BANGKOK, THAILAND – In a bold move that challenges long-held beauty conventions, Thai beauty brand Cute Press has launched its latest campaign, Reborn, under its My Match Foundation line. The initiative reimagines foundation not as a rigid tool for skin-tone matching but as a means of personal freedom, creativity, and self-expression.
For decades, makeup in Thailand has been guided by the dictum: “Foundation failed, life ruined.” Passed down through generations, the belief reinforced pressure to wear only the “right” shade, one that conformed to natural skin tone. Cute Press is dismantling that tradition, asking: Why should makeup be about conformity when Thailand itself celebrates diversity and beauty across every skin color?
The My Match Foundation collection, featuring 11 versatile shades, underscores the brand’s message: beauty choices should not be dictated by correctness but by individuality. Whether it matches one’s complexion or one’s mood, foundation becomes an empowering medium to explore new facets of self-identity.
At the heart of the campaign is Reborn, a striking short film directed by Wuthisak Anarnkaporn of Factory 01 and crafted by Wolf BKK. Far from advocating reinvention through rejection, the film frames rebirth as embracing the many versions of oneself that makeup unlocks. In its closing line, Cute Press declares the future of beauty: “Your beauty. Your choice.”
The creative collaboration highlights industry heavyweights, with Torsak Chuenprapar as Chief Creative Officer and Pathida Akkarajindanon as Executive Creative Director, supported by a strong team of copywriters, art directors, and production specialists.
With Reborn, Cute Press positions itself as a progressive voice in beauty that champions inclusivity, dismantles outdated norms, and empowers individuals to explore and express who they truly are. This campaign marks the beginning of a wider movement, one that aims to reshape the way beauty is perceived in Thailand and beyond.
