Bangkok, May 15, 2026 - Central Marketing Group (CMG), a subsidiary of Central Retail and a leading distributor and brand management of more than 30 world-class brands in Thailand across fashion, beauty, and technology category, announced its achievement in securing the sole official import and distribution rights for AMUSE in Thailand. The milestone reflects CMG’s continued leadership in the beauty market and reinforces its strategic expansion into the fast-growing K-Beauty segment, which continues to gain popularity among Thai consumers. CMG has set a target to drive beauty category sales growth of 20% by 2029. AMUSE products will be officially available in Thailand from 12 May 2026 onwards.

Mr. Damien Morot, President of Central Marketing Group (CMG), a subsidiary of Central Retail, said: The Mass Colour Cosmetics market in Thailand continues to demonstrate strong growth potential, expanding at an average rate of 12% annually, driving total market value to exceed THB 22 billion in 2026. The make up segment remains a key growth engine, accounting for 65% of total market value in 2025, and is projected to grow at a 10.2% compound annual growth rate (CARGR) from 2025 to 2029. ¹ Reflecting the evolving behavior of modern consumers, who increasingly view beauty as a means of self-expression and personal identity.

“At the same time, beauty trends have evolved toward a seamless convergence of lifestyle and experience, where makeup is no longer viewed merely as a product, but as a medium for expressing mood and individuality ² through playful, accessible design. This aligns with the preferences of new-generation consumers, who increasingly prioritize value, accessibility, and rational purchasing decisions. While value remains a key driver, premium brand experience and aspirational brand image continue to play an important role in winning consumer preference.

With a deep understanding of evolving consumer behavior and market trends, we are confident that AMUSE will be a key growth driver for our beauty portfolio. We are committed to strengthening brand visibility through expanded distribution across Central Department Store and partner networks, alongside impactful marketing initiatives and a product lineup that responds to consumer needs, in order to drive sustainable brand growth,” Mr. Damien added.

AMUSE: Lifestyle Beauty Brand for New Generation

AMUSE is a vegan makeup brand from Seoul, South Korea, embodying a new vision of beauty that prioritizes skin-loving formulations for everyone. Crafted with natural vegan ingredients and backed by clinically tested efficacy, AMUSE products are designed to enhance healthy, radiant-looking skin with a natural glow.

Beyond product innovation, AMUSE stands out as a brand that captures the lifestyle and individuality of today’s consumers through vibrant, contemporary, and distinctive packaging design, seamlessly aligning with the growing Beauty & Lifestyle trend. This has propelled AMUSE to become one of the fastest-growing and most sought-after brands in the K-Beauty space.

Strategically, AMUSE is positioned within the Masstige Accessibility segment, offering premium-quality products at accessible price points. This positioning enables the brand to rapidly expand its customer base while resonating strongly with Gen Z and Millennial consumers seeking both value and a modern, aspirational brand experience.

Highlight Product

Lips Product

DEW TINT

A dewy glow lip tint that delivers healthy-looking, glassy lips with vibrant, long-lasting color, while helping keep lips hydrated and moisturized.

JEL-FIT TINT

A lightweight gel lip tint that combines a featherlight texture with long-lasting wear, delivering a smooth, naturally flawless look.

JEL-FIT GLOSS

A lightweight lip gloss that coats the lips with a smooth gel layer, enhancing shine and dimension for a fuller-looking pout. Perfect for refined, effortless looks with an elegant, healthy-looking finish.

Cushion Foundation Product

DEW POWER VEGAN CUSHION

A semi-glow cushion foundation that delivers smooth, healthy-looking skin with a lightweight feel. It creates a radiant yet non-greasy finish, while providing skin protection with SPF50+ PA++++.

Wellness Product

VEGAN SOYBEAN HAND CREAM

A fast-absorbing, non-sticky hand cream infused with 5,000 ppm Soy Ceramide to help strengthen the skin’s moisture barrier. Enriched with Shea Butter and Panthenol, it delivers instant softness and leaves hands feeling smooth and nourished.

Ms. Paviyada Rattanasudjai, Head of Technology & Beauty Category, Central Marketing Group (CMG), a subsidiary of Central Retail, said: “AMUSE stands out among Gen Z and Millennial consumers through its distinct Lifestyle Beauty positioning, combining fresh, trend-driven product design with a strong social media communication strategy that increasingly influences discovery and purchasing decisions among today’s consumers.

Recognizing this potential, CMG sees a significant opportunity to accelerate AMUSE’s growth and expand its customer base in Thailand through three key strategic pillars:

• Strengthening Brand Salience and reinforcing top-of-mind leadership within the Beauty Lifestyle segment through consistent brand communication and a clearly differentiated brand identity.
• Elevating customer experience through Immersive Experiences, creating spaces and activations that allow consumers to engage with the brand in a more meaningful and interactive way.
• Driving Community-led Growth by building a strong fan base across social media, supported by ongoing marketing campaigns designed to deepen engagement and efficiently accelerate new customer acquisition.”

“To drive AMUSE forward in a tangible way, we will also execute omnichannel marketing initiatives tailored to Thai consumers, while expanding both offline and online points of sale — from counters in Central Department Store and leading shopping destinations, to online marketplaces and future channels aligned with our target audience. This strategy will enable AMUSE to reach consumers more comprehensively and support the brand’s long-term growth,” Ms. Paviyada concluded.

Currently, CMG has launched the first AMUSE store at CentralWorld (2nd Floor), alongside online availability through Lazada and Shopee.