Beauty Community

What Beauty Community does

Beauty Community Public Company Limited (BKK: BEAUTY), formerly Monapolitant Co., Ltd., is a Thailand-incorporated public retailer and distributor of cosmetics and skincare products founded on 19 October 2000 by Dr. Suwin Kraibhubes and Mrs. Tanyapon Kraibhubes. The company operates a multi-brand portfolio spanning Beauty Buffet, Scentio, Gino McCray, Made in Nature, Beauty Cottage, Lansley, Beauty Idol, and Miracle Perfect — covering facial care, body care, makeup, hair care, beauty supplements, and accessories — built on cosmetic formulations using natural ingredients such as milk protein, amino acids, Vitamin C, botanical extracts, and proprietary technologies including Encapsulated SUNCAT sunscreen chemistry and Hyaluron Complex moisturization. Under the DBA 'BEAUTY,' the company sells through 50+ company-owned BEAUTY BUFFET stores and shop-in-shop formats, wholesale distribution via 13 major Thai distributors reaching 8,600 General Trade and 6,000 Modern Trade outlets, e-commerce on Lazada, Shopee, LINE, and Facebook, and an international licensing/export operation across 13 Asian countries with 12 product licenses in China. Revenue is channel-diversified across international (37%), retail (27%), wholesale (24%), and e-commerce (12%), with a 2022 revenue target of approximately 680 million Baht and a 10% net profit margin target. Following a 2022 rebrand under the 'For Every Beauty' concept and an October 2023 leadership transition installing Pisan Talapat as CEO, the company has launched ingestible beauty supplements (2023) and a flagship sunscreen line (2024), and entered a strategic R&D partnership with Thailand's National Science and Technology Development Agency (NSTDA) in June 2023 to source formulation and technology innovations.

Name

Beauty Community

Legal name

บริษัท บิวตี้ คอมมูนิตี้ จำกัด (มหาชน) (Beauty Community Public Company Limited)

Website

https://beautycommunity.co.th

Company type

Public

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Beauty Community is a Thai publicly listed multi-brand beauty retailer and distributor operating BEAUTY BUFFET stores, wholesale networks, and exports across 13 Asian countries, serving mass-market consumers with skincare, makeup, body care, and beauty supplements.

Ownership category

akta.pro rank

Product category

Cosmetics and Skincare Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Beauty & Personal Care Marketplaces (CRAFABAB)

akta.pro secondary industries

Mass Beauty & Drugstore Beauty Distribution (CRAOAEAA), Beauty-From-Within (Collagen, Biotin, Skin/Hair/Nails) (CRADAGAH)

Keywords

• Cosmetics and skincare
• Beauty retail
• Multi-brand beauty
• Skincare distribution
• Beauty product manufacturing

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, Personnel, Technology or R&D, Operations

Revenue model

1. Retail Sales (BEAUTY BUFFET): Direct retail sales through company-owned BEAUTY BUFFET stores and shop-in-shop formats in department stores and shopping malls across Thailand. Revenue from end consumers purchasing cosmetics and skincare products directly.
2. Wholesale Trading: Distribution through 13 major distributors supplying to General Trade (8,600 stores) and Modern Trade (6,000 stores) across Thailand. Revenue from bulk sales to retailers and distributors.
3. International Export: Export to 13 countries including China, Hong Kong, Taiwan, Indonesia, Cambodia, Vietnam, Myanmar, Laos, Malaysia, Brunei, Philippines, India, and Japan. Product licensing model in China with 12 licensed products.
4. E-Commerce: Online sales through company's website, Line Official Shop, Facebook, Lazada, and Shopee platforms.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Beauty Community Public Company Limited is a multi-brand beauty retailer and distributor that develops, manufactures, and sells cosmetics, skincare, body care, hair care, makeup, and beauty supplements under its own brand portfolio (Beauty Buffet, Scentio, Gino McCray, Made in Nature, Beauty Cottage, Beauty Idol, Lansley, The Bakery, Miracle Perfect). It reaches consumers through BEAUTY BUFFET retail stores, wholesale channels, e-commerce, and a product-licensing model in China.

Product overview

Beauty Community Public Company Limited operates as a cosmetics and skincare retail business offering a diverse portfolio of products across six main categories: Make-up, Facial Care, Body Care, Hair Care, Beauty Drink & Food Supplement, and Beauty Accessories. The company distributes products through multiple sales channels including retail stores (Beauty Buffet shops), wholesale trading, and e-commerce platforms. Their product portfolio includes multiple sub-brands such as Beauty Buffet, Scentio, GINO McCRAY, Beauty Cottage, Made in Nature, The Bakery, Lansley, Beauty Idol, and Miracle Perfect, each targeting different market segments from mass market to premium skincare. The company also offers products under international brand partnerships and licenses, particularly in China and other ASEAN markets.

Differentiator

Problem solved

Functional benefit

Brands

• Scentio: Milk-based skincare product line including facial foam and body care products
• Gino McCRAY
• Beauty Cottage
• Made in Nature
• The Bakery
• Lansley
• Beauty Idol
• Miracle Perfect
• Beauty Buffet Club
• Beauty Buffet

Products and services

• Beauty Buffet Retail Store Format
• Scentio Milk-Based Skincare Line
• Gino McCray Makeup Brand
• Made in Nature Skincare Line
• Beauty Buffet Facial and Body Care Brand
• Beauty Buffet Vitamin C Whitening Line
• Lansley Skincare Brand
• Beauty Cottage Skincare and Body Care Brand
• Beauty Idol Premium Skincare Line
• Beauty Buffet Invisible Sunscreen SPF 50 PA++++
• Beauty Buffet Beauty Supplement Line
• Scentio Hand Sanitizer and Hygiene Line
• Beauty Accessories Line

Quantifiable outcome

• Revenue target of 680 million Baht with 65% growth and 10% net profit margin

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• National Science and Technology Development Agency (สวทช./NSTDA)coreStrategic or Co-development Partner · 28 June 2023BEAUTY collaborates with Thailand's National Science and Technology Development Agency (NSTDA) to advance innovation in the beauty industry. The partnership includes Open Innovation @TSP program to seek beauty technologies and innovations from both public and private sector partners.
• Yung Songwan Group (บริษัท ยงสงวนกรุ๊ป จำกัด)minorGTM or Marketing PartnerCollaboration for Meet & Greet events with celebrity endorsers at Yung Songwan stores in Ubon Ratchathani province. Joint marketing activities promoting BEAUTY BUFFET products including Shower Serum and Body Essence.
• 13 Major Distributors (Thailand)coreChannel Partner/ Reseller/ DistributorPartnership with 13 major distributors covering wholesale distribution to 8,600 General Trade stores and 6,000 Modern Trade stores across Thailand.
• Chinese Product License PartnerscoreChannel Partner/ Reseller/ DistributorProduct licensing partnerships in China with 12 licensed products including skincare and makeup items. Partners manufacture and distribute BEAUTY products in the Chinese market.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Oriental Princess: Oriental Princess is a Thai health, beauty, and personal care retailer with a multi-brand store format and domestic distribution. Comparable to BEAUTY as a domestic multi-channel beauty retailer serving the mass market with similar product categories and distribution approach.
• EVEANDBOY: EVEANDBOY is a Thai multi-brand beauty retailer operating dedicated beauty stores across Thailand. Directly comparable as a domestic multi-brand beauty retail competitor, and notably named as the source of BEAUTY's 2022 Best Selling Award.
• Mistine: Mistine is a leading Thai cosmetics and skincare brand manufacturer with strong domestic and ASEAN distribution. It is comparable to BEAUTY as both target the mass-market Thai and regional consumer with affordable beauty products across multiple categories including color cosmetics and skincare.

Emerging players

• Smooto: Smooto is a Thai beauty e-commerce and retail platform offering multi-brand cosmetics and skincare. Comparable as a Thai multi-channel beauty competitor focused on online and modern retail formats, with overlapping target demographics.
• Konvy: Konvy is a leading Thai beauty e-commerce platform. Comparable as a Thailand-based beauty multi-brand platform serving similar consumer demographics with overlapping brand assortments, though primarily digital-native.

Broad incumbents

• Boots Thailand: Boots operates drugstore-format stores in Thailand offering cosmetics, skincare, and health products. Comparable as a multi-brand mass-market beauty retailer in the same Thai market, backed by the global Walgreens Boots Alliance scale.
• Innisfree (Amorepacific): Innisfree is a major Korean natural-ingredient skincare brand with strong ASEAN retail presence. Comparable as a multi-channel skincare competitor in Thailand and broader Asian markets where BEAUTY operates, though backed by Amorepacific's significantly larger scale.
• Sephora: Sephora is a global multi-brand beauty retailer with growing presence in Southeast Asia. Comparable as a multi-brand beauty platform serving consumers across price tiers, though at a much larger global scale and with a stronger prestige positioning than BEAUTY.
• Watsons Thailand (A.S. Watson Group): Watsons is a leading health and beauty retailer in Thailand and broader Asia, operating hundreds of drugstore-format stores. Comparable as a major multi-brand beauty and personal care retailer in Thailand, though part of a much larger global portfolio with deeper scale and broader assortment.

Regional players

• Guardian Health and Beauty: Guardian is a health and beauty retailer with significant presence in Malaysia, Singapore, and other ASEAN markets. Comparable as a multi-brand beauty retailer in the broader ASEAN region where BEAUTY also exports, with overlapping product categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/beautybuffetfanpage
• LinkedInlinkedin.com/company/beauty-community-plc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Beauty Community