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Bangkok Post

Lifestyle

Redefining beauty naturally

Ageing gracefully is no longer only about extending lifespan. Increasingly, it is also about preserving vitality, confidence and a sense of self over time.

Nida Esth International, an internationally recognised, award-winning clinic in Siam Square, has pursued that ideal for nearly three decades, helping reshape the longevity movement in the process.

Led by dermatologist Dr Sunida Yuthayotin and plastic surgeon Pol Lt Col Dr Piya Rungruxsiri and supported by specialist medical teams and hospital-standard partners, the clinic, founded in 1999, combines advanced aesthetic technology with personalised treatment design spanning skin, surgery, body contouring and hair restoration.

Dr Sunida says while many associate the concept of longevity aesthetics with basic health and beauty habits, Nida Esth approaches it through advanced aesthetic technology and sustainable beauty.

A SHIFT TOWARD NATURAL, LONG-TERM BEAUTY

“In recent years, beauty trends have focused heavily on transformation by changing a person’s appearance to make them look dramatically younger, sometimes to the point where even their family barely recognises them any more,” Dr Sunida says.

POL LT COL DR PIYA RUNGRUXSIRI AND DR SUNIDA YUTHAYOTIN

“We found this often caused people to lose their own unique beauty identity.”

Dr Piya has observed patients becoming conscious of both appearance and body contouring, accelerated by video-call culture.

What began with a desire to look better on camera has evolved into a wider interest in long-term aesthetic maintenance.

The Department of Business Development reported 6,621 beauty businesses as of January 2025, driven by technology, rising demand among men and people of various ages, social media, and foreign demand.

“Patients want treatments that are less invasive but still provide good, long-lasting and sustainable results,” he says.

THE RISE OF MINIMALLY INVASIVE AESTHETICS

Minimally invasive procedures are one of the fastest-growing areas in aesthetics.

At Nida Esth, this includes Trinity Lift X, which combines multiple endolaser technologies using ultra-fine laser fibres about the size of a strand of hair.

The approach allows doctors to target areas of ageing, excess fat and sagging more precisely to create lifting, firmer skin and a more defined jawline.

Results can last up to three years, longer than many traditional laser lifting treatments.

This shift has driven interest towards treatments that not only lift, but also preserve the qualities associated with a youthful face — natural fullness, softness and healthy skin quality.

One example is Dr Sunida’s 6D Signature Lunchtime Facelift, an inside-out facial rejuvenation protocol developed to improve facial contours without relying on fillers or surgery. The treatment begins with inside volumising using Fotona Smooth Lifting, a laser procedure performed through the oral mucosa to stimulate collagen remodelling and restore support within the mid-face. This can improve facial fullness and soften smile lines without adding foreign materials.

This is followed by outside lifting using Superb Technology (Synchronous Ultrasound Parallel Beam), which lifts and firms facial tissues while preserving the facial fat compartments that contribute to a naturally youthful appearance.

According to Dr Sunida, the goal is not to create an artificially tight look, but to achieve a face that appears refreshed, balanced and naturally rejuvenated.

Dr Sunida says successful aesthetic outcomes depend on more than technology alone.

Doctors must deeply understand facial anatomy, the ageing process and how technologies interact with facial structures because faces age differently.

This is why the clinic focuses on a structural lift, correcting the support structures of the face rather than simply treating the surface.

“After anatomy and technology comes the artistic side of treatment,” says Dr Sunida. “The doctor must know how to design a treatment plan that creates results that are both beautiful and natural-looking.”

That philosophy extends beyond the procedures. Dr Sunida describes Nida Esth as a gallery house that creates works of art through medical expertise supported by technology.

The clinic’s patient relationships reflect that long-term approach with around 80% of patients coming through referrals and word of mouth.

“Working has always made me happy because every patient feels like family or a close friend whom we truly care about,” says Dr Sunida. “We try our best to take care of every patient in the best way possible.”

That care is visible inside the clinic, where Dr Sunida warmly greets returning patients, including, while we were there, one international patient heading to the airport after treatment.

As longevity shapes the future of wellness and aesthetics, both doctors believe patients will seek treatments that support confidence and well-being rather than dramatic transformation alone.

The future of beauty, they suggest, may be less about looking like someone else than preserving the best version of yourself.