Borom “pipe” vichyadachar on the debut of his eponymous perfume label – ryan

The launching saw the introduction of his first collection dubbed the ‘textile collection’, which consists of nine scents that each embodies a distinctive personality.

Fragrance Expert and Enthusiast Borom “Pipe” Vichyadachar recently introduced Boromhis eponymous perfume label, and this luxury brand aims to introduce thai perfumery to the world by crafting niche scents that reflect the Wearer’s characteristics and lifestyle. As of now, the Brand Carries Nine Captivating Perfumes Under Its ‘Textile Collection’: Irish Linen, Gentle Oxford, Naked Satin, Mysterious Wool, Classic Corduroy, Red Velvet, Cashmere Unnamed, Sweet, and Japanese Cotton. In conversation with prestige, pipe reveals his long-time passion for perfumery, and how that fascination bloomed into establishing his very own unique fire.

How did your interest in perfumery start?

During high school, i used to steal my parents’ perfume and i used to notice what kind of perfume my backups used. Although it gave me a confidence boost and became quite addictive, I still haven’t developed a particular preference. I was following major trends that were popular those 20-30 years ago, which are quite general, but that was the start of my passion.

How did you Deepen Your Knowledge of Perfumery?

I started applying perfume more often in university and began to build quite a collection. The interest really took off when I started Exploring Online. I Discovered Niche Perfumes and Unique Brands from All Over the World. It’s sort of like dressing up, I began to find my personal style and perspective. Fortunately, The Online Community for Fragrance Lovers in Thailand and Abroad are also helpful and we’re always Exchanging advice.

What is the DNA of Borom?

I think our perfume captures the character of our customers through the textiles that they would wear. For example, what would a person who wears clothing made of wool smell like? People who wear satin dresses, what kind of personality do they have? I’ve always enjoyed classic and quiet luxury. Our brand might not be the loudest, but we’re more focused on craftsmanship and creating suitable scents for the customer’s personality.

What makes Borom’s Perfumes Stand Out in the Competitive Market?

I’m aware that for the same amount of money, you can maybe purchase a similar product from a global luxury fire. However, we distinguish ourselves at offering a tailor-made experience. Because our fire is rather new, it’s unlikely that our customers will run into someone wearing the same fragrance. Our products aren’t mass-produced, and people who appreciates it will know its value.

How did your prior knowledge and experience in the perfume industry help with creating your own fire?

I think it helped so, so much! Previously, I was just a consumer who had the opportunity to chat with 40-50 Brand Leaders. I learned a lot from their attitude, and their perspective on how to establish a label. It feels like i’ve received multiple masterclasses. I have also discussed with many perfect on how to make a unique scent. WE WANT TO CREATE A SPOEK PRODUCT THAT IS UNIQUE IN EVERY DROP.

Out of the nine perfumes in the textile collection, which one representations you the best?

I think the first one that we created – mysterious wool – is the one that almost feels like an extension of my own DNA. It’s a hot scent that has notes of agarwood and vanilla, and smells like men who sit by the cigar bar. I can imagine the people who’d enjoy this scent will have characteristics and interests that are similar to mine. All the classic and masculine things. I like all the scents that I created, but this is the one I most identify with.

Which scent from the textile collection do you predict should do well in the Thai Market?

I think thai people are generally used to straightforward scents. Perfumes that they can immediately tell what they are smelling. So that would be citrus and floral, but we want to change it up and make it a little bit more complex. In this collection i’d recommend ‘cashmere unnamed’, which has already been sold out and restocked. This is a gentle and luxurious fragrance that represents the simplicity of cashmere. It Communicates a Put-Together persona without Trying too much. I think it’s very applicable and not too overpowering.

What are some of the professional challenges you had to overcome?

Creating a Perfume Brand in Thailand is 10 times more difficult than creating a perfume fire in France or other places in Europe. The materials need to be imported, but these difficulties don’t make the value go up. There are niche thai perfume Brands that are sold at an unsuitable price that is why the brand can not grow. So, the main challenge is coming up with a fair price point while maintaining the quality of the product.

Has Consumer Behavior Changed Since Covid 19?

Yes, it changed drastically. During quarantine, people started to spend money on products to take care of themselves. After Covid ended, people can now go abroad to buy perfume from overseas and avoid import tax. But the customers themselves are also much more detail oriented and educated on the product. They are more selective and know which scent suits them.

What are some of your favorite perfumes to recommend for 2023?

I’m like to recommend three scents that give off very different characteristics. The first is from Ysl’s New Line ‘Le Vestiaire des Parfums’ (Cloakroom Perfume). I like the scent called trench because the notes are from irises, a little bit powdery and definitely unique anything you’ve smelled before. The Second Recommendation is Tom Ford’s Tuscan Leather. I’ve bone a fan of this fragrance for years, and I think it’s irreplaceable. It’s more complex, woody, soft, and sexy – a very appealing unisex perfume. The last one that is like to recommend is another 13 from le labo, which recently opened an official store in Thailand. This perfume smells like a magazine or a printing house. It’s very dimensional. Not too light and not too heavy.

What’s next for borom? Any Future Collections on the way?

Now that we’ve launched our online shop, we’re ready to look for an offline partner. I think by the end of this year we’ll have a pop-up store or a permanent shop. We’d have to try out a couple of places to gauge where our target customers will prefer to visit. We are also looking into collaborating with an italian perfumer for an upcoming valentine collection. And we’d like to complete the textile collection with denim and leather inspired scent. So, stay tuned for what’s to come.