Beauty chain/EVEANDBOY

EVEANDBOY plans to open almost 100 new stores within next four years

Editorial staff

EVEANDBOY Co, the operator of EVEANDBOY beauty chain store, plans to spend 600 million baht on business expansion this year.

Hiran Tanmit, CEO of EVEANDBOY, said that the company plans to open more than 25 new branches this year, compared to last year of 18 branches. By the end of 2025, the total number of EVEANDBOY branches is expected to reach 65 and expect to reach a total of 140 branches by 2028. New strategic locations are carefully selected based on their strategic potential, ensuring they attract both local shoppers and international tourists. Key expansion sites include EmSphere, Platinum, Terminal21 Asok, Siam Premium Outlet, as well as provincial areas. Since early of this year, the company has already opened 5 new stores, bringing total to reach 45 branches, the total of which 26 in Bangkok and 19 in up-country.

“Beauty market doesn’t get any impact from the current economy. People still buy beauty items. According to the Office of Trade Policy and Strategy, the market value of beauty market in Thailand is projected to reach 281 billion baht in 2024, reflecting a 10.4% increase from the previous year. The rapid growth of e-commerce as a sales channel continues to support the industry's upward trajectory. This consistent expansion is driven by the rising popularity of Thai cosmetic brands, especially SME products, which are increasingly gaining consumer acceptance,” Mr. Hiran said.

EVEANDBOY had total revenue of 7 billion baht in 2024, up 40% over the same period in 2023. Same store sales also grew by 10%, representing its strong support from loyalty customers despite of many alternative stores and brands.

The makeup product category experienced the highest growth rate at 45%, followed by skincare at 40% and fragrance at 35%, while other product lines continued to expand steadily. In 2025, the company aims to its sales to grow by 30% to 9.1 billion baht.

Growth in the first quarter of 2025 aligned with this target, driven by branch expansions to reach new customer segments and strategic marketing adjustments within existing locations to sustain momentum throughout the year.

This year, EVEANDBOY is hosting Thailand’s most prestigious beauty product awards— ‘EVEANDBOY BEST SELLING AWARDS 2024', showcasing exceptional products that drive Thailand’s biggest sales phenomenon of the year.

With 145 awards presented, this year’s ceremony marks the largest in the event’s history, continuing its tradition for the fifth consecutive year.

The ‘EVEANDBOY BEST SELLING AWARDS 2024’ serve as a prestigious recognition for the most well-known brands with the highest sales. This year’s awards are divided into six categories: fragrances, cosmetics, skincare, personal care & body, hair & accessories, and supplements.

In addition to new stores, the company also plans to introduce more ‘Exclusive Brand’ items that are trending on social media to its portfolio. As the first and only retailer to import these sought-after products, EVEANDBOY has successfully brought international brands like ‘Kylie Cosmetics’, which has been well received and has consistently renewed its contract as an Exclusive Brand, to Thai consumers.

Additionally, EVEANDBOY has established itself as a go-to destination for popular products, further strengthened by importing International brands such as Lilybyred, Tirtir, Cancer Council, and many more.

“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,” he said.

Currently, EVEANDBOY 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.

Mr Hiran also said that this year has seen a significant increase in Thai brands winning awards, highlighting their potential to become ‘Rising Stars’ in large numbers. As Thai consumers increasingly embrace local brands, they are prioritizing product quality over brand recognition and are more open to exploring new options. This surge in demand underscores the growing dynamism of Thailand’s beauty industry. This year’s strategy focuses on expanding customer reach.

Simultaneously, EVEANDBOY is launching a brand-new loyalty program, the ‘Ebbie Card’, designed to strengthen customer retention and enhance the value of purchases throughout the membership period. The card offers numerous exclusive benefits, including special discounts, member-only promotions, birthday gift bundles, early access to new products, and participation in exclusive events and activities.