Chinese cosmetic brands enjoy rising popularity

Chinese cosmetic brands, known as C-beauty, are gaining ground in Thailand, driven largely by the growing presence of Chinese entertainment and streaming platforms in the country. This is according to senior figures from two of Thailand's leading cosmetic producers, speaking to the Bangkok Post.

Rabil Sirimanakul, chief marketing officer of Srichand United Dispensary Co Ltd, noted that among Asian cosmetic brands in Thailand, South Korean products remain the most popular, supported by the ongoing influence of K-dramas and K-pop. Japanese brands have shown stagnant growth, while Chinese brands are expanding rapidly. He attributed this rise in part to Chinese over-the-top streaming platforms increasing local familiarity with Chinese culture and artists.

He also pointed to the scale of the Chinese cosmetics industry, highlighting large production capacity, high product quality, and strong expertise in e-commerce, including understanding of platform algorithms, customer preferences, and effective sales techniques. He noted that in situations of oversupply, Chinese manufacturers look to expand into international markets, with Indonesia also emerging as a target through e-commerce channels.

Despite this growth, Mr Rabil expressed no significant concern, observing that Thai consumers are increasingly choosing to support local Thai cosmetic brands. He also pointed to the ongoing expansion of beauty retail stores nationwide as evidence that the broader Thai beauty industry continues to grow. His advice for Thai producers is to focus on continual improvement in branding and product quality to remain competitive over the long term.

Prakarn Satanyotin, managing director of Better Way International Co Ltd, producer of the Mistine brand, echoed these views. He acknowledged that Chinese brands are increasingly visible in online sales channels and that attractive pricing may encourage some Thai consumers to try these products. However, he described the current expansion of C-beauty into Thailand as less intense than the earlier wave of South Korean brands. He added that Thai cosmetic producers remain highly competitive, with formulations tailored to local and regional consumers.

For business owners and investors in Thailand, shifts in consumer markets and retail trends can have broader implications for commercial strategy, market entry decisions, and business structuring. SLF Legal is here to support expats, investors, and entrepreneurs navigating the legal landscape in Thailand. Feel free to reach out to our team in Koh Samui for guidance tailored to your business needs.