Beauty/Srichand

Srichand unveils strategies, reinforcing its leadership in T-Beauty

Editorial staff

Srichand United Dispensary Co., Ltd., the producer and marketer of Srichand and Sasi beauty brands, is set to expand its product into new ASEAN markets this year.

Expanding Across ASEAN

Srichand United Dispensary will expand its business in Myanmar in the second half of 2026, boosting the sales portion of the international market to be 10% this year. The company plans to expand into Vietnam, Singapore, Malaysia, and Indonesia by 2027. By doing so, it will be a part of boosting the international sales portion to reach 40% long-term. Vietnam is a priority market due to its having a large population and high-income young adults.

“Building on the success of its international business in Laos, Japan, and the Philippines, which recorded growth of 135% between 2024 and 2025, we will further expand our presence across ASEAN due to their geographical proximity and similarities in climate, skin characteristics, and consumer needs," said Rawit Hanutsaha, the company’s chief executive officer.

These similarities allow the company to develop products and marketing with maximum effectiveness.

Apart from driving international growth, two key strategies that reinforce its position as a T-Beauty leader include developing products that truly address T-Skin and building a brand with various presenters.

 He explains that the company is developing innovations based on a deep understanding of 'T-Skin,' or Thai skin, through the concept of 'In-Skin.'

 T-Skin faces unique challenges arising from hot and humid climates, intense sunlight, pollution, and constantly evolving lifestyles. These conditions have contributed to positive perceptions of Thai skincare products among both Thai and international consumers.

 Moving forward, Srichand United Dispensary will continue to research and develop innovations that address the needs of T-Skin more effectively, leading to higher-quality products that deliver even greater value to consumers.

 Supporting cultural bridges to bring Thai soft power to the global stage

 Srichand United Dispensary believes that brand presenters do more than create awareness; they serve as representatives of Thailand and act as cultural bridges, helping people around the world become more familiar with and appreciative of Thailand.

 At the same time, they provide opportunities for Thai talent to gain international recognition and showcase their abilities on the global stage. This contributes not only to the beauty industry but also to Thailand as a whole.

 Therefore, the company is to support all 13 presenters from both SRICHAND and Sasi as representatives of Thailand who can connect Thai soft power with global audiences, namely Kunpimook ‘BamBam’ Bhuwakul, Pimchanok ‘Baifern’ Luevisadpaibul, Pruk ‘Zee’ Panich, Chawarin ‘NuNew‘ Perdpiriyawong, Supassra 'Kao' Akkrathaweepatch, Harit ‘Keng’ Buayoi, Napatsakorn ‘Namping’ Pingmuang, and PROXIE band: Ratchanon 'Gun' Ruenpech, Pannathorn 'Kim' Jirasart, Pavaris 'Chokun' Srichaichana, Gorn Wannapairote, Oscar 'Onglee' Edward Wattraserte, and Vorameth 'Victor' Kornubrabhan.

 This reflects Srichand United Dispensary’s approach to building brand love—one that supports its goal of strengthening confidence in Thai brands among consumers both in Thailand and internationally, reinforces the company’s positioning as a globally recognized Thai brand, and fosters a meaningful connection as a partner standing alongside its presenters throughout their journey towards international success.

Moving forward through three core strategies (international expansion, presenters, and T-Skin development) will provide a solid foundation for strengthening the competitiveness and business potential of Thai organizations.

“They will help bring Thai beauty identity (T-Beauty) to the global stage while driving Srichand United Dispensary towards its vision of becoming ‘a Thai organization that Thais can be proud of,' achieving sustainable and long-term growth for years to come,” he said.

Srichand delivered strong performance over the past year, achieving sales of 2.05 billion baht with a 34% increase in net profit.

These achievements are because of the launch of a new corporate logo, featuring the Thai character ‘ศ’ as a symbol of pride in Thai identity while elevating the organization onto the international stage.

Moreover, the company launched 150 new SKUs across SRICHAND and Sasi brands, supported by a total of 13 brand presenters. In addition, it focuses on innovation driven by Thai ingredients and huge growth of international business.

 “It is the right time to strengthen confidence in Thai brands among Thai consumers. We believe in successfully overcoming this challenge to demonstrate the resilience and capability of Thai organizations. We therefore restructure and strengthen our organization to respond to changing consumer behavior resulting from the conflict while continuing its journey towards becoming an organization that Thai people can take pride in," he adds, adding that although businesses worldwide are currently being affected by the Middle East conflict, the company intends to seize the opportunities hidden within this crisis to strengthen confidence in Thai brands among consumers, much like the saying, "The Darkest Night Shines the Brightest Moon."