From heritage brands to Gen Z favourites: 15 Thai beauty brands to know in 2026
Thai beauty brands remain largely under the global radar compared with K‑beauty and J‑beauty, but within Southeast Asia, they form a robust ecosystem of skincare, make-up and wellness labels with local roots and distinctive identities. These names range from heritage powerhouses to niche innovators, spanning drugstore staples and boutique artisanal lines. In 2026, the landscape reflects both long‑standing favourites and newer entrants shaping how Thailand’s cosmetic and self‑care categories are defined domestically and, increasingly, abroad. From newer labels with Gen Z appeal to longstanding names embedded in local routines, these brands showcase the diversity and promise of Thai beauty culture in 2026.
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Baby Bright
Baby Bright specialises in skincare and make-up designed to slot easily into uncomplicated daily routines. Its range includes sheet masks targeting hydration and brightening, lip tints with lightweight stains and moisturisers and face creams formulated for fast absorption, making them practical for both morning and evening use. Botanical extracts such as aloe vera, green tea and fruit-derived antioxidants are paired with gentle actives like niacinamide and hyaluronic acid to support moisture balance, comfort and mild skin refinement without heaviness. Originally developed under a larger Thai cosmetics group, Baby Bright was conceived to translate nature-inspired ingredients into functional, affordable products for everyday use. Over time, the brand has broadened its focus to include targeted brightening treatments, soothing formulas for sensitive skin and anti-ageing lines, alongside a growing selection of vegan-friendly products.
Pañpuri
Founded in 2003 by Vorravit Siripark, Pañpuri channels traditional Thai wellness philosophies into body care, fragrances and skincare designed for calming daily rituals. The brand was born from the founder’s desire to preserve Thai aromatherapy and herbal traditions while making them accessible in modern life. Its products feature aromatic oils, essential botanicals and plant extracts, crafted to engage the senses as well as nourish the skin. Pañpuri blends self-care with sensory indulgence, with ranges that include body oils, scrubs, facial skincare and signature fragrances. Many formulations focus on ritualised routines, such as oil-blending or layering of scents, reflecting a holistic approach where wellness, relaxation and beauty are intertwined. Beyond products, Pañpuri has developed spa experiences and wellness collaborations that emphasise balance, mindfulness and Thai-inspired luxury, positioning the brand as a lifestyle destination as much as a beauty line.
Gravich
Gravich is recognised for hydrating serums, moisturisers and sun care formulated to support skin barrier health and resilience. The brand combines botanical extracts such as butterfly pea, tamarind and other local herbs with modern cosmetic technologies, creating products that respond to the demands of humid climates while remaining gentle on the skin. Gravich emerged from a philosophy of blending tradition and science, drawing inspiration from Thailand’s rich herbal heritage to develop formulations that are both functional and sensory. The range focuses on everyday skincare needs—hydration, protection, soothing and barrier support—while maintaining lightweight textures suitable for layering under make-up or sunscreen. Its product design reflects a balance of efficacy and lifestyle ease, making Gravich a choice for consumers who want modern, reliable results informed by natural wisdom.
Fyne
Fyne, founded in 2016, has built a reputation within the landscape of Thai beauty brands as a clean, gentle skincare label with a focus on simplicity and performance. The company designs products that suit everyday routines while addressing common concerns such as sensitivity, irritation and dehydration. Its range spans facial cleansers, essences and serums that are intentionally free of harsh chemicals, silicones and artificial fragrances, reflecting a philosophy that prioritises skin comfort and barrier health over fleeting trends. Fyne’s best‑known items within its portfolio, such as its BHA clarifying serum, exemplify how the brand blends mild exfoliation with calming extracts to smooth texture and refine pores without undue irritation.
Madame Louise
Founded with the goal of bridging functional skincare and lifestyle accessibility, Madame Louise draws inspiration from both contemporary cosmetic science and natural botanicals commonly used in Thai wellness traditions. Ingredients such as chamomile, green tea and hyaluronic acid are selected for their calming, hydrating and antioxidant properties, supporting skin resilience over time. A standout from the range is the Snow Lotus EX Cream, a multi‑purpose balm‑like treatment crafted around snow lotus extract, traditionally prized in East Asian herbal medicine for its soothing and anti‑inflammatory qualities. The cream is formulated with a blend of eight natural extracts, including aloe vera, centella asiatica and shea butter, designed to soothe irritation, reduce redness and restore skin resilience.
Dr Pong
Dr Pong emerged in Bangkok in 2019 under the direction of dermatologist Dr Yupong Net Nan as a dermo‑cosmetics brand focused on high‑quality, evidence‑informed skincare tailored to everyday needs. Its philosophy blends clinical knowledge with approachable formulations, aiming to support skin health in practical daily routines while addressing concerns common in tropical climates such as hydration, irritation and UV exposure. The brand’s portfolio spans moisturisers, serums and creams crafted with actives like vitamin C, retinal and botanical extracts. This includes serum formulations such as the Dr Pong 15C Antioxidant Vitamin C Shake Serum, which uses stability technology to deliver antioxidant benefits that target dullness and uneven tone within weeks, and the RetinalX Timeless Anti‑Aging Serum, designed to hydrate and smooth visible signs of ageing with retinal and hydrating agents.
Rati
Rati started in Bangkok in 2018 as a small project by its founders, who initially created handcrafted skincare and grooming products as thoughtful gifts for family and friends. The brand’s name, meaning “love” in Sanskrit, reflects this intention. Over time, the products gained attention for their practical design and gentle, natural formulations, leading to the creation of a full lifestyle and personal care line. Rati also explores deeper body care with its Multi‑Purpose Dry Oil, a lightweight nourishing treatment that uses a blend of organic oils and traditional Thai herbal extracts for hydration and skin nourishment without greasiness.
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Sivanna Colors
Sivana Colors is one of the most established Thai make-up labels among Thai beauty brands, founded more than three decades ago with a wide range of colour cosmetics designed to fit everyday life while reflecting evolving style trends. The brand’s portfolio covers everything from face make-up and eye products to lip colours and make-up tools, with offerings such as foundations and primers that create a smooth base, eyeshadow palettes with both matte and shimmer finishes, blushes and highlighters that add dimension and lip tints and lipsticks in wearable shades. Many of its products, including oil‑control loose powders and gel‑texture lip tints, are designed to feel comfortable over long wear while maintaining colour payoff and control of shine.
Ingu
Ingu is a contemporary Thai skincare brand that emphasises simple, effective solutions for everyday skin health. Its range addresses core needs such as hydration, sun protection and barrier support, with formulations designed for humid climates and layering under make-up or sunscreen. The brand draws on local botanical ingredients like centella asiatica, aloe vera and green tea, blending traditional plant-based wisdom with modern cosmetic technology. Its serums, moisturisers and sunscreens are designed for quick absorption and minimal residue, making them suitable for combination, sensitive or climate-stressed skin. Ingu’s philosophy centres on practical, routine-friendly skincare: products are uncomplicated, versatile and reliable, providing hydration, barrier maintenance and protection.
Jux
Jux is a Thai clean beauty label founded by entrepreneur Seen‑Nattha Opakul with a philosophy that bridges nature and science, encapsulated in its name—derived from juxtapose, meaning the bringing together of contrasting elements. The brand’s core concept, “Clean is More”, centres on formulations free from more than 2,000 potentially harmful ingredients, including parabens, silicones and synthetic dyes, while emphasising vegan, cruelty‑free sourcing and pH balance for skin comfort.
Supershades
Supershades focuses on accessible, easy-to-use colour cosmetics such as lip balms, creamy blushes and tints. Products are designed for everyday application with smooth textures and wearable pigments. The brand’s philosophy prioritises convenience and versatility, ensuring that consumers can incorporate colour into daily routines effortlessly, reflecting how Thai beauty brands adapt to practical lifestyle needs. Its recent focus is on toner pads and ampoule-soaked skincare pads designed for everyday routines. Products like the Firming Radiance Retinol Pads and Glow Collagen Ampoule Pads deliver hydration, firming and brightening benefits in a convenient, pre-soaked format, while Elements Balance Toner Pads help tone and prep skin before serums or moisturisers.
4u2
Founded in 2002, 4u2 has become a prominent name in Thai make-up, offering foundations, blushes, tints and brow products designed for humid climates. Its collections combine vibrant, playful packaging with reliable performance, making them suitable for everyday wear. The brand balances fun aesthetics with practical usability, aligning with contemporary lifestyle habits where quick, dependable make-up solutions are essential.
Srichand
Founded in 1948, Srichand is a heritage Thai brand celebrated for its translucent powders and foundations. Its signature Srichand Translucent Powder has become a staple for controlling shine and setting make-up, particularly in humid climates, while providing a lightweight, natural finish. Over the decades, Srichand has expanded into modern skincare and make-up, creating products such as oil-control foundations, BB creams and hydrating facial powders that cater to both daily routines and climate-specific challenges. The brand blends traditional knowledge with contemporary formulations. Ingredients like rice powder, talc-free mattifying agents and mild botanical extracts ensure products remain gentle on the skin while providing long-lasting wear and coverage.
Meilinda
Meilinda is a Thai cosmetics brand that specialises in everyday make-up designed for ease of use and dependable wear. Its portfolio includes blushes, lip colours, eyeliners and eyeshadows, with formulations emphasising smooth application, comfortable textures and versatility for daily routines. Signature products such as matte lipsticks provide long-lasting, hydrated colour without feeling heavy, while the powder blush offers a natural flush that blends easily for both casual and office looks. Eye products, including gel liners and velvet shadow pencils, are designed for precision and smudge resistance, making them suitable for busy mornings or humid climates.
La Glace
La Glace is a vibrant, trend-forward Thai beauty brand that blends playful experimentation with wearable everyday make-up. The brand’s aesthetic is youthful and modern, with pastel packaging, clean lines and whimsical graphics that appeal to Gen Z consumers drawn to visually engaging, “Instagrammable” products. La Glace balances novelty with practicality: its interactive formulas, compact sizes and multifunctional designs cater to a generation seeking both self-expression and convenience. By combining approachable, lifestyle-friendly textures with playful innovation, La Glace embodies the energy and creativity of a new wave of Thai beauty brands, making it a go-to for younger audiences who want fun, expressive make-up that fits seamlessly into everyday routines.
In 2026, Thai beauty brands offer a diverse range of skincare, colour and wellness products designed for real-life routines. From heritage names to newer entrants, they demonstrate how local inspiration, climate-responsive development and practical performance combine to shape Thailand’s beauty landscape.
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