Chinese cosmetics, known as C-beauty, are on the rise in Thailand, driven by the growing presence of Chinese entertainment in the country, according to Thai cosmetics producers.Among Asian cosmetic brands in Thailand, the leading players are from South Korea, Japan and China, according to Rabil Sirimanakul, chief marketing officer of Srichand United Dispensary Co Ltd, a producer of Srichand skincare and makeup products.
South Korean brands remain the most popular, fuelled by the continued popularity of K-dramas and K-pop. In contrast, Japanese brands have shown stagnant growth.
He said C-beauty is expanding rapidly, with Chinese entertainment serving as a key driver. The growing presence of Chinese over-the-top streaming platforms in Thailand has increased local familiarity with Chinese culture and artists.
He highlighted the vast scale of the Chinese cosmetics market, noting that manufacturers have large production capacity and deliver high-quality products. In the event of oversupply, these companies seek to expand into international markets.
He also observed that C-beauty brands are expanding into Indonesia through e-commerce platforms.
