Mistine

About Mistine

Mistine is a Thai cosmetics brand that has established a significant presence in the Chinese market through its entity, Better Way (Shenzhen) Cosmetics Co., Ltd. The parent company, Better Way (Thailand) Co., Ltd., was founded in 1988 by the late Dr. Amornthep Derojanawong, who left a prominent role at a multinational company to create a Thai-centric cosmetics brand. He identified a gap in the market for makeup products tailored to the needs of consumers in tropical climates, focusing on waterproof, sweatproof, and long-lasting formulas. The company initially operated as a direct-sales business in Thailand and, within six years, became a leader in the domestic cosmetics market. The leadership was later passed to his son, Danai Derojanawong, who has spearheaded further expansion.

The company's strategic entry into China commenced in 2016, establishing a joint venture, Better Way Shenzhen, and headquarters in Shenzhen. This move was supported by a $31 million Series A funding round in March 2022, led by Cathay Capital and EverYi Capital, to enhance R&D, supply chain capabilities, and brand promotion. Mistine operates through an omnichannel model, generating revenue via a strong e-commerce presence on platforms like Tmall, JD.com, and TikTok, supplemented by a physical retail footprint in over 30,000 stores, including 7-Eleven, Watsons, and KKV. To optimize operations and respond more quickly to market demands, the company increasingly produces its items in China, a strategy that also helps reduce costs.

Mistine's product portfolio is extensive, covering makeup, skincare, fragrances, and personal care. In China, the brand has gained particular acclaim for its sunscreen products, which leverage its Thai heritage and expertise in creating formulas for tropical weather. Products like the "Little Yellow Hat" sunscreen and "Blue Shield" foundation have become best-sellers. The brand targets young consumers, particularly Gen Z, with a value proposition of high-quality, affordable products developed specifically for Asian skin tones and climates. The company has established global innovation centers and R&D collaborations, including a Nobel Laureate Joint Laboratory, to drive product development.