Issue 44

Combining natural Thai herbs with ingredients from France, Laily has developed a Thai beauty brand that has spread across ASEAN.

“Our Thai natural ingredients and products have their own unique qualities,” says Patthanan Hongpiticharoen, general manager of Laily.

Laily started in 2013 with the aim of creating high quality products made from natural Thai ingredients divided into three categories – facial care, body care and spa products.

“We use natural ingredients,” says Hongpiticharoen. “All of our products contain at least one Thai ingredient, such as turmeric, butterfly pea or kaffir lime, depending on their properties. They are useful for creating a harmony with inner balance.”

Hongpiticharoen is steeped in the traditions of Thai natural products.

“My mother is a pharmacist working in the field of Thai traditional medicine,” she says. “She’s keen on Thai herbs, natural ingredients with various medical properties. Our home business is also doing OEM manufacturing for the past 30 years. So the way I have created my brand started not far from my surroundings.”

Hongpiticharoen believes that it is the quality of the ingredients, packaging and price that makes Laily’s products appealing. “Most of our main customers are foreign tourists, such as Chinese, Western and also Japanese expats,” she says. “They love our quality products as well as the packaging. They said it’s good to be a gift from Thailand.”

Laily has a strong focus on research and development, as well being meticulous in its choice of materials. “We have selected what is the best fit for our products from both local sources in Thailand and foreign countries,” she says. “From Thailand, we use natural Thai herbs that possess a good quality of medical properties as well as a relaxing aroma. From France, we use natural ingredients certified for their spa standards.”

In addition to its shops in Thailand, Laily now has retail outlets in Cambodia, Malaysia and Taiwan, with plans for further expansion.

The entrepreneur believes that Thais should place a higher value on their own domestic brands. “I would like to encourage all Thai people not to judge quality by price alone,” she says. “Thai people should value our originality and endeavour. Some people regard a high brand as representing a higher quality. But actually, Thai products are good quality even at an affordable price.”

For more information, please visit www.lailybeauty.com

Words by Natthinee Ratanaprasidhi