In what has become an annual tradition in Thailand's competitive beauty industry, BANOBAGI has secured the prestigious Watsons Health, Wellness, and Beauty Awards (HWB Awards 2025) for the sixth consecutive year, cementing its reputation as Thailand's leading facial mask brand.
The Korean beauty heavyweight, known for developing products specifically formulated for Thai skin conditions and climate, received its latest accolade at a maharani-maharajah themed ceremony held at the Four Seasons Hotel Bangkok by the Chao Phraya River. Ms. Yossaporn Suwonwichean, CEO of Beyond Beauty Trade Co., Ltd., the exclusive distributor of BANOBAGI products in Thailand and the popular boy band PROXIE represented the brand on stage, drawing enthusiastic cheers from attendees.
"It is an honour and a great source of pride that BANOBAGI has received the HWB Awards 2025 from Watsons Thailand for the 6th consecutive year," said Ms. Yossaporn Suwonwichean, "This award guarantees the quality and popularity that have been widely recognised by consumers across the country."
Unlike typical industry awards, the HWB recognition carries significant weight in the beauty sector for its focus on consumer validation. Winners are determined through comprehensive analysis of sales data, customer satisfaction ratings, repeat purchase patterns, and feedback collected across major beauty platforms, representing the genuine preferences of actual users rather than industry panels.
Consistent Performance
Two BANOBAGI products in particular have dominated their categories year after year:
- The Vita Genic Jelly Mask has claimed the Best Selling Facial Mask Award for six consecutive years
- The Final Sleeping Mask has earned the Best Selling Sleeping Mask title for three years running
Expanding its industry recognition, BANOBAGI also received the Highest Sales Award for Best Sleeping Mask for BANOBAGI Final Sleeping Mask Caffeeine at the KONVY Best of Beauty Awards 2024, an event jointly organised by Thailand's leading beauty e-commerce platform and Suan Dusit Poll, Thailand's premier consumer opinion research organisation.
Beyond Korean Trends
What distinguishes BANOBAGI in Thailand's saturated beauty market is its targeted approach to product development. While leveraging Korean beauty expertise and manufacturing standards, the brand focuses squarely on addressing the specific needs of Thai consumers.
"We still believe in the idea that BANOBAGI is not just a 'Korean mask,' but truly 'skincare for Thai skin' - skincare specially formulated for Thai skin while being 100% made in Korea," Ms. Yossaporn emphasised. "Our products are designed for both the climate and common skin concerns in Thailand."
This specialisation extends to product formulation, with each item developed by dermatologists from South Korea's Banobagi Hospital, a leading cosmetic surgery and beauty institution. The brand has built consumer trust by eliminating potentially irritating ingredients such as fragrances, alcohol, silicones, and parabens, making their products suitable even for sensitive skin and safe for expectant or nursing mothers.
Strategic Expansion
Beyond its award-winning masks, BANOBAGI is strategically diversifying its product portfolio with a growing line of "Non-Mask Products," aiming to provide comprehensive skincare solutions and strengthen its position as the brand of choice for consumers seeking the coveted "Korean glow."
The continued success comes as Thailand's beauty market faces increasing competition from both international and domestic brands, with consumers becoming more discerning about product efficacy and ingredient transparency.
BANOBAGI products are widely available through multiple channels including Watsons stores nationwide, Watsons online platform, KONVY, and the brand's direct online channels BBT Cosmetics and BANOBAGI's official store.
"The brand actively engages with consumers through Banobagi Thailand's social media platforms, including Facebook, Twitter, Instagram, and TikTok, providing product information, promotional updates, and event news."
As BANOBAGI celebrates this milestone achievement, industry observers note that the brand's consistent performance in consumer-validated awards signals not just market dominance but also remarkable customer loyalty in a notoriously fickle industry segment.