RX BITEC Unveils COSMEX 2025 — Igniting "Glow to Grow" to Propel ASEAN's Beauty Industry onto the Global Stage

Mrs. Lucksupha Prabhawat, President of the Thai Cosmetic Cluster, shared insights into the global beauty market "The global beauty market continues to grow steadily as consumers remain focused on self-care and enhancing personal appearance. Current trends emphasize sustainability, eco-friendliness, diversity, inclusivity, and technology integration to elevate product performance merging health and beauty under the belief that true beauty begins with inner wellness.

Thailand's beauty market is expected to sustain a growth trend, having been ranked the No. 1 emerging business of 2025. The industry's expansion is driven by tourism and the transition to an aging-society trend, with the market value projected at around THB 400 billion this year.

There are four key factors related to the beauty industry this year that are worth keeping an eye on, namely

- The rapid rise of Thai brands gaining international recognition and moving toward building international brands.
- The mega-trend in beauty products and services emphasize prevention rather than repair, along with the use of safe organic ingredients.
- Market expansion into new segments such as men's grooming and younger generations.
- Heightened competition, especially from new players and Chinese firms leveraging aggressive online channels.

With Thailand's recognized quality and production standards in beauty manufacturing coupled with global beauty mega-trends that align perfectly with the nation's strengths in natural raw materials and traditional wisdom — Thai entrepreneurs are now uniquely positioned to expand confidently and sustainably into international markets. Success will depend on innovation-driven differentiation, authentic storytelling that highlights Thai identity, swift adaptation through technology, and global-standard certifications. Eco-friendly production and strong digital outreach to younger consumers will be key to long-term success in the Global Beauty arena."

Dr. Pannawit "Jel" Chottechathammanee, Chief Executive Officer of Origin Global Empire, owner of the Dr. Jel brand who has successfully taken his cosmetics and dietary supplement manufacturing business to the MAI stock market and expanded production bases to Korea and the United States, shared key factors and insights behind the company's success and its rise to becoming a leader in the beauty market "Our company has grown from a small manufacturer into a diversified business empire, yet nearly 100% of the main income still comes from health and beauty. The manufacturing facility has grown exponentially, producing nearly 2,000 different brands' products and expanding globally with factories in Korea and soon the United States."

"The company's success today stems from sharp and distinctive strategies particularly professional expertise, which has become a crucial advantage in developing products that address root causes sustainably. Equally important is the agility to break conventional thinking and respond to the ever-evolving beauty market, positioning the company as a creator of innovation and a trendsetter in the beauty industry rather than a follower. In addition, the company has invested in hiring experienced professionals to enable rapid and efficient scaling up of operations."

Dr. Jel also shared insights from his real-life experience for new entrepreneurs in the beauty industry who aspire to achieve long-term sustainability, saying that "To succeed sustainably in this industry, one must conquer self-doubt, maintain determination, and commit to daily self-improvement to take continuous step toward greater success. Focus on passion not money. Money is merely the outcome. With passion, intellect, and hard work, anyone can transform their life."

Mrs. Varaporn Dhamcharee, Managing Director of RX BITEC, the organizer of COSMEX, stated "COSMEX is a vital platform driving the growth of the beauty industry across many dimensions connecting entrepreneurs with innovations from around the world, building business networks both domestically and internationally, strengthening regional brands to compete globally, and fostering business networks across ASEAN confidently.

More than a trade exhibition, COSMEX serves as a birthplace and incubator for quality brands with unique identities and as a bridge linking ASEAN entrepreneurs with international partners to empower regional collaboration. Together, we aim to establish a new standard of ASEAN Beauty diverse yet strong on the global stage. Thus, the important role of this event is to drive our region toward becoming a unique and high-potential hub of the global beauty industry."

The key highlights of COSMEX 2025 that will help drive businesses forward include:

- Exhibitor Showcase: Over 250 brands from 20 countries, including national pavilions from China, Japan, South Korea, and Taiwan (ROC), covering OEM/ODM manufacturing, finished products, packaging, printing, labeling, machinery, beauty equipment, and halal products.
- For the first time, COSMEX collaborates with InterCHARM Korea, one of Korea's leading beauty exhibitions, to present the InterCHARM Pavilion, featuring 16 top Korean companies showcasing a wide range of beauty innovations.
- Innovation Launches: New products such as S&J's whipped-cream sunscreen, Vega Natural's "Sweet Wonderland" theme presenting colorful and fun cosmetics, ILC's whipped-texture primer, COSMEDIVA's rejuvenating toner, and NURIEYE's Korean eye-care devices.
- COSMEX The Secret Chat Seminars: Exclusive sessions by renowned business owners, beauty influencers, and experts from Thailand and abroad, such as France, Japan, South Korea, Spain, and Taiwan (ROC). Topics include "Becoming a Beauty Influencer" by TheChanisara and Icepadie Phavida, a perfume workshop, and "Thai Brands Cracking the Code to Win Consumer Hearts" by Sai Chanikarn (BitchWithBrain), Ingck Chayadhorn, owner of the INGU brand, and Dr. May Wasana, owner of the Bioactive brand.
- Business networking activities that make it easier for buyers and sellers to connect through the Business Matching service, which will be available for inquiries during the event.

COSMEX 2025 runs until 6 November 2025 at Halls 99-100, BITEC, Bangkok, co-located with in-cosmetics Asia, the leading event in Asia Pacific for personal care ingredients. Admission to COSMEX is free. For details, email [email protected] or call +66 2 686 7222. Follow updates at facebook.com/cosmexpage.

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