Duangsiri Neo Cosmetic creates global following for local make-up bestsellers
- Three generations of the family have nurtured partnerships with customers, agents, suppliers and employees
Country Business Reports interviews and articles by Discovery Reports www.discoveryreports.com
Butae’ and Mori are household names in Thailand and neighbouring countries, especially among professional make-up artists and actors, who love how the foundation binds like a second skin especially on warm-toned faces.
“We have more than customers, we have fans,” says Thicha Nitiprapa, general manager of Duangsiri Neo Cosmetic, the family-owned company that has manufactured Butae’ and Mori, the popular cosmetics known for their consistent high quality since 1957.
“We are the brand that says you can be beautiful the way you are. Even if you are a man, you can be beautiful if you want,” Thicha says, alluding to Duangsiri’s growing clientele of transgender women and metrosexual men.
Three generations of the family have nurtured partnerships with customers, agents, suppliers and employees, making Duangsiri a home-grown champion that attracts crowds at trade fairs. Its products have been exported to Cambodia, Myanmar, Laos and Vietnam for more than 30 years. Enjoying rapid growth with bestsellers Butae’ and Mori finding their way to 13 countries, the company also provides services to original equipment manufacturers.
Multilingual family members who are credentialed in cosmetics science, chemistry and brand management lead the company’s research and development team. “We mix our old knowledge and new cosmetics science together. That’s why we can rapidly develop new great products,” Thicha says.
Ramping up global distribution through online platforms, Duangsiri expects sales to expand by more than 50 per cent this year with stores opening in the Middle East and the United States. Looking to go public within five years, the company is focused on acquiring Good Manufacturing Practice and ISO certifications. It invites strategic partners with strong distributing capabilities and an understanding of the markets of China, Indonesia and the Philippines to grow together with the company.
“When people think of Thailand, they will also think about cosmetics because of Butae’,” Thicha says.