The Tamesis
It felt like a turning point last October when Kim Kardashian gave her 350 million Instagram followers a shout-out to Dr. Dissapong Panithaporn (aka Dr. Joe) and his Bangkok beauty clinic, The Demis. The endorsement sent Western beauty enthusiasts scrambling to Google and confirmed what industry insiders already knew: Thailand’s beauty and grooming industry is entering a breakout era.
With more than 6,600 government-registered beauty clinics, Thailand has become Asia’s second-largest center for aesthetic medicine after South Korea. The board of directors of the Thai Medical Center predicts that the market will be worth US$7.51 billion by 2027. With the popularity of “glow travel” in Korea, Thailand is increasingly becoming the next top destination. Foreign patients now make up nearly 30% of The Demis’ client base, up from 10% two years ago, and demand has expanded from Asia to Europe, the United States and the Middle East.
“Japan and South Korea have long been considered the leading destinations for beauty and aesthetic medicine,” said Hiromi Yamaguchi, research manager at Euromonitor International. “However, Thailand has emerged as a medical tourism powerhouse, accounting for 44% of total medical tourism in Asia Pacific.” Cost competitiveness, strong medical infrastructure and its positioning as a holistic wellness destination all play a role. Many hospitals and clinics are accredited by Joint Commission International, reinforcing Thailand’s reputation for quality and safety.
Cultural capital is gaining momentum. Thai actors include Kim Porsche Popular figures such as stars Phakphum Romsaithong and Nattawin Wattanagitiphat and Blackpink’s Lisa are becoming increasingly influential in the global fashion industry. For Spring/Summer 2026, Thai talent dominates the earned media value (EMV) rankings across the four fashion capitals, accounting for six of the top 10 influencers, up from four in the previous season. (EMV for Fashion Week content is calculated at $1 per Instagram like.)
This popularity has helped globalize “swai meiku,” a unique Thai beauty code defined by bright, bronzed skin, softly sculpted features and polished soft glamor. “Thailand is moving from trend followers to trendsetters and is developing a unique T-beauty image that blends global influence with local style,” said Marian Pagulayan, a researcher at market research firm Mintel. “Gen Z is leading this shift, increasingly supporting local brands inspired by global trends,” she added, referring to beauty brands such as Cathy Doll, Oriental Princess and 4U2.
However, unlike Korean beauty, which has been fully integrated into Western business, Thai beauty has not yet achieved a breakthrough on the same scale. The global dominance of Korean brands is so strong that Sephora recently signed a partnership with leading beauty department store Olive Young in Seoul, while retailers such as Cult Beauty offer dedicated Korean beauty labels as permanent fixtures in their product portfolios. Despite the growing popularity of Thai beauty clinics and celebrities, Thai beauty products remain largely absent from Western shelves. How can T-beauty become a truly global category?
What makes T-beauty different?
If K-beauty is defined by innovation and technological advancement, T-beauty distinguishes itself through tradition and a holistic approach. Rooted in Thailand’s tropical climate and wellness traditions, it combines high-performance cosmetic medicine with herbs, natural essential oils and an inside-out philosophy that views beauty as preventive rather than corrective. Ingesting beauty is a central part of the equation: collagen drinks, vitamin C injections, functional jellies and nutritious snacks are widely available in places like convenience stores, pharmacies and clinics.
