Beauty products/ Rojukiss

Rojukiss achieves strong revenue growth in Q1/2025

Editorial staff

Rojukiss International Plc (KISS) reported its revenue to grow across all channels by 15% to 245 million baht in the first quarter of this year.

Corrado Giaquinto, KISS’s chief executive officer, said that its revenue in the first quarter of this year reached 245 million baht, a 15% increase year-on-year. Net profit also rose by 12% year-on-year, fueled by the beauty care segment, which achieved a 13% growth across all channels.

The offline sales also grew by 12%, driven by modern trade (+7%) and general trade (+4%) and particularly strong performance in the cross-border trade channel, which generated 16 million baht in this quarter. Meanwhile, online e-commerce sales grew by 9%, supported by marketing efforts that focused on product reviews by KOLs/KOCs, live streaming, and affiliate network partnerships.

The skincare category, particularly the core brand Rojukiss, has experienced significant growth, reaching 29% year-on-year increased. Key’s products, such as Rojukiss cream, serum of Rojukiss face eye neck, Rojukiss Reju PDRN, and Rojukiss Phyto-Retinol, maintained their popularity. Additionally, Rojukiss has introduced new products, including the affordable hydrogel mask, Rojukiss porebright 10, and Rojukiss Dr.Shin B12 pink vitamin moisturizer.

Corrado Giaquinto, KISS’s chief executive officer

The company’s growth has been fueled by a combination of continued demand for existing products, successful new product launches, and effective marketing strategies. The company also focused on enhancing its value proposition, expanding distribution coverage, and implementing cost and expense controls to drive profitability.

According to the latest data from Nielsen, Rojukiss has maintained its strong growth momentum in 2025 with Rojukiss facial masks have become the market leader at 16.7% share in Q1 2025, up from 13.0% in Q1 2024, and facial moisturizers gaining further ground at 5.3%, up from 4.8% in Q1 2024.

The company’s growth strategy focuses on brand building, accelerating pace of innovation, continued progress in distribution expansion and in-store execution, and deeper consumer engagement across both online and offline channels. The company has actively supported its innovations with a holistic advertising campaign focused on the Face-Eye-Neck line, alongside robust online and offline activations for our key products, Phyto-Retinol and pore bright 10.

The company’s outlook for 2025 centers on sustaining strong growth, with a target range of 10% to 15%, driven primarily by the Rojukiss brand and its core categories. Growth will be supported by expanding its market share in the modern trade channel and doubling its direct store coverage in general trade.

International expansion remains a key pillar of the company’s long-term growth, with a goal to increase international sales to 20% of total revenue by 2030. This will be pursued through two key pillars including a direct distribution model in Southeast Asia and the collaboration with international distributors serving the broader global market.

At present, the company is working with top-tier partners in modern trade and e-commerce, supported by experienced Rojukiss managers, which is on the final stages of finalizing distributor appointments. Moreover, it also set ups its first international cluster spanning Vietnam, Cambodia, and Laos. This cluster will be managed by an experienced sales manager based in Vietnam, with commercial shipments expected to commence in the third quarter of this year.