Veerayut Wongraksa, Managing Director, said the NAREE Cute Never Fades event reflects the brand's belief that cuteness, or beauty in one's own way, is an enduring charm. They launched the NAREE Perfect Touch Blush, a new product developed to meet the needs of all consumer groups. It features three textures—Matte, Shimmer, and Cream—in over 18 shades suitable for all skin tones and usable on both cheeks and eyes, all in one compact.
"We want to redefine cuteness through a product everyone can confidently use, regardless of skin color or style, because we believe beauty is diverse and everyone should have access to quality cosmetics at affordable prices."
Additionally, the company aims for NAREE Perfect Touch Blush to become one of the brand's Hero Products, expecting to generate 100 million baht in sales within six months of launch, serving as a key driver to grow the Color Cosmetic segment's revenue as planned.
Another highlight was unveiling the 7 members of the T-POP girl group 4EVE as Face of Naree, who will convey the brand’s image of brightness, confidence, and youthful energy. This aligns with the brand’s DNA and the Cute Never Fades concept. NAREE believes partnering with 4EVE will broaden brand awareness, connect with younger consumers, and strengthen growth in the Thai cosmetics market.
Mujarin Chutimatipakorn, Senior Marketing and Brand Manager, said appointing the 7 members of 4EVE as Face of Naree is a key strategy to elevate the brand and expand its customer base among younger generations. The company expects this to boost brand recognition and stimulate purchase decisions across all sales channels—Modern Trade, Beauty Stores, and Online Commerce—to support the expanding Thai cosmetics market.
"Working with 4EVE is not merely selecting brand ambassadors but a long-term investment in brand building. We want to connect NAREE with the lifestyle of younger consumers through influential artists who impact buying decisions and reflect the brand’s modern, fun, accessible, and quality image. We believe this collaboration will significantly drive sales, brand awareness, and NAREE’s strength in the Color Cosmetic market."
Mujarin added that after launching the Cute Never Fades campaign, the company plans to invest over 20 million baht in 360-degree marketing throughout the year. This includes offline activities, digital content creation, collaborations with KOLs and influencers, and events with 4EVE to drive brand growth and progress toward becoming a leading Thai cosmetics brand recognized in the Color Cosmetic segment.
This year, NAREE also plans to celebrate its 10th anniversary in September 2026, marking a decade of success and expressing gratitude to customers for their continuous support and trust. The event will highlight NAREE’s growth journey from a Thai cosmetics brand to one trusted by consumers.
Over the past 10 years, NAREE has focused on developing products that meet consumer needs in quality, innovation, and value, building a strong customer base and becoming a brand consumers truly trust and prefer beyond fleeting trends. This 10th-anniversary celebration marks a significant step in reaffirming the brand’s vision to grow sustainably alongside its consumers.
Discover NAREE Perfect Touch Blush, available in three textures: Matte, offering smooth, easily blendable, vivid color; Shimmer, adding dimension and radiance to the skin; and Cream, providing a soft, lightweight, natural look. The 18 shades cover all skin tones, featuring fine texture, long-lasting color throughout the day, and dual use for cheeks and eyes.
NAREE continues to create new experiences by combining quality, innovation, and beauty fashion in its products, reinforcing the potential of Thai cosmetics brands to compete strongly. NAREE Perfect Touch Blush is now available at leading stores nationwide, including Watsons, Eveandboy, Beautrium, and Konvy.
Lifestyle Experience Highlight JCB International (Thailand) Co., Ltd., in collaboration with Starbucks Thailand, launched their first partnership campaign in Thailand to add value for both brands’ customer bases. This combines strengths in payment systems and lifestyle retail business, offering exclusive privileges and enhancing customer engagement and business opportunities across participating Starbucks stores nationwide.
This collaboration underscores the strategy to link brands with contemporary consumers' lifestyle experiences. Data from January to April 2026 shows beverage transaction counts grew by 30% and total spending increased by 13% year-on-year, indicating opportunities to engage consumers through lifestyle experiences closely connected to daily life.
Showcasing Thai OEM Manufacturing Strength Manatchaya Techavejcharoen, Chief Operating Officer, and Warintra Techavejcharoen, Chief Financial Officer of VEGA NATURAL COMPANY LIMITED, a full-service OEM provider of beauty and dietary supplement products, exhibited at Cosmoprof CBE ASEAN 2026 (5th edition) to showcase the company’s production and innovation capabilities to entrepreneurs and business partners internationally.
Vega’s booth attracted continuous interest from domestic and international visitors and partners, reflecting confidence in Thai manufacturers’ potential and the company’s commitment to expanding into global markets. Representatives included Tassanee Wannathong, Natnapat Boondok, and Pakaporn Ketumongsit at Queen Sirikit National Convention Center recently.
Enhancing Efficiency Lactasoy Co., Ltd., represented by Assistant Managing Director Sahathita Jirapattanakul (left), advances public health and quality of life by supporting hospital missions to deliver efficient medical services. The company donated 36,000 boxes of Lactasoy soy milk to the Faculty of Medicine Siriraj Hospital for patients and medical staff. The donation was received by Prof. Dr. Apichat Asawamongkolkul (second from right), Dean of the Faculty of Medicine Siriraj Hospital, and Dr. Luecha Boontaveekul (right), Deputy Director of Siriraj Hospital, recently.