US makeup brand Too Faced is on track to expand its Asian footprint with its scheduled outlet openings in Thailand, its third Asian market after Singapore and Japan.

In partnership with Thailand’s Pink Peo, Too Faced will launch its first Thai store on February 13 at CentralPlaza Ladprao to be followed by store openings at Zen Department Store on February 17, Central’s Chidlom on February 29 and CentralPlaza Pinklao on March 9.

“We will launch the whole collections of Too Faced makeup into the Thai market, covering 52 different products with 142 stock-keeping units in total. The prices will range from 500 baht to 3000 baht (US$16.20 to US$97.18),” said Peangporn, owner of Pink Peo.

The makeup brand founded by makeup artist Jerrod Brandino is expected to achieve 40 million baht (US$1.30 million) in sales this year. In 2013, sales are projected to lift to 100 million baht (US$3.24 million) and 190 million baht (US$6.15 million) by 2014.

According to Peangporn, Thailand is a strong growth market for cosmetics, with the sector growing at an average rate of seven to eight per cent annually. Thailand’s cosmetic market is worth 30 billion baht (US$971.82 million), about 70 per cent of which is accounted by local brands.

“Cosmetics never die in Thailand, as market demand continues to grow even in difficult economic times.”

Described as a lifestyle and professional makeup brand, Too Faced targets the 18-45 demographic.

Too Faced has 27 outlets in Japan and four in Singapore.

GB