Fragrance house

Journal

Journal is a Thai perfume and lifestyle brand launched in 2017 by co-founder and managing director Tananya Suteerachai and founder and creative force Jakchalat “Porsche” Keschamras. The brand developed from Butterfly Thai Perfume and, in 2019, underwent a rebranding in which Butterfly Collection was repositioned for a premium international market and renamed Journal as part of an export-oriented strategy. Its creative identity presents Thai beliefs, culture, memories and everyday life through contemporary fragrance storytelling, drawing on local plants, fruits, flowers, herbs and agarwood while combining older Thai perfume methods with modern formulation. The Legacy is Journal’s signature scent, built around Thai agarwood, a material historically used as a diplomatic tribute, and has a loyal following among Thai and international customers. By 2025, Journal had expanded beyond perfume into body care, with body oil a major product category while perfume remained important to the brand’s identity.