Discover T-beauty, a beauty aspect that promises to be a trend

It is not today that the skincare Asian style is known as k-beauty, originating in South Korea, the style of self-care and Korean products have gained a lot of attention in Brazil, being a reference in cosmetic innovation. According to Business of Fashion, a new market has emerged from Thailand, t-beauty is promising to become the next beauty hub.

New beauty movement

Winning over generation Z, two companies are dominating the region's industry: Oriental Princess, from SSUP Holdings, which works with natural ingredients, and Mistine, from Better Way, which is one of the first direct-to-consumer beauty brands from the country. According to Euromonitor research analyst, Rachel Kok, Mistine gained ground during the pandemic and has been growing ever since, especially with the Chinese public.

The best-selling product is a sunscreen, capable of resisting the region's high temperatures. According to the general manager of Sephora Thailand, Chayapa Rattanadej, revealed that the country saw faster growth for Sephora in 2023: “Due to our climate, one of the categories that does very well at Sephora Thailand is sun care, anti-pollution and acne and sensitive skin care”.

Thai product Skin Syrup (Photo: Reproduction/Instagram/@skinsyrup)

Thai product Fyne (Photo: Reproduction/Site/FyneSkin)

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Expansion

To win over consumers, the brand decided to produce smaller, sample-sized packages, reducing costs and encouraging the consumption of different products. t-beauty's expectations for expanding its global business include low prices and climate-resistant products.

Furthermore, cultural capital, which is highly valued today, is being shared through local content and celebrities across Asia. Like Thai actress, Davika Hoorne, who modeled for Gucci using one of t-beauty's makeup. A new type of makeup was created by Thai women, comments Mintel's senior beauty analyst, Chayapat Ratchatawipasanan, who mentions makeup called 'swai meiku', where “swai” is beautiful in Thai, and “meiku” makeup in Japanese.

Featured Photo: Thai content creator (reproduction/Instagram/@makeup_amy)