Bangkok, Thailand – EVEANDBOY is decisively strengthening its leadership in Thailand’s burgeoning beauty retail sector, marked by the prestigious “EVEANDBOY BEST SELLING AWARDS 2024” and ambitious plans for 30% growth in 2025, including the strategic expansion of 25 new locations. This strategic push comes as Thailand’s beauty industry is projected to hit a staggering 280-billion-baht valuation, underscoring a period of dynamic growth and opportunity.
Thriving Thai Beauty Market Sets the Stage
The Thai beauty industry is experiencing a period of robust and steady growth. According to the Office of Trade Policy and Strategy, the market value is projected to reach an impressive 281 billion baht in 2024. This figure represents a significant 10.4% increase from the previous year, highlighting the sector’s resilience and dynamism. A key factor underpinning this upward trajectory is the rapid and continuous growth of e-commerce as a primary sales channel, catering to evolving consumer preferences and shopping habits.
Furthermore, this consistent market expansion is substantially driven by the rising popularity and consumer acceptance of Thai cosmetic brands, particularly products from Small and Medium-sized Enterprises (SMEs), which are increasingly making their mark both domestically and potentially internationally.
EVEANDBOY’s Exceptional Performance in 2024
Against this backdrop of a flourishing market, EVEANDBOY Co., Ltd. has demonstrated remarkable performance. Mr. Hiran Tanmit, CEO of EVEANDBOY, revealed that the company’s total revenue in 2024 significantly exceeded initial expectations, surging by an impressive 40% to achieve 7 billion baht. This substantial growth underscores EVEANDBOY’s effective strategies and strong market positioning.
An analysis of product category performance reveals broad-based success. The MAKEUP product category witnessed the highest growth rate, at a remarkable 45%. This was closely followed by the SKINCARE segment, which grew by 40%, and the FRAGRANCE category, with a healthy 35% expansion. Other product lines across the EVEANDBOY portfolio also continued to expand steadily, contributing to the overall outstanding financial results.
Ambitious Growth Targets and Strong Start to 2025
Looking ahead, EVEANDBOY is poised for continued success. The company has set an ambitious target to achieve a 30% growth increase in 2025 compared to the previous year. Encouragingly, the growth trajectory in the first quarter of 2025 has already aligned with this demanding target. This early success is attributed to strategic initiatives, including the ongoing expansion of its branch network to reach new and diverse customer segments, as well as targeted marketing adjustments within existing store locations to sustain sales momentum and customer engagement throughout the year.
‘EVEANDBOY BEST SELLING AWARDS 2024’: Celebrating Excellence and Timeless Elegance
The consistent annual upward trend in both the market and the company’s performance has paved the way for another grand award ceremony, a hallmark of EVEANDBOY’s commitment to the industry. This year, Thailand’s leading beauty store, ‘EVEANDBOY’, proudly hosts the nation’s most prestigious beauty product awards—the ‘EVEANDBOY BEST SELLING AWARDS 2024’. The carefully chosen theme for this year’s glittering event is ‘THE TIMELESS ELEGANCE’. This theme aims to celebrate enduring beauty and showcase the exceptional products that have driven Thailand’s biggest sales phenomenon of the year, resonating with consumers who value quality and lasting appeal.
Continuing its esteemed tradition for the fifth consecutive year, this year’s ceremony is set to be the largest in the event’s history, with an impressive 145 awards being presented. The ‘EVEANDBOY BEST SELLING AWARDS 2024’ serve as a highly coveted and prestigious form of recognition for the most well-known and highest-selling brands within EVEANDBOY’s extensive portfolio. The awards this year are thoughtfully divided into six key categories, reflecting the breadth of the beauty market: Fragrances, Cosmetics (Makeup), Skincare, Personal Care & Body, Hair & Accessories, and Supplements. This categorization allows for a comprehensive acknowledgment of excellence across the diverse segments of the beauty industry.
Strategic Product Curation and Exclusive Offerings
EVEANDBOY continues to solidify its position as Thailand’s No. 1 beauty store by not only showcasing a diverse and comprehensive range of multi-brand products but also by leading the charge in introducing ‘Exclusive Brand’ items that are currently trending heavily on social media platforms. This strategy ensures that EVEANDBOY remains at the forefront of beauty innovation and consumer desire.
As the first and often the only retailer to import these highly sought-after products, EVEANDBOY has successfully introduced prominent international brands to Thai consumers. A prime example is ‘Kylie Cosmetics’, which has been exceptionally well received by the market and has consistently renewed its contract as an Exclusive Brand with EVEANDBOY, testament to the successful partnership. Beyond this, EVEANDBOY has further established itself as a go-to destination for popular and cutting-edge beauty products by importing other renowned international brands such as Lilybyred, Tirtir, Cancer Council, and many more, continuously enriching its offerings and catering to the sophisticated tastes of its clientele.
CEO Insights: A Vibrant Market and Evolving Consumer Dynamics
Providing his perspective on the market, Mr. Hiran Tanmit stated, “The beauty market was exceptionally vibrant last year, with a surge of new products, particularly in the cosmetics sector, enhancing the shopping experience for customers. The increased variety provided more choices, while communication channels across multiple social media platforms made it quicker and easier to connect with clients.
Our fastest-growing customer segments are officers and students, both of whom are loyal consumers with high visit frequency and strong repeat purchase rates. EVEANDBOY’s core marketing strategy has always been to ensure that customers think of us first when seeking new products or staying updated on the latest beauty trends”. This insight highlights the dynamic interplay between product innovation, digital engagement, and targeted customer segment focus that drives EVEANDBOY’s success.
The Ascendance of Thai Brands: Rising Stars in the Beauty Firmament
A noteworthy trend highlighted by Mr. Hiran is the significant increase in Thai brands winning awards at this year’s event. This development underscores their immense potential to become ‘Rising Stars’ in large numbers, not just locally but potentially on a wider stage.
There is a clear shift as Thai consumers increasingly embrace local brands, often prioritizing demonstrable product quality over mere brand recognition and showing a greater openness to exploring new options within the domestic market. This surge in demand for and recognition of local quality indisputably underscores the growing dynamism and maturation of Thailand’s domestic beauty industry, fostering a more competitive and innovative ecosystem.
Aggressive Nationwide Expansion: Reaching More Customers
EVEANDBOY’s strategy for the current year includes a robust focus on significantly expanding its customer reach through the continued growth of its physical retail footprint. The company plans to open more than 25 new branches, backed by a total investment of approximately 600 million Baht for this expansion phase, a move that will substantially increase its accessibility to consumers across the nation.
This expansion plan is set to bring the total number of EVEANDBOY branches to an anticipated 65 by the end of 2025. Looking further ahead, the company has an even more ambitious long-term vision, with plans for further expansion that will bring the total to 140 branches by the year 2028.
The selection of new strategic locations is a meticulous process, with each site carefully chosen based on its strategic potential to attract both local shoppers and a significant volume of international tourists. Key expansion sites that have been identified include high-traffic and premium retail destinations such as EmSphere, Platinum, Terminal21 Asok, and Siam Premium Outlet, alongside a concerted effort to expand into more provincial areas to serve a wider demographic. Currently, EVEANDBOY operates 45 strategically positioned locations, with 26 situated in the bustling metropolis of Bangkok and 19 located in various provinces across Thailand, providing a solid foundation for this next phase of growth.
Enhancing Customer Loyalty with the New ‘Ebbie Card’
Simultaneously with its physical expansion, EVEANDBOY is launching a brand-new, thoughtfully designed loyalty program, the ‘Ebbie Card’. This initiative is strategically crafted to strengthen customer retention, foster deeper brand loyalty, and significantly enhance the perceived value of purchases made by members throughout their membership period.
The Ebbie Card will offer its holders a plethora of exclusive benefits, including special discounts on a wide range of products, access to member-only promotions and deals, curated birthday gift bundles, highly valued early access to new product launches and limited-edition collections, and exclusive invitations to participate in unique EVEANDBOY events and activities. This comprehensive loyalty program is expected to cultivate a stronger EVEANDBOY community and drive repeat business.
‘EVEANDBOY BEAUTY AND THE BEST 2024’ Campaign: Celebrating Award-Winning Products
To reaffirm its market leadership and celebrate the phenomenal success of its best-selling beauty products, EVEANDBOY is proudly presenting a special promotional campaign titled ‘EVEANDBOY BEAUTY AND THE BEST 2024’. This campaign will prominently showcase the 145 award-winning items of the year, allowing customers to easily identify and experience these acclaimed products.
Running from May 22 to June 19, 2025, beauty lovers across Thailand will have the opportunity to enjoy exclusive promotions and special offers. These promotions will be available both in-store at all 45 EVEANDBOY locations nationwide and through its convenient online channels, including the EVEANDBOY website and mobile app, ensuring broad accessibility for all customers.
In addition to the nationwide promotions, two flagship EVEANDBOY locations—THE UNDERGROUND SIAM SQUARE ONE (LG Floor) and MEGA BANGNA (1st Floor)—will feature specially designed interactive beauty booths. These booths will highlight this year’s top-performing products, complete with exclusive special discounts and engaging customer experiences throughout the entire campaign period, creating exciting retail destinations for beauty enthusiasts.
A Future Bright with Beauty
EVEANDBOY invites customers to explore a world of beauty from leading brands at its stores nationwide or to shop online anytime via the user-friendly EVEANDBOY app. To stay updated with the latest activities, new arrivals, and promotions, customers are encouraged to follow EVEANDBOY on its social media platforms: Facebook, Instagram, TikTok, and X: @Eveandboy.
With its robust growth, strategic expansions, commitment to product excellence, and customer-centric initiatives like the Ebbie Card and engaging promotional campaigns, EVEANDBOY is well-positioned to continue its reign as Thailand’s premier beauty destination, navigating the dynamic market with innovation and a clear vision for the future.
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