Beyond Beauty has grown Korean beauty brand Banobagi into Thailand's top-selling face mask brand since 2018, achieving 500% cumulative growth and 50M+ units sold. The company's success hinges on "Hybrid Beauty" strategy—adapting K-Beauty formulas to Thai skin types and climate (64.6% of Thais have oily skin and enlarged pores). With a 6-billion-baht facial mask market growing 73% in five years, Beyond Beauty is targeting 10–12% revenue growth in 2024 while managing 70% offline sales through Watson's and beauty chains, plus 30% online via e-commerce platforms. The company also acquired 10% stake in parent company and plans to list on Singapore and Korean exchanges.