What Cute Press does

Cute Press is a Thai direct-to-consumer cosmetics and personal care brand founded in 2017 and headquartered in Thailand, operating as a privately held company. The brand sells makeup, skincare, body care, and fragrance products spanning at least ten named sub-brands and product lines, including Pure Origin (organic skincare), Evory (makeup finishes), Farm to Skin (natural body care), Ci-Lab Sensitiv (sensitive skin), Scent of Tropical/Blossom (fragrant body care), UV Expert (sunscreens), 8hr Full Night Sleep (overnight skincare), 1-2 Beautiful (makeup), Bye Bye Smell (odor control), and Right Dose (serum-in-cream). Products are positioned for tropical climates and Thai/Asian skin tones, with a stated cruelty-free and organic-credentials narrative. Tickets range from approximately THB 100 to THB 700 (USD 3–20), placing the brand in mass-market pricing territory.

The business operates a multi-channel distribution model: an owned e-commerce storefront (cutepress.com), a separate international shipping site (global.cutepress.com), physical retail stores across Thailand, and dedicated iOS and Android mobile apps. Marketing is driven by organic social media presence on Facebook, Instagram, YouTube, Twitter, and Line, plus Thai-language blog content, e-catalogs, and influencer/blogger collaborations. Revenue is generated through direct one-time product sales; recurring engagement is incentivized through the Beauty Bonus loyalty programme, which awards one point per THB 100 spent and offers tiered membership levels (Bronze through Platinum) with escalating birthday discounts of up to 50%, 2x point multipliers, and gift-set privileges.

Notable strategic actions include IP-driven collaborations such as the Disney 100 Years Let's Celebrate limited-edition collection (announced 2023-10-12) and the A Joyful Journey gift set with artist Sprinkle On Cake (announced 2024-07-31). The brand continues to refresh its catalog with new launches including tinted sunscreens, foundation brushes, and serum-in-cream SKUs. No headcount, funding, ownership, or revenue figures are publicly disclosed in the available sources.

Name

Cute Press

Legal name

CUTE PRESS

Website

https://cutepress.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Cute Press is a Thai private direct-to-consumer cosmetics and personal care brand selling affordable makeup, skincare, body care, and fragrances through owned e-commerce, physical retail stores, mobile apps, and international shipping, primarily targeting Thai women beauty consumers.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

akta.pro secondary industries

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)

Keywords

• Cosmetics retail
• Skincare products
• Makeup brand
• Personal care
• Fragrance products

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: Cute Press generates revenue through direct sales of cosmetics, skincare, and personal care products via owned e-commerce website, physical retail stores, and mobile application. Products span multiple categories including makeup, skincare, body care, and fragrances.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Cute Press is a Thai cosmetics and skincare brand that manufactures and retails its own line of makeup, skincare, body care, and fragrance products. The company sells directly to consumers through its e-commerce website (www.cutepress.com), physical retail stores across Thailand, a mobile app on iOS and Android, and international shipping via global.cutepress.com. Product formulations are tailored for tropical climates and Thai/Asian skin tones, with multiple sub-brands covering organic skincare, sensitive skin care, sun protection, and makeup finishing products.

Product overview

Cute Press is a Thai beauty brand offering a comprehensive cosmetics and skincare portfolio through both physical retail stores and its e-commerce platform. The product offering spans four main categories: Makeup (face, eye, and lip products), Skincare (facial care, sun protection, and treatments), Body Care (shower, lotion, deodorant, and intimate care), and Fragrances. Key sub-brands and product lines include Pure Origin (100% organic skincare), Evory (makeup finish products), Ci-Lab Sensitiv (sensitive skin solutions), Farm to Skin (natural body care), Scent of Tropical/Blossom (fragrant body products), UV Expert (sunscreen), 8hr Full Night Sleep (overnight skincare), 1-2 Beautiful (makeup), and Bye Bye Smell (odor control). The company operates a loyalty program (Beauty Bonus) and offers international shipping through global.cutepress.com.

Differentiator

Problem solved

Functional benefit

Products and services

• Makeup Products

Quantifiable outcome

• Products formulated for tropical climate - suitable for hot and humid conditions

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Sprinkle On CakeminorStrategic or Co-development Partner · 31 July 2024Collaboration for A Joyful Journey gift set collection. Features artwork by Sprinkle On Cake artist on skincare and personal care product packaging. Products include gift sets designed with cute illustrations for gifting purposes.
• DisneycoreStrategic or Co-development Partner · 12 October 2023Limited edition collaboration featuring Disney 100 Years Let's Celebrate collection. Products include makeup, skincare, and body care items with Disney character designs. Collection includes various beauty products such as foundations, powders, lip tints, blushes, eyeliners, mascaras, and gift sets. Sold as Limited Edition items with exclusive packaging designs.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mistine: Thailand's flagship mass-market beauty brand with a nearly identical portfolio of color cosmetics, skincare, body care and SPF formulated for tropical Asian skin. Directly comparable on price point, retail footprint, and DTC-plus-physical-store go-to-market.
• Beauty Buffet: Thai mass-market beauty retailer and brand owner with broad skincare, makeup and body-care SKUs at similar ฿100–฿700 price tiers. Operates its own retail chain and e-commerce, closely mirroring Cute Press's multi-channel structure.
• Cathy Doll: Thai mass-prestige color cosmetics brand known for affordable, trend-driven makeup and skincare. Overlaps with Cute Press on lip, face, and skincare SKUs targeting Thai and broader Southeast Asian consumers.
• Srichand United: Heritage Thai cosmetics and skincare manufacturer with strong domestic brand equity in face powders, foundations and skincare. Comparable as a Thailand-rooted brand spanning makeup and personal care with multi-channel retail.

Broad incumbents

• Innisfree: Korean natural-ingredient beauty brand with extensive Southeast Asian retail presence. Overlaps with Cute Press's Pure Origin and Farm to Skin natural-positioning sub-brands and competes for the same tropical-climate, eco-conscious Thai consumer.
• Etude House: Korean mass-prestige color cosmetics brand with deep SEA distribution and a similarly playful, Gen-Z-targeted brand identity. Comparable on affordable lip, face and eye makeup assortments and digital-led marketing.
• The Face Shop: Korean natural-ingredient beauty brand with owned retail stores across Asia. Direct overlap with Cute Press's combination of physical store expansion, nature-positioned skincare, and entry-level price points.
• L'Oréal Thailand: Global beauty conglomerate with multiple mass and masstige brands (L'Oréal Paris, Maybelline, Garnier, NYX) competing head-to-head with Cute Press across makeup, skincare, body care and fragrance in Thai retail and e-commerce.
• Shiseido: Japanese prestige beauty group with dedicated tropical/Asian-market lines and a rapidly expanding SEA footprint. Competes for the upper tier of Cute Press's portfolio (skincare, sun care, base makeup) and sets category benchmarks.

Others

• Watsons Thailand: Asia's largest health-and-beauty drugstore chain and a key retail channel for Cute Press and its direct peers. Comparable as a beauty retailer ecosystem player whose assortment, private-label strategy and loyalty mechanics shape the competitive context Cute Press operates in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/cutepress
• YouTubeyoutube.com/cutepressThailand
• Facebookfacebook.com/cutepress
• Instagraminstagram.com/cute_press

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cute Press