Better Way (Thailand), the direct seller of Mistine cosmetics, is concluding a deal to distribute a "top-five Japanese cosmetics brand".

The company said the brand would enhance its "premium image and fully utilise its direct-selling network".

Better Way will not reveal the name of the cosmetic but said the deal would be done soon. It should start selling the brand directly to customers at the beginning of next year.

Better Way has 600,000 sales representatives and expects to increase that to 700,000 next year.

"As Thailand's exclusive distributor for this premium cosmetics brand we will raise our premium image and extend our customer base to A-class people," said managing director Danai Deerojanawong.

Current Mistine sales are to middle- and lower-income buyers.

"The move will allow Better Way to fully utilise its direct-selling network and effectively be involved in all cosmetic segments," said Danai.

Danai said the new brand offered make-up, skincare and perfume.

He said the company wanted to sell between Bt400 million and Bt500 million next year, about 4 per cent of its total business. Better Way expects to hit almost Bt8 billion in sales next year.

The company will produce and supply cosmetics to the premium Japanese brand through an original-equipment-manufacturing  contract in two to three years.

Last week it launched its latest skincare product, MelaKlear anti-melasma cream. It will direct-sell the cream as well as offer it through pharmacies and 7-Eleven convenience stores.

"We will promote MelaKlear as an umbrella for new skincare products. We will also launch a MelaKlear anti-ageing product with melasma protection in the fourth quarter of this year," Danai said.

He added that almost 80 per cent of working women in Thailand had a melasma problem. Melasma is hyper-pigmentation of skin exposed to the sun.

The market for melasma-protection products was worth more than Bt600 million last year and is expected to grow by as much as 20 per cent this year.

Danai said the Mistine name was recognised by local consumers. The introduction of new products will allow the company to expand into new customer segments.

Kwanchai  Rungfapaisarn

The Nation