thailandedition
Tiara Beauty Targets 400B Baht Market with Niche to Mass Strategy

Tiara Beauty Targets 400B Baht Market with Niche to Mass Strategy

Thansettakij•Economy•2h ago

Reader Briefing

Tiara Beauty aims to expand from a niche brand to a mass-market player in Thailand's 400 billion baht beauty industry by focusing on its brow products and embracing a mass-aspiration strategy.

  • •Tiara Beauty, founded by Suwapat Itthipolphasuk, is implementing a 'Niche to Mass' strategy to capture a larger share of Thailand's 400 billion baht beauty market.
  • •The brand is prioritizing its brow product category, which currently accounts for 90% of its revenue, with plans to become the top brow brand for Thai women.
  • •Tiara Beauty is leveraging celebrity endorsements, like 'Dew Arisara' as its Brow Icon, to elevate its image and appeal to a broader audience.
  • •The company projects sales of 150 million baht for the cosmetics segment in 2026, with expansion into skincare and base makeup for the Thai market.

Overview

  • •Tiara Beauty was founded in 2020 after its founder experienced success as an online distributor starting in 2017.
  • •Tiara Beauty launched with lipstick and expanded to base makeup, with a significant shift in 2022 after the launch of brow products.
  • •From 2023 to 2025, Tiara Beauty expanded its product portfolio and entered retail channels like EVEANDBOY.
  • •Suwapat Itthipolphasuk stated that their brand's core concept is to simplify makeup routines for working women seeking professionalism and simplicity.
  • •The Thai beauty market is projected to be worth over 400 billion baht in 2026 and continues to grow.
  • •The brow and eye segment is identified as a consistently growing segment with no dominant player, especially among working women.
  • •Tiara Beauty plans to focus on the brow category for market strength in 2026, employing a reverse funnel marketing approach starting with KOCs.
  • •Tiara Beauty targets 150 million baht in cosmetics sales in 2026, aiming to become the number one brow brand and expanding into skin products tailored for Thai skin.

Full article content is available on the original source.

Read on Thansettakij (Thai Version)View in Google Translate

Source: Thansettakij (Original)

Key Quotes

Suwapat Itthipolphasuk
"We start from understanding that modern women want perfection but need simplicity. TIARA's challenge is to remove small daily problems to increase their confidence."
เราเริ่มจากความเข้าใจว่าผู้หญิงยุคใหม่ต้องการความเป๊ะแต่ต้องง่าย โจทย์ของ TIARA คือการตัดปัญหาเล็กๆ ในชีวิตประจำวันออกไป เพื่อเพิ่มความมั่นใจให้เขา
Suwapat Itthipolphasuk
"We believe Thai brands still have much room to grow if we understand consumers and create an inimitable identity."
เราเชื่อว่าแบรนด์ไทยยังมีโอกาสเติบโตอีกมาก หากเราเข้าใจผู้บริโภคและสร้างเอกลักษณ์ที่ลอกเลียนไม่ได้

Key Entities

Organization

Tiara Beauty(TIARA BEAUTY)
A Thai cosmetics brand implementing a 'Niche to Mass' strategy in the beauty market.
Thai Cosmetics Cluster Association(สมาคมคลัสเตอร์แห่งเครื่องสำอางไทย)
An association providing market data and insights into the Thai beauty industry.
EVEANDBOY
A retail channel through which Tiara Beauty expanded its market presence.

Person

Suwapat Itthipolphasuk(นางสาว สุวพัชญ์ อิทธิพหลภัสร์)
CEO and Founder of Tiara Beauty, who drove the brand's strategy from online distribution to official establishment.
Dew Arisara(ดิว อริสรา)
The 'TIARA Brow Icon' and a key influencer for Tiara Beauty, selected for her authoritative image in the brow category.