Global economic uncertainty is prompting Thai consumers to be more cautious with their spending, creating business opportunities for sachet skincare products, according to Srichand United Dispensary Co Ltd, a producer of Srichand make-up and skincare products.
Rawit Hanutsaha, chief executive of Srichand United Dispensary, expects intense competition in the Thai skincare and make-up market this year due to the large number of players and cautious consumer spending.
He said Thai consumers are becoming more educated about skincare products, with some asking detailed questions about the products.
Skincare and make-up in sachet packaging have high potential, said Mr Rawit, as consumers prefer smaller, cheaper packages. While the bill may be smaller, the frequency of purchases could increase, he said.
Small sachets also allow consumers to test products, and they are convenient for air travel.
The company continues to research and develop products tailored to Thailand's climate, which has scorching sun, heat and humidity.
He said less than 10% of sales came from exports in 2025, but the company aims to increase the export sales portion to over 10% this year.
The company has a presence in Laos, Japan, China and the Philippines.
Mr Rawit said the company aims to strengthen its presence in Myanmar in the second half of this year, followed by expansion into Vietnam, Singapore, Malaysia and Indonesia.
Srichand views Vietnam as a promising market due to its large population and significant proportion of young consumers, an ideal demographic for the company's products.
As part of another strategy, the company is leveraging the global popularity of Thai drama and T-Pop music. By partnering with 13 Thai artists, Srichand aims to use these cultural ambassadors to present the brand and introduce Thai beauty products on the global stage.
Geopolitical conflicts have triggered supply chain disruptions. He said the price of petrochemical-based packaging products has increased by around 10% on average, prompting the company to focus on cost management and to find solutions to reduce plastic usage.
