Ponsathorn ‘Pu’ Meeraksa, the Founder of LA’MIAT personal care products, talks about using a local ingredient from the seas of Phetchaburi to provide the local community with income from fleur de sel.

What is fleur de sel and why did you choose to use this for LA’MIAT products?

Fleur de sel is a type of salt that forms a thin crust on the surface of seawater when it evaporates. The salt has been harvested for over 100 years in the community of Baan Laem in Phetchaburi province, and we chose to use this ingredient because we aim to add value for local producers and enhance the quality of products for customers.

Can you tell us about the products in the ‘Salt Series’?

We have products from head to toe that are made with fleur de sel, such as salt spa, salt shampoo, salt body lotion and facial salt spray. I think it’s important that we promote Thailand’s local fleur de sel. Our company buys the ingredients directly from producers so we can help them earn a living sustainably as a way to promote the agricultural sector.

What makes LA’MIAT products stand out from other personal products?

All of LA’MIAT products are organic and natural, and are targeted at customers with sensitive skin and those looking to limit their exposure to chemicals. Moreover, our customers appreciate that they know the exact origin of the fleur de sel, and many have recommended LA’MIAT through word of mouth.

Where can people shop for LA’MIAT products?

LA’MIAT is sold through several outlets in department stores such as Siam Discovery, ICONSIAM and Gaysorn, as well as at airport duty free shops nationwide. Through these channels, we get a lot of Chinese customers who have told us they appreciate that LA’MIAT products are made from Thai ingredients and the range can be used from head to toe.

What are your plans for product development?

We’re working on new products that incorporate fleur de sel, such as a conditioning shampoo that was just launched in April. Another goal is to prove to the general public that products made with Thai ingredients are as efficient and as competitive as international brands.

Can you tell us about your participation at STYLE Bangkok hosted by the DITP?

At STYLE Bangkok in April this year, we participated in several showcases: the 60+ Zone for seniors, the agricultural product innovation zone and the I+D Select Store. We also received a lot of interest from buyers, especially those from Japan who are looking for personal care products with Thai herb fragrances, and Thai buyers who prefer products with attractive packaging that can be given as souvenirs.

Words by Pimsirinuch Borsub