Thai Fragrance Brand JOURNAL Eyes 800M Baht Sales Via Body Mist
Thai fragrance brand JOURNAL targets 800 million baht in 2026 revenue by launching a Body Mist line and signing actor Fort Nattawat as presenter to attract younger consumers. The brand, founded in Chiang Mai nine years ago, has grown steadily post-COVID, with current sales around 519 million baht split evenly between Thai and international customers. JOURNAL aims to use the affordable Body Mist as an entry point before upselling customers to its premium perfume and body oil products.
Thai perfume brand JOURNAL says the global fragrance market keeps growing and plans to expand its young consumer base by signing presenter Fort Nattawat, targeting 800 million baht in revenue for 2026. Euromonitor data shows the world perfume market valued at about 67 billion USD in 2024 and projected to reach 79 billion USD by 2028, driven by beauty trends, luxury consumption, and demand for products that express personal identity, especially among younger consumers. Thailand follows the same trajectory, with the domestic perfume market growing around 10% annually and currently worth 12-14 billion baht, presenting a significant opportunity for JOURNAL.
Founded nine years ago, JOURNAL opened its first store in 2017 at One Nimman in Chiang Mai. First-year sales exceeded 60 million baht, reaching 100 million in year two, despite pricing at 1,900 baht when no Thai perfume brand sold above 1,000 baht. JOURNAL differentiates itself by translating Thai cultural stories and inspiration into scents, expanding into diverse products including perfume and body oil. The new JOURNAL Body Mist is part of a strategy to broaden the product portfolio and customer base, offering an accessible entry point for younger consumers before upselling to higher-end products.
Co-founder and CEO Thanya Sutheerachai said post-COVID revenue has grown continuously, reaching about 519 million baht last year, with 2026 projected at 800 million baht, a 39-40% increase. Currently 45-50% of revenue comes from online channels, 40% from physical stores, and 10% from retail partners, while Thai and foreign customers are split roughly 50-50.
To connect with younger consumers, JOURNAL launched the "Simply Magnetic" campaign for Body Mist, promoting self-confidence and personal charm, with Fort Nattawat as presenter to reflect a fresh, natural image that resonates with students, university students, and first-time fragrance users — a key target for expanding JOURNAL's customer base. Beyond awareness, JOURNAL uses Body Mist as a relationship-building entry point, letting consumers experience the brand's scent identity before migrating to perfume and body oil, part of a long-term strategy to increase customer lifetime value and repeat purchases.
