The average spend per bill is around 800-900 baht, with no signs that consumers will "stop caring about beauty" even amid an economic slowdown.
Hiran added that a clear change is that modern consumers "enjoy shopping" more, are willing to switch brands, try new products, and embrace Thai, Chinese, and global brands simultaneously. This presents a key opportunity for Thai brands to develop products that better and more quickly meet consumer needs.
A significant indicator of Thailand’s beauty industry growth is the rising prominence of "Thai brands," which are increasingly popular. Particularly at the "EVEANDBOY Best Selling Awards," with 148 awards this year, these not only certify popularity but also reflect product quality and brands’ ability to meet consumer demands effectively.
Additionally, EVEANDBOY has partnered with LINE MAN to expand beauty shopping through LINE MAN MART, delivering cosmetics, skincare, and perfumes from over 67 stores nationwide quickly to customers’ doorsteps.
"The strength of Thai brands today lies not only in product quality but also in understanding customers, building brand identity, and robust back-end management. These are key to driving long-term growth and enabling Thai brands to compete globally," Hiran concluded.
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