Industry Mentor
Smooth-E
CEO & Managing Director
Company
Smooth-E
Thailand's leading cosmeceutical brand, combining pharmaceutical-grade standards with skincare since 1990.
Dr. Sangsuk Pittayanukul, a pharmacist, founded Smooth-E in 1990 after observing that personal care products available in Thailand were inferior to those in Europe and the United States. He introduced the concept of cosmeceuticals to the Thai market—products that combine the benefits of cosmetics with pharmaceutical-grade efficacy and safety standards.
Smooth-E Cream launched in 1991 and became the number one selling scar treatment product in Thai pharmacies within three years. The company manufactures using imported ingredients from the USA, Switzerland, and Germany, maintaining standards higher than regular cosmetics. The brand has since expanded to include Dentiste toothpaste and other personal care products.
Smooth-E is now part of Siam Health Group, which also acquired a 90% stake in the P&F pharmacy chain. The company distributes products internationally, including through Amazon in the United States.
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