Fragrance house

Butterfly Thai Perfume

Butterfly Thai Perfume was founded by Suchin Kaew-Udon and Kantaphat Jiratsayaphat, growing from Suchin’s study of traditional Thai perfumes and incense and her early experiments at home. Its creative identity draws on Thai perfume-making traditions, natural Thai botanicals and herbs, and memories of rural Thai landscapes, combining traditional methods with contemporary perfume production. The brand’s name and butterfly symbol express an ambition for its fragrances and Thai perfume culture to travel internationally. In 2017, Butterfly Collection was established as a distinct brand derived from Butterfly Thai Perfume, with revised formulas intended for international markets. In 2019, Butterfly Collection was rebranded as Journal as the business shifted its goals toward export and broader international positioning. Among the brand’s fragrances, Agarwood and Benzoin is described as one of its best-selling scents and reflects its Thai woods-and-resins direction.