Starting from scratch, Sajika Thongsuk is now a curator of beauty products retailed at multi-label store BFF (abbreviated from Best Friend Forever), whose fifth branch opened on March 1 at Central Chidlom.
The cosmetics buff actually holds a master's degree in education and runs a kindergarten in tandem with BFF's five branches.
Sajika Thongsuk. Photo credit
"Three years ago, it was really difficult to get the business off the ground. Some of the brands we approached were hesitant because we were small and completely new to cosmetics retailing," said Sajika. "Today, BFF carries products by over 30 international brands. We thoughtfully source them as if selecting only the best for a friend, and this is reflected in the name of the store."
The first stand-alone store opened its doors at Seenspace on Thong Lor 13. Other branches are located at CentralPlaza Lardphrao, Megabangna and the newly opened one at Central Chidlom.
BFF also operates under the shop-in-shop concept at Paragon Department Store's Beauty Hall.
Against a competitive environment, BFF differs in offering more luxurious rather than mass products found in other multi-label stores.
Sajika defines BFF as a luxury lifestyle store, whose skincare line-up includes products by EviDenS de Beaute, 3LAB, Skin Design London and Skyn Iceland.
Products by doctor beauty brands, such as Dr Barbara Sturm, 111Skin by Dr Yannis Alexandrides, Royal Fern by Dr Timm Golueke and VenEffect by Dr Rebecca Booth, are also retailed at the stores.
"The myriad formulas cater to different and changing skin concerns. Clients can come to the store and find solutions to their problems," said Sajika. "They don't need to buy an entire collection but can pick items that can mix and match with other skincare products that they are already using."
BFF's make-up aisle features, for instance, RMS Beauty, known for using organic ingredients; and cult make-up artist brands Kevyn Aucoin and Surratt.
Haircare brands include Miriamquevedo from Spain, Philip B from the US and Royal Fern from Germany.
"I wasn't satisfied about what was available in Thailand and travelled to many countries to find these brands. The increasing number of brands, products and locations will attract more customers, who can count on us, being a best friend, for advice on beauty products," she said.
