BANGKOK — Luxury spa and wellness brand ‘divana’ has unveiled its new “Phenomenon Collection,” marking a shift towards sustainable business practices in the Thai beauty industry. The collection’s first scent, “Revital Moss Garden,” was introduced at a recent launch event attended by industry leaders and celebrities.
Sustainability Push
Taneth ‘Tony’ Jiraswakedelok, Co-Founder and executive of divana, outlined the company’s sustainability goals: “We’re aiming to transform our business to sustainable luxury, emphasizing wellness, natural ingredients, and hospitality,” Jiraswakedelok stated. He added that divana plans to implement fully recyclable packaging by 2035 and is working towards plastic-free operations.
The company has also introduced a recycling scheme, allowing customers to return empty product containers directly to divana shops or their recycling facility.
New Product Line
The “Phenomenon Collection” features eight scents inspired by natural phenomena. Pattanappong ‘Tee’ Ranuraksa, another Co-Founder, explained that the collection aims to emphasize holistic health care through the power of nature.
The flagship scent, “Revital Moss Garden,” combines green moss, eucalyptus bark, and lavandula, promoting calmness and energy revitalization.
Celebrity Endorsements
Environmental activists Maria Poonlertlarp, founder of the SOS Earth project, and actor Alex Rendell, who runs an environmental education center, attended the launch event.
Poonlertlarp praised divana’s approach, saying, “It’s encouraging to see a brand that believes nature is the best medicine, using natural ingredients and inspiration as their core.”
Rendell added, “Sustainability isn’t just a trend, it’s a significant issue that everyone should address. It’s not one person’s responsibility, but everyone’s.”
Industry Impact
The launch event was also attended by Mr. Nithee Seeprae, Deputy Governor of Marketing Communications for the Tourism Authority of Thailand, signaling potential interest from the tourism sector in sustainable wellness products.
As divana implements its sustainability initiatives, it may set a precedent for other Thai beauty and wellness brands to follow suit, potentially reshaping the industry’s approach to environmental responsibility.
Besides the activities in divana’s Revital Moss Garden event. divana is also welcoming everyone to join “Forest Bathing” and experience a remarkable sensory, which is the science of health therapy originating from Japan, led by Ms.Nicha Sirinan, the founder of the Forestory and received the ANFT Certified Forest Therapy Guide.
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