Retail/TOPS

TOPS plans for a new ‘’LOOKS’’ standalone model.

Editorial staff

TOPS, the food business under Central Retail, is embarking on a major expansion of its beauty & wellness portfolio, responding to the continuous growth of global beauty megatrends.

Under Central Retail, extends its portfolio to beauty retail from food retail with the launch of the new LOOKS store model at Robinson Lifestyle Srisamarn on May 20, 2026.

The move aims at penetrating masstige beauty and the New Gen segments, positioned as a beauty destination catering to every beauty and wellness megatrend—opening at Robinson Lifestyle Srisamarn on 20 May.

‘LOOKS’ standalone store will debut in a space of 200 square meters at Robinson Lifestyle Srisamarn, designed under the ‘TOTAL LOOKS’ concept, featuring a global curated assortment with up to 15% exclusive products available only at LOOKS. The shopping experience is further enhanced by the Solution Bar and ‘LOOKS Beauty Specialist’ providing personalized advice.

This business is positioned as a new growth engine, with a strategic goal to expand LOOKS across all formats to 100 locations by 2028, from now over 100 locations only at TOPS Supermarket and TOPS Daily. Each requires a space of 200-500 square meters.

With the ambition of becoming a comprehensive beauty destination and positioned as a new growth engine for the business, LOOKS offers a complete range of beauty and wellness products from both domestic and international brands, including exclusive items tailored to modern consumers.

The brand introduces enhanced in-store experiences through the Solution Bar and ‘LOOKS' beauty specialists providing personalized consultations.

LOOKS is set to establish itself as the ‘new beauty destination' for today’s beauty-conscious consumers.

Thanawat Jirajariyavej, managing director, Central Food Retail under Central Retail, stated that the strategic direction for ‘LOOKS’ marks a pivotal step in TOPS’ business diversification, expanding from a leader in food retail into the beauty retail sector. This segment holds immense potential: while the Southeast Asian market has grown threefold over the past decade, Thailand’s market alone reached 180 billion baht in 2025 and is projected to soar to 290 billion by 2034.

Thanawat Jirajariyavej, managing director, Central Food Retail under Central Retail

"We are observing a significant shift in consumer behavior as wellness and beauty become priorities at a younger age, driving market expansion. This creates a clear opportunity in the "Masstige" (Mass+Prestige) beauty segment, where consumers demand high quality at accessible prices," he said.

Following the success of LOOKS with double-digit sales growth in 2025, the company is confident in launching the standalone model to reach new segments outside its existing network.

By leveraging TOPS’ DNA in curated assortments and deep consumer insights, alongside global partnerships, TOPS aims to offer premium products at reasonable prices.

Pakwimol Satawedin, Head of Retail Operations for LOOKS of Central Food Retail under Central Retail, added: “Previously, LOOKS served as a wellness and beauty zone within TOPS Supermarket and TOPS DAILY stores nationwide. Continuous analysis of customer insights reveals that modern consumers are prioritizing wellness and beauty from a younger age. Female consumers, in particular, spend an average of 1,000–1,500 baht per month on beauty products, highlighting the opportunity to develop a platform that delivers a deeper, more meaningful product and brand experience.

Pakwimol Satawedin, Head of Retail Operations for LOOKS of Central Food Retail under Central Retail

LOOKS' standalone format showcases a curated selection of global brands spanning Korea, Europe, the United States, and Australia. Furthermore, LOOKS differentiates itself through a co-creation strategy for its own brand products, collaborating with global partner COSMAX from South Korea to develop exclusive products that offer innovative and highly targeted solutions for consumers.

The company opens LOOKS at Robinson Srisamarn because the Srisamarn area

is a high-potential hub for modern family segments and continuously growing purchasing power in Northern Bangkok, which is considered an area with rapid expansion of residential communities and lifestyle retail.

Furthermore, it is a location that can effectively access customer groups with high purchasing power and a strong openness to new products. The store features a distinctive modern design with pink tones, reflecting a stylish yet accessible beauty space.

The new LOOKS format leverages TOPS’ expertise in product curation and consumer understanding through partnerships with global beauty brands across skincare, makeup, haircare, and wellness categories. It also introduces exclusive items, which account for 15% of the total inventory and are available only at LOOKS, delivering a truly elevated experience for modern consumers.

“With the launch of the new standalone 'LOOKS,' we expect customers to recognize the LOOKS brand as an expert in comprehensive beauty and wellness products, making us the first brand that comes to mind for their self-care needs. The opening of this standalone store not only offers a new choice for consumers but also reflects the evolution of the beauty retail market, which is transitioning from traditional formats toward a more curated and experience-led retail model,” Mr. Thanawat told

Currently, LOOKS is available in 105 TOPS Supermarket branches, offering a comprehensive range of beauty and wellness products—from everyday essentials to exclusive imported skincare and vitamins—with an assortment of 7,000 to 10,000 items.

LOOKS also provides 17 TOPS daily hybrid models, focusing on convenience with travel-sized and compact formats for quick, local purchases, featuring up to 2,500 items. Additionally, LOOKS’ beauty and wellness products can be found across the dedicated beauty and personal care shelves in all TOPS affiliate stores nationwide.