Cover Rati is driven by a commitment to natural ingredients as its core, with a vision to make “Thai truly cool.” (Photo: Rati)
Rati is driven by a commitment to natural ingredients as its core, with a vision to make “Thai truly cool.” (Photo: Rati)
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A skincare brand born from a simple intention, evolving into an inspiration to showcase Thainess in a fresh, cool, contemporary, and meaningful light
Rati is the brainchild of Ratirod and Ruj Chulajata, a couple whose love story reshaped the narrative of modern Thai identity. What began as a heartfelt intention to create a wedding gift that truly reflected their essence evolved into a body care line that seamlessly fuses the precision of chemical engineering with a creative vision—honoring Thai wisdom through a contemporary lens.
Tatler sat down with the husband-and-wife duo behind Rati, whose journey started from an intimate and meaningful gesture, and grew into a brand that captures the allure of Thainess with a chic, modern edge. Through Rati, they hope to inspire others to embrace their own radiance, with confidence at every step of life’s journey.
Read more: Vinn Chokkhatiwat and Patararin Pongprasit: Driving Vinn Patararin with Creativity and Clarity
Above Rati Space embodies heartfelt intention through skincare products crafted with local wisdom
Above Its packaging is designed for ease of use and sustainability, completely eliminating single-use plastics to minimize waste
Rati Space embodies heartfelt intention through skincare products crafted with local wisdom
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Tell us a bit about how Rati came about and why you decided to start the brand together
It’s quite a special story because, honestly, we didn’t plan to create a brand from the start. The journey began when we were preparing for our wedding and wanted to create unique wedding favors that truly reflected both of us.
I work in creative, branding, and advertising, while Fon is a chemical engineer whose family business involves mineral products. We thought it would be meaningful to combine our strengths to create something special – a deodorant spray made from the finest quality natural mineral salt.
The name “Rati” comes from Fon’s full name, “Ratirod” In Sanskrit, “Rati” means “love,” which reflects our philosophy: every product is crafted with the utmost care, as if we are making a gift for our loved ones to use.
You emphasize the use of natural ingredients and sustainability. How are these values reflected in your brand
We’re not sure if what we do stands out enough for others to notice, but for us, using as many Thai herbs as possible is crucial. We believe that local plants reflect the way of life and the indigenous wisdom of the people who coexist with them.
For example, turmeric, used in ancient Thai beauty rituals, has historical records showing that people with beautiful skin achieved a beautiful golden glow from turmeric treatments. Modern research also proves that turmeric contains substances that nourish the skin after sun exposure. Similarly, ancient Thais chewed guava leaves to freshen their breath, and we now know that guava leaves inhibit bacteria. Thailand has local wisdom deeply connected to nature since ancient times. We want to showcase how natural elements can be both modern and cool.
Above Ratirod and Ruj Chulajata join forces to create Rati, a natural personal care brand rooted in Thai heritage.
Ratirod and Ruj Chulajata join forces to create Rati, a natural personal care brand rooted in Thai heritage.
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Regarding packaging, how do you make it environmentally friendly
I’m a nature lover and deeply passionate about sustainability, so I wanted to create a brand that minimizes its impact on the planet as much as possible.
Our packaging design therefore focuses on waste reduction. We completely avoid single-use plastics and opt to “reveal” the product inside through clear, minimalist packaging. This isn't just about communicating brand confidence, honesty, and the acceptance of true beauty; it's also a design choice that reduces unnecessary materials.
Every box is also designed to lock and protect the product without the need for plastic. We avoid plastic lamination on our boxes, and for containers where plastic is essential, we use up to 70 percent recycled plastic.
And what about the fragrances? Why the focus on Thai ingredients
It’s interesting how scents like Yuzu or Hinoki, which are iconic to Japan, have gained international recognition. So why not Thai ingredients? We truly believe Thailand can have its own unique fragrance signature.
Take “No Traffic Jam,” for example. We built the scent on a classic European cologne structure, but instead of imported oranges, we use only Thai citrus, such as Nakhon Chai Si pomelo, tangerine blossoms from Chiang Rai, and add a subtle fragrance from Orange Jasmine blossoms.
Read More: What can AI do for beauty? L’Oréal and NVIDIA’s new collaboration might give us a clue
Above Skincare crafted with natural ingredients, thoughtfully tailored to suit Thai skin and climate
Above The finest local ingredients and traditional wisdom are artfully woven into every Rati creation
Skincare crafted with natural ingredients, thoughtfully tailored to suit Thai skin and climate
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What do you most want people to remember about Rati
We want everyone to dare to be proud of themselves. Proud of their darker skin, proud to be born in a hot and humid land. Confident in what they love and believe, proud to live life on their own terms, and to be their best selves. Life becomes more fun and energetic that way. While this might sound a bit bold when spoken aloud, we want everyone to remember that “Rati truly makes Thainess cool.”
What are Rati's next steps? Do you have any new projects or dreams you can share
We don’t have grand dreams. What we truly envision is for Rati products to become a part of everyone’s lifestyle. You don’t even have to buy or use them yourself, but we want to see Rati in as many different facets of daily life as possible.
That's why we endeavor to subtly 'permeate' people's daily lives with our products, to ensure as many people as possible have the chance to try them. Because we truly believe in what we do. The more people try, the greater the chance they’ll love it.
We are actively connecting our products with the lifestyles of people who would appreciate them. Currently, we plan to bring our products closer to daily life by collaborating with running groups, exercise communities, and various events. You’ll start seeing our hand sanitizers in chic cafes or trendy restaurants, our shampoos and shower gels in clubs and fitness venues, our perfumes in showrooms and stylish design studios, and even our diffusers in bookstores or libraries.
We want Rati to be a small part of your lifestyle, a thoughtful gift, a small comfort on a tiring day. That’s all.
Nitnada Panpipat Herve is the Style Editor with a background in editorial roles at Grazia, Town & Country, and Vogue Thailand. She also brings experience in marketing communications and public relations for leading global fashion brands.
