‘Half a step ahead’: FIVEISM x THREE outlines post-COVID market expansion plans to tap into growing men’s beauty market

FIVEISM x THREE is the sister brand of cult J-beauty brand THREE, which is owned by ACRO, a subsidiary of cosmetics conglomerate Pola Orbis Holdings.

The company recently announced that it had expanded the brand into Thailand with four department locations – Siam Paragon, Central World, ICONSIAM, and Central Ladphrao.

Thailand is the second overseas market expansion for the brand, which previously expanded into China via cross-border e-commerce. The brand is capitalising on THREE’s popularity in Thailand as well as its large base of male customers.

“It has been nine years since THREE's launch in Thailand, and THREE is well-liked by both men and women in Thailand, with a large number of male customers. Our local partners also appreciate the potential and brand concept of FIVEISM x THREE,”​ said Yuan Tiangu, ACRO International Division Manager.

Additionally, it hopes to tap into what it believes is a broad acceptance of gender fluidity in Thailand.

“We also believe that in a country that is friendly to LGBTQ people and has a wide range of tolerance for gender and style, there is an understanding of the freedom and limitless styles that can be challenged,” ​said Yuan.

“Many men in Thailand already have a beauty habit of using loose powder and coloured sunscreen on a daily basis, and the use of base makeup has been accepted without any major hurdles.”​

Optimistic about the future

When FIVEISM x THREE launched in 2018, the firm claimed that the brand was the most comprehensive men's make-up brand on the market and was the first to launch with a full range of men’s colour cosmetic products.

While the brand expanded steadily​ in its home market but had a “difficult”​ period during the COVID-19 pandemic, which severely impacted colour cosmetic sales.

During this time, particularly in 2021, the brand concentrated on reinforcing its brand awareness

“It was a meaningful year for the brand in terms of expanding brand awareness, as it attracted attention with its appearance as a mini-series in THREE stores and the development of sunscreen and perfume products, and we have high expectations for sales growth in the future,”​ said Yuan.

The brand also draws its optimism from its confidence in the growth of the male beauty market.

“We definitely believe that the male make-up market will be more active in the future because we are creating a brand that is half a step ahead of our customers. Therefore, we believe that the brand has a promising future,” ​said Yuan.

The company is already plotting to enter more new markets, including South Korea, Singapore, and Taiwan.

Additionally, fans of the brand can expect new products this year, including a new fragrance and its concealer revamp.

“We are also planning new products for 2023, so stay tuned,”​ said Yuan.