Leading Thai fragrance and wellness brand to expand international presence after acquisition by Japan's KOSÉ Group

Pañpuri, a Thai luxury fragrance brand, has been acquired by Japan's renowned cosmetics group KOSÉ Group and is now preparing to expand its global presence in the luxury market. While financial details of the acquisition announced on December 10 remain undisclosed, the brand is expected to generate revenues of approximately $32 million in 2024.

According to a joint statement, the acquisition is in line with KOSÉ's mid- to long-term vision "Vision for Lifelong Beauty Partner - Milestone 2030", which emphasizes global growth through strategic partnerships with brands that resonate deeply with its communities and values.

The partnership will support PAÑPURI's expansion into international markets as an authentic luxury wellness brand from Asia.

"We are delighted to welcome PAÑPURI to the Group through the acquisition of a minority stake in PURI, a renowned Thai holistic wellness and lifestyle brand," said Kazutoshi Kobayashi, President and CEO of KOSÉ Co., Ltd. "Beyond its efficacy as a cosmetic product, PAÑPURI's traditional approach and obsession with fragrance - passed down from generation to generation in Thailand - and its sophisticated product design, which enhances the user's comfort and psychological well-being, aligns closely with our company's heritage and tradition of innovation, while continuously pursuing sensory quality."

Pañpuri, known for its premium bath and body care, hair care, skin care and fragrance products inspired by Thai wellness traditions, has 26 standalone stores in Thailand, as well as outlets in premium malls and spas such as Central World and Emquartie. The brand has an international presence in 15 countries across Europe and Asia, including Shinjuku Isetan and Hankyu Umeda department stores in Japan and K11 Musea in Hong Kong.

The acquisition by Kosé will enhance Pañpuri's position as an "authentic luxury wellness brand from Asia" in the international market. Vorravit Siripark, founder and CEO of PAÑPURI, said: "Becoming part of the KOSÉ family is an extraordinary milestone for PAÑPURI. This partnership allows us to elevate our mission of sharing holistic wellness with a global audience. Working with KOSÉ, we can expand our unique approach to wellness while staying true to the core values that define us."

PAÑPURI's majority shareholder Lakeshore Capital also expressed its confidence in the partnership: "We are proud to have played a role in PAÑPURI's amazing journey and are excited to watch it flourish in its next chapter together with KOSÉ."