A beauty retailer inspired by street art and fashion is set to disrupt the beauty retail industry, according to a report published by Coconuts.co

Set up by Jenny Wongjesadasakul, Hej Street Beauty opened its first store in Bangkok at the start of April and is already creating buzz with its trend-led assortment, affordable prices and focus on exclusive-to-Thailand brands.

Hej encourages trial with testers available for almost all products as well as area’s set aside for socializing and experimentation in store. The store is located at the heart of Bangkok’s nightlife district and open until midnight.

“Many people come in to test and leave without buying,” Wongjesadasakul told Coconuts.com. “I don’t care. As long as they enjoy today, maybe they’ll come back and buy tomorrow.”

“It used to be, if you wanted to buy cosmetics, you had to go to the department store, sit quietly, and they look at you. You can’t touch the product, you feel uncomfortable. That doesn’t make you feel good. I’m trying to change that. Street beauty means that the products are still good quality but the price is reasonable and the style is friendly,” she continued.

The 200 sq m store in Silom will be followed by a larger flagship measuring 800 sq m currently under construction in Central Rama 3 Mall. In time, the brand hopes to operate mobile beauty trucks and open further stores in the lesser known provinces as well as branching out to Cambodia, Laos, Myanmar and Vietnam.