Showcasing Market Leadership and Underscoring Thailand’s Global Beauty Industry Potential
Thai retailer recognized for supporting homegrown brands, which account for over half of its sales
Accepting the award were Mr. Jirawut Rojratanawalee, Chief Executive Officer, and Mr. Atiroj Rojratanawalee, Chief Marketing Officer of BEAUTRIUM Co., Ltd. The Retail Asia Awards celebrate excellence in retail across the region, recognizing brands that set new benchmarks in innovation and customer experience.
The win comes amid Thailand’s thriving cosmetics sector, which, according to Euromonitor International, is projected to reach THB 281 billion in 2024, growing 10.4% year-on-year. The industry now ranks among the top five contributors to national GDP.
With its brand philosophy centered on the concept of ‘Beauty Companion’, BEAUTRIUM positions itself as Thailand’s most customer-centric beauty retailer, committed to making high-quality products accessible to everyone. Championing the principle of ‘Cosmetic Equality’, BEAUTRIUM believes that beauty should be available to all, by offering a wide selection of both Thai and international brands at every price point. Its current product mix includes 37% skincare, 35% makeup, and 8% fragrance and others, with makeup maintaining the highest share.
Mr. Jirawut Rojratanawalee, Chief Executive Officer of BEAUTRIUM Co., Ltd., stated, “For BEAUTRIUM, retail is not just about selling, but about creating a space where people feel free to be themselves – without having to conform to conventional standards. This is our Beauty Companion’s stance. The award is not only a win for BEAUTRIUM, but it also confirms the potential of the Thai beauty industry. We are proud to contribute to Thailand’s economy and retail industry’s sustainable growth."
Five Strategies Driving BEAUTRIUM toward International Beauty Market Leadership
- Comprehensive Retail Network
With 72 stores nationwide and a target of 100 by the end of 2025, BEAUTRIUM supports both urban and rural communities. Its omnichannel retail strategy includes an official website, mobile app, and official stores on e-marketplaces, as well as quick commerce via GrabMart (with delivery in 25 minutes), ensuring access and convenience at every touchpoint. - Data-Driven Store Clustering
Rejecting the one-size-fits all approach, each BEAUTRIUM store is tailored to local consumer behaviors, with formats curated by location, lifestyle, and trend demand. Urban stores focus on showcasing K-beauty and viral products, while regional locations emphasize practicality and price sensitivity – ensuring relevance in every market. - Trend Setter
In 2024 alone, BEAUTRIUM introduced over 41 exclusive brands, many of which mark their first launch in Thailand at BEAUTRIUM before expanding to other channels. The retailer offers viral items, clean beauty, men’s grooming, and emerging Asian names. With a portfolio of more than 2,000 brands and over 100,000 SKUs, BEAUTRIUM strikes a balance between value and aspiration. - Inspiring Experiences
BEAUTRIUM is more than a store – it’s a discovery platform encouraging customers to try new brands and discover new favorites. Creative store layouts, immersive brand zones, rotating promotions, and events such as pop-ups, year-round activities, and brand collaborations make every visit dynamic. Benefits through The1 loyalty program including reward points, exclusive deals, and targeted campaigns further enhance the experience. - Open Collaboration Model
BEAUTRIUM’s philosophy of shared growth involves deep partnerships with brand owners, distributors, mall operators, KOLs, and digital platforms. In 2024, the brand co-hosted over 800 activities, including co-branded campaigns, live commerce, exclusive launch events, and cross-platform activations that sync across in-store and online channels. This effective model drives sales, boosts brand engagement, and grows customer base for both partners and BEAUTRIUM
Backing Thai Brands on the Global Stage
Locally produced cosmetics now represent 85% of Thailand’s beauty market. BEAUTRIUM – 100% Thai-owned and operated – champions these brands, with over 500 Thai labels on shelves and more than half of total sales attributed to local products. The company plays a pivotal role in showcasing Thai beauty as a soft power and economic driver in the region.
Partnering with BEAUTRIUM means more than shelf space – it’s about becoming part of a shared ecosystem with a clear mission: long-term regional growth for Thai brands amid rising domestic and international interest in Thai beauty.
Mr. Atiroj Rojratanawalee, Chief Marketing Officer of BEAUTRIUM Co., Ltd., added, “BEAUTRIUM measures success not by the number of branches, but by the real value delivered to customers, partners, and the broader industry. With over 1 million members in 2024, a 40% return rate in the first five months of 2025, and a 5% rise in average basket size, we know our community trusts us as their go-to beauty companion."
Looking Ahead: Shaping the Future of Beauty Retail
As BEAUTRIUM celebrates this international recognition, its sights are firmly set on redefining beauty retail through its inclusive and tech-enabled model. The company continues to uphold its “Beauty Companion” philosophy that goes beyond selling products to create an ecosystem where everyone can access beauty. The Retail Asia Awards 2025 honor marks not just a milestone for the company, but a bold step forward for Thailand’s presence on the global retail stage.
