Not every category translates perfectly, however. Thai colour cosmetics, Yeo noted, often lean warmer than Singaporean consumers typically prefer, reflecting local preferences for peachier blushes and tangerine-toned makeup.
A CATEGORY OF ITS OWN
Despite inevitable comparisons, the brands CNA Lifestyle spoke to aren’t interested in becoming “the next K-beauty”. Instead, they want to define a category rooted in tropical expertise and Southeast Asian consumers.
“For T-beauty to achieve global recognition, we need stronger storytelling,” said Karmarts’ Theekhakhirikul. “The world must understand what T-beauty stands for and why it matters.” That, he added, will also require sustained investment in R&D and globally recognisable brands.
Srichand’s Hanutsaha argued that the industry’s next challenge is proving T-beauty has staying power. As Thai brands expand beyond ASEAN, Hanutsaha said success will depend on maintaining high standards in research, quality and innovation while continuing to build from an authentic understanding of tropical consumers.
“The future of T-beauty isn’t about following trends,” he said. “It’s about demonstrating that Thailand has its own distinctive beauty philosophy, one built on performance, innovation and a deep understanding of consumers living in tropical environments.”
For Her Hyness co-founder Lerttanapaiboon, local understanding is Thailand’s greatest competitive advantage.
“The future of clean beauty in Asia won’t be written by Western brands adapting their formulas for us,” she said. “It’ll be written by us, because we have the advantage of true local insight… our climate, our skin biology and our cultural relationship with beauty.”
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