The 2026 edition of Cosmoprof CBE ASEAN was the most successful yet. According to organizers BolognaFiere, Informa Markets and CBE China Beauty Expo, there were over 730 exhibitors, an increase of 12% compared to the 2025 show. 2026 was also the first year that Cosmoprof CBE ASEAN featured a Cosmopack supply chain trade show section. In total, exhibition space grew 30% to 33,000 sqm compared to last year’s fair. Cosmopack accounted for 52% of total exhibition space, confirming the strong position of Thailand in the global beauty product manufacturing industry.
While most Thai beauty brands are still fairly unknown outside of the South East Asian region, the growing interest in T-beauty was reflected by the increasing numbers of international buyers and visitors at Cosmoprof CBE ASEAN 2026. During the three days of the show, almost 25,000 visitors from 95 countries and regions attended the fair, an increase of +7%. The number of international visitors, in particular, grew 11%; domestic participants increased by 6%.
Top 10 Thai beauty launches
Like every year, the communal brand pavilion of Thai mass market beauty powerhouse Karmart was one of the busiest sections of the fair. Karmart (www.karmarts.co.th) presented a dozen of its bestselling beauty brands, including flagship brands Cathydoll, Browit and Baby Bright.
Cathydoll is one of the oldest brands in Karmart’s portfolio, offering fun, stylish mass-market priced beauty products for a younger demographic. The brand first launched in 2012 and since then, Cathydoll has established a strong presence in markets across Asia and the Middle East.
Amongst the new Cathydoll launches is the PDRN Mask Cushion compact. At first glance, the product looks like a regular cushion foundations. However, this is actually an over-night intensive face care serum packaged in a cushion compact format, to offer convenient mess-free application. The liquid serum is patted into the skin with the little foam sponge.
Fellow Karmart brand Baby Bright was launched around the same time as Cathydoll. While Baby Bright also offers a comprehensive makeup selection, the brand focuses more on the skin and body care categories. The recently launched trio of functional body care serums featuring Baby Bright’s signature RejuLight and ExoWhite active face care complexes highlight the body care skinification trend: RejuLight Body Serum contains a PDRN-based functional ingredient complex to smooth and tighten body skin.
Bath, body and hair care brand Boya, one of the more recent Karmart additions, presented two unique new ranges at the fair: The Boya Trans range caters to Thailand’s highly visible trans-gender and third-gender community by offering four body washes formulated with encapsulated fragrance ingredients to specifically appeal to Thai trans customers. The brand ambassador for this range is famous Thai trans model Yoshi Rinrada. And Boya Finiscent is a 4-sku range of body washes whose product scents are aimed at even more gender-segmented customer demographic: The line-up offers a variant for cis men, one for cis women, a body wash for gay men and one for lesbian women. According to the brand, both ranges are doing very well in Thailand, resonating with local customers – the country has a vibrant LGBTQ+ community and in January 2025, Thailand became the first South East Asian country to legalize same-sex marriage.
Browit by Nongchat is another highly successful Karmart brand. Launched in 2018 in collaboration with Thai makeup artist Nongchat, Browit specializes in makeup products for the brow, lash and eye area. The Jelly Highlighter Stick collection is one of the most interesting recent Browit launches – cooling twist-up jelly-textured shimmer sticks that can be used on eyes, cheeks or lips.
Right next to Karmart was the booth of domestic beauty manufacturer Mistine which has a very large international retail footprint, including a significant presence in the Middle East, China and, of course, the Asia-Pacific region. Mistine has specific product ranges for each of its individual country markets.
Amongst the company‘s new launches for the Thai market is Mistine Active UV Cushion Foundation, a cushion foundation specifically designed for athletes and runners. Texture and product claims are tailored to the realities of formulating beauty products for tropical climates. The foundation is designed to maintain a radiant finish even while swimming or jogging in hot and humid conditions. The formula features SPF 40 PA+++ protection and is reef-safe, water-resistant and sweat-resistant.
Mizumi is another very popular Thai mass market beauty brand with a solid distribution across all domestic drugstore and perfumery retail channels. The brand’s most recent launches include the UV Blush Stick, a twist-up blush stick formulated with SPF50 – sun filters are an essential addition in virtually all Thai makeup products – and medium to high color pay-off. There are eight different shades.
Before the pandemic, Thai mass market beauty manufacturer Beauty Buffet operated hundreds of retail outlets across Bangkok and Thailand but during Covid-19, the company had to significantly scale down its operations. As of early 2026, Beauty Buffet runs 29 stores across Bangkok and is currently involved in a major brand relaunch. At Cosmoprof CBE ASEAN 2026, Beauty Buffet presented its new logo and restructured brand portfolio as well as its latest big launch: Glasstok Lip Tint is a range of lipglosses with magnetized holders that can be snapped onto smartphone cases, allowing users to conveniently carry along their favorite lip gloss.
Another highly interesting launch at Cosmoprof CBE ASEAN 2026 was Thai scent design company’s Scent & Sense‘s dementia care aromatherapy treatment set. ScentSory Box was launched in collaboration with Thai dementia-friendly product design brand Satisaanti.
The ScentSory Box contains 15 cards depicting simple foods, plants and scenes familiar to Thai people as well as 10 essential oil blends (including scents like fresh-cooked rice, Thai milk tea, rose or coffee that illustrate these images. Dementia patients are encouraged to match scenes with smells – keeping the brain active can help slow down the progression of dementia.
Last year, Scent & Sense had created a memory-boosting room spray for Satisaanti, containing a blend of essential oils and fragrance notes to help improve memory and stimulate brain activity in dementia patients.
Thai newcomer brand Jongjaroen specializes in traditional Thai incense blends. Despite its heritage brand vibe, Jongjaroen launched in 2025 and its proprietary incense contains 11 whole dried Thai herbs and spices – including agar wood, star anise, cinnamon bark, theptaro root, bael fruit and cloves – as well as essential oils of camphor, borneol and mint. The scented mixture is sold in clear, reclosable plastic pots that can also be used as incense dishes.
Natural beauty brand Mamagreen also uses traditional Thai plant extracts in its beauty and home care products. The brand was launched in 2020 and sources most of its raw ingredients from community-based farms in Nakhon Ratchasime province in North Eastern Thailand. Amongst the brand’s most recent launches is an aromatic herbal shampoo formulated with turmeric, grass jelly vine (Mesona chinensis), holly-leaved mangrove (Acanthus ilicifolius), Sabah snake grass (Clinacanthus nutans), and amla leaf extracts.
