Thais’ approach to beauty is no-nonsense; about half of Thai people aim for a natural appearance. About a quarter of Thais look to optimize and enhance the way they look, which is similar to global norms. However, far fewer Thai consumers take a neutral stance than global consumers, indicating that Thais have stronger ideas about what they are striving for in regard to their appearance. For Thais, feeling confident, improving mood, appearing healthy, and expressing oneself are the top motivators for looking their best (the same as for the average global consumer). But in Thailand, the potential positive effects of a nice appearance on one's career and romantic life provide more motivation than they do elsewhere.