Thai beauty brand Sudtana’s founder Manusanun “Mew” Leelahongjudha grew up reluctantly submitting to homemade Thai herbal treatments.

Whenever she and her brothers came home with insect bites or skin irritation from playing outdoors, their mother would head to the family garden and prepare a botanical blend that includes yanang leaves (a traditional Southeast Asian herb known for its cooling properties) and turmeric – a remedy passed down by Leelahongjudha’s late grandfather, who used to be a village herbalist.

“We complained about the smell and the texture. As children, we did not fully appreciate it. We just wondered why we had to put this green herbal mixture on our skin when there were easier options,” the 38-year-old told CNA Lifestyle in an email interview.

It would take years, plus a journey halfway across the world, before she fully understood what she had inherited. Today, Sudtana offers a range of hair, skin and body care products inspired by Thai herbal traditions, with prices starting from US$14 (S$18). The brand is used at some of Asia’s most prestigious hospitality destinations, including Four Seasons Bangkok and Six Senses Samui, but Leelahongjudha insisted Sudtana’s heart remains unchanged from those childhood afternoons in the garden.

“What felt like a simple family ritual was actually my first lesson in the connection between nature, well-being and self-care,” she said.