Beautrium clinches Cosmetics Retailer of the Year - Thailand win at Retail Asia Awards 2025

It has expanded with 24 new stores in 2024 and has redefined retail excellence through a store clustering model and planogram-driven merchandising.

Multi-brand beauty store Beautrium was recognised as the Cosmetics Retailer of the Year - Thailand winner at the coveted Retail Asia Awards 2025 for its remarkable retail transformation in the past year, driven by strategic expansion, assortment revolution, and experiential in-store evolution that has redefined how beauty is discovered, experienced, and purchased.

With a 65% YoY growth in 2024 and an impressive 82% budgeted compound annual growth rate (CAGR) from 2021 to 2025, the company has expanded aggressively, opening 24 new stores and targeting to achieve 100 stores across all formats, from premium shopping malls to hypermarkets and local malls this year. This expansion is guided by a customer-centric store format strategy.

As Beautrium expands beyond its flagship locations in prime shopping districts to local malls and hypermarkets, it has implemented a store clustering model, segmenting locations into different tiers — stores in smaller cities focus on affordable, everyday beauty essentials, whilst premium stores in metropolitan areas emphasise upmarket skincare and affordable premium beauty brands.

To support this hyper-localised strategy, it has strengthened its sourcing capabilities, forming exclusive partnerships with niche beauty brands and fast-growing indie labels. This allows the retailer to introduce new, in-demand products ahead of the competition, reinforcing its reputation as a beauty authority in Thailand.

Moving beyond a standardised approach, the retailer has also implemented a localised, data-driven assortment strategy, ensuring each store is tailored to its market. From trending local and K-beauty innovations to masstige beauty offerings, it has curated a fresh, dynamic product portfolio that cements its status as a beauty trendsetter.

At the heart of this transformation is its flagship store at Siam Square, which has been redesigned as a “phygital” beauty playground, achieving a budgeted CAGR of 104%. This experiential hub integrates interactive retail zones, digital touchpoints, and influencer-driven activations, transforming beauty shopping into a social and immersive experience.

Beautrium’s transformation has redefined beauty retail through curated, localised, and trend-forward merchandising. By continuously evolving with consumer needs, integrating personalised shopping experiences, and offering prestige-quality products at accessible prices, the company has positioned itself as a leader in Thailand’s beauty retail industry.

Looking ahead, it is set to expand its sales channels to create a seamless shopping experience that connects both online and offline touchpoints. The company is going to enhance its e-commerce platform, optimise quick commerce for rapid product delivery, and expand its presence in social commerce and live shopping to capture Thailand’s fast-growing digital retail market.

“As the company continues to innovate, it remains dedicated to setting new benchmarks in beauty retail, creating a future where accessibility, personalisation, and convenience define the beauty shopping experience. Beautrium is not just evolving with the retail landscape; it is shaping its future, ensuring that beauty remains more inclusive, engaging, and seamlessly connected than ever before,” the company said.

Retail Asia Awards recognises outstanding achievements, innovations, and excellence within the retail industry across the Asia-Pacific region.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].