The Thai beauty industry continues to grow each year, driven by both the increasing number of new market entrants and rising consumer demand. This steady expansion keeps beauty trends evolving in response to changing preferences. According to the Kasikorn Research Center, facial beauty remains the leading area of consumer interest, accounting for more than 47% of total beauty services. Treatments targeting the body, arms, and legs represent around 16%, while anti-ageing and rejuvenation procedures are also gaining popularity. The market value of Thailand's cosmetic surgery and aesthetic industry is projected to reach approximately 76.5 billion baht by 2025, reflecting a 2.8% increase from the previous year.
Today, the beauty industry is no longer focused solely on cosmetic surgery. Consumers are increasingly seeking personalized self-care solutions tailored to their individual needs. These include laser treatments to improve skin quality, wellness and anti-aging programs to slow the aging process, and skin-tightening and wrinkle-reduction treatments to restore a youthful appearance. Modern consumers now prioritize sustainable, long-term self-care over quick, short-term transformations.
Mr. Sumit Techasouksant, CEO of Ampex Aesthetics Co., Ltd., a leading importer and distributor of internationally certified aesthetic medical devices in Thailand, with over 22 years of industry experience and FDA approvals from the United States, South Korea, and Thailand, shared his insights on current beauty trends. He explained that today's consumers increasingly favor skin-tightening devices over traditional fillers, seeking more natural ways to enhance their appearance while staying true to themselves. The rising "Longevity" trend goes beyond physical health, embracing holistic well-being that balances inner vitality with outer beauty. As more people focus on maintaining a youthful appearance and healthy, fit bodies, the aesthetic industry continues to experience steady and sustainable growth in response to this evolving consumer mindset.
Based on these factors, Ampex Aesthetics has introduced the "XTHERMA" program to Thailand for the first time to meet the growing demand from consumers seeking innovative solutions for a more youthful appearance. In Thailand, many Gold Standard skin-tightening devices are priced at a premium, while some alternatives fail to deliver the desired results. 'XTHERMA' program by 'Tentech', a leading global manufacturer of aesthetic medical devices, offers an ideal alternative for consumers who want effective skin-tightening treatments at a 20-30% more affordable price, while providing performance comparable to Gold Standard devices. The device has received FDA approval in the United States, South Korea, and Thailand.
'Ampex' targets working professionals and successful business individuals with strong purchasing power who are seeking innovative, high-value solutions that deliver visible results. These customers often have concerns about facial and body skin laxity and are looking for ways to enhance their appearance without surgery or downtime. The company's marketing strategy includes collaborations with influencers or KOLs and joint activities with partner clinics, positioning itself as the 'Smart Choice', a safe, cost-effective, and innovative solution comparable to Gold Standard devices. 'XTHERMA' program features 'Smart Technology Cooling', an advanced coolant system designed to ensure maximum comfort during procedures. The cooling intensity can be adjusted across seven levels, with results lasting up to one year.
In addition, 'Ampex' plans to expand its communication efforts to the B2C segment after more than 22 years of focusing primarily on B2B clients. The company recognizes the changing behavior of consumers, who now have easier access to aesthetic innovations and information. As a result, consumers are developing a more accurate understanding of aesthetic products and procedures, beyond relying solely on online reviews. Ampex will launch brand image-building initiatives to strengthen its presence and visibility in the B2C market.
Ampex has set a sales target of 70 million baht for its XTHERMA program this year and aims to reach 250 million baht next year. The company projects an overall annual sales growth of 40% across all product lines. Over the past two years through the end of this year, Ampex's accumulated sales revenue is expected to exceed 1 billion baht.
"Beauty trends are always changing, so we have to keep up and bring products that truly meet what consumers are looking for. With more competition in the market and consumers becoming more informed, sharing accurate information has become essential. Even leading importers are now taking a more active role in communicating to help consumers better understand the products."
For more information about the XTHERMA program skin tightening device and Ampex Aesthetics Co., Ltd., please visit: Website: www.ampexaesthetics.com, Facebook: Ampex Aesthetics, IG: @ampexaesthetics.th