I'm Erika, the Founder of Cha Cha Noi.

Amidst a sea of beauty brands that sell you rigid routines, perfection, and optimization, I dreamed of a beauty brand that felt like a cherished moment in my day.

Cha Cha Noi was born from a desire to incorporate holistic beauty rituals into my life, going deeper than the trends and quick fixes that currently dominate the industry.

After multiple trips to Thailand and over eighteen formula iterations, my co-founder Max and I created our first two products featuring traditional Thai ingredients mixed with clinical skincare actives. Our plan is to only launch a few products each year because we care a lot about details-- from the local farms and suppliers we source from, to our artwork commissioned from Thai artists. We are an entirely self-funded operation, allowing us full freedom to embody our vision every step of the way.

In a world consumed by urgency and overwhelm, Cha Cha Noi is your invitation to slow down. Thank you for being here and for allowing us to be part of your journey. I hope you find as much joy in using our products as we did in creating them for you!

PS-- please feel free to say hello! You can reach me at erika@chachanoi.co

  • Our Vision

    A small-batch wellness brand combining modern ingredients with traditional Thai elements. Our natural ingredients are sourced from independent farms throughout Thailand and our packaging artwork is commissioned by Thai artists.

  • Our Formulations

    Cruelty-free custom formulas with no parabens, sulfates, phthalates, or mineral oils. Our products are intentionally formulated to meet the strictest international standards through the US, EU, and beyond.

  • Our People

    We are two co-founders in collaboration with an amazing team of freelancers, manufacturing partners, and of course our community of supporters!
  • 2022 - Inspiration
  • 2023 - Formulation
  • 2024 - Creative Incubation
  • Today and Tomorrow

2022 - Inspiration

The idea behind Cha Cha Noi began when Max and I were visiting family in Bangkok-- I remember it was hot, humid, and my skin was flaring up. We were at Icon Siam (one of Bangkok's many amazing mega malls), and Max introduced me to some well-known local Thai beauty brands, none of which I had ever encountered before in the US. I decided to try out a mulberry cream, and absolutely loved how it made my skin glow.

Throughout the trip, I kept wondering why Thai beauty brands had virtually no presence in the US despite being so well-established across Asia. I loved the products so much I even had to ditch some clothes to make everything fit into my suitcase.

2023 - Formulation

I spent the next several years learning about Thai herbal ingredients and the unique approach Thailand has to self-care. I noticed how a lot of the Thai beauty brands I bought from focused on similar things: natural ingredients, simple but consistent routines, and the connection between physical, mental, and spiritual well-being. The more I learned, the more inspired I felt to create a business that drew upon these same principles. 

I started contacting numerous manufacturers in Thailand, visiting factories and requesting skincare samples.

We ultimately decided on a family-owned lab that sources natural ingredients from independent farms throughout Thailand. We loved their focus on natural practices and empowering the local communities around them.

For nearly three years, we worked on custom formulating two initial products for our launch - our Calming Cleanser and Silk Serum. We did about 9 different formula iterations for each product, ensuring our products met the strictest ingredient standards and passed numerous tests, both inside the lab in a controlled study, as well as outside the lab with friends and family.

2024 - Creative Incubation

In 2024 I switched a lot of my focus to the Cha Cha Noi vision--something luxurious, elegant, but still warm and approachable. Much of my inspiration came from paintings I saw at the Bangkok Museum of Contemporary Art, as well as time spent relaxing at jungle cafes in Chiang Mai.

During this time we also partnered with Bangkok-based design studios to create brand elements that felt authentically Thai. All of the flowers and animals featured in our packaging are native Thai specimens and hand drawn!

Today and Tomorrow

We are excited to share what we’ve created and still have so much more to look forward to. This multi-year road to launch had many challenges, setbacks, and unexpected surprises-- but I’m so glad we trusted the process and took our time to create something meaningful.

What’s next? We’re on a mission to promote holistic self care and Thai rituals throughout the US and beyond. We want to develop a comprehensive line of skincare and bodycare products-- all slowly and thoughtfully at our own pace.

ช้าๆหน่อย | Chā ᐧ Chā ᐧ Nǒī

“Slow Down a Little”

Our name is a Thai phrase that means “slow down a little.” You say it when you want someone to slow down or something to be done more slowly. We loved the way this phrase captures our mission.

Discover Cha Cha Noi

Shop All Products