'EVEANDBOY' Cements Status as Thailand's No. 1 Beauty Store, Hosting the BEST SELLING AWARDS 2025 for the 6th Year, and Elevating Retail Experiences via Concept Stores and Cafes.

With the overall outlook becoming more remarkable each year, EVEANDBOY, Thailand's number 1 beauty store, is moving forward to host the EVEANDBOY BEST SELLING AWARDS 2025. This event, now in its 6th consecutive year, honors the highest-selling beauty brands of the year under the concept

'Beauty Beyond Reality'. This reflects the crossing of boundaries in the beauty world through innovation, creativity, and the growth of brands that drive trends, elevating beauty into a core lifestyle and cultural element for modern consumers.

Mr. Hiran Tanmit, CEO of EVEANDBOY Co., Ltd., stated that this year features up to 148 awards across 6 categories, including Makeup, Skincare, Fragrance, Hair and Accessories, Personal Care and Body, and Supplement. Every award is based on actual sales from all EVEANDBOY branches nationwide. A major highlight this year is the prominent growth of 'T-Beauty', as reflected by Thai brands winning awards across multiple categories and receiving continuous positive reception from consumers. Several brands have captured consumers' hearts well enough to win awards for 3-5 consecutive years, while others have secured wins for their 6th consecutive year. This reflects that these brands prioritize a strong ability to maintain standards, quality, and popularity over mere sales success to ensure consumer loyalty, repurchase, and bonding over the long term.

"The EVEANDBOY BEST SELLING AWARDS 2025 is organized to reinforce EVEANDBOY's role as a Beauty Destination and Thailand's leading beauty retailer. Our awards serve as a guarantee of success for each beauty product that wins the number 1 sales position in its category, earning popularity and trust from consumers nationwide. We also aim to use this platform to support and drive the growth of our brand partners in terms of building awareness, credibility, and broader consumer reach, especially the T-Beauty segment, which has experienced outstanding growth this year. We want this event to be another major driving force for the Thai beauty industry and the future growth of the beauty market."

Hiran also shared his perspective on the beauty market competition this year. He noted that the market will continue to grow and become significantly more diverse than in the previous year. The 'T-Beauty' segment, in particular, is no longer competing strictly on price. Competition now involves creativity, building clear brand identities, maintaining high quality, and delivering new innovations. Meanwhile, modern consumers are highly educated in their purchasing decisions and are heavily influenced by social media, which drives rapid trend shifts. Brands must continuously evolve in both product development and consumer experience creation, and excel in communication to successfully build long-term relationships with their consumers.

However, despite the Thai economy facing a challenging period, the country's beauty industry continues to show positive momentum. Consumers are prioritizing self-care and choosing products that deliver a good price and quality. 'T-Beauty' fulfills this demand perfectly. The potential and continuous development of Thai brands have brought diversity to the market, creating a more dynamic and exciting competitive landscape, which is undoubtedly beneficial for consumers.

Hiran discussed the business direction and strategy of 'EVEANDBOY' for this year. The company remains focused on simultaneously strengthening both its Beauty Retail and Lifestyle Experience aspects.

This will be driven through three core pillars, including Awards Marketing, Promoting T-Beauty, and Developing New Experience Store Formats. One key initiative is expanding branches via Pop-up Stores in tourist districts, a vital strategy to push T-Beauty to both Thai and international consumers. To achieve this, EVEANDBOY has pinpointed two major hubs of art and culture in the heart of Bangkok: Silom, and Song Wat.

"Opening new stores in Silom and Song Wat stems from the idea that EVEANDBOY wants to be present in the lifestyle spaces of modern consumers. All two areas are key destinations that combine food, cafes, art, culture, and the lifestyle of the new generation in one place. In the Silom area, we have the EVEANDBOY Glass House Pop-Up, where customers can discover new products and explore trending items. Silom is also a vibrant district that brings together a large community of working professionals, the younger generation, and tourists with diverse lifestyles, so we designed the space to be modern and suited for urban living. Meanwhile, Song Wat carries the charm of an old town filled with art and culture, making it one of the most popular community and lifestyle destinations in Bangkok. EVEANDBOY is elevating the new retail experience by blending beauty and lifestyle with the area's unique charm to create a new Iconic Beauty Experience Landmark in the heart of Song Wat. This cafe is designed to be more than just a resting space; it is a Social Space that caters to shopping, product testing, content creation, and spending time with the brand in a colorful atmosphere that reflects the modern generation's identity."

Furthermore, EVEANDBOY is developing a new experience store format with the launch of the 'EVEANDBOY Cafe' at the PLATINUM POP shopping center. This idea stems from recognizing that modern consumers do not just want a space to shop; they are looking for a place to relax and enjoy the various brands within the store. The EVEANDBOY store is being developed into a space that seamlessly integrates beauty and lifestyle. The 'EVEANDBOY Cafe' is expected to be a crucial element in propelling the brand toward

a complete 'Lifestyle Experience,' integrating it into the daily lives of consumers across multiple dimensions, moving beyond just beauty to encompass living, relaxing, and spending more meaningful time with the brand.
Currently, 'EVEANDBOY' operates a total of 67 branches nationwide. In 2025, its revenue reached 8.297 billion baht, meeting projected targets. This year, the company will continue its steady business expansion and focus on locations in Bangkok, major provincial hubs, and high-potential cities with steadily growing consumer purchasing power. Its strategy targets spaces within shopping centers, lifestyle districts, and areas frequently visited by both locals and international tourists. While setting a revenue target of 10 billion baht for 2026. In addition to expanding physical branches and digital channels like its website and e-commerce platforms, 'EVEANDBOY' is adding a new channel to make consumer access easier this year through a new service on 'LINE MAN MART'. This aims to elevate the online beauty shopping experience and reinforce its status as a Beauty Destination by gathering top beauty products from various famous brands onto a single platform, ready for direct, convenient, rapid, and cost-effective home delivery.

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