From viral skincare education to international retail expansion, two Thai entrepreneurs share the science, strategy and values behind a growing beauty brand.
Pumpkins and cobwebs decorated the room, but the real intrigue at INGU headquarters was how two Thai entrepreneurs turned skincare science into a successful business.
On October 19, 2026, students from Assumption University’s Graduate School of Business and Advanced Technology Management (GSBATM) stepped out of the classroom and into the world of INGU Skin, meeting co-founders Chayadhorn “Ing” Kitiyadisai and Thatch Kitiyadisai for a firsthand look at entrepreneurship, brand building and the business of beauty.
Their story offered a particularly relevant lesson for aspiring entrepreneurs: sometimes the smartest marketing strategy begins by teaching customers something useful.
From Skin Problems to Business Solutions
INGU’s story began long before its first skincare product reached the shelves.
Growing up in a family with three generations of cosmetics manufacturing experience, Ing was familiar with the beauty industry. But his personal struggles with acne prompted him to question the confusing claims, complicated routines and marketing messages surrounding skincare.
He began sharing accessible, science-based explanations of skincare ingredients through online content, becoming known for his educational platform, Flip the Box. His approachable style helped build an engaged community of consumers interested in understanding what they were putting on their skin.
In 2022, Ing and his brother Thatch translated that trust into INGU Skin, a Thai skincare company built around scientific research, transparency and consumer education.
During the corporate visit, the co-founders explored the business strategies that helped INGU grow from a digitally driven challenger brand into an omnichannel business with retail partnerships across Thailand.
The brand has also begun reaching international consumers, including its entry into Singapore in 2026, bringing Thai skincare innovation to a wider audience.
Five Core Values That Go Beyond the Label
One of the highlights of the visit was INGU’s presentation of five core values. Students discovered how these principles guide product development, communication, sourcing and environmental decisions.
Simplify to Amplify challenges the idea that effective skincare must be complicated. INGU encourages consumers to understand their skin and use products that meet genuine needs rather than follow every trend.
Transparent Science places research and evidence at the center of product development. The company highlights ingredients and their concentrations, giving customers more information about what they are buying.
Empower Local Producers reflects INGU’s commitment to Thai ingredients, domestic expertise and local supply chains. By combining locally sourced extracts with internationally recognized skincare ingredients, the company aims to show that Thai innovation deserves a place on the global beauty stage.
Realistically Sustainable emphasizes practical environmental decisions, including the use of post-consumer recycled plastic in packaging and encouraging responsible waste separation. The philosophy recognizes that sustainability requires achievable action rather than attractive promises.
Facts Without Fear encourages science-based communication without exploiting consumers’ insecurities or creating unnecessary anxiety about ingredients.
These values even influence INGU’s visual identity. The pentagon incorporated into the percentage symbol of the brand’s logo represents its five guiding principles.
For students studying marketing, entrepreneurship and strategic management, the message was especially relevant. Corporate values become far more powerful when customers can recognize them in a company’s products, communications and everyday decisions.
Building a Community Before Building a Market
Another important lesson came from INGU’s approach to customer relationships.
Rather than relying primarily on conventional advertising, the company developed a following through educational content that answered questions, explained ingredients and helped consumers make more informed choices.
This approach created a foundation for the company’s expansion from direct-to-consumer online sales into physical retail.
Students explored how digital engagement, customer confidence and a recognizable brand identity can support long-term business development.
The conversation also highlighted the broader potential of Thailand’s beauty industry. Through its commitment to scientific formulation and Thai ingredients, INGU is contributing to the growing international visibility of T-Beauty.
Learning From the People Behind the Brand
Meeting Ing and Thatch offered students an opportunity to hear directly from entrepreneurs navigating the challenges of building and expanding a modern consumer brand.
Their experiences connected several important business disciplines, from product innovation and consumer behavior to brand positioning, distribution, digital marketing and sustainability.
The visit reflected GSBATM’s commitment to experiential learning, connecting academic concepts with the decisions and challenges faced by businesses operating in competitive markets.
It also opened the door to further engagement between the university and industry, including potential international learning opportunities.
For the visiting students, INGU demonstrated that a Thai brand can compete through a clear purpose, thoughtful innovation and a genuine understanding of its customers.
And perhaps the most memorable business lesson was refreshingly simple: earn the customer’s trust, give them a reason to stay, and build from there.
Learn more about the company at INGU Skin.
WRITER: THE AU LIBRARY
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