The 5th edition of Cosmoprof CBE ASEAN (Thailand) Beauty Exhibition

Exhibition Overview: Record-Breaking Scale, ASEAN Hub Status Reinforced

The 5th edition of Cosmoprof CBE ASEAN (Thailand) Beauty Exhibition successfully concluded on June 24–26, 2026, at the Queen Sirikit National Convention Center (QSNCC) in Bangkok. This year's edition set multiple new records: net exhibition space reached 33,000 square meters, a 30% year-on-year increase; over 2,500 exhibitor brands and companies from around the world participated; and professional visitors exceeded 25,000, also a 30% increase from the previous edition, covering ASEAN, India, Asia-Pacific, and European regions. Italy, as the guest country of honor, shared the spotlight with five major international pavilions from China, South Korea, Thailand, and others, highlighting the exhibition's international caliber and the global strategic importance of the ASEAN market. The exhibition was clearly zoned, featuring both the Brand Hall and the inaugural Cosmopack CBE Supply Chain Hall, covering the entire industry chain from raw materials, formulations, and packaging to finished products.

Chinese Pavilion PeRformance: From Supply Chain Strengths to Brand Value Export

The Chinese delegation delivered an impressive performance at this exhibition, with a more diversified and full-chain presence, forming a coordinated overseas matrix of upstream supply chain and end-market brands.

1. Supply Chain Remains the Core Competitiveness: Chinese supply chain companies, primarily focused on OEM/ODM manufacturing, raw materials, and packaging, occupied key exhibition areas and became a major focus for buyer matchmaking. Chinese companies are no longer competing solely on price advantages; they showcased customized R&D solutions tailored to Asian skin types and tropical climates, as well as integrated services from formulation to packaging, earning high recognition from ASEAN distributors, importers, and retail chain brands, with numerous cooperation intentions reached on-site.

2. End-Market Brands Emerge: Beyond contract manufacturers, established Chinese color cosmetics brands such as Carslan and SCHÖN also showcased finished product lines tailored to Southeast Asian consumption scenarios, attracting significant interest from local channel distributors for business negotiations, demonstrating the competitive strength of Chinese brands in the end-market space.

Market Trend Insights and Core Highlights

The exhibition reflected several key trends in the Southeast Asian beauty market:

• Clear Growth Potential in the ASEAN Market: Thailand, as the second-largest economy in ASEAN, serves as both a logistics hub and a consumer trend barometer. Industry data indicates that Thailand's cosmetics industry maintains a stable annual growth rate of 10%–20%, and Statista projects that the Thai beauty and personal care market will grow from USD 7.4 billion in 2026 to USD 9 billion by 2031. Multi-functional skincare, natural ingredients, sustainable packaging, and flexible customization are the core growth drivers in the market.

• Inaugural Supply Chain Zone and Immersive Experience: The newly established Cosmopack CBE zone facilitated a closed-loop connection between brands and upstream suppliers. The concurrent "Sunscreen Immersive Production Experience Zone" became a major crowd-puller, visually showcasing the entire process from formulation to filling, providing valuable benchmarking references for Chinese companies targeting Southeast Asia's hit product standards.

• Industry Networking and Knowledge Exchange: The exhibition hosted over 20 high-caliber concurrent events, including CosmoTalks forums and Beauty Studio masterclasses, covering topics such as ASEAN regulations, consumer trends, and brand strategies, with insights shared by international experts from Statista, Kline, BEAUTYSTREAMS, and other leading institutions.

Summary and Outlook

The 2026 Thailand Beauty Exhibition fully validated the high activity and growth potential of the ASEAN beauty market, and demonstrated that China's beauty industry now possesses the comprehensive capability to deliver cost-effective, highly innovative, and integrated solutions to the global market. For practitioners planning to expand overseas, establishing a presence in Bangkok means efficiently covering the entire ASEAN market. The next edition has been scheduled for June 23–25, 2027, at the same venue, and is expected to attract even greater participation from Chinese companies.

As a professional manufacturer of medical aesthetic equipment, BILENS MEDICAL (Shanghai Bele Medical Technology Co., Ltd.) successfully achieved its exhibition objectives, reaping significant rewards in terms of brand exposure, client engagement, and market insights.

I. Significant Success in Targeted Client Engagement

During the exhibition, BILENS MEDICAL hosted distributors, importers, and decision-makers from chain beauty salons and medical aesthetic clinics across ASEAN and the Asia-Pacific region at Booth R30 in the Cosmoprof zone. The team engaged in in-depth discussions with numerous potential clients, covering key topics such as technical specifications, clinical applications, regulatory compliance standards, and customized service solutions. The Southeast Asian market highly values ​​the technical maturity and cost-effectiveness of Chinese medical aesthetic equipment; core product lines—such as multifunctional platform systems, Picosecond lasers, and diode laser hair removal systems—precisely align with local clinics' needs for equipment upgrades and differentiated service offerings.

II. Market Validation of Product and Technical Capabilities

BILENS MEDICAL’s showcase attracted a large number of professional buyers eager to learn more about its products. Featured systems included the BL-M10 multifunctional platform (integrating multiple handpieces such as 2940nm Er:YAG, 1550nm Erbium-glass, picosecond, IPL+SHR+BBL, diode laser hair removal, 1064nm long-pulse Nd:YAG, and Q-switched Nd:YAG), the BL-C10 picosecond Nd:YAG laser, the BL-A10 1060nm diode laser body contouring system, and the BL-K20 1550nm/1927nm fiber laser. As a company holding major international certifications—including ISO13485, EU MDR CE, US FDA 510(k), Australian TGA, and Brazilian ANVISA—BILENS demonstrated its ability to meet diverse market access requirements, serving as a powerful endorsement of trust for Southeast Asian buyers.