Inspiring new Brand Ambassadors for Kindness Freedom Sunscreen—YouTubers Nae Anothai, Gypsy Keerati, and Pai Sitangsu—brought their unique lifestyles and positive energy from the popular show "Nai Lao Si" to embody the spirit of Kindness's new formulas at the "Kindness Freedom Live Free" event, launched in collaboration with EVEANDBOY at Siam Square One, LG the Underground, presenting three new Freedom Sunscreen formulas designed to suit every lifestyle. Whether you're constantly on the go, an adventurer, or a perfectionist, Kindness Freedom Sunscreen provides versatile protection, empowering you to embrace the sun with confidence and live freely.
Mrs. Darapahn Sirikietsoong, CEO and co-founder of Kindness, shared the journey that led to her creation of the brand: "Kindness began from my own struggle with very sensitive skin. I couldn't find a product that addressed my issues, even after investing heavily in medical treatments. Eventually, I realized I needed to create a solution myself—not just for me, but for others facing similar problems. After over 8 years of research and development, I was finally able to bring Kindness to life."
"I understand firsthand how frustrating and confidence-damaging skin issues can be," Mrs.Darapahn continued. "In the past, I constantly dealt with allergies, breakouts, and blocked pores, even due to minor weather changes. My skin troubles affected my confidence—I couldn't fully be myself around others. Dealing with acne, dark spots, redness, and oily, dull skin made me self-conscious."
This personal journey fueled the foundation of Kindness, a brand developed by those who have themselves experienced sensitive skin issues. Mrs.Darapahn and her co-founders have rigorously tested their products, using them on a daily basis, to ensure that they genuinely meet the needs of people with similar skin challenges.
With the rise in popularity of clean beauty cosmetics worldwide, Thai entrepreneurs are well-positioned to tap into this growing market. Thailand is recognized as a major production hub for both local and international cosmetic brands, being the second-largest cosmetics exporter in ASEAN, after Singapore, and ranking 17th globally.
Kindness, a leading Thai beauty brand, is dedicated to creating high-quality, world-class skincare products. Every formula is rigorously developed in collaboration with top research institutes in Thailand and produced in GMP: 2018 and ISO-certified facilities. Key ingredients are sourced from leading innovators across the globe—including from Japan, the United States, and Europe—and each product undergoes comprehensive in-vivo testing at Dermscan Asia, a respected international institute, focusing on volunteers with sensitive skin, to ensure that even those with the most delicate skin types can confidently use Kindness products without danger of irritation.
The three new Kindness Freedom Sunscreen formulas have also passed stringent in-vivo efficiency tests conducted by leading institutions that include the Cosmetic and Dermatological Pharmaceutical Testing Center, in the Faculty of Pharmacy, at Mahidol University, and the Zurko Research Institute in Madrid, Spain. These tests evaluated the sunscreens' real-world effectiveness in protecting skin from harmful UV rays, particularly UVA and UVB rays, validating them as a dependable choice for comprehensive sun protection.
In addition, Mrs.Darapahn shared the brand's core principles: "Kindness products are crafted with a deep commitment to consumer care, environmental responsibility, and social impact. This vision is embodied in our three core values: Kind to Skin - Our products are formulated with natural extracts and are free from harmful chemicals, ensuring gentle, allergy-free options ideal for sensitive skin. Kind to the Environment - We uphold cruelty-free practices, avoid animal testing, and use eco-friendly packaging to reduce our environmental footprint. Kind to People - Believing in giving back, we dedicate a portion of each sale to providing clean drinking water to underserved communities, helping to improve lives where it's needed most. These values reflect Kindness's mission to offer skincare that goes beyond beauty, fostering well-being for people and the planet.
Kindness offers four key product lines, each tailored to address different skin concerns: Happy Glow - A range of moisturizing skincare products. Freedom - Protective and nourishing sunscreen formulas. Bright Side - Brightening products designed to reduce acne scars and dark spots. Easy Peasy - Gentle facial cleansers and makeup removers.
Kindness products are available both in-store and online, making them easily accessible. Shoppers can visit EVEANDBOY, a top beauty retailer, at its newest branch in Siam Square One, LG the Underground. Located in the center of Bangkok's commercial district, near BTS Siam station, this is a popular destination for beauty lovers and offers a diverse selection of both Thai and international brands.
For those who prefer online shopping, Kindness products are also available on the brand's official website, allowing the freedom and convenience of ordering them from home.
As it builds awareness of the brand, Kindness actively engages with its audience on social media platforms, especially TikTok, Instagram, and Facebook. Through these channels, Kindness connects with customers and fosters a lively, interactive online presence.
Mr. Voradon Sirikietsoong, Managing Director and Co-Founder of Kindness, highlighted the shift in Thai consumer preferences toward safer, natural, and cruelty-free skincare products: "Consumers in Thailand are increasingly mindful of selecting body and skincare products free from harmful chemicals, with a strong preference for natural or organic ingredients that are both safe and cruelty-free."
The Thai cosmetics industry as a whole has been experiencing strong growth. According to the Ministry of Commerce's Office of Trade Policy and Strategy, the sector is projected to grow by 10.4% in 2024. Skincare products hold the largest market share, accounting for 46.8% of the cosmetics market, with facial care products making up over 80% of that segment. This trend underscores the heightened demand for clean, ethical, and effective skincare solutions among Thai consumers.
Global marketing insights from Statista further support this trend, showing consistent growth in Thailand's facial care market since 2020. In 2024, the market is projected to exceed 17 billion baht (approximately USD 540 million), with an expected annual growth of at least 4% over the next five years.
Kindness was launched to meet this rising demand for Clean Beauty products, especially for consumers with sensitive skin.
Mr. Voradon added, "Kindness offers innovative skincare solutions developed through extensive research and testing, specifically designed to address and restore skin health for those with sensitive and easily irritated skin. Looking ahead, Kindness aims to achieve continuous sales growth, targeting THB 300 million in 2025, with plans to expand into international markets, including neighboring countries and China. "Our vision is for Kindness to become a trusted Thai skincare brand, recognized for our commitment to Clean Beauty, our unique '3 Kinds' values, and our dedication to sustainable skincare solutions for all skin types and lifestyles," Mr. Voradon concluded.
Source: Conjunction Group
