Chinese cosmetics, known as C-beauty, are on the rise in Thailand, driven by the growing presence of Chinese entertainment in the country, according to Thai cosmetics producers.
Among Asian cosmetic brands in Thailand, the leading players are from South Korea, Japan and China, according to Rabil Sirimanakul, chief marketing officer of Srichand United Dispensary Co Ltd, a producer of Srichand skincare and makeup products.
South Korean brands remain the most popular, fuelled by the continued popularity of K-dramas and K-pop. In contrast, Japanese brands have shown stagnant growth.
He said C-beauty is expanding rapidly, with Chinese entertainment serving as a key driver. The growing presence of Chinese over-the-top streaming platforms in Thailand has increased local familiarity with Chinese culture and artists.
He highlighted the vast scale of the Chinese cosmetics market, noting that manufacturers have large production capacity and deliver high-quality products. In the event of oversupply, these companies seek to expand into international markets.
He also observed that C-beauty brands are expanding into Indonesia through e-commerce platforms.
Mr Rabil believes that Chinese cosmetic producers have developed considerable expertise in e-commerce platforms, understanding customer preferences, implementing effective sales techniques and knowing how to present products. They also understand platform algorithms and content preferences.
Despite the growth of C-beauty in Thailand, Mr Rabil is not concerned, noting that Thai consumers are increasingly supporting Thai cosmetics brands instead of relying solely on foreign products.
Furthermore, the Thai beauty industry is expanding, as evidenced by the ongoing expansion of beauty retail stores nationwide.
To remain competitive, he suggests that continual improvement in branding and product quality is essential for driving growth and sustaining long-term momentum.
Prakarn Satanyotin, managing director at Better Way International Co Ltd, a producer of the Mistine skincare and makeup brand, added that Chinese brands are increasingly visible in online sales channels. Some Thai consumers may try these new products and be encouraged by their attractive prices.
He views the current expansion of Chinese cosmetics into Thailand as less intense than the previous influx of South Korean brands.
He said Thai cosmetic producers remain highly competitive, developing formulations tailored to the needs of local and regional consumers.
