Chocosmetics Launches Skinlock Cushion, Appoints Enjoy Thidarat as Muse
Thai beauty brand Chocosmetics has launched the Cho Semi-Matte Skinlock Cushion, a new long-wearing cushion foundation with five shades formulated for Thai skin tones. Actress Enjoy Thidarat has been named the brand's first muse, chosen for her modern lifestyle and natural beauty that align with the brand's vision. The product debuts on November 10 across all Chocosmetics sales channels.
Chocosmetics has unveiled its newest product, the Cho Semi-Matte Skinlock Cushion, and signed Enjoy Thidarat as the brand's first muse — a representative of the new generation who is talented, dynamic, self-caring, and beauty-conscious, matching the brand's concept. Noey Chotika, CEO of Chocosmetics, introduced the cushion's key features: a semi-matte finish that is neither drying nor oily; buildable coverage that layers as desired; skin comfort with a thin, lightweight, seamless feel; long-lasting wear that stays put all day without creasing; and five shades tailored for Thai skin tones.
Noey explained that after nearly 11 years in business, the market has changed significantly — customer demographics, sales channels, product trends, and competition. The brand needed to elevate every aspect. Development of the cushion took considerable time because Noey would not release it unless it truly met their standards, personally testing every stage from the first formula to the final retail-ready version.
For marketing, they wanted to reach both core and new target audiences. Noey saw Enjoy as the ideal muse — someone who inspires, is beloved, and serves as a positive role model. Enjoy's lifestyle fits the brand: a modern woman interested in fashion, fitness, sports, dedicated to her work, health-conscious, beauty-aware, and with beautiful skin. Her versatile look suits both Thai and international styles, perfectly matching the brand concept.
Enjoy shared that she prefers a natural, everyday makeup look focused on skin. Upon trying the Chocos cushion, it immediately met her needs — a semi-matte texture that blends seamlessly into the skin. For quick makeup days, just the cushion is enough to head out. During the launch shoot with Noey, makeup artist Taengmo applied only the cushion on Enjoy, no powder at all, achieving a beautiful, skin-like finish without heavy layering. She encourages everyone to try it. The official launch takes place on November 10, 2026, across all Chocosmetics channels.
