Bangkok: In the 5-star hotel industry, Molida may initially be familiar as a brand of enchanting fragrances and hotel amenities. But behind this captivating scent lies the vision of Joy-Tassanee Molida, Managing Director of Phuket World Pro Supply Co., Ltd., the owner of the MOLIDA fragrance brand in Phuket. She aimed to transform emptiness into wealth by leveraging the "ideas" and "cultural capital" of her hometown, Phuket.
According to Thai News Agency, before creating Molida, Joy shared that she had gained experience in the hotel supply business, designing and manufacturing amenities for luxury hotels in Phuket, Phang Nga, Krabi, and Samui. After working as a distributor for international brands, she wondered why Phuket didn't have its own amenities brand. This became her inspiration to incorporate the stories, culture, and identity of Phuket into her products, allowing tourists to experience the local spirit.
Molida's core concept is to transform Phuket's soft power into sense power. Joy drew inspiration from three key aspects of Phuket's identity for the fragrance blend and packaging design: Sino-Portuguese architecture, unique local cuisine, and Peranakan style clothing. What sets Molida apart is its use of Phuket's GI (Geographical Indication) plants, such as Phuket pineapple and wild orange, to create unique fragrances. Additionally, they offer the popular "Mahya" scent, inspired by the love and family bonds of Phuket people, blending the aromas of traditional Phuket ceremonies, incense, candles, and fruits in a harmonious combination.
Despite the fierce competition in the hotel supplies business, both from domestic and international competitors, Molida uses "understanding and care" as her key weapon. Joy emphasizes the honesty and five-star quality standards she's familiar with, combined with her local expertise and deep understanding of Phuket's customer context and culture. This has earned the brand opportunities and the trust of major hotel operators.
Molida's goal is not just to be a provincial brand, but to bring Phuket's name to the world stage. Currently, Molida has expanded its customer base internationally, with a distributor in Dubai, proving that Thai identity and quality can be recognized globally.
Joy credits all of her success to her team who have weathered the crises together, from the COVID-19 pandemic to the present. She believes in honest communication and collaborative problem-solving, which helped the brand survive the hotel closure period by shifting its sales channels to local markets and schools, based on the team's ideas.
In the future, Molida plans to reposition its brand further as a Premium Sense and Wellness Brand, with the opening of its own spa and a flagship store in the heart of Phuket Old Town later this year. For those who want to experience the essence of Phuket through Molida fragrances, you can purchase them at Vela Town in the heart of Phuket town, in shops within leading hotels, or order online through Shopee, TikTok Shop, and the website molidaaroma.com.