The Development of Cosmetics in Thailand

Somporn Jairakphun

Faculty of Technology, Udonthani Rajabhat University，Thailand

Cosmetics are substances used to enhance the appearance of the face and skin or fragrance of the human body. Cosmetics were also used in ancient Egypt, China,and India, etc. Some cosmetics are medicine. The ancient Greeks were the first to separate medicine and cosmetics from religious. The cosmetics applied to the face are often called makeup.

Thailand is famous for its casmetic manufacturing industry as most of the ingredients used are completely organic which are aquired from all over the world.

Thai cosmetics development periods

The cosmetics in Thailand (or Siam the form name)has development since the establishment of Sukhothai Kingdom, technology and fashion related to cosmetics also changed over time.

Thai ancient cosmetics period (1238～1782)

The history of ancient Thai can be divided into 3 parts periods: 1) Sukhothai Kingdom; 2) Ayutthaya Kingdomand; 3) Thonburi Kingdom. There are only a few historic evidences of cosmetics of Thai ancient period, but some evidences such as painting art of ancient reveal the use of natural product as cosmetics among royal family and noble. Example of ancient cosmetic use listed as follows:

? Coconut oil was used in hair lotion;

? Tamarind paste & turmeric was used in body scrub;

? Coconut charcoal was used in eye brow pencil;

? Marl of white clay was used in face powder;

? Collecting scale insect, Ceylon spinach fruit and mineral cinnabar to make red dye ;

? Flowers were used on hair such as jasmine (Jasminumsambac), Gardenia jasmine (Gardenia angusta), chumpaca(Magnolia chumpaca), etc;

? Bergamot or Kaffir lime juice was used to clean hair.

Figure1. The wall painting in Pumin Temple, Nan province

Figure 2. Thai herb for cosmetics and spa

Thai cosmetics transitional period (1782～1946)

During the Reign of King Rama IV and King Rama V of Rattanakosin Kingdom, it was the starting point of technology, because Thailand was opening to foreign trade and diplomacy. In 1840, the first newspapers of Siam were printed by Dr. Dan Beach Bradley. The newspaper introduced the new knowledge and cosmetics products to high level people in Bangkok.

In 1845, when the camera appeared in Siam(Thailand),photos were printed in books or newspapers. The photos of royal families and the upper class were looked neat and good in the printed books and newspapers, that to be the role model for the ordinary people at that time.

Figure 3. King Rama V with his family

Figure 4. Thailand princess and noble ladies

Later, in the end of the Reign of King Rama V to the Reign of King VIII, Many Thai (high society member)came back to Thai after studying aboard and brought back modernized technology. The modernized chemical products were adopted by Thai society and cosmetics that contain chemicals were accepted.

At that time, Thailand was opening and adopted a lot of new technologies. When the first film came to Thailand,it became popular among Thai people. The film stars were the most impressed fashion-idol for the teenagers and a lot of Thai people who needed to copy the fashion style of the stars and closely follow up including the cosmetics used.

The advertisements which are on the radio and TV,in newspapers and magazines, played the big roles to introduce and promote cosmetics in Thailand. Imported cosmetics were more popular among high society ladies.Thai natural cosmetics used are less popular overtime.There are many new Thai cosmetics brand established during this time such as Srichand powder, Mae leap lip balm, Wisat Niyom toothpaste, etc.

Present

Thai Scientists are specialized in cosmetics science and technologies. The cosmetics industry developed very quickly. In the same time, the awareness chemicals became the new trend.

Figure 5. The VIP and the stars pictures on the newspapers and magazines

Figure 6. The cosmetics advertisements in the newspapers and magazines

Figure 7. A woman who was putting red paper on lip

Figure 8. Ceylon spinach(Basella rubra) fruit

Figure 9. The popular Thai cosmetics brands

Among ASEAN countries, Thailand leads an original equipment manufacturer (OEM) for international cosmetic brands. Thai OEM cosmetic manufacturers can produce premium quelity products. According to the Thai Cosmetic Cluster, there are 762 cosmetic manufacturing plants (520 are SMEs).

Due to increasing awareness of health and wellness among consumers in Thailand, there is a healthy demand for natural and herbal personal care and beauty products.

The Thai government promoted the SMEsand “The One Tambon One product(OTOP) projects”.There are many kinds of cosmetics goods on the market.The campaign “the popular Thais use Thai products”was lunched to support the local products which include cosmetics goods.

The governmenttry tries to bring the OTOP product to the international market. And the Thai government enacted many laws and regulations to control the safety use and guarantee top quality products to the customers.

The well-known Thai cosmetics brands are Giffarine,Mistine, BSC, Cutepess, Srichand, Beauty Buffet and Oriental Princess, etc.

Industry involving cosmetic manufacturing in Thailand is making a breakthrough by producing the best anti-aging facial and eye treatment products, makeup and color cosmetias, innovative beauty and wellness products, men’s grooming, hair restortion and treatment,baby-special products, whitening facial and body skincare products and sunscreen.

Figure 10. The growth of Thai cosmetics market between 2007～2012

Export of Thailand’s cosmetics

Thailand’s cosmetics products exported to many countries. The big five exported markets are Japan,Philippines, Australia, Malaysia and Laos.

The big importers are the multinational companies such as P&G, Unilever and Colgate-Palmolive. The big obstacles of cosmetics production are the lack of raw material and the high labor cost.

Table 1. Export of Thailand’s cosmetics, 2015 ～ 2017

Table 2. Market size of personal care and beauty products in Thailand US millions

Cosmetics quality control in Thailand

The quality and use safety of cosmetics products are very important to the consumer.

（126）小葉光萼苔 Porella fengii P.C.chen ＆ S.Hatt.李粉霞等（2011）

Cosmetics Act B.E. 2517(1974): repealed.

Cosmetic Act (No.2) B.E. 2518(1975): repealed.

Cosmetics Act B.E. 2535 (1992): repealed.

Cosmetic Product Act, B.E. 2558 (2015).

The cosmetic regulation consists of various activities in two major areas: pre-marketing and post-marketing activities.

According to the Cosmetic Act of B.E. 2558(2015),the focus of regulation has recently shifted from premarketing to post-marketing. Any product that has pharmaceutical characteristics, affecting or altering the functions or structure of human body or presenting as pharmaceutical products, will be outside the scope of cosmetic regulation. This effort originated on the notion that the utilization of technical requirements and the practice of good manufacturing guidelines can ensure the quality of cosmetic products manufactured.

Strategies for Thailand’s cosmetics export

1) Make the link the cosmetics products and other services such as spa, resort and hotels.

2) Through the expo, international trade show and trade representative committee to expand the exports.

3) The good image is very important to a brand.

4) Green has become a trend for cosmetic.

Conclusion

Thai cosmetics are now well known in the world owing to good quality. Cosmetics export are an important part of economics growth of Thai GDP. Thai cosmetics continue to develop for human health and safety. The cosmetics industry is actually one of the leading industries in Tailand, provinding opportunities for free reginal trade, high productivity and strong competitiveness.Thai Cosmetics Acts were renewed update from science and technology. Thai government promoted the slogan“The popular Thai use Thai products” to the Thai new generation to support Thai products, and promote the Thai cosmetics to the forefront of the world in the near future.