TOKYO — Japanese beauty giant Kosé Corporation has announced on Tuesday its acquisition of Pañpuri, a Thai luxury holistic wellness brand, marking a significant step in its global expansion strategy. Financial details of the transaction were not disclosed, though Pañpuri reported revenues of $32 million in 2024.
Founded in 2003, Pañpuri has built its reputation on combining traditional Thai wellness practices with modern beauty technology. The brand draws inspiration from herbal remedies and essential oils dating back to the ancient Ayutthaya Kingdom, focusing on a holistic approach that emphasizes the harmony of body, mind, and soul.
According to Kosé news release on December 10, the Pañpuri’s acquisition aligns with Kosé’s “Vision for Lifelong Beauty Partner – Milestone 2030” strategy, which aims to diversify its brand portfolio through regional partnerships rather than relying solely on internal development. The move is expected to strengthen Kosé’s presence in the Global South market.
Pañpuri has distinguished itself through its strict ingredient standards, implementing a “Zerolist™ Promise” that excludes over 2,300 potentially harmful ingredients from its formulations. The brand offers a comprehensive range of products including fragrances, bath and body care, skincare, and home fragrances, all developed with a commitment to sustainability and clean beauty principles.
“PAÑPURI’s traditional approach, combined with its commitment to fragrance and sophisticated product design, aligns perfectly with Kosé’s philosophy of pursuing sensory quality while honoring tradition and innovation,” said Kazutoshi Kobayashi, President and CEO of Kosé Corporation.
Vorravit Siripark, CEO of Puri Co., Ltd., expressed enthusiasm about the partnership, stating that it would enable Pañpuri to leverage Kosé’s global technology and expertise while maintaining its unique Thai wellness heritage. “This collaboration will allow us to continue honoring our traditions while driving growth and innovation in creating meaningful beauty experiences,” Siripark said.
The Thai brand has established a strong retail presence in luxury shopping malls, department stores, and high-end hotels across Thailand, with recent expansion into Hong Kong planned for August 2024. It also maintains e-commerce operations serving customers in Japan, China, and Europe.
This acquisition represents a strategic move for both companies: providing Kosé with a stronger foothold in the growing Southeast Asian beauty market while giving Pañpuri access to advanced research and development capabilities and global distribution networks.
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