With curated, top-tier product lines, and personalised service to match, luxury multi-brand retail stores are fast becoming the choice for beauty and ingredient-conscious shoppers these days. We speak to Sajika Thongsuk, the founder of BFF.
At BFF, Sajika Thongsuk transforms the warm and loving experience of girl friends sharing their love for skincare into a luxury beauty boutique.
Back in 2015 when BFF was founded, the beauty market was dominated by brands from beauty conglomerates, as well as global brands, Japanese skincare, and a new beauty wave known as Korean skincare.
The concept of a ‘beauty multi-brand store’ was unheard of in Bangkok back then, but thanks to the rise of the ingredient awareness trend, pioneered by beauty bloggers and the power of word-of-mouth, BFF became the talk of the town. Over the past five years, it has expanded its product lines from just three to over 30 brands, distributed across six branches.
“We started off with 111 Skin, Dr. Alkaitis, and Goldfaden MD,” explains Sajika Thongsuk, founder of BFF, “and we believe we have been able to grow this far because I make sure everything we offer is result-driven and good for our customers.”
A self-confessed beauty addict, Sajika always spent hours inside skincare shops when she travelled abroad. Frustrated with the beauty retail system where customers were usually pushed to buy products in a ‘set’, she visualised BFF as a place where customers could enjoy choosing only what’s right for them, all in a warm, friendly atmosphere – like when your girl friends recommended to you a good product they’ve tried and loved.
“I’ve tried every product myself, and I would only sell what I like and believe in because I personally don’t believe in using just one single brand,” she adds.
Currently, BFF is expanding to the Philippines, and soon after they will be launching their own product line. Yet, through it all Sajika never stops searching for new beauty discoveries to add to her famed collection ranging which also includes Evidens de Beauté, Dr. Barbara Sturm, MBR, and RéVive, to name but a few.
“I would love to bring in Augustinus Bader and iS Clinical,” she goes on to say. “It’s tough, but I’m trying. I never think of having enough or more than enough products in the quantitative sense because we’re not selling products. We sell solutions. We sell ways to make people the happiest whenever they look into the mirror. That’s how we make our business sustainable.”
To find out more about BFF, visit bffbangkok.com.