From allergy remedies to advocacy: The Biobright story

Biobright (Thailand) Co. is a pioneering ODM and manufacturer in the eco-friendly personal care industry, and is known for blending traditional Thai herbal wisdom with modern sustainability practices. Founded by Dr. Panaphat Phapapongphasut who leverages Dhamma principles in business management, Biobright emphasizes environmental stewardship in its operations. The company is located in Loei province and sources 90% of raw materials locally for producing natural and safe products that alleviate discomforts associated with allergies. Its brands include Boom Green, Boom Green Plus, Lamum and Six Nature.  

We learn more from this one-on-one with Dr. Phapapongphasut, who is currently the Managing Director of Biobright.

Dr. Panaphat Phapapongphasut, founder and managing director, Biobright

What inspired the founding of Biobright, and how has the company evolved since its inception?

The inspiration behind BioBright stemmed from my personal battle with allergies. Seeking a solution, I turned to traditional Thai herbs, developing products to alleviate symptoms and support skin health while being environmentally friendly. This included a refined fermentation process akin to wine aging. Initially shared with friends who also suffered from allergies, the positive results sparked wider interest, leading to the establishment of BioBright in 2002. Our focus then expanded to children with allergies, with clear, effective outcomes. By 2004, BioBright gained recognition, becoming the first in Thailand to earn the Green Label in personal and home care.

How are your products different and effective?

Our products are made from 100% natural, food-grade ingredients derived from cane sugar and various fermented fruit juices such as tomatoes, gooseberries, pineapples, mangosteens, lemons, and kaffir limes, fermented ages for 5-10 years. Unlike competitors who use palm oil, corn extracts, or SLES/SLS with minimal active ingredients and perfumes, we utilize pure essential oils for aromatherapy benefits, promoting relaxation and better sleep. Our products also improve water quality and maintain aquatic ecosystem balance, unlike other chemical products that pollute natural water ecosystem.

Can you describe a recent innovation in your product line?

We incorporate Food Enzymes as a key ingredient in our products, balancing the body's elements according to traditional Thai medicine principles. This reduces allergy symptoms and skin irritation without leaving residues in the body, even with prolonged use. This makes our products ideal for children, many of whom are increasingly prone to allergies, as one in three children suffers from allergies. Our products also detoxify foaming agents from the body and fabrics.

How do you tailor your products to meet different customer needs?

Our primary customer base aside from children are individuals with allergies who are loyal to our brand, and environmentally conscious organizations like Green Hotels. We have diversified our product range based on our customer feedback. For example, our body gel and shampoo for sensitive skin have been developed to alleviate allergies; and for bedridden patients, our products keep the skin hydrated and strong, reducing the need for hair conditioner and preventing hair loss caused by glycerin clogging hair follicles.

Some of our customers have made merit offerings to monks, inspiring us to develop products specifically suited for the monastic community. The monk robe detergent, made from pineapples, softens fabric, reduces odors with antibacterial properties, prevents skin allergies, and saves water by being easy to rinse, using 3-4 times less water.

We also developed a specialized shampoo for monks with dry scalp, enhancing scalp cleanliness and moisture. As a result, our product lines include items specifically designed for children, monks, as well as [customers that seek] face and body care.

How does Biobright ensure its products are sustainable and comply with ethical practices?

We use natural waste materials, cold-pressed to ensure a no waste and no environmental impact, and adhere to Codex and GHPs standards as well as the Green Label. Our zero-waste process earned us the Gold Green certification and "The Best of the Best" award from the Ministry of Natural Resources and Environment.

Our commitment to quality (products which detoxify and effectively destroy toxins) and affordable pricing are reflected in our honest and sincere approach to customers. Our products exceed Green Label standards and recognize many awards such as Green Industry Halal National Outstanding Herbal Product Award, Environmentally Friendly Production (Excellent level) Year 2019 and Thailand Top SME Awards 2021.

For ethical practices, we apply Dhamma and integrity in business management. We deliver trustworthy and high-quality products at reasonable prices with fair market prices for our suppliers. We also focus on the well-being and happiness of our staff with empathy and compassion as well as community support. 

How does Biobright contribute to the income of local farmers and support the community?

We support the community by using local labor and source 90% of raw materials locally. During the pandemic, we purchased from farmers, generating over 2 million baht in community income. We also provide products to bedridden hospital patients, fund and donate to local schools and local government, as well as make offerings to monks in Sri Lanka and India.

What are the biggest challenges your company has faced, and how have you overcome them?

We haven't focused on marketing or PR, but rely instead on sustainable growth through product quality, which has led to modest growth rather than as a market leader. We would like to find marketing partners for our further growth. The higher cost of natural raw materials compared to common chemicals means we can't price our products very high and must strive to reduce costs. Our production process is more complex than that of chemical-based products, requiring expertise in handling natural raw materials.

What opportunities do you see on the horizon for your company and the industry as a whole?

We are exploring markets to cater to the increasing segment of health-conscious consumers with allergies. We aim to export to environmentally conscious countries like Japan, currently selling to Muji and LOFT, and to Germany in Europe. We also send products for monks to Myanmar for merit-making. We are seeking marketing partners both domestically and internationally to further our reach.  As a whole, it should be a White Ocean market opportunity.

What advice would you give to someone looking to enter the cosmetic industry?

I recommend that you should find how to differentiate your products by focusing on quality and honesty, addressing and solving your customer pain points. Anyway, you should emphasize environmental sustainability which is a growing global concern. You should foster love, compassion, and sincerity with your staff, treating them like family, which leads to happiness and high-quality product output with positive energy.

How do you foresee the cosmetic industry evolving in the next decade?

The cosmetic products should be health-focused, safe, and naturally sustainable to build a trustworthy and loyal brand. This approach ensures customer confidence and long-term brand loyalty.

What will be the important trends for 2025? What is the outlook for 2025?

The market trend will go for high-quality, eco-friendly natural products that offer reasonable prices – for the new generation with moderate incomes who are open to trying new brands if these provide value and affordability. Younger consumers are becoming more environmentally conscious as they see and experience increasing natural disasters. Consequently, there is a growing trend to reject companies that disregard environmental issues. The product packaging should also be aligned with this trend and appeal to environmentally aware consumers.