Fragrance house

Proad

Proad is a Thai niche fragrance brand whose earliest listed edition dates to 2016. Created by Juthinat Piyaweerawong, who is identified as the brand’s founder and owner, it emerged after the earlier MITH label had been in the market for more than two years. Proad was developed as a separate niche label for more unusual, individualistic work, with a creative direction that treats fragrance as an artistic project and leaves room for concepts whose commercial outcome is uncertain. Its name is described as a short Thai word expressing fondness and satisfaction, while its fragrance-making draws on memories, places, poems, and music. In spring 2021, the brand introduced A Place of Memories, a city-evoking collection created with ten perfumers during pandemic-era travel restrictions; the collection included Piyaweerawong’s Kochi and work by perfumers from several countries. Reported in January 2025, the Classic Collection began relaunching discontinued fragrances first introduced between 2016 and 2019 with new designs and new perfumers. Cherry Syrup was identified in a 2023 interview as Proad’s bestseller.