Customers charged into a cosmetics shop for the January sale in Bangkok.

The local brand Eve and Boy opened up a new branch at a mall in the capital and a large crowd arrived to avail of their discounted deals in Thailand on January 1.

Footage shows the crowd racing to the store's entrance like having a marathon. Some of them were brisk walking while the others ran to make sure they were the first to browse the shelves of the newly-opened store.

Onlooker Mafhai, who was shopping at a nearby stall, said: ‘The Eve and Boy opened a new branch at Im Samrong, and the people flocked for the promotions.'

As economies in Southeast Asia continue to develop, consumers have more spending power, leading to increased demand for beauty products, including makeup. With more people moving to cities, exposure to Western trends and increased access to retail outlets further fuel the demand for makeup.