The corporate website of parent company Srichand lists Sasi as one of its primary brands, featuring product categories that include base makeup, color cosmetics, Daily Lip, and Super Star collections.[15]

Origins and corporate background

Sasi was developed as part of Srichand’s strategy to expand beyond its traditional customer base. The parent company traces its roots to 1948, when Phong Hanussap founded Srichand United Dispensary as a pharmacy dealing in pharmaceuticals, chemicals, and cosmetics. Over subsequent decades, Srichand became widely recognized for its iconic facial powder.[15]

In 2006, third-generation family member Ravis Hanussap joined the business and initiated a major modernization effort, repositioning Srichand as a contemporary Thai cosmetics company. Sasi was subsequently created as a separate, youth-facing brand designed to offer quality beauty products at accessible price points.

2017: Launch

Sasi launched in 2017 to capture the emerging affordable-beauty segment among younger Thai consumers. The brand’s value proposition centered on providing good-quality cosmetics that were easy to use daily and priced accessibly for younger customers.[4] Early marketing targeted women approximately 16 to 35 years old who sought convenient, modern makeup and skincare solutions.[5]

2018: Market expansion

In 2018, Sasi appointed Jan Ramida Jiranorraphat as its first brand presenter, helping to establish its public identity among younger demographics. Distribution expanded into major retail channels including 7-Eleven, Watsons, and EVEANDBOY.[6]

During this period, the product portfolio grew beyond initial offerings to encompass base makeup, lip products, eyebrow products, blush, and skincare, transitioning Sasi from a niche youth cosmetics line to a broader beauty brand.[7]

Original philosophy

Sasi was originally built on the concept of “quality beauty at an accessible price.” Its early personality was intentionally distinct from Srichand’s mature heritage image, presenting itself as youthful, cheerful, playful, positive, approachable, and contemporary. The underlying message emphasized that beauty need not be complicated or expensive, encouraging consumers to select products suited to their lifestyles and enjoy self-expression. Retailer Watsons described the original proposition as making quality beauty accessible for modern women who are lively and capable of managing multiple roles.[6]

Evolution of positioning

Sasi’s market positioning has undergone several distinct phases:

• Phase 1 — Affordable youth cosmetics: Initially positioned as an affordable cosmetics brand for young women, competing in the mass-market sector through a combination of quality products, accessible pricing, and youthful branding.
• Phase 2 — “Live a Little”: Early communications emphasized fun, youthfulness, and enjoying everyday life, framing beauty as an enjoyable rather than serious pursuit.
• Phase 3 — “Because Girls Can”: The brand later adopted an empowerment-oriented identity focused on confidence, independence, and self-definition among young women. This became a central element of Sasi’s identity throughout the late 2010s and early 2020s.
• Phase 4 — Beauty & Lifestyle: Around 2022, Sasi began transitioning from a pure cosmetics brand toward a Beauty and Lifestyle Brand. Recognizing that younger consumers viewed beauty as intersecting with fashion, accessories, personal style, confidence, and self-expression, the brand expanded its conceptual territory beyond makeup.[8][13]
• Phase 5 — “Because We Can” (2026): In its ninth year, Sasi undertook its most significant repositioning by shifting from “Because Girls Can” to “Because We Can.” This change deliberately removes gender restrictions, positioning Sasi as a gender-inclusive beauty community that welcomes diverse identities and forms of self-expression.[2][3][9] The brand describes this direction as fostering an open community that challenges restrictive beauty standards and allows consumers to define beauty for themselves.[16][17]

Sasi’s portfolio has historically focused on accessible everyday beauty rather than prestige cosmetics.

Face and base makeup

Complexion products, particularly powders, have been a core strength. Key offerings include:

• Magic Matte Foundation Powder
• Sasi Loose Powder
• Acne Sol Loose Powder
• All Day Fixed Compact
• BB products
• Setting and oil-control powders

The Magic Matte Foundation Powder is closely associated with the brand’s early success, addressing consumer needs for convenient makeup and oil control.[11][12]

Lip products

Lip cosmetics form another major pillar of the Sasi identity. Product families have included:

• XOXO Liquid Lip
• Jolly Sweet Lip Tint
• Daily lip products
• Lip care items
• Various tint and gloss formulations

The Jolly Sweet Lip Tint has been identified as a long-running hero product that helped maintain the brand’s relevance in the lip-tint category.[12]

Eye makeup

The brand offers eyebrow pencils, eye makeup, and eyeshadow palettes, with naming and packaging that maintain Sasi’s playful, youthful character.

Blush

Sasi has developed multiple blush lines, including products under its Super Star and Girls Can ranges.

Skincare

Although initially known primarily for makeup, Sasi expanded into skincare with notable collections such as Acne Sol, introduced in 2021. This range was positioned to simultaneously address acne and support skin health, reflecting the growing convergence of makeup and skincare in the mass beauty market.[5][10][14]

Several products have been instrumental in establishing Sasi’s recognition:

• XOXO Liquid Lip: An early flagship product that helped establish credibility in affordable color cosmetics.[12]
• Magic Matte Foundation Powder: A key complexion product aligned with consumer demand for convenient, oil-controlling makeup.[12]
• Jolly Sweet Lip Tint: Recognized as an all-time favorite product sustaining the brand’s presence in the lip category.
• Powder products: By 2026, communications highlighted the popular powder-in-a-can concept and a portfolio expanded to seven formulas.[12]

Original audience

At launch, Sasi primarily targeted women aged approximately 16 to 35 who sought affordable cosmetics with good everyday performance, easy application, modern packaging, and suitability for school, university, work, and social life.[15]

Current audience

By 2026, the target demographic broadened to approximately 13 to 35 years old, with repositioning efforts explicitly removing gender restrictions. The brand has consequently evolved from a “young women’s makeup brand” toward an “accessible beauty and lifestyle brand for diverse identities.”[2][3]

Sasi’s personality is characterized as youthful, fun, affordable, confident, expressive, and inclusive. Compared to sibling brand Srichand, Sasi serves as the more playful and contemporary member of the portfolio:

This distinction is strategic: Sasi was created not merely as another product line but to provide the parent company with a distinct personality and entry point into younger consumer culture.[13]

A significant strength of Sasi is its wide distribution network. The brand is available through convenience stores, Watsons, EVEANDBOY, other major beauty retailers, and online channels.[6][15] Its presence in convenience stores specifically supports its positioning as easy, accessible everyday beauty rather than a destination brand requiring deliberate search.

Sasi operates as a sister/child brand under Srichand United Dispensary rather than as an independent entity. The corporate structure is as follows:

Srichand United Dispensary Co., Ltd.
↓
Srichand / ศรีจันทร์ — established Thai beauty brand
↓
Sasi / ศศิ — younger, accessible beauty & lifestyle brand

The parent company’s official website lists Sasi among its brands, providing Sasi with access to the expertise, infrastructure, and heritage of a cosmetics company dating back to 1948 while maintaining a distinct, younger identity.[15]

Sasi’s marketing relies heavily on youth culture and personality-driven communication. Rather than framing beauty as technical or luxurious, the brand emphasizes confidence, fun, personal identity, everyday experiences, experimentation, social culture, fashion, and self-expression.

The use of young celebrity presenters has facilitated connections with younger audiences. Notable figures include Ramida Jiranorraphat, the first presenter, and Phanthira Pipityakorn, who became associated with the brand during the Acne Sol campaign period.[4][5][14]

Sasi competes in Thailand’s highly competitive mass and affordable beauty market against both Thai and Asian brands vying for consumers seeking inexpensive makeup and skincare through convenience stores, drugstores, and online platforms.

Differentiation factors include:

1. Thai brand identity
2. Affordable pricing
3. Youth-oriented branding
4. Strong convenience and retail distribution
5. Makeup designed for everyday use
6. Frequent product and packaging refreshes
7. Lifestyle and self-expression positioning

The parent company’s heritage provides additional credibility, allowing Sasi to project youthfulness while being backed by an experienced cosmetics manufacturer.

Sasi functions as a bridge between traditional Thai cosmetics and contemporary youth beauty culture. While Srichand possessed decades of heritage and recognition, Sasi enabled the company to engage a new generation through a different visual language and consumer proposition.

The brand’s evolution can be summarized as:

• 2017: Affordable youth cosmetics
• 2018–2021: Youth beauty + makeup + skincare
• 2022: Beauty & Lifestyle
• 2026: Inclusive beauty community (“Because We Can”)

Historical foundations and launch details are supported by Srichand’s corporate history and contemporary reporting.[15]

There is a separate Thai fashion label also called SASI, founded by Sasima Aswapanitpant. This article refers specifically to Sasi / ศศิ, the Thai cosmetics brand under Srichand United Dispensary, and not the fashion company.[18]

1. sasi ศศิ – บริษัท ศรีจันทร์สหโอสถ จำกัด
2. “Sasi” แบรนด์ลูกศรีจันทร์ ปรับจุดยืนครั้งใหญ่ รอบ 9 ปี สู่คอมมูนิตี้บิวตี้ที่ไม่จำกัดเพศ
3. sasi ฉลองครบรอบ 9 ปี เปิดแคมเปญ “ซิ่งศิ Because We Can” ดึง “เก้า–PROXIE–เก่งน้ำปิง” ทลาย Beauty Standard – สยามรัฐ
4. เฉลิมฉลองก้าวเข้าสู่ขวบปีที่ 4 ของแบรนด์ ศศิ (sasi) และเปิดตัวพรีเซนเตอร์คนดังมินนี่ – ภัณฑิรา พิพิธยากร พร้อมแนะนำผลิตภัณฑ์ใหม่sasi Acne Sol ปราบสิวและปลอบผิว จบในหนึ่งเดียว | ThaiPR.NET
5. แบรนด์ ศศิ (sasi) มินนี่ – ภัณฑิรา พรีเซนเตอร์ แบรนด์ ศศิ (sasi) เปิดตัวพร้อม sasi Acne Sol
6. Buy Sasi product 100% Authentic | Watsons.co.th
7. พลิกโฉม sasi จาก เครื่องสำอาง สู่แฟชั่น
8. sasi ปฏิวัติวงการเครื่องสำอาง ดันแบรนด์สู่ Beauty and Lifestyle Brand
9. “Sasi,” a Subsidiary Brand of Sri Chantorn, Makes Major Shift in 9th Year to a Gender-Inclusive Beauty Community
10. แบรนด์ “ศศิ” แนะนำผลิตภัณฑ์ใหม่ sasi Acne Sol ปราบสิวและปลอบผิว จบในหนึ่งเดียว
11. About us – SASI
12. sasi ครบรอบ 9 ปี ส่งแคมเปญ ซิ่งศิ Because “We” Can แท็กทีม Face of sasi (เก้า – PROXIE – เก่งน้ำปิง) ทลายทุกข้อจำกัด Beauty Standard
13. ‘ศรีจันทร์’ รีเฟรชแบรนด์ลูก ‘Sasi’ จากเครื่องสำอางสู่ Beauty and Lifestyle Brand หวังลบภาพความขมุกขมัวให้ชัดเจนขึ้น – THE STANDARD
14. เฉลิมฉลองก้าวเข้าสู่ปีที่ 4 ของแบรนด์ ศศิ (sasi) พร้อมเผยภาพลักษณ์วัยรุ่นยุคใหม่ สดใส และเปิดตัวพรีเซนเตอร์คนดัง มินนี่ ภัณฑิรา พิพิธยากร แนะนำผลิตภัณฑ์ใหม่ sasi Acne Sol ปราบสิวและปลอบผิว จบในหนึ่งเดียว
15. sasi ศศิ – บริษัท ศรีจันทร์สหโอสถ จำกัด
16. Красота, Бренд:SASI – цены с доставкой из Китая в интернет-магазине Джум
17. Красота, Бренд:SASI – цены, включающие доставку из Китая, в интернет-магазине Джум
18. Sasi