Chaonang Thailand and the Legendary Compact Powder: A Product that Truly Understands Thai Consumers
07/25/2025
Unpacking the Success of “Chaonang Thailand” — The Thai Cosmetics Brand Experiencing Explosive Growth on TikTok Shop
In the highly competitive cosmetics market, building a recognizable and thriving brand is no easy feat. Yet Chaonang, a Thai-owned beauty brand, has proven that TikTok Shop can truly be a platform for rapid and scalable growth.TikTok Shop recently had the honor of speaking with Khun Sittha Somkhuandee, Chairman and Managing Director of Chaonang (Thailand) Co., Ltd., who shared the inspiring journey behind the brand’s success—from its humble beginnings and clear vision to the strategic use of TikTok Shop tools that helped Chaonang become a beloved brand nationwide.Chaonang Thailand and the Legendary Compact Powder: A Product that Truly Understands Thai Consumers
What sets Chaonang apart is its deep understanding of Thai lifestyles and the local climate. This is evident in their iconic product— Chaonang compact powder—which Khun Sittha describes as,"No matter how much you sweat or even if you're drenched during Songkran, your makeup still stays flawless—no smudging, no streaks."
The product was specifically developed for Thai skin and weather. And it’s not just the powder—their foundation line was also formulated to address the unique needs of Thai consumers. This strong focus on solving real beauty problems makes Chaonang a truly consumer-first brand that continues to innovate for the local market.
Key Growth Strategy: Inside Chaonang’s Winning Playbook on TikTok Shop
Chaonang’s success didn’t happen by chance. It’s the result of deliberate strategy and smart use of TikTok Shop tools that helped the brand scale effectively:1. Viral Videos Are the Heart of EverythingKhun Sittha emphasizes that TikTok is a platform rooted in entertainment, and believes that video content is the single most important element."Creating viral videos is crucial. Once a video goes viral, every other channel will benefit as a result. Making viral content is the first thing any seller should study and master."2. Scaling with Affiliate MarketingAffiliate marketing plays a major role in Chaonang’s growth. The brand sees it as a powerful sales and awareness tool."TikTok was one of the first platforms where we saw tremendous success with affiliate marketing. It’s like having a large network of resellers without needing to go out and find them—because TikTok already has a strong creator base. Leveraging affiliates has significantly helped our business grow."
3. Driving Sales Through LivestreamingInitially, Chaonang streamed live for just 1–2 hours per day. But after noticing a strong uptick in sales during live sessions, the brand shifted strategy—assigning dedicated teams to livestream throughout the day. They now see live commerce as one of the most effective ways to close sales on TikTok Shop.4. Building Trust with TikTok Shop MallWith counterfeit products flooding the market, Chaonang prioritized consumer trust by joining TikTok Shop Mall—a trusted badge that reassures customers they’re buying authentic products directly from the brand.“When shoppers see the Mall tag, it guarantees that the product is genuine.”5. Streamlining Advertising with GMV MaxChaonang also benefits from GMV Max, a performance advertising solution."GMV Max has made advertising much simpler for us. We just input our budget and target ROI, and TikTok's AI takes care of optimizing the ad delivery. This saves us time and allows us to focus on other areas of our marketing strategy."Advice for Sellers: The Secret to Building a Sustainable Brand
To wrap up, Khun Sittha shares two key pieces of advice for fellow sellers looking to succeed on TikTok Shop:“Your product must be good. High quality leads to repeat purchases. If you’ve got that, your marketing efforts will be much more successful.”
“Whatever you do, don’t give up. Keep going, even when you think you’ve reached your limit. Always find ways to improve and keep pushing. Don’t believe that tough economic times mean you can’t grow—many brands still thrive. If you stay persistent, your brand will grow too.”
- Great Products Matter Most:
- Never Give Up: