Thailand’s medical aesthetics industry is attracting growing foreign investment as international companies seek to tap rising demand for non-surgical cosmetic treatments and use Thailand as a springboard into Southeast Asia.
South Korean medical device maker Wontech Asia Co., Ltd. (Thailand) has established Thailand as its regional hub after surpassing 1 billion baht in cumulative sales within two years of entering the Thai market, driven by growing demand for natural-looking aesthetic treatments.
The company’s expansion comes as Thailand’s aesthetic and cosmetic treatment market is expected to reach 75 billion baht in 2025, according to ttb analytics. While growth is forecast to slow to 2.7% from 4% in the previous year, industry players say demand remains resilient as new customer segments emerge and consumers place greater emphasis on self-care and wellness.
“Thailand is already regarded as the No.1 nation where the aesthetics and laser industry is moving very quickly,” said Isaac Jang, General Manager of Wontech Asia Co., Ltd. (Thailand).
The company chose Thailand over other Southeast Asian markets such as Vietnam and Malaysia for its first direct regional office, citing the country’s mature aesthetics industry, skilled workforce and strong growth potential.
Unlike many medical device manufacturers that operate through distributors, Wontech established its own office in Bangkok in 2023, allowing it to oversee sales, marketing, customer support and physician training directly.
Isaac said the company’s direct market approach has enabled it to respond more quickly to customers' needs while maintaining closer relationships with clinics and practitioners.
“We don’t see our customers as buyers. We see them as our partners,” he said.
The strategy has helped Wontech build partnerships with more than 1,000 clinics across Thailand and install more than 1,500 Oligio skin-tightening devices nationwide, according to the company.
Oligio is a monopolar radio-frequency (RF) device that uses heat energy to stimulate collagen production in deeper layers of the skin, helping improve firmness and reduce signs of ageing without surgery. Wontech says it has captured roughly 40% of the market share of Thailand’s radio-frequency skin tightening market, making it one of the country’s fastest-growing medical aesthetics brands.
“When it comes to Southeast Asia, I would say Thailand is the leading market today,” said Rattama Kamthoncharoen, Business Director of WonTech Asia (Thailand).
“In many ways, Thailand has become a role model for other countries in the region, which are looking at our market as an example of how to grow their own aesthetics industries.”
According to ttb analytics, growth in Thailand’s aesthetics industry is beginning to moderate as the market faces several structural constraints, including saturation among its traditional base of working-age women, relatively high treatment costs, and limited purchasing power among many Thai consumers.
However, new customer segments are helping to support future growth. The research found increasing demand from male consumers, particularly younger men, as well as consumers aged over 50, who typically spend more per treatment and are increasingly seeking anti-ageing procedures.
Industry executives say consumer preferences are also evolving.
“People are less interested in showing off wealth or luxury brands. Instead, they want to look better and feel more confident.” said Rattama. “They want people to notice that they look younger, healthier or more attractive without it being obvious that they have undergone a specific procedure.”
Those changing preferences are reshaping the types of treatments consumers seek and the technologies clinics choose to invest in.
Rattama said Korean aesthetics companies have gained traction across Asia by developing products tailored to Asian consumers, including treatments that are more comfortable and deliver visible results at a competitive price point. She said many patients prefer less painful procedures and place a strong emphasis on value for money, helping Korean brands compete effectively against established Western manufacturers.
The company’s regional ambitions were highlighted at WAVE Bangkok 2026, an academic conference attended by around 300 physicians, clinic owners and key opinion leaders. The event brought together experts from across Southeast Asia to share clinical experiences, discuss emerging treatment protocols and explore new developments in aesthetic medicine.
For Wontech, Thailand is expected to play an increasingly important role in its regional strategy.
The company plans to use its Thai operation as a hub serving neighbouring markets including Malaysia, Singapore and Vietnam, while expanding its portfolio beyond skin-tightening devices.
Industry investment is also accelerating as manufacturers compete to develop new technologies and treatment solutions. Wontech said research and development remains a core focus for Wontech as the company continues to refine its laser and aesthetic devices based on clinical data and treatment outcomes.
Looking ahead, Isaac believes the industry will increasingly move towards personalised treatment plans that combine multiple technologies rather than relying on a single procedure.
“We believe the future of the aesthetic industry will not be a competition between devices, but rather a combination of technologies offering comprehensive care for each customer,” he said.
As consumers seek customised solutions for concerns ranging from skin tightening and facial lifting to overall skin quality, industry players are increasingly positioning themselves as comprehensive beauty and wellness providers rather than manufacturers of a single category of products.
Against that backdrop, Thailand’s combination of market maturity, medical expertise and growing consumer demand is expected to strengthen its position as one of Asia’s most important medical aesthetics centres, attracting further investment from international players looking to expand across the region.
