Enfant Expands Premium Care Line Across All Ages
Thai premium family care brand Enfant defied Thailand's declining birth rate with 7% first-half growth by expanding into organic products for all ages rather than just infants. The 40-year-old company targets 12% annual growth by capitalizi
Enfant, a premium mother-and-child product brand operating for over 40 years in Thailand under ICC International Public Company Limited, reported first-half 2025 growth of 7% compared to the same period last year, defying Thailand's continuous decline in birth rates. The company is expanding its business portfolio into organic baby and family care products while strengthening its baby and kids apparel line to meet modern families seeking premium, gentle, and safe products for all ages, with a target of 12% growth for the full year.
Product director Pirata Tiranypat stated that despite Thailand's birth rate hitting a 75-year low, Enfant is driving strong growth by analyzing modern consumer behavior showing families increasingly invest in premium products. The company has shifted strategy to become an organic brand serving the entire family, not just newborns, addressing the trend of adults using gentle products for sensitive skin. Growth is being driven primarily by organic care products, with the signature Enfant Extra Moisture Daily Nourishing Lotion growing over 15%, followed by bath and hair care products and laundry products.
Enfant's organic moisturizing lotion, developed with Japanese Biohydrated LOC technology that locks in moisture for 24 hours, has become the number-one organic brand trusted by modern families. The product won the 2025 Mommy's Choice Award for outstanding children's skincare and organic lotion, and leads online sales channels while becoming a social media favorite.
The company has launched new innovations including a Family Care Moisture Shower Cream with HYA and Collagen formulas that cleanse skin from pollution and protect sensitive skin for children ages 3 and up through all family members. Despite changing Thai demographics, Enfant believes the premium family care market still has growth potential as the company transitions from a mother-and-child expert brand to an organic family care brand serving all ages.
