Thailand's beauty market, particularly the plastic surgery and aesthetics sector, was valued at 75 billion baht in 2025, up 2.7% year-on-year, according to data from the TTB Economic Analysis Center.
Although the growth rate slowed from 4% to 2.7% due to a decline in spending among working women as their purchasing power nears saturation, the data showed other consumer groups are increasingly opting for aesthetic clinic services, especially men.
This segment posted clear growth and is projected to achieve an average growth rate of more than 5.6% from 2024 to 2032.
The data indicated consumers aged 50 and older are emerging as a potential market, thanks to their greater financial stability, with spending per person up to twice that of younger consumers.
Isaac Jang, general manager of Wontech Asia Co, a Korea-based aesthetics firm, said the Thai medical aesthetics market is experiencing clear and continuous growth, particularly among consumers who prefer natural results without major surgery.
"We achieved rapid growth within just two years of entering the Thai market and captured roughly 40% of the market share for skin-tightening devices using radio frequency [RF] technology. Total sales surpassed 1 billion baht," he said.
Revenue generated in Thailand accounts for more than 39% of the company's total revenue.
Thailand has immense potential, attracting investors and business partners seeking to establish a strong presence in the country, said Mr Jang.
Thailand stands out as one of Wontech's fastest-growing markets in Asia, he noted.
Although economic factors influence spending decisions among certain consumer segments, the market is growing because consumers view these treatments as a long-term investment that delivers genuine value and effective results, said Mr Jang.
Wontech continues its expansion across Thailand, targeting a 30% increase in both revenue and customer base in 2026, he said.
To drive this growth, the company is expanding its network of partner clinics, raising consumer awareness and introducing new technologies tailored to future market demands.
Rattama Kamthoncharoen, business director of Wontech Asia Co, said the company selected Thailand as a strategic market to host Wave Bangkok 2026, an international academic platform.
Thailand is a vital market in Southeast Asia, driven by the expertise of its medical professionals, strong market growth and its prominent role as a medical tourism hub.
Wave Bangkok 2026 is a platform that reflects the future of the aesthetics industry in Asia and the company's direction, she said.
