In a world where eco-conscious living is gaining momentum, one Chiang Mai-based business has found a beautifully simple way to bring sustainable products directly to the people – exactly where they already are. Leaf has developed an elegant, free-standing wooden display board designed for placement in cafés, co-working spaces, hotels, restaurants, co-living residences, and retail shops. Each board showcases a curated range of eco products, including a core collection made in-house and thoughtfully selected items from trusted partner brands.
But Leaf is more than just a display – behind the scenes, they manage logistics, distribution, and restocking from their operations centre, giving venue partners a one-stop solution for offering planet-friendly goods with minimal effort.
How Did They Get Here?
Sometimes, the best businesses don’t begin with a master plan – they begin with a personal need.
For Neua (IG: @neuapanchareon) and his wife Mona, it started with a toothbrush. A simple, everyday object. Their desire to live more sustainably turned that search into a product, that product into an idea, and that idea into a growing network of more than 150 mini eco-shops across Thailand.
This is the story of how one couple’s quest for a better toothbrush became Leaf, a business helping thousands make small, meaningful changes in their daily lives.
It all began in 2016, when Neua and Mona — a Thai-German couple living in Germany — were searching for a plastic-free alternative to the typical toothbrush. Their answer was bamboo.
Determined to reduce their environmental footprint, they scoured the market for a high-quality option. When they couldn’t find one that met their expectations, they sourced a supplier in China and co-developed a toothbrush that reflected their values. They ordered enough to last them three years. At the time, it was simply a personal solution. But the seed of something bigger had been planted.
A New Life in Chiang Mai
In 2018 they visited Chiang Mai and were inspired to create Leaf. In 2019 Leaf was incorporated and the brand was successfully launched in Thailand – not as a traditional retail outlet, but as a distributed network of curated product displays located in cafés, hotels, restaurants, and co-working spaces.
Then in 2020 they moved to Chiang Mai drawn by family ties, nature, and a more grounded lifestyle. Surrounded by an emerging eco-conscious community, the idea behind Leaf began to take root. They realised that if they had struggled to find sustainable products, others probably had too. Could they make eco-friendly essentials easier to access?
Selling just a toothbrush wasn’t enough to build a viable business. So they expanded their range, developing four in-house products and supplementing them with a handpicked selection from trusted partners. Every product is chosen for its sustainability, practicality, and alignment with Leaf’s values.
A New Kind of Retail
The idea was simple: don’t wait for customers to find a shop. Instead, place eco-products where people already spend their time. Make it easy for people – this is what people in Thailand are looking for.
Leaf boards started appearing in high-footfall, values-aligned spaces, offering everyday items like bamboo toothbrushes, natural toothpaste, beeswax wraps, fun lip balms. Shoppers can browse and buy directly from the display – no pressure, no excess packaging, and no greenwashing.
“It wasn’t just about selling products,” says Neua. “It was about putting practical, sustainable solutions into everyday spaces, quietly and attractively.”
What Is the Leaf Board?
At first glance, the Leaf board looks like a small, free-standing wooden display that blends naturally into its surroundings. But it’s more than just a shelf. It’s a compact eco-shop that offers curated items – placed right where people work, eat, and socialise.
The boards are about 150cm tall, with some smaller ones made for tabletop display. They are made from untreated or lightly finished wood, and some have wire mesh to hang the items from. The minimalist, natural look reflects the ethos of the products: clean, honest, low impact. The boards are self-contained, require no electricity, and are manually restocked. The idea is to make sustainability easy, not add complexity.
Growing Through Crisis
Soon after launching Leaf, the COVID-19 pandemic disrupted everything. While many businesses paused, Neua and Mona doubled down.
With tourism slowed, they focused on partnering with local venues that remained open. They restocked displays by hand, listened to customer feedback, and expanded one location at a time.
From a handful of boards in Chiang Mai, Leaf has grown to over 150 across Thailand, including Bangkok, Hua Hin, Koh Samui, Koh Phangan, Krabi and Phuket.
Supporting Local Makers, One Product at a Time
Leaf is not just about its own products. The team collaborates with local eco-makers, offering support with packaging design, placement strategy, and new exposure.
One example is a banana lip balm brand that sold just ten units a month. The Leaf team worked with the product manufactures and after a simple packaging revamp and better placement, sales grew significantly.
All new products undergo a trial period across a selection of locations. Only products that perform well and reflect Leaf’s values are rolled out across the country. Helping the business grow organically as a micro-retail ecosystem.
The People Behind the Brand
Neua, a former competitive cyclist, brings drive, focus, and resilience to the business. He leads marketing and builds relationships. Mona is the strategist, managing finance, logistics, and daily operations with calm precision.
Despite their growing impact, they remain grounded.
“We didn’t set out to build a big business,” says Neua. “We just wanted to make it easier to live sustainably.”
Looking Ahead
We wanted to know if with more than 50 locations in Chiang Mai alone, is saturation a concern? Neua doesn’t think so.
“Each venue serves its own customer base, and there’s very little overlap. So far, we’re not seeing any saturation.”
The couple have plans to continue expanding across Thailand and become the go-to brand for eco essentials. Bangkok poses new challenges, slower decisions and higher competition – but their steady, thoughtful approach remains unchanged.
“People come to us when they’re ready,” says Neua. “That’s how we know the network is real.”
Small Changes, Big Ripples
At its heart, Leaf is about small, consistent shifts. Choosing a bamboo toothbrush. Switching to natural toothpaste. Picking a reusable product instead of a disposable one. It’s a business, but also a quiet movement, led by two people who believe everyday choices can create lasting impact.
And to think, it all started with a toothbrush in Germany.
