1988 – Dr. Amornthep founded BETTER WAY (Thailand) Co Ltd and its beauty brand MISTINE.
2002 – Entering overseas markets such as Asia-Pacific, France, Italy, etc.
2004 – Appointment of Mr. Danai, Dr. Amornthep’s son, as CEO.
2013 – Established BETTER LAND logistics and distribution center. Founded Dr. Amornthep’s Foundation to help educate underprivileged children in Thailand.
2014 – Opening of MISTINE flagship store in Paris, France.
2016 – Established a Sino-Thai joint venture. Opening of MISTINE Tmall international flagship store.
2017 – Established offices in Shanghai and Hangzhou. Launch of MISTINE 4D mascara.
2018 – Celebrating 30th anniversary fashion week in collaboration with ELLE. Winner of numerous awards: “The New Consumption Power of the Year” (Tmall), “Top 10 Consumer preferred brand” (Kantar), “Best Marketing Innovation Brand Award” and “Annual Quality Award” (Golden Wheat Awards) and more.
2020 – Collaboration with ELLE to organize online fashion week and led new trend of Thai makeup.
2021 – Signed with R1SE member Zhai Xiaowen as brand ambassador, and with Liu Yu as spokesperson. Co-branding with anime Crayon Shin-chan, Japan.
2022 – Completed 200 million RMB financing. Signed with Wu Lei as sunscreen spokesperson and Ju Jingyi as base make up ambassador. Awards: “2022 Competitive Brand of the Year” (China Cosmetics Conference), “Outstanding Consumer Influence Brand” (IQF), “Golden Make Up Award” (Tmall).
2023 - Specializing in photobiology sunscreen system. Signed Cai Xukun as spokesperson for sunscreen, and cooperation with Li Jiaqi to crate short film “Qi’s adventures in Thailand”.
2024 - Launched Zhao Lusi as the brand’s sunscreen ambassador, enhancing Mistine’s sun protection appeal.
Hosted the 2nd International Photobiology Summit, bringing together global experts in light protection to reinforce the brand's scientific leadership in sun care.
Signed Zhang Hao as the brand’s youth ambassador, aligning with a younger audience.
In-depth collaboration with Li Jiaqi to produce the second season of the short film series Thailand Encounter, showcasing Mistine’s roots and connection to Thailand.