• Elevating to a Beauty & Wellness Destination under the “TOTAL LOOKS” concept, featuring a global curated assortment with up to 15% exclusive products available only at LOOKS. The shopping experience is further enhanced by the Solution Bar and ‘LOOKS Beauty Specialist’ providing personalised advice. This business is positioned as a New Growth Engine, with a strategic goal to expand LOOKS across all formats to 100 locations by 2028.

Bangkok, 7 May 2026 — TOPS, the food business under Central Retail, is embarking on a major expansion of its Beauty & Wellness portfolio, responding to the continuous growth of global beauty megatrends. Most recently, it announced the launch of the newly reimagined ‘LOOKS’ in a standalone format, operating as a specialty beauty retail model under the ‘TOTAL LOOKS’ concept. With the ambition of becoming a comprehensive Beauty Destination and positioned as a New Growth Engine for the business, LOOKS offers a complete range of beauty and wellness products from both domestic and international brands, including exclusive items tailored to modern consumers. The brand introduces enhanced in-store experiences through the Solution Bar and ‘LOOKS Beauty Specialists’ providing personalised consultations. LOOKS is set to establish itself as the ‘New Beauty Destination’ for today’s beauty-conscious consumers, with its official opening at Robinson Lifestyle Srisamarn on 20 May 2026.

Mr. Thanawat Jirajariyavej, Managing Director, Central Food Retail under Central Retail, stated: “The strategic direction for ‘LOOKS’ marks a pivotal step in TOPS’ business diversification, expanding from a leader in food retail into the beauty retail sector. This segment holds immense potential: while the Southeast Asian market has grown threefold over the past decade, Thailand’s market alone reached THB 180 billion in 2025 and is projected to soar to THB 290 billion by 2034. We are observing a significant shift in consumer behaviour as wellness and beauty become priorities at a younger age, driving market expansion. This creates a clear opportunity in the ‘Masstige’ (Mass+Prestige) segment, where consumers demand high quality at accessible prices.

Following the success of LOOKS within TOPS and TOPS DAILY—which saw double-digit sales growth in 2025 compared to the previous year—we are confident in launching the standalone model to reach new segments outside our existing network. By leveraging TOPS’ DNA in curated assortments and deep consumer insights, alongside global partnerships, we aim to offer premium products at reasonable prices while transforming the in-store experience into a comprehensive Beauty Destination. Ultimately, this serves as the foundation for evolving beyond a supermarket into a lifestyle platform that integrates all aspects of our consumers' lives.”

Mrs. Pakwimol Satawedin, Head of Retail Operations - LOOKS of Central Food Retail under Central Retail, added: “Previously, LOOKS served as a wellness and beauty zone within TOPS Supermarket and TOPS DAILY stores nationwide, with formats tailored to suit each specific location. Continuous analysis of customer insights reveals that modern consumers are prioritizing wellness and beauty from a younger age. Female consumers, in particular, spend an average of 1,000–1,500 Baht per month on beauty products, highlighting the opportunity to develop a platform that delivers a deeper, more meaningful product and brand experience. Building on the success of our 'Room Concept,' we have reimagined LOOKS as a seamless and comprehensive Customer Journey. The new standalone format showcases a curated selection of global brands spanning Korea, Europe, the United States, and Australia. We are also enhancing the in-store experience with the Solution Bar, featuring ‘LOOKS Beauty Specialists’ who provide personalised recommendations to ensure a shopping experience that is easy, enjoyable, and perfectly aligned with individual needs. Furthermore, LOOKS differentiates itself through a co-creation strategy for our Own Brand products, collaborating with global partner COSMAX from South Korea to develop exclusive products that offer innovative and highly targeted solutions for consumers.”

The latest standalone ‘LOOKS’ store will debut at the prime location of Robinson Lifestyle Srisamarn, designed under the ‘TOTAL LOOKS’ concept. It elevates the space from a retail outlet to a fully integrated Beauty & Wellness Destination tailored to individual consumer needs. The Srisamarn area is a high-potential hub for modern family segments and continuously growing purchasing power in Northern Bangkok, which is considered an area with rapid expansion of residential communities and lifestyle retail. Furthermore, it is a location that can effectively access customer groups with high purchasing power and a strong openness to new products. The store features a distinctive modern design with pink tones, reflecting a stylish yet accessible beauty space. It encompasses every aspect from curated product selection and holistic care to value that meets real-life consumer needs. The new LOOKS format leverages TOPS’ expertise in product curation and consumer understanding through partnerships with global beauty brands across skincare, makeup, haircare, and wellness categories. It also introduces exclusive items, which account for 15% of the total inventory and are available only at LOOKS, delivering a truly elevated experience for modern consumers through three key pillars:

• Expert Curation – Selecting Quality Products from Around the World: The new-look LOOKS standalone prioritises meticulous curated assortments, gathering high-performance beauty and wellness products from leading brands worldwide. The selection covers a wide range of categories—from everyday essentials like soaps and shampoos to advanced facial care and inner wellness products such as vitamins and dietary supplements—totaling more than 5,000 SKUs. This ensures consumers can confidently choose products that meet their real needs in terms of quality, ingredients, and proven results, while staying up to date with the latest global beauty trends
• Total Wellness: A “comprehensive” one-stop for all beauty and health – LOOKS is designed to be a one-stop self-care destination, covering everything from skincare, body care, and haircare to makeup and wellness products. This is to meet the demands of modern consumer lifestyles that view self-care as holistic care—not only for external beauty but also for long-term health and confidence.
• Trusted Value: 'Worth It' at Accessible Prices – LOOKS is committed to offering quality products at reasonable prices (Value for Money), while maintaining high standards of product performance and safety to ensure consumer confidence in every purchase. It creates a balance between 'Quality–Price–Experience' to meet the needs of the Masstige segment seeking premium products at prices that are truly accessible in everyday life.

“With the launch of the new standalone ‘LOOKS’, we expect customers to recognize the LOOKS brand as an expert in comprehensive beauty and wellness products, making us the first brand that comes to mind for their self-care needs. The opening of this standalone store not only offers a new choice for consumers but also reflects the evolution of the beauty retail market, which is transitioning from traditional formats toward a more curated and experience-led retail model. We aim to expand LOOKS across various formats to a total of 100 locations by 2028, while positioning LOOKS as a New Growth Engine that will significantly strengthen the company’s portfolio,” concluded Mr. Thanawat

Currently, LOOKS is available in 105 TOPS Supermarket branches, offering a comprehensive range of beauty and wellness products—from everyday essentials to exclusive imported skincare and vitamins—with an assortment of 7,000 to 10,000 items. Meanwhile, LOOKS under the TOPS DAILY hybrid model operates 17 branches, focusing on convenience with travel-sized and compact formats for quick, local purchases, featuring up to 2,500 items. Additionally, LOOKS’ beauty and wellness products can be found across the dedicated beauty and personal care shelves in all TOPS affiliate stores nationwide.

Discover the new “LOOKS” store, officially opening at Robinson Lifestyle Srisamarn on 20 May 2026. For more information, please visit Facebook: LOOKS Thailand, and TikTok: LOOKS.thailand

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