Kanyachat “Elle” Lerttanapaiboon

Co-founder & CEO, HER HYNESS

Industry : Business

HER HYNESS began with a problem Kanyachat “Elle” Lerttanapaiboon understood personally: severe skin sensitivity. Her response was to turn that experience, together with years inside the global beauty industry, into a Thai skincare company built around clinical testing and product performance.

Before co-founding HER HYNESS, Elle worked with L’Oréal, Estée Lauder and MAC Cosmetics across Singapore, Thailand and China. That international grounding informed a clean-beauty proposition designed to deliver results without compromising skin health. As CEO, she has placed research, clinical testing and formulations developed for Asian skin and tropical climates at the centre of the brand.

The numbers suggest that focus has found its audience. Sheet masks and sunscreen are among HER HYNESS’s bestselling products across major retail and e-commerce platforms, while annual revenue surpassed THB 1 billion in 2024 – less than a decade after the company was established.

For Elle, however, scale is also an argument for what Thai beauty businesses can achieve. HER HYNESS has grown by concentrating on product development and long-term quality rather than chasing short-lived trends. In doing so, she is helping shift perceptions of locally developed skincare: not as an alternative to established international names, but as a competitor capable of meeting them on research, relevance and performance.