Just a few years ago, the beauty world was largely driven by K-Beauty or J-Beauty. However, throughout 2025-2026, it has become clear that T-Beauty (Thai Beauty) has carved out a significant landmark on the global map. Emerging as a rising wave in the beauty industry, T-Beauty boasts unique strengths that cater specifically to consumers, especially across Southeast Asia and China.
From legendary heritage brands like Srichand or Mistine, which have mastered products for hot and humid climates, resulting in oil-control powders and long-lasting foundations that survive daily life to modern Gen-Z favorites like La Glace and 4U2. These newer brands have created viral social media phenomena with rebellious, cool designs and rapid-fire shade releases that keep pace with changing trends, often showing more dynamism than some Western counterparts.
Furthermore, brands like PAÑPURI and Journal blend local wisdom with sustainability, refining Thainess through the science of scent, craftsmanship, and wellness lifestyles. Once experienced, their unique charm is truly addictive.
The key to T-Beauty’s expansion across Asia is that Thai brands offer high quality at accessible prices while embracing non-traditional concepts and diversity, values that modern consumers crave. And we hope to see Thai brands rise as major competitors on the global beauty stage in the near future. If you want to introduce Thai brands to international friends, here are the standout names with unique identities:
The Gen-Z & Viral Favorites
LA GLACE Known for its rebellious brand image. It went viral for the Black Magic pH Blush, a black jelly blush that turns pink upon contact with skin, and its Daily Toner Pads for pre-makeup hydration.
CATHY DOLL Under Karmarts, this brand focuses on vibrant colors and affordable, trendy packaging. Their recent Cathy Doll X Maeng collaboration features I AM MAENG, the makeup artist for LISA BLACKPINK, offering gender-neutral makeup items.
Holistic Wellness & Niche Fragrance
PAÑPURI A clean beauty and wellness brand inspired by Eastern traditions. They prioritize the balance of body and mind using sustainable, premium ingredients. Their Perfume Oil has been a standout favorite this past year.
JOURNAL A Thai fragrance house famous for its lightweight, non-greasy body oils that deeply nourish the skin. Best-selling scents include First Love and The Legacy.
The Science-Driven & Clean Beauty Labels
HER HYNESS A clean beauty favorite with a dedicated fanbase. Driven by the belief in skin’s natural healing power, the brand focuses on building a healthy skin barrier through deep nourishment and superior protection. Their standout stars? They are best known for their sensitive-skin-friendly sunscreens and facial sheet masks that achieve a clear, Glass Skin complexion.
MIZUMI A trusted drugstore brand known for gentle formulas. It is a go-to for those with sensitive or acne-prone skin, with products specifically designed for the Thai climate and skin types.
The Heritage Powerhouses
SRICHAND A historic brand founded in 1948 that successfully modernized its image. It is the #1 brand for translucent loose powders and oil-control products, famous for enduring extreme heat and humidity.
MISTINE Often called Thailand’s National Cosmetic Brand. It has gone international, becoming a giant particularly in China. Known for sunscreen technology, viral lipsticks, and sweat-proof, waterproof powders that stay flawless all day.
While K-Beauty dominates globally and J-Beauty maintains its premium standard, T-Beauty has built a powerful, self-sustaining ecosystem. The movement is driven by an active consumer base and entrepreneurs who are constantly pushing for higher quality and new industry standards.
Although the journey to the same global scale as the ‘Big Two’ remains a challenge, the momentum Thai Beauty has gained in recent years is the essential gear that will propel these brands much further in the years to come.
