Issue 64

The leading Thai cosmetics brand explains why international customers love its products as well as its plans for the future.

In recent years, Thailand’s cosmetics industry has achieved significant global acclaim for its high quality, with several Thai brands becoming world-renowned. The industry makes a significant contribution to the country’s economy with the Thai Cosmetic Manufacturers Association estimating that Thailand’s cosmetics’ exports amounted to some US$3 billion (106 billion baht) in 2016, mainly to ASEAN countries (40%), Japan and Australia.

Currently, Thailand’s cosmetics industry is the biggest in ASEAN and ranks third in Asia after Japan and South Korea. Among ASEAN countries, Thailand is the top OEM cosmetics manufacturer for international brands.

Established in 1988, Better Way (Thailand) – the owner of the Mistine brand – initially focused on quality cosmetics products for the domestic market, especially body care, personal care, makeup, fragrances and skin care. Now, the company also exports to international markets especially countries in Asia, the Middle East and North Africa. Three years ago, it set up Better Way Shenzhen, a joint-venture company, which is the distributor of Mistine products in mainland China.

“China is a huge potential market. Online market is our major distribution channel in this country. We have at least 20,000 retailers on China’s online market platforms,” says Ongart Wongdacharoj, Mistine’s assistant marketing director.

In addition to China, Mistine has been a popular brand in Thailand’s neighbouring countries for many years, thanks to the large migrant workforce and Thai media.

“People in Cambodia, Laos and Myanmar love our products because many of them use our products when they work in Thailand and buy our products for their loved ones when they return to their countries,” Wongdacharoj says. “TV commercials … help us to reach our customers in these countries as they watch Thai TV channels.”

According to Wongdacharoj, Mistine’s success is due to its product quality, research and successful marketing strategy. “We provide high quality products at a reasonable price,” he says. “Our products are produced by quality manufacturers who are certified to international standards. Before launching any new products, we devote a lot of time to research and development to ensure our products meet customer requirements.”

Mistine uses Thailand’s superstars to promote its different products. “They are not only the presenters, as they also have to use our products. They all test the product before the launch,” he says.

In 2016, Mistine generated total sales worth around US$400 million (14 billion baht), 10% of which came from international markets. The company plans to further expand its business in overseas markets, including China and Indonesia.

For more information, visit www.mistinecosmetics.com

Words by Somhatai Mosika