Mr. Rawit Hanutsaha, Chief Executive Officer of Srichand Sahaphot Co., Ltd., a leading Thai beauty product manufacturer and distributor known for brands Srichand (SRICHAND) and Sasi, revealed that the company’s latest annual sales reached 2.0555 billion baht with net profit increasing 34% to 274.78 million baht. The company is advancing its transformation into a global brand through three main strategies: developing products tailored to “T-SKIN,” or Thai skin; leveraging Thai soft power for international brand recognition; and expanding within the ASEAN market, where consumer behavior and climate closely resemble Thailand’s.
Regarding foreign markets, the company recorded a 135% sales growth during 2024-2025, with Laos showing a 162% increase. Japan and the Philippines continue to expand their customer bases. The company plans to enter Myanmar in the second half of 2026 before expanding to Vietnam, Singapore, Malaysia, and Indonesia in 2027.
Mr. Rabil Sirimongkol, Chief Marketing Officer of Srichand Sahaphot Co., Ltd., stated that a key challenge for Thailand’s beauty industry is the intensifying competition from Chinese cosmetic brands aggressively expanding in the region. However, the entry of Chinese brands is not a major concern because Thailand’s cosmetics industry has a strong foundation similar to its food industry. Additionally, Thai entertainment, including BL series and artists, helps build global recognition and serves as a form of national soft power.
He added that Chinese brands no longer compete solely on low prices but have improved product quality, gained manufacturing expertise from serving as production bases for global brands, and developed strong online marketing capabilities. These are areas that Thai operators need to closely monitor.
“In some countries in this region, Chinese brands invest 2 to 3 billion baht in marketing and promotions to rapidly capture market share within just two years, leaving local businesses struggling to keep up. Thailand is different because Thai brands, especially in cosmetics, are very strong,” he said.
Mr. Rabil said the strength of Thai brands lies not in price but in product quality, brand building, and steadily growing consumer trust. Over the past 2-3 years, consumers have increasingly embraced Thai products such as food, clothing, and cosmetics, leading to rapid growth for many brands.
“Srichand itself leverages Thai identity to expand in foreign markets, particularly Japan, through packaging designs that reflect Thai craftsmanship, distinguishing it from Japanese and Western brands which focus on simplicity. This has helped Srichand’s products be available in over 2,000 stores in Japan and become easily recognizable to consumers,” he explained.
Mr. Rawit said Srichand’s success is only a part of the growth in Thailand’s beauty industry, which is seeing expansion not just from individual brands but across the entire ecosystem—from raw material producers, contract manufacturers, distribution channels, to Thai retailers. This has led many Thai brands to achieve significant performance growth over the past 2-3 years as consumers increasingly trust and choose Thai products.
“If you look at the financial reports of many companies in the industry today, you will see that growth is not limited to Srichand; many brands are growing simultaneously because consumers select Thai products based on quality and brand credibility, not just price.”
This growth also extends to beauty retail outlets, including specialty stores, modern retail chains, and local shops expanding branches continuously, enabling Thai brands to reach consumers nationwide and compete successfully with foreign brands on store shelves.
Mr. Rabil noted another indicator of Thailand’s beauty industry potential is its selection as the host for Cosmoprof CBE ASEAN and Cosmopack CBE ASEAN events, held from 24-26 June 2026 at the Queen Sirikit National Convention Center. These international exhibitions showcase beauty products and supply chains, bringing together manufacturers, brand developers, investors, and buyers from around the world.
“Previously, the event occupied only one hall, but now it has expanded to several halls, demonstrating that Thailand’s beauty industry is not only growing domestically but is becoming a key destination for global operators,” said Mr. Rabil. He added that Thailand is now recognized alongside Bologna, Italy; Las Vegas, USA; and Hong Kong as a major Cosmoprof network location, confirming Thailand’s strength in manufacturing, innovation, and brand building and attracting global business interest.
“Today, brands from Europe, America, and Asia come to Thailand not only to sell products but to seek business partners, manufacturers, and new innovations. This signals that Thailand is rising as the beauty industry hub of ASEAN.”
The annual growth of Cosmoprof CBE ASEAN and Cosmopack CBE ASEAN demonstrates that Thailand is not just a consumer market but is evolving into a center for production, brand development, and business networking in the regional beauty industry, providing vital support for T-Beauty’s global expansion.