Thai cosmetics are trending among Gen Z? The appeal of Thai cosmetics is evolving in its own unique way

Thai cosmetics are trending among Gen Z? The appeal of Thai cosmetics is evolving in its own unique way

Following the “Korean” and “Chinese” trends among Gen Z, the popularity of “Thai cosmetics” and “Thai beauty” is growing on social media. We will introduce the appeal of “long-lasting” Thai cosmetics that remains “smudge-free” in the hot and humid climate of Thailand and that continue to evolve in its own unique way.


Is Thailand at the forefront of the beauty industry?! Thai cosmetics, which is called a hidden beauty superpower, is attracting attention, and a Thai makeup style called “Swai makeup” is trending. Asian cosmetics are booming in Japan one after another. Following the popularity of Korean-style makeup (K-beauty) and Chinese-style makeup, Thai makeup is rapidly gaining recognition.

Therefore, in this article, we summarized a style of Thai makeup called “Swai makeup,” which is attracting general attention including that of popular hair stylist and makeup artist Hiro Odagiri, Thai cosmetics, and Thailand, the beauty superpower.

The appeal of Thai cosmetics

The popularity of Thai cosmetics has gradually spread through word-of-mouth, partly due to the influence of popular Thai dramas. Its appeal is that it is "long-lasting and smudge-free" even in the hot, humid climate of Thailand. In addition, another appeal is that it is a triple threat, offering high quality and high functionality for an affordable price.

In Japan, as people began to wear masks due to COVID-19, Thai makeup continues to spread by word-of-mouth among not only Gen Z but a wide range of people for its reputation as makeup that is remains smudge-free and long-lasting through the humidity.

Thai cosmetics to become one of the three Asian makeup styles

Following Korea’s "Ulzzang makeup" and China’s "Chiborg makeup,” Thailand's "Swai makeup" is attracting attention as the third of the three Asian makeup styles popular in Japan.

Asian cosmetics from overseas have become readily available. What the looks have in common is beautiful black hair, translucent white skin, and almond eyes. Makeup methods that enhance these features have become a hot topic on social media, and content that diagnoses which type suits your face best is also popular.

As mentioned above, Thai makeup includes cosmetics that keep your skin smooth and dry even with moisture and sweat. This is one of the reasons why it has become one of the top three Asian makeup styles, and because Japan has a climate similar to that of Thailand, the popularity of Thai cosmetics brands is growing.

Material from LAURIER PRESS (and Fortune Girl) translated by VALUES

What is "Swai makeup" from beauty superpower Thailand?

"Swai" means "cute" or "beautiful" in Thai. “Swai makeup” is Thai makeup that features semi-matte, porcelain-like skin, wild eyebrows with hair groomed upwards, long and beautiful eyeliner, and lips with a semi-matte texture.

“Swai makeup,” a makeup style that is smudge-free and makes anyone look prettier with a “an effortless yet flawless look,” also has the support of popular hair stylist and makeup artist Hiro Odagiri, attracting attention and growing in popularity among Gen Z.

The following are four unique characteristics of Thai makeup:

・Matte skin texture that is smudge-free
・Straight, thick and natural-looking eyebrows
・Sharp, bold eyes
・Plump, thick lips

Thai makeup is a perfect balance of sexy and cute, and one of its appeals is that it makes you look a little mixed-race.

Material from the YouTube channel HIRO BEAUTY CHANNEL translated by VALUES

Thai cosmetics go well with the subtropical climate of Japan

In recent years, the subtropical climate of Japan has become overwhelmingly similar to that of Thailand rather than South Korea or China. Extremely hot days with maximum temperatures exceeding 35 degrees Celsius continue, and the Ministry of the Environment forecasts that the maximum temperature nationwide will exceed 40 degrees Celsius in the summer of 2100. The demand for high-performance Thai cosmetics that can withstand high temperatures and humidity is expected to continue to grow.

Material from Chikyu no Arukikata (地球の歩き方) translated by VALUES

Thai cosmetics, which specialize in hot and humid weather, are items that are of interest to beauty-conscious people who are constantly looking for new products as the climate changes. It is also highly recognized for its base makeup (primer) and makeup. The highly pigmented Thai makeup is perfect for Japan’s hot summers. In Thailand, they enjoy beauty and cosmetics regardless of gender, and the genderless men's beauty market is also growing, with male actors from the drama “BL (Boys' Love),” which is popular in Japan, being featured in ads for cosmetics brands.

An excellent product that is comparable to high-end makeup, but available at an affordable price

“SRICHAND,” the brand that sparked the popularity of Thai cosmetics

Thailand's classic brand "SRICHAND," famous for its face powder, is a big-seller selling 1.5 million units a year. The translucent powder, which is long-lasting and is rated as the most durable in hot and humid weather of Thailand, features a semi-matte finish that remains smudge-free for a long period of time and is resistant to sweat and sebum. One of the reasons for its popularity is that it can be easily purchased at convenience stores, so it is inexpensive and can be casually purchased to give it a try.

"Cathy Doll" boasts No. 1 sales in Thailand

"Cathy Doll," which is famous for its cute packaging and the No. 1-selling tint lip in Thailand, is very popular for its "matte tint" that can be used for both the lips and cheeks. Although Thai cosmetics are highly functional, they are also affordable, have long-lasting application, beautiful colors, and look cute. Even when wearing a mask, the makeup is long-lasting and smudge-free just like high-end makeup, but it is available at an affordable price. The packaging is simple and stylish, so many people make repeat purchases.

Thailand is a leading country in organic cosmetics! Summary of the beauty culture in Thailand

Thailand is a leading country in organic cosmetics. In Thailand, where the philosophy of traditional medicine "Ayurveda," which originated in India and Sri Lanka, has taken root, there are many cosmetics that use herbs and natural plants, and in recent years, the awareness around health has been growing in Japan, and it is attracting attention across different age groups. One of the attractions is that there are a wide variety of products such as organic shampoos, soaps, and body creams, and the prices are low and thus, people are less reluctant to buy. Organic Thai cosmetics will continue to gain more and more attention.

Thai luxury cosmetics "PAÑPURI" is organic and has body creams, aroma oils, and other fragrant products that use naturally derived ingredients. They are popular products that are sold not only in Thailand but in more than 10 countries in Europe and have been featured in Japanese beauty magazines.

In addition, there are many skincare brands that use organic Thai herbs and are “cruelty-free” and do not conduct animal testing, which is an aspect starting to attract attention in Japan, and “ABHAI” is a brand is researched and developed at Chao Phaya Abhaibhubejhr Hospital. It is an organic cosmetic brand founded by the Thai royal family that uses organic herbs.

As a traditional medicine that has been handed down in the Thai royal family, it is a product that makes use of the effective functions of Thai herbs, and you can expect great results. It can be said that cosmetics from Thailand, a beauty superpower, is becoming a trend among Japanese people who like natural and high-quality ingredients.

Summary

In this article, we have explained the general information on Thai cosmetics, the characteristics of Thai makeup, recommended Thai cosmetics brands, and the beauty culture in Thailand.

Thai cosmetics continue to evolve in a unique way that recognizes the hot and humid local climate. Thai cosmetics, which are affordable but highly functional, are a hot topic not only among Generation Z but also for a wide range of age groups for its long-lasting, smudge-free products that lasts even with a stuffy mask or sweat on a hot summer day. Social media spreads information quickly and reaches people who are interested in beauty, and the market size of Thai cosmetics will continue to rapidly grow.

After reading this article, why not give “Swai makeup” a try? It is an up-and-coming cosmetics style that will be one of the three popular Asian makeup styles.

※日本語での記事はこちらをご確認ください

Z世代の新トレンドはタイコスメ?独自の進化を続けるタイ流コスメの魅力まとめ

https://manamina.valuesccg.com/articles/2613

Z世代トレンド「韓国」「中国」に続き、SNSで「タイコスメ」や「タイの美容」がZ世代トレンドとして急上昇しています。今回は、高温多湿なタイで「落ちにくい」「崩れない」など独自の進化をし続けるタイコスメの魅力を紹介します。

この記事のライター

Born and raised in the Bay Area, U.S.A, I was fascinated by the different social and purchasing behaviors between Japanese and American consumers. I studied communication for undergrad and international marketing for my graduate studies. My professional background is in bilingual recruitment and Japanese-English translation.

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