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Published on February 11, 2008

Pattree Bhakdibutr, once a designer for trendy fashion brand Greyhound, discovered the beauty secrets of Thai herbs and has been following their intoxicating aromas ever since.

Her Erb line of skincare products made from herb extracts - sold in packaging she designed - was an immediate hit when she introduced it in Britain seven years ago, and Thailand has shared in her discovery now for five years.

"When I was a clothing designer I also wrote a magazine column on new trends," says the managing director of Palama-lapa Ltd. "I saw interest rising in health and natural products - and in exotic, oriental design.

"Back then you didn't hear people talking about 'local wisdom' like they do today. Meanwhile my mother encouraged me to adopt a more holistic lifestyle."

The Thai word erb doesn't just sound like "herb", it means "to radiantly glow", and was once commonly used to describe a wise woman who knew about living well in the traditional Thai way.

"When I hear the word erb I think of a kind and caring grandmother," Pattree says.

Erb products are sold in stores and spas in 10 countries around the world, but the focus is on Thailand, Britain, France, Japan and Australia. That reach wasn't originally part of Pattree's plans.

"I started out selling herbal tea as a souvenir at the Iseton department store, but the more I learned about the benefits of different herbs, the more I wanted to actually use them."

Thai women used to use turmeric as a body mask, she points out, even though the powder sold in the markets was quite unprocessed.

So Pattree put some thought into standardising the old treatments and remedies and redesigning the packaging. She has adapted and blended traditional wisdom and regional ingredients - jasmine, mint, ylang ylang, lemongrass and more - to enhance their benefits, aroma and texture.

Her latest innovation is called the Seven Pollen Face Spa Ritual, which borrows from the beauty secrets of Thai royalty. The pollens come from the sacred lotus, sarapee, bakula, jasmine, bunnag, ylang ylang and champaka.

Together they nourish the skin by first repairing the cells and then enhancing its radiance.

"It is absolutely 100-per-cent natural and tested by a dermatologist," Pattree says. "We have our own research-and-development laboratory, so we can make sure our products are free of chemicals, dyes and colorants.

"Some cosmetics are made to last three years, but because Erb products are completely natural, we recommend using each item for no more than one year. It's our strategy to produce small amounts, but more frequently, so that our products are always fresh.

"Some people," Pattree adds, "might want to have a quick shower when they're tired after a long workday, but I believe in simple bliss. Even during a two-minute shower you can use a gentle aromatic jasmine-and-mint gel. The scent will relax your muscles and the cream softens your skin.

"When you're going to bed you can apply the shower cream and the aroma will be absorbed into your skin and help you sleep more deeply. Then you'll feel fresh when you wake up because you've had such a good night's sleep.

"Simple indulgences like these don't require a lot of time - like having ginger tea in a meeting: The aroma and taste will refresh you."

Kupluthai Pungkanon

The Nation