Beautrium
Beautrium is a Thailand-based multi-brand beauty retailer operating an e-commerce platform and physical stores, selling cosmetics, skincare, fragrance, supplements, and exclusive import Asian beauty brands to Thai consumers.
- Company typePrivate
- Founded2012
- HeadquartersBangkok, Thailand
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Beautrium does
Beautrium Co., Ltd. (บริษัท บิวเทรี่ยม จำกัด) is a privately held Thai beauty retailer founded in 2012 and headquartered in Bangkok. The company operates a multi-brand beauty marketplace under the BEAUTRIUM brand, combining an e-commerce platform at thebeautrium.com with a network of physical retail stores across Thailand. Its catalog spans twelve product categories — makeup, skincare, hair care, bath and body, personal care, men's care, derma, health and vitamin supplements, perfume and fragrance, premium products, beauty tools and accessories, and Asian Beauty (K-Beauty, J-Beauty, T-Beauty, C-Beauty) — alongside a portfolio of exclusive or direct-import brands including FWEE, ABIB, NUMBUZIN, V&A BEAUTY, MAMONDE, and STUDIO17.
Beautrium firmographics
Firmographics- Name
- Beautrium
- Legal name
- บริษัท บิวเทรี่ยม จำกัด (Beautrium Co., Ltd.)
- Website
- https://thebeautrium.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Beautrium is a Thailand-based multi-brand beauty retailer operating an e-commerce platform and physical stores, selling cosmetics, skincare, fragrance, supplements, and exclusive import Asian beauty brands to Thai consumers.
- Ownership category
- akta.pro rank
Beautrium industry classification
Industry- Product category
- Beauty and Personal Care Retail
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456), Food (Health) Supplement Retailers (456191)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Luxury Fragrance & Beauty (Designer/Luxe) (CRAKAFAH)
- akta.pro secondary industries
- Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Beauty Tools, Accessories & Devices Distribution (CRAOAEAL)
Keywords
Where Beautrium is headquartered
LocationHeadquarters
- HQ city
- Bangkok
- HQ country
- Thailand
- HQ region
- Asia
Offices1 record
Markets served
Beautrium business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: Beautrium generates revenue through direct product sales of cosmetics, skincare, perfume, and beauty accessories via their e-commerce platform and physical stores. They offer products across multiple price points with various promotional discounts and coupons.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Variable pricing with promotions |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Beautrium product offering
Product offeringCore offering
Beautrium operates a beauty e-commerce platform and physical retail chain in Thailand selling cosmetics, skincare, personal care, perfume, hair care, body care, health supplements, and beauty accessories. The company curates a multi-brand portfolio spanning international labels (e.g., Anessa, Eucerin, Swisse) and exclusive direct-import brands (e.g., FWEE, ABIB, NUMBUZIN, MAMONDE, V&A BEAUTY, STUDIO17), and complements retail with professional beauty services and a community content platform.
Product overview
Beautrium is Thailand's leading multi-beauty brand store and online marketplace, founded in 2012, offering an extensive selection of beauty and wellness products. The company operates both physical retail stores and an e-commerce platform (thebeautrium.com). Beautrium's product portfolio is organized into two main categories: (1) multi-brand marketplace offering products across 12 categories including Makeup, Skincare, Hair Care, Bath & Body, Personal Care, Men's Care, Derma, Health & Vitamin Supplements, Perfume & Fragrance, Premium Products, and Beauty Tools & Accessories; and (2) Exclusive/Private brands including FWEE, ABIB, NUMBUZIN, V&A BEAUTY, MAMONDE, and STUDIO17 which are direct imports or exclusive offerings. The platform also features Asian Beauty subcategories (K-Beauty, J-Beauty, T-Beauty, C-Beauty), special promotions, and community engagement features like the BEAUTRIUM Community blog and Free Review Giveaway campaign. Beautrium positions itself as a 'one stop beauty destination' combining product sales with beauty services.
Differentiator
Problem solved
Functional benefit
Brands
- BEAUTRIUM: The company's own exclusive beauty brand offerings sold alongside international brands.
Products and services
- Makeup
- Skincare
- Hair Care
- Bath and Body
- Personal Care
- Men's Care
- Derma
- Health and Vitamin Supplements
- Perfume and Fragrance
- Premium Product
- Beauty Tools and Accessories
- Asian Beauty
- Exclusive Edition (Import Brands)
Companies that use Beautrium
Customer profileSegments1 record
Ideal customer profiles1 record
Beautrium technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Beautrium partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Beautrium competitors and assessment
Company assessmentBroad incumbents
- Sephora: Global multi-brand beauty retailer with physical stores and e-commerce selling cosmetics, skincare, fragrance, and hair care across price tiers. Directly comparable to Beautrium's multi-brand marketplace model, but operates at much larger scale and broader geographic reach.
- Guardian Thailand: Health and beauty chain in Thailand with physical store presence and online retail across cosmetics, skincare, supplements, and personal care. Similar omnichannel format and product mix to Beautrium, though broader in health and household categories.
- Watsons Thailand: Major health and beauty retail chain in Thailand operating hundreds of physical stores plus e-commerce, selling cosmetics, skincare, supplements, and personal care. Comparable in channel structure (omni-channel) and category breadth but broader assortment than Beautrium's beauty-focused mix.
- Boots Thailand: Long-established Thai health and beauty retailer with physical stores and online offering cosmetics, skincare, fragrance, and pharmacy products. Comparable to Beautrium in store-and-online retail of beauty and personal care, though with stronger pharmacy heritage.
Others
- Shopee Thailand: Major Southeast Asian e-commerce marketplace that hosts many beauty and personal care sellers in Thailand. Comparable as a beauty-purchase destination, though Beautrium is a single-brand curated retailer while Shopee is a horizontal marketplace.
- Amorepacific: Korean beauty conglomerate whose brands (including MAMONDE, LANEIGE, Sulwhasoo) are stocked at Beautrium. Comparable as a Korean beauty brand owner relevant to Beautrium's exclusive-brand strategy and Asian Beauty assortment.
Direct peers
- Konvy: Thailand-based online beauty retailer offering cosmetics, skincare, and personal care with an extensive Asian Beauty assortment. Closely comparable to Beautrium's e-commerce business, especially its K-Beauty and exclusive-brand positioning.
- Eveandboy: Thai multi-brand beauty retailer operating physical stores and e-commerce with a strong focus on K-Beauty and trending Asian brands. Most direct comparable to Beautrium — same geography, similar product mix, and overlapping exclusive-brand strategy.
Regional players
- Althea: Korean-origin beauty e-commerce platform specialising in K-Beauty brands for Southeast Asian consumers. Comparable to Beautrium's online beauty curation, with overlapping exclusive-brand and K-Beauty focus, though anchored on a different home market.
- Olive Young: Korea's leading health and beauty retail chain with strong K-Beauty curation across physical stores and online. Comparable to Beautrium's Asian Beauty curation model, but operates primarily in Korea rather than competing in Thailand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Beautrium social profiles
Digital presenceBeautrium financial estimates
Financial estimateRevenue estimate
Valuation estimate
Beautrium leadership team
Management profileNumber of profiles
Beautrium funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Beautrium M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Beautrium
What does Beautrium do?
Beautrium operates a beauty e-commerce platform and physical retail chain in Thailand selling cosmetics, skincare, personal care, perfume, hair care, body care, health supplements, and beauty accessories. The company curates a multi-brand portfolio spanning international labels (e.g., Anessa, Eucerin, Swisse) and exclusive direct-import brands (e.g., FWEE, ABIB, NUMBUZIN, MAMONDE, V&A BEAUTY, STUDIO17), and complements retail with professional beauty services and a community content platform.
Is Beautrium a public or private company?
Beautrium is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Beautrium founded?
Beautrium was founded in 2012. It employs 501 to 1,000 people.
Where is Beautrium based?
Beautrium is headquartered in Bangkok, Thailand, in the Asia region.
How does Beautrium make money?
One revenue line is on record: product Sales.
Who are Beautrium's main competitors?
Broad incumbents on record are Sephora, Guardian Thailand, Watsons Thailand and Boots Thailand. Others are Shopee Thailand and Amorepacific. Direct peers are Konvy and Eveandboy. Regional players are Althea and Olive Young.
Does Beautrium have an API?
No public API is recorded for Beautrium.
What industry is Beautrium in?
Beautrium's product category is Beauty and Personal Care Retail. Its primary akta.pro industry code is CRAKAFAH, Luxury Fragrance & Beauty (Designer/Luxe), with a secondary code of CRABADAA, Fine Fragrance (Women’s/Men’s/Unisex). Its NAICS code is 456120 and its SIC code is 2844.