T-beauty explained: Why Thailand’s beauty brands are taking Southeast Asia by storm
- If you’ve ever flown home from Bangkok with a mysteriously heavier suitcase, chances are it was stuffed with Gentlewoman totes, ChaTraMue milk tea mixes – and a healthy haul of beauty buys.
- For decades, Thailand’s beauty industry had evolved largely under the radar.
- Heritage names like Srichand, founded in 1948, and mass-market giant Mistine, which emerged in the late 1980s, developed products tailored to local consumers rather than chasing global trends.
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- If you’ve ever flown home from Bangkok with a mysteriously heavier suitcase, chances are it was stuffed with Gentlewoman totes, ChaTraMue milk tea mixes – and a healthy haul of beauty buys.
- For decades, Thailand’s beauty industry had evolved largely under the radar.
- Heritage names like Srichand, founded in 1948, and mass-market giant Mistine, which emerged in the late 1980s, developed products tailored to local consumers rather than chasing global trends.
Sources: CNA