Tops supermarkets has invested 100 million baht to revamp the health and beauty zone inside its stores.
Known as Looks, the first shop opened inside Tops in CentralPlaza Rama 3 and hopes to attract more Gen Y customers.
The beauty store provides a new alternative in beauty lifestyle, offering more than 10,000 choices of beauty and personal care products from leading global brands.
"We aim to introduce 10 more Looks stores by the end of this year," said Phattaraporn Phenpraphat, executive vice-president for marketing and public relations at Central Food Retail Co.
The beauty business is continuing to grow in Thailand as consumers from all age ranges and genders begin to realise the importance of taking care of their health and appearance.
More and more Gen Y customers are buying beauty products frequently, while customers above the age of 35 are spending more on health products.
Ms Phattaraporn said Thailand's beauty industry was worth 57 billion baht in 2017, up 3.8%.
As the market continues to grow, Tops is capitalising on the trend.
Looks is divided into seven zones: makeup, body care, facial care, oral care, hair care, health products and men's grooming products.
"We expect the new stores to help us increase sales by 15-20% this year," Ms Phattaraporn said.