The announcement was made at 'BioActive+ City: Where Better Living Begins' at ICONSIAM, alongside the launch of three new health innovations: TRIBIOTIC 28, TRIBIOTIC PRO, and Juvecol.
According to McKinsey & Company's Future of Wellness report, the global wellness economy is valued at more than US$2 trillion, while the Global Wellness Institute (GWI) estimates Thailand's wellness market at approximately THB1.4 trillion. The growth showcases increasing consumer focus on preventive health and long-term well-being, particularly among younger consumers who increasingly view wellness as part of everyday lifestyle spending.
3 Million Units Sold in One Year, Fueled by Brand, Celebrity and Community
BioActive+ has emerged as one of Thailand's fastest-growing premium wellness brands. The company attributes its rapid growth to continued investments in integrated brand building, celebrity partnerships, and community-driven engagement initiatives. Among the company's standout campaigns were the viral 'Drop & Drink' initiative and the recent 'What's 28?' campaign, both of which helped strengthen brand awareness and attract new consumer segments.
"What BioActive+ is building goes far beyond a supplement brand," said Dr. Wasana Intasang, Founder of BioActive+ Co., Ltd. "Our vision is to create a Wellness Lifestyle Ecosystem where consumers can seamlessly connect health, beauty, lifestyle, and community in a way that feels modern, engaging, and accessible. We believe that wellness today extends beyond physical health; it also encompasses lifestyle, emotional well-being, community, and overall quality of life. As we celebrate our first anniversary in Thailand, this milestone represents not only the brand's growth, but also BioActive+'s evolution toward becoming a fully integrated Wellness Lifestyle leader."
Three New Wellness Innovations Powered by Consumer Insights
To capitalize on growing consumer demand for gut health and joint care, BioActive+ introduced three new products under its Innovative Nutrition portfolio, categories identified by McKinsey as among the fastest-growing wellness priorities globally. The new launches include:
- TRIBIOTIC 28, a gut microbiome-care innovation combining 28 strains of prebiotics, probiotics, and postbiotics to support digestive balance and inner wellness for urban consumers.
- TRIBIOTIC PRO, a gut wellness solution designed to support digestion, internal balance, immunity, and consumers with IBS-related concerns.
- Juvecol, a Japanese proteoglycan innovation developed to support joint and mobility health for active lifestyle consumers.
The company expects the new product portfolio to help expand its customer base by more than 40%, while broadening BioActive+'s positioning from beauty-focused concentrated liquid supplements into a holistic wellness lifestyle brand.
Scaling from Online to Offline with Over 15,000 Retail Touchpoints Nationwide
In terms of distribution and business expansion, BioActive+ has rapidly evolved from a digital-first brand into a fully integrated omnichannel business. Today, its products are available across more than 15,000 retail touchpoints nationwide, including leading convenience stores, modern trade, and beauty retailers such as 7-Eleven and EVEANDBOY. The expanded retail footprint is expected to strengthen accessibility and support the company's long-term omnichannel growth strategy.
Driving Immersive Wellness Experiences Through BioActive+ City and Community-Led Growth via BIVE+ Club
To further reinforce its lifestyle positioning, the company recently launched "BioActive+ City: Where Better Living Begins" at The River Park, ICONSIAM, an immersive wellness lifestyle experience. At the event, the company also unveiled BIVE+ Club (Beyond Wellness Community), a new community platform focused on wellness activities such as city runs, workshops, and recovery experiences. The initiative reflects BioActive+'s strategy to strengthen long-term consumer engagement and build a wellness ecosystem that extends beyond product consumption.
In parallel, BioActive+ is expanding its social impact initiatives through its 'CSR & Wellness for Society' strategy. Under the 'Got it Empty!' campaign, consumers can exchange empty concentrated liquid tubes for new products as part of efforts to make wellness more accessible to broader communities.
