Bangkok, – BEAUTRIUM Co., Ltd., Thailand’s leading multi-brand beauty store, has been honoured with the title of ‘Cosmetics Retailer of the Year’ at the Retail Asia Awards 2025 in Singapore, marking a historic milestone for the country’s beauty industry. The accolade reflects BEAUTRIUM’s success in combining data-led consumer insight with inclusive brand values, firmly positioning the company at the forefront of Asia’s dynamic beauty landscape.
Accepting the award were Mr Jirawut Rojratanawalee, Chief Executive Officer, and Mr Atiroj Rojratanawalee, Chief Marketing Officer of BEAUTRIUM Co., Ltd. The Retail Asia Awards celebrate excellence in retail across the region, recognising brands that set new benchmarks in innovation and customer experience.
The win comes amid Thailand’s thriving cosmetics sector, which, according to Euromonitor International, is projected to reach THB 281 billion in 2024, growing 10.4% year-on-year. The industry now ranks among the top five contributors to national GDP.
“Beauty Companion” – A Mission for Inclusive, Accessible Beauty
With its brand philosophy centred on the concept of ‘Beauty Companion’, BEAUTRIUM positions itself as Thailand’s most customer-centric beauty retailer, committed to making high-quality products accessible to all. Championing the principle of ‘Cosmetic Equality’, BEAUTRIUM believes beauty should be available to everyone, offering a wide selection of both Thai and international brands across all price points. Its current product mix comprises 37% skincare, 35% makeup, and 8% fragrance and other categories, with makeup maintaining the largest share.
Mr Jirawut Rojratanawalee, Chief Executive Officer of BEAUTRIUM Co., Ltd., stated, “For BEAUTRIUM, retail is not just about selling – it’s about creating a space where people feel free to be themselves, without having to conform to conventional standards. This is the essence of our Beauty Companion stance. The award is not only a win for BEAUTRIUM, but also a testament to the potential of Thailand’s beauty industry. We are proud to contribute to the sustainable growth of the national economy and retail sector.”
Five Strategies Driving BEAUTRIUM toward International Beauty Market Leadership
1. Comprehensive Retail Network
With 72 stores nationwide and a target of 100 by the end of 2025, BEAUTRIUM supports both urban and rural communities. Its omnichannel retail strategy spans an official website, mobile app, e-marketplace presence, and quick commerce via GrabMart (with 25-minute delivery), ensuring accessibility and convenience at every touchpoint.
2. Data-Driven Store Clustering
Rejecting a one-size-fits-all approach, each BEAUTRIUM store is tailored to local consumer behaviour, with formats curated based on location, lifestyle, and emerging trends. Urban outlets focus on K-beauty and viral items, while regional branches highlight practicality and value – ensuring relevance in every market.
3. Trend Setter
In 2024 alone, BEAUTRIUM introduced over 41 exclusive brands, many of which debuted in Thailand through BEAUTRIUM before expanding to other channels. The retailer offers trending products, clean beauty, men’s grooming, and emerging Asian labels. With a portfolio of over 2,000 brands and more than 100,000 SKUs, BEAUTRIUM balances value with aspiration.
4. Inspiring Experiences
BEAUTRIUM is more than a store – it’s a discovery platform that encourages customers to explore new brands and uncover fresh favourites. Creative layouts, immersive brand zones, rotating promotions, and events such as pop-ups and brand collaborations make each visit dynamic. Additional perks through The1 loyalty programme – including reward points, exclusive deals, and targeted campaigns – further enhance the customer journey.
5. Open Collaboration Model
BEAUTRIUM’s shared growth philosophy fosters deep partnerships with brand owners, distributors, mall operators, KOLs, and digital platforms. In 2024, the company co-hosted over 800 activities, including co-branded campaigns, live commerce, exclusive product launches, and cross-platform activations that synchronise online and offline experiences. This model drives sales, boosts engagement, and grows customer bases for both BEAUTRIUM and its partners.
Backing Thai Brands on the Global Stage
Locally produced cosmetics now account for 85% of Thailand’s beauty market. BEAUTRIUM – a 100% Thai-owned and operated company – champions these homegrown brands, with over 500 Thai labels on its shelves and more than half of total sales attributed to local products. The company plays a pivotal role in showcasing Thai beauty as both a form of soft power and a key economic driver in the region.
Partnering with BEAUTRIUM offers more than just shelf space – it means becoming part of a shared ecosystem with a clear mission: to drive long-term regional growth for Thai brands amid rising domestic and international interest in Thai beauty.
Mr Atiroj Rojratanawalee, Chief Marketing Officer of BEAUTRIUM Co., Ltd., added, “BEAUTRIUM measures success not by the number of branches, but by the real value delivered to our customers, partners, and the wider industry. With over one million members in 2024, a 40% return rate in the first five months of 2025, and a 5% rise in average basket size, we know our community trusts us as their go-to beauty companion.”
Looking Ahead: Shaping the Future of Beauty Retail
As BEAUTRIUM celebrates this international recognition, the company remains focused on redefining beauty retail through its inclusive, tech-enabled model. Continuing to uphold its “Beauty Companion” philosophy, BEAUTRIUM goes beyond selling products to foster an ecosystem where beauty is accessible to all. The Retail Asia Awards 2025 accolade marks not only a significant milestone for the company but also a bold step forward for Thailand’s growing presence on the global retail stage.