Thai cosmetics
23 January 2025
Korean and Japanese cosmetics may be dominating Asian and global beauty markets, but Thai beauty products also deserve a spotlight. Thailand has a vibrant beauty scene with a number of home grown skincare and makeup brands making a name for themselves abroad.
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If you’re travelling to Thailand soon, here are 6 popular and affordable beauty brands to know from the land of smiles- leading the way is Mistine, a homegrown brand with an established presence in China for years P.S: Don’t miss my shopping guide to all things in Bangkok, Thailand in Bangkok, Thailand in Bangkok, Thailand: 5 Must Visit Skincare & Makeup Shops.
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Ingu is a homegrown skincare brand founded by Chayadhorn Kitiyadisai, a popular Thai Youtuber who also goes by the name, Ing. Ing’s Youtube channel, called “Read Behind the Box” is dedicated to topics on skincare.
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Ing’s Youtube videos are a hit in Thailand. Spurred by his success and support from his family, which he claims are “a third generation cosmetics and skincare producer”. His skincare range comprises a small range of facial cleansers, moisturisers and sunscreen. At first impression, Ingu’s skincare range reminded me of The Inkey List- emphasis on a few active ingredients and similar basic packaging. Ingu also pays homage to its Thai roots by featuring locally sourced plants like jasmine rice and green tea from Chang Rai.
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While in Bangkok, I bought Ingu Nio-Glow Peptide Balm SPF 40 PA++++; as it was the only product from Ingu skincare that interested me. The lips are the most vulnerable to sun damage; and I’ve found it a struggle to find lip products with adequate sunscreen coverage. Ingu Nio-Glow Peptide Balm SPF 40 PA++++ offers good protection; and it only cost 290 Thai Baht (approx SGD$12).
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Would you have guessed that one of China’s top selling sunscreens is from Thai brand, Mistine? Mistine was founded in 1988 by Amornthep Derojanawong together with the Saha Group, a consumer goods conglomerate in Thailand. Today, Derojanawong’s son, Danai Deerojanawong distributes the brand under his company, Better Way. Under Danai’s charge, Mistine has grown to be one of Thailand’s most well known cosmetics brands, with a strong presence in China and South Korea. Since the brand entered China in 2016, it has risen to be one of China’s top brands for sunscreens and makeup products. In its first year of launching on Tmall, Mistine garnered more than one billion RMB in sales, a huge feat for the brand.
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Mistine is best known for its sunscreens, and the brand has introduced innovative technologies known as Solarcut and Smart Activation to improve sunscreen performance. Popular Chinese actress and singer Lusi Zhao (Rosy Zhao) is the ambassador for Mistine sunscreens. I sampled the sunscreens in Bangkok; and it was not as lightweight as I’d hoped it was.
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Mistine’s makeup products are also very popular, both in the local and overseas markets. One of Mistine’s lip gloss that went viral on TikTok, The Mistine Thai Latte Juicy Lip Glaze, was sold out in many stores in Bangkok on my last trip.
If you’re looking for liquid eyeliners that won’t budge that’s still affordable, I highly recommend Baby Bright’s eyeliners. Baby Bright is a clean, vegan Thai cosmetics brand that offers a wide range of makeup products under SGD$10. At first glance, Baby Bright’s products reminded me of popular K-beauty brands. Under the recommendation of a sales assistant at EveandBoy, I picked up a liquid eyeliner from Baby Bright; and ended up liking it very much. The mascara did not smudge; and had great staying power. The Baby Bright eyeliner also comes with a pencil highlighter at its other end that’s great for making the eyes look a little brighter. If you’re into aegyo sal or douyin makeup, this is a handy addition to your makeup bag.
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Another Thai cosmetics brand that’s popular among online beauty communities is 4U2. At first glance, you might mistake 4U2 to be a Korean cosmetics brand. Its cute packaging and makeup products for creating iconic Korean makeup looks captivated me. A number of 4U2’s products were sold out at EveandBoy Siam Square when I visited, but I managed to pick up one of its best sellers, the 4U2 False Lash Look Mascara. I like the short bristles on the brush wand; and the mascara did not smudge, but the lengthening effects were ordinary. But I’m not complaining- it was only SGD11. 4U2 cosmetics are also available in Singapore at Watson’s.
Chat Cosmetics is a premium skincare and makeup line created by professional makeup artist, Chatchai Peangapichart “Nongchat”. Nongchat is the makeup artist to actresses and celebrities in Thailand, including Amata Chittasenee “Pearypie” and Araya A. Hargate. Chat Cosmetics reminded me of British cosmetics brand Charlotte Tilbury with its luxurious packaging and both founders being highly sought after makeup artists.
Chat Cosmetics’s most popular products are its lip gloss, blush and face powder. The products are known for their fine quality and elegant packaging. In Bangkok, Nongchat is a ubiquitous presence. Besides Chat Cosmetics, he also has an affordable makeup range for the brows called Browit by Nongchat that’s also popular in Thailand.
A household name in Thailand, Srichand is one of the oldest cosmetics brands in the country. Founded in 1948 by Phong Hanutsaha, the brand began as a pharmacy brand before the founder acquired the formula for a herb based formula from an army doctor named Srichand; and rebranded itself as “Srichand United Dispensary”.
Fast forward to 2025, Srichand Cosmetics’ powder foundations are still its best sellers. The powder foundations are said to absorb oil, reduce acne and leave a lasting translucent veil on the skin even after hours in Thailand’s hot and humid weather. Over the years, Srichand has advanced its product developments such as Japanese technologies behind its powder puffs. Despite its heritage, Srichand’s popularity transcends ages as the brand modernised its branding and packaging- the aesthetic is recognisably Thai and modern with sleek packaging and flower motifs. Srichand’s most popular products include Srichand Translucent Powder and Tanaka Gold Powder Mask.
Hope you enjoyed this post! I had a lot of fun learning about Thai beauty brands; and was really excited to try some of them on my recent trip to Bangkok. If you have any Thai skincare and makeup recommendations, leave them in the comments so I can check them out too.