Fast-growing Thai Cosmetics Firm Eyes Markets in Korea, Taiwan.

Byline: Nondhanada Intarakomalyasut

Dec. 3--Soap opera star Pornchita "Benz" Na Songkhla has claimed early success for her "Bense" cosmetic venture and is now looking at exporting her goods to South Korea and Taiwan next year.

Pornchita International Co, the company she founded with her family, has described the success of the Bense cosmetic lines as beyond expectations, with 20 million baht in sales in the first five months of operation.

Chaiyaporn Na Songkhla, the company's president, said that since the official launch in July, Bense had received a positive response from customers, with a rapid expansion of its outlets to 103, double the previous target of 50 outlets by the end of this year.

Next year, Bense forecasts sales of 150-180 million baht. But this would depend on whether it could close an export deal with a leading Asian cosmetics distributor, which plans to bring Bense to Taiwan and South Korea, said general manager Napatsorn Pumsook.

He said that if the export deal was finalised, the company expected to earn revenue of 20 million baht from the overseas markets.

Another potential export market is China, but government regulations related to cosmetic products are highly restrictive in order to protect the local industry. As a result, it was likely to take a few more years before the company could enter mainland China, said Ms Napatsorn.