The fourth edition of Cosmoprof CBE ASEAN – a B2B beauty trade show for the South East Asian/ASEAN region – took place from 25th to 27th June 2025 in Bangkok, Thailand. It was a busy show, with 650+ exhibitors from over 20 countries showcasing some 2,000 beauty brands. During the three days of the show, over 23,000 visitors from 60+ countries visited the event in Queen Sirikit Convention Centre, an increase of 20% in terms of visitor numbers compared to the 2024 fair. Premium Beauty News identified 10 standout launches at the show, a central hub for South Asia’s buoying beauty market.
Driven by the dynamic growth of the beauty market, Cosmoprof CBE ASEAN has experienced rapid expansion since its debut in 2022. Building on this success, organizers BolognaFiere and China Beauty Expo (CBE) have announced that next year’s edition will include an official Cosmopack section, aligning the event’s format with other international Cosmoprof exhibitions.
Thailand is a key cosmetics manufacturing hub in the ASEAN region, supported by a robust domestic demand. Indeed, the Thai beauty and personal care market is projected to reach USD 7.10 billion by 2025, with an estimated compound annual growth rate (CAGR) of 4.6% from 2025 to 2030.
Two categories clearly stood out at the show: sunscreens and makeup. Sun protection is one of the strongest categories within the skin care category (which accounts for a third of the Thai beauty market) while color cosmetics are projected to expand from USD 1,233.9 million in 2024 to USD 2,115.4 million by 2030, achieving a CAGR of 9.4% during the period.
Makeup launches
At Cosmoprof CBE Asean 2025, Cathy Doll, the flagship brand of Karmart, one of Thailand’s biggest beauty manufacturers, presented a new 2-in-1 Mascara & Lash Curler, a lash mascara whose cap can be pulled off and transformed into an eyelash curler. Another interesting new launch was the Sunday Lip Oil SPF50 PA++++, a line of protective tinted lip oils formulated with the highly protective UV filters.
With a large portfolio of face and body care and makeup and colourful fun packaging Cathy Doll’s main demographic are teens, GenZ and younger Millennials. The brand has a particularly large international retail footprint. Since its launch in 2012, Cathy Doll has expanded into more than 30 markets, primarily in the Asia-Pacific region.
Browit, another Karmart hero brand, highlighted a dual-ended concealer cream for the eye area. There are two variants with two different shades each specifically created for the typical undertones of Thai skin colors. The creams are thick and highly pigmented to offer maximum coverage.
Launched in 2018 as a collaboration between Karmart and Thai makeup artist Chatchai Peangapichart (aka Nongchat), Browit began as a product range focusing exclusively on eyebrows and lashes. Over the past few years the brand has expanded into other eye makeup categories launching eyeshadows, eyeliners.
Gentle Colors, the color cosmetic brand of Thai beauty manufacturer Mizuhada (maker of MiZuMi, one of the major face and sun care brands in Thailand) showcased Pride Blush, a purple-colored heart-shaped pH-reactive limited edition cream blush that changes color according to the individual skin pH value.
Plantnery is another example of a Thai face and body care brand expanding into the color cosmetics category. The brand first launched in 2019 with a range of botanical face and body care and branched out into makeup earlier this year.
Amongst the brand’s decorative product line-up is a trio of setting sprays each of which delivers a specific finish. Their Glowing Radiant Fixing Spray contains rose water, hydrolyed collagen and hyaluronic acid to create a glowy, hydrating effect, while the Matte Oil Control Fixing Spray was formulated with cica, bisabolol and tea tree leaf water to treat impurities and leave skin matte for 16 hours. The third spray, Daily Setting Mist Fixing Spray, features cucumber and cica extracts and targets consumers looking for an in-between effect that is neither glowy nor matte.
Sun protection launches
Acca by Dr. DSP, one of Karmart’s newest brands, was developed in collaboration with medical doctor Dissapong Panithaporn. Acca has a strong cosmeceutical slant and offers microbiome-focused face care for sensitive and irritated skin as well as acne care products.
Amongst the brand’s most interesting products is the Sensitive Sun Serum SPF50 PA++++, a sun care/face care hybrid with a liquid-watery texture much like the popular Korean milky toners. It is applied like a face serum; other sun care products can then be layered on top.
Hair It by Saypan, another Karmart brand created in collaboration with an influencer, focuses on conditioning and wellness-oriented hair care. The Hair It range does not include cleansing products – except for a 3-sku range of dry shampoos – but instead offers various conditioning and intensive treatments, scented scalp massage brushes and other hair tools.
The latest launch in Hair It is a Heat & Sun Protection Shiny Spray which offers SPF50 protection against UV damage but also protects hair against damage from heated styling tools. Scented with very light notes of citrus, the clear spray is non-sticky and easy to brush out.
Thai beauty manufacturer Mistine, one of the best-known domestic beauty brands, enjoys a large international retail footprint especially in mainland China where it is one of the best-selling SPF brands. Mistine’s portfolio incorporates product line-ups developed for specific regional markets, with ingredients and packaging markedly different from its domestic/Thai ranges.
At the show, Mistine highlighted one of its domestic SPF launches, the Single Dose SPF creams where each portion is packaged individually, making the product extra portable and convenient – something that resonates with Thai consumers.
Skin care launches
Launched in early 2025 Lamaii offers a 6-sku line-up of face and body care products formulated with fruit fly (bactrocera dorsalis) larva oil which is claimed to be rich in omega 7 fatty acids to nourish and rejuvenate skin.
With stylish packaging and a moderate price tag (400-500 BHT) Lamaii is primarily sold online, with Lazada, Shoppee and TikTok as its most important resellers.
Also launched in 2015, herbal beauty brand Ithai launched four aromatherapy roll-ons to match the brand’s popular fragrance sprays. Unlike traditional fragrance roll-ons which are usually based on an oil blend and can feel sticky in tropical climates, the Ithai roll-ons contain a refreshing milky gel base that feels more like an emulsion than an oil and is quickly absorbed into the skin.
The family-owned indie brand combines traditional Thai medicinal ingredients with modern pharmaceutical technology and its herbal remedies line-up includes nasal inhalers, massage balms and aromatherapy sprays.
Silk beauty brand McJabrial was at the fair to introduce its new range of beauty accessories made with silk cocoon fibers. The Smile Mai collection offers a range of biodegradable and reusable cleansing and exfoliating wipes and sheet masks shaped for specific sections of the face.
According to the brand, silk cocoon fibers are naturally full of sericin which is released once the material is dampened. The cleansing wipes can be used with cleansing waters or plain water and are rinsed out and dried after use, the face masks can be saturated with toner or hydrosols and applied as a DIY mask, or simply immersed in water. Each wipe/mask can be used multiple times.
The next edition of Cosmoprof CBE ASEAN will take place from 24th to 26th June 2026 at Queen Sirikit Convention Centre in Bangkok, Thailand, alongside to the first edition of Cosmopack CBE ASEAN.
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