#WhenWomenLead - A mother's concern for her newborn's allergy leads to Aiaoon gentle baby care products

“Women have the strength to build anything,” says Nutcha Wongvitid. The 38-year-old co-founded and leads Aiaoon, a Bangkok-based brand whose name evokes the warmth of a mother’s hug and sells baby care products like shampoo, toothpaste and skin cream.

Nutcha started her company, Soulbound Co., Ltd., in 2014 with her husband, positioning Aiaoon as a trusted brand with natural, safe ingredients. When her newborn daughter experienced an allergic reaction to butterfly pea extract, it inspired Nutcha to conduct months of research. She then partnered with a factory to develop gentle, hypoallergenic formulations specifically designed for children's sensitive skin, which became the foundation for their range of children's care products.

Nutcha’s husband Surut Siriphonphaiboon, is the company’s brand and product manager. Otherwise, all 20 staff members are women, and the entire supply chain, from factory owners to marketing managers, is led by women entrepreneurs.

“By working with other women entrepreneurs, we’re building a network that supports each other,” she says. “It’s about creating a value chain where every woman feels empowered, from production to the final product.”

Nutcha makes it a point to speak directly to the women who are her primary customers, regularly going live on social media to introduce new products and build a loyal community.

“It’s a fact: women buy for the family,” she says. “They are the ones researching, comparing, and making choices that affect everyone’s well-being. That’s why it’s crucial for us to speak directly to them, understand their needs, and involve them in our business decisions.”

At first, Nutcha marketed her products through traditional channels like baby fairs, but she quickly pivoted to e-commerce. Today, Aiaoon products are sold nationwide through digital platforms as well as at major malls, parenting stores and drug stores. Aiaoon also sells in Cambodia.

During the WE RISE Together programme, Nutcha met other women entrepreneurs. That, she says, “made me realize that we’re all facing the same barriers -- limited access to funding, bias, and the struggle to balance family with business. But it’s also inspiring because we’re breaking these barriers together.” 

Nutcha is exploring new product lines tailored for women and wants to mentor young women entrepreneurs.

“We need more women-led businesses, more women CEOs, and more women breaking through glass ceilings,” she says. “If I can help even one woman believe in herself a little more, then that’s a win.”