Valentine’s activation marks BioActive+’s offline strategy in Thailand through EVEANDBOY collaboration

Bangkok, Thailand – New Zealand supplements brand BioActive+ launched its Valentine’s Day celebrations with an in-person activation at Siam Square One. The event also marked the launch of the brand’s new Concentrated Liquid Gluta.

The event featured performances, giveaways, a photobooth zone, and exclusive promotions themed around Valentine’s Day. Rising Thai celebrities Nichakoon Khajornborirak, Tipnaree Weerawatnodom, and Rachanun Mahawan were present at the event in an effort to appeal to younger consumers. 

The activation is part of a broader partnership between BioActive+ and Thai beauty retailer EVEANDBOY, which will act as the exclusive distributor for the new product in Thailand. The collaboration reflects BioActive+’s push to expand its offline presence, a shift from its predominantly online sales model.

“Currently, more than 90 percent of our revenue comes from online channels. We see EVEANDBOY as a key strategic partner that enables the brand to connect with consumers in a more tangible and accessible way, spanning the entire journey from brand discovery to product trial,” said Wasana Insatang, founder of BioActive+. “This collaboration plays a critical role in expanding our customer base and in laying a strong and sustainable foundation for BioActive+’s long-term growth.”

For EVEANDBOY, the partnership aligns with its focus on supplement and wellness brands amid growing consumer interest in longevity and preventive health.

“As the longevity trend gains momentum, EVEANDBOY places a strong emphasis on health supplement brands that deliver trusted, internationally recognised quality. Our collaboration with BioActive+ brings together the strengths of a fast-growing online-first brand with EVEANDBOY’s in-store experience, building on BioActive+’s success to drive engagement in the offline space,” said Hiran Tanmint, chief executive officer of EVEANDBOY.

The partnership also aims to increase physical touchpoints for BioActive+’s products, improving accessibility for customers and enhancing the in-store experience.