The Thai beauty industry is steadily growing. According to the Office of Trade Policy and Strategy, the market value is projected to reach 281 billion baht in 2024, reflecting a 10.4% increase from the previous year. The rapid growth of e-commerce as a sales channel continues to support the industry's upward trajectory. This consistent expansion is driven by the rising popularity of Thai cosmetic brands, especially SME products, which are increasingly gaining consumer acceptance.
According to Mr. Hiran Tanmit, CEO of EVEANDBOY Co., Ltd., the company's total revenuein 2024 exceeded expectations, growing by 40% to reach 7 billion baht. The MAKEUP product category experienced the highest growth rate at 45%, followed by SKINCARE at 40% and FRAGRANCE at 35%, while other product lines continued to expand steadily. The company aims to achieve a 30% growth increase in 2025 compared to the previous year. Growth in the first quarter of 2025 aligned with this target, driven by branch expansions to reach new customer segments and strategic marketing adjustments within existing locations to sustain momentum throughout the year.
The annual upward trend has led to another grand award ceremony. This year, Thailand's leading beauty store, 'EVEANDBOY', is hosting Thailand's most prestigious beauty product awards 'EVEANDBOY BEST SELLING AWARDS 2024'. The theme for this year's event, 'THE TIMELESS ELEGANCE', celebrates enduring beauty and showcases exceptional products that drive Thailand's biggest sales phenomenon of the year. With 145 awards presented, this year's ceremony marks the largest in the event's history, continuing its tradition for the fifth consecutive year.
The 'EVEANDBOY BEST SELLING AWARDS 2024' serve as a prestigious recognition for the most well-known brands with the highest sales. This year's awards are divided into six categories: Fragrances, Cosmetics, Skincare, Personal Care & Body, Hair & Accessories, and Supplements. EVEANDBOY continues to uphold its position as Thailand's No. 1 beauty store this year by showcasinga diverse range of multi-brand products and introducing 'Exclusive Brand' items that are trending on social media. As the first and only retailer to import these sought-after products, EVEANDBOY has successfully brought international brands like 'Kylie Cosmetics', which has been well received and has consistently renewed its contract as an Exclusive Brand, to Thai consumers. Additionally, EVEANDBOY has established itself as a go-to destination for popular products, further strengthened by importing International brands such as Lilybyred, Tirtir, Cancer Council, and many more.
"The beauty market was exceptionally vibrant last year, with a surge of new products, particularly in the cosmetics sector, enhancing the shopping experience for customers. The increased variety provided more choices, while communication channels across multiple social media platforms made it quicker and easier to connect with clients. Our fastest-growing customer segments are officers and students, both of whom are loyal consumers with high visit frequency and strong repeat purchase rates. EVEANDBOY's core marketing strategy has always been to ensure that customers think of us first when seeking new products or staying updated on the latest beauty trends."
Mr. Hiran also revealed that this year has seen a significant increase in Thai brands winning awards, highlighting their potential to become 'Rising Stars' in large numbers. As Thai consumers increasingly embrace local brands, they are prioritizing product quality over brand recognition andare more open to exploring new options. This surge in demand underscores the growing dynamismof Thailand's beauty industry. This year's strategy focuses on expanding customer reach through the continued growth of more than 25 new branches, alongside the introduction of Exclusive Brands to the market. By the end of 2025, the total number of EVEANDBOY branches is expected to reach 65, with further expansion bringing the total to 140 branches by 2028. New strategic locations are carefully selected based on their strategic potential, ensuring they attract both local shoppers and international tourists. Key expansion sites include EmSphere, Platinum, Terminal21 Asok, Siam Premium Outlet, as well as provincial areas. Currently, EVEANDBOY operates 45 locations, with 26 in Bangkok and 19 in the provinces.
Simultaneously, EVEANDBOY is launching a brand-new loyalty program, the 'Ebbie Card', designed to strengthen customer retention and enhance the value of purchases throughout the membership period. The Ebbie Card offers numerous exclusive benefits, including special discounts, member-only promotions, birthday gift bundles, early access to new products, and participation in exclusive events and activities. To reaffirm its leadership and celebrate the phenomenal success of its best-selling beauty products, EVEANDBOY proudly presents a special campaign'EVEANDBOY BEAUTY AND THE BEST 2024', showcasing 145 award-winning items of the year. From May 22 to June 19, 2025, beauty lovers across Thailand can enjoy exclusive promotions both in-store at all 45 EVEANDBOY locations nationwide and online via the EVEANDBOY website and mobile app. In addition, two flagship locationsTHE UNDERGROUND SIAM SQUARE ONE (LG Floor) and MEGA BANGNA (1st Floor)will feature interactive beauty booths highlighting this year's top products, complete with special discounts and engaging experiences throughout the campaign period.
Explore a world of beauty from leading brands at EVEANDBOY stores nationwide, or shop online anytime via the EVEANDBOY app. Stay up to date with our latest activities and promotions on Facebook, Instagram, TikTok, and X: @Eveandboy.