Once regarded as a product to be sold at a few hundred baht, Thai perfumes have evolved to command prices in the thousands, especially amid the growing T-Beauty trend. This shift has transformed the Thai perfume market from competing primarily on price to competing on quality, unique scent profiles, and brand stories.
One of the brands leading this transformation, and among the first to open this market, is JOURNAL—a Thai perfume and fragrance brand positioning itself as a pioneer in the premium Thai perfume segment, also promoting Body Oil as a popular skincare product.
Starting with just a few stores in Chiang Mai and relying almost entirely on foreign tourists, JOURNAL has grown into a business with 26 outlets, evenly split between Thai and international customers. Online sales now account for 50% of total revenue.
Recently, JOURNAL revealed that its revenue for 2025 reached 575 million baht, and it expects to close 2026 with approximately 800 million baht in revenue, representing about 39-40% growth from the previous year, following continuous expansion since the COVID-19 period.
This growth was driven not only by store expansion but also by a business model shift—from relying on tourists to focusing on building a Thai consumer base through new product development, social media and creator marketing to broaden customer reach, and positioning the brand in the Accessible Premium market segment.
The brand recently launched a new initiative with its Body Mist priced at 590 baht per bottle, aiming to attract younger consumers and expand its customer base, while setting a long-term strategy to compete with international fragrance brands globally.
Chakchalat Kasetchamras, Managing Director and co-founder of JOURNAL, recounted the brand's origins, emphasizing that from the outset, the goal was not merely to create a Thai perfume brand but to prove that Thai identity can be reinterpreted into high-value products capable of competing internationally.
JOURNAL's approach diverges from traditional perceptions of Thai fragrances, avoiding confinement to classic herbal or floral scents. Instead, it reinterprets Thai culture, beliefs, and lifestyles into scent designs—such as Mae Nak, Kuman Thong, traditional dancers, and mango sticky rice—each fragrance conveying the meaning and emotions behind these themes rather than literal representations.
Crucially, the brand does not simply incorporate all Thai ingredients into its perfumes but ensures each scent has a clear rationale and story explaining ingredient choices. This philosophy has become a key differentiator for JOURNAL in a market whereconsumershave long been familiar with international perfume brands.
However, an early major challengewas not just brand recognition but changing the perception that Thai perfumes must be inexpensive.
Chakchalat explained thatin 2017-2018, JOURNAL priced its perfumes around 1,900 baht per bottle, a challenging price point at the time because many consumers doubted that Thai brands could command prices above 1,000 baht. However, feedback proved consumers were willing to pay for quality and unique value.
With only two stores and no online sales initially, the business generated over 60 million baht in its first year and reached 100 million baht in the second. Since then, the Thai perfume market has evolved significantly, with Thai brands now selling perfumes priced at 3,000-4,000 baht and gaining greater consumer acceptance.
For JOURNAL, this marked a key shift in the perception that Thai products need not compete solely on low price but can build value through quality, creativity, and unique identity.
although JOURNAL succeeded in the premium perfume segment, its heavy reliance on foreign tourists became a major risk. Chakchalat revealed that the COVID-19 pandemic was a critical crisis for the business as its main customers disappeared almost entirely, forcing the company to seek new markets and products to sustain growth.
One turning point was Body Oil, developed from 2018 and aggressively promoted during COVID-19, when most consumers were familiar with lotions, but Body Oil was seen as nourishing yet somewhat sticky and inconvenient.
JOURNAL improved the product for easier use and combined fragrance expertise with skincare to create a unique experience distinct from typical moisturizers. While not the first to produce Body Oil, the brand played a key role in popularizing it more broadly.
Expanding from perfumes to Body Oil allowed JOURNAL to reach new Thai consumers unfamiliar with the brand, reducing dependence on foreign tourists. Simultaneously, the company began serious development of online sales beyond its traditional brick-and-mortar focus.
Thananya Sutherachai, Chief Executive Officer and co-founder of JOURNAL, explained that in the early years, brand growth relied largely on word-of-mouth and consumer reviews, with minimal formal marketing during the first 2-3 years, before expanding communication through online channels and marketing activities.
Especially post-COVID, JOURNAL prioritized TikTok, live commerce, and affiliate marketing as key sales drivers. The brand also increased awareness by collaborating with artists, previously working with PP Krit and expanding outdoor advertising, later engaging Fourth Nattawat to broaden its appeal among younger consumers this year.
The transition from a tourist-dependent brand to one with a growing Thai customer base is reflected in JOURNAL's financial performance.
Thananya disclosed thatsince post-COVID, the business has grown rapidly, with some years approaching 100% growth. Revenue reached 575 million baht in 2025 and is projected to rise to about 800 million baht in 2026, representing growth of approximately 39-40%.
Moreover, the customer base has notably shifted to an even split of 50% Thai and 50% foreign clients, contrasting with the early days when tourists dominated. Sales channels now consist of 50% online, 40% physical stores, and 10% retail partners.
Currently, JOURNAL operates 26 stores, including one in the Song Waad area, and has expanded retail partnerships with King Power, Watsons, EVEANDBOY, Konvy, Beautrium, found & found, and Multy.
Regarding growth strategy for 2026, Thananya emphasized three main directions: expanding the customer base through new products and marketing campaigns, increasing value from existing customers by cross-selling other brand products, and enhancing efficiency across online and offline sales channels.
JOURNAL believes sustainable long-term growth requires not just brand awareness but converting interest into trials, repeat purchases, and product diversification.
A key strategy in 2023 is promoting JOURNAL BODY MIST under the campaign “SIMPLY MAGNETIC – Charm You Can Awaken,” featuring Fourth Nattawat as the brand ambassador to reach younger consumers such as students and first-time perfume users. The goal is to increase Body Mist sales by about 4-5 times from the current base.
Chakchalat explained that after establishing a role in premium Thai perfumes and Body Oil, the next challenge is to leverage fragrance expertise to develop high-quality products suitable for everyday use.
The company sees opportunity in the Body Mist segment, appealing to consumers who prefer lighter scents that can be refreshed throughout the day, usable in various situations. JOURNAL positions its Body Mist as a Premium product, maintaining fine fragrance quality with high-grade perfume oils and distinct scent layers, differentiating it from typical Body Mists.
Currently, JOURNAL's 50 ml Parfum retails at 2,790 baht, while Body Mist is priced at 590 baht, lowering the price barrier and enabling new consumer segments—especially younger and provincial customers who may not have experienced the scent in stores—to try the brand.
Regarding international expansion plans, Chakchalat revealed that JOURNAL has aimed to be a Global Brand from the start, but full-scale foreign expansion requires preparation in manufacturing capacity, factory facilities, working capital, cost management, distributor networks, and marketing budgets.
Currently, the company estimates it is about 60-70% ready for international markets, needing to improve production efficiency and cost structure to compete abroad. However, JOURNAL does not intend to rush overseas expansion, recognizing the Thai market still holds significant growth potential and that entering foreign markets entails new resource demands.
The near-term strategy involves testing markets through small-scale events in neighboring countries, especially Singapore and Malaysia, to gauge consumer response before wider investment.
Another principle is targeting markets with high purchasing power, as JOURNAL positions itself as an Accessible Premium brand which may be perceived as pricey in some countries but can compete well on value in wealthier markets.
The company plans a 3-5 year growth roadmap to prepare for becoming a Thai fragrance brand capable of international competition, leveraging strengths in scent creation, design, and storytelling rooted in Thai culture.
Regarding the industry overall, the emergence of many Thai perfume brands is not seen as a threat to JOURNAL.Because havingnew players actually helps increase consumer openness and acceptance of Thai perfumes.
Previously, consumers were skeptical that Thai perfumes matched the quality of foreign brands, but as more Thai entrepreneurs produce quality products and consumers share positive reviews, confidence in the industry has grown.
For JOURNAL, other Thai perfume brands are not viewed as primary competitors; instead, the company aims to compete with long-established international premium perfume brands, positioning itself as Accessible Premium by balancing quality, uniqueness, and affordability.
However, intensifying competition makes sustainable brand growth a critical challenge. While starting a perfume business is easier than before, scaling and maintaining customer bases long-term requires quality, capital, management, production readiness, and distribution capabilities—especially to compete seriously with international brands.
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