On TikTok Shop, we see many sellers starting from scratch and gradually growing through the power of “content,” “creativity,” and “action.” One brand that has grown rapidly recently is the Thai aroma brand, 'Phra Phai Aroma,' which began its business with a team of just three people and genuinely scaled up to achieve hundreds of millions in sales.

From a Small Dream to a Recognizable Thai Brand on TikTok Shop

Khun Mai, the owner of Phra Phai Aroma, started with a dream from his wife, Khun Rose, to create a proud Thai brand. Using the skills they both possessed—including graphic design, marketing, and the will to try—which are the foundations of brand building, they immediately started the brand.
The name “Phra Phai Aroma” is no coincidence; it reflects true Thainess. The brand name comes from the deity “Phra Phai” (the God of Wind) because both founders were born under the wind element. The word “Aroma” conveys a distinctive Thai-style fragrance, making it a unique selling point in the aroma market. The brand's mascot, “Hanuman,” also comes from the legend that Hanuman is the son of Phra Phai.

Car Air Freshener Bags: Small Product, Big Sales

The product that made Phra Phai Aroma famous is the car air freshener bag, which comes with a unique design and a proprietary scent, such as the "Sport Car Luxury" fragrance—, a name created entirely by the brand. This differentiation from common market scents made the product quickly popular with customers.

3 Key Tool Strategies that Made the Brand Stand Out on TikTok Shop

1. Affiliate: Phra Phai Aroma emphasizes that product sincerity must come first. The secret to attracting over a hundred thousand creators is genuinely high product quality, which has led over 80% of customers to decide to become sellers themselves. This is because they can review the product sincerely without having to "force" themselves to say it's good. Furthermore, setting reasonable commission rates is another crucial factor.
2. Content: Conducting Live Streams with sincerity and authenticity, such as the CEO showing his face to increase credibility. Khun Mai conducts live streams himself, demonstrating sincerity, ensuring customers receive information directly, eliminating fears of counterfeit goods, and fostering direct conversation and exchange between the brand and customers.
3. Scaling Sales with GMV Max Ads: Phra Phai Aroma uses the GMV Max tool to allow AI to manage advertising, which saves time and allows them to scale sales throughout the month while maintaining a high return on ad spend. Crucially, they don't have to select the clips themselves; the system automatically runs ads on the best-performing Creator clips, ensuring the budget is spent on the most effective content.

From Regular Shop to “Mall Shop” on TikTok Shop

Khun Mai shared that as the brand became better known, the issue of similar products emerging arose. To create differentiation and elevate their shop, they applied to join TikTok Shop Mall to increase the shop's credibility. They also created videos communicating to the audience that for authentic products, they must choose the Phra Phai Aroma shop with the Mall Logo. After joining the Mall, they saw a rise in viewership, as the platform allows customers to filter for Mall shops, in addition to other promotional spaces provided.

The Pride that Transcends Numbers from Building the 'Phra Phai Aroma' Brand

Building Phra Phai Aroma is more than just an aroma brand; it is a driving force that uses success to support society in various ways. Khun Mai proudly shared several achievements with the team, including helping creators generate income from Phra Phai Aroma products and extending Thai products and wisdom onto the global stage. If you'd like to hear more, you can click here