On December 10, Japan’s leading cosmetics company KOSÉ Corporation announced the acquisition of shares in PURI CO., LTD. (hereinafter referred to as “PURI”), the company behind Thailand’s renowned holistic wellness brand PAÑPURI. With this acquisition, KOSÉ aims to support the further growth of the brand while expanding its portfolio and enhancing its competitiveness in the Asian market.
PAÑPURI: A Leading Holistic Wellness Brand in Thailand
Founded in 2003, PAÑPURI draws from the rich traditions of the ancient Ayutthaya Kingdom, incorporating herbs and essential oils to develop products that focus on the “harmony of body, mind, and soul.” PAÑPURI products adhere to a proprietary ingredient standard known as “Zerolist™,” which excludes over 2,300 questionable ingredients. These formulations are clean, effective, vegan, and cruelty-free, embodying the principles of sustainable wellness.
The brand’s core offerings include fragrance, bath and body, skincare, and home fragrance products. Particularly noteworthy is their fragrance line, which is inspired by Eastern traditions and Thailand’s rich olfactory culture, providing unique and niche scents. PAÑPURI currently operates 26 stores across Thailand in luxury malls, department stores, hotels, and resorts, and recently expanded into Hong Kong in 2024. The brand also reaches markets in Japan, China, and Europe through online platforms, steadily broadening its international presence.
KOSÉ’s Global Strategy
KOSÉ is actively pursuing a global strategy under its long-term vision, “Vision for Lifelong Beauty Partner―Milestone2030,” with a focus on diversifying beyond in-house development. This strategy emphasizes integrating regionally rooted brands to meet the increasingly varied needs of global consumers. The acquisition of PAÑPURI exemplifies this approach.
Kazutoshi Kobayashi, president and chief executive officer of Kosé Corp., stated, “With this acquisition of shares, we will accelerate the global strategy set forth in our medium- to long-term vision, and aim to establish a presence in the global south markets and further enhance our value.”
Similarly, Vorravit Siripark, CEO of Puri, expressed, “With Kosé, we will bring Pañpuri’s unique approach to wellness — blending Thai craftsmanship, mindfulness and sensorial excellence — to a broader audience. This collaboration allows us to preserve our heritage while embracing a future of growth, innovation and shared passion for creating meaningful beauty experiences.”
Through the acquisition of PAÑPURI, KOSÉ has entered the growing holistic wellness sector, strengthening its competitiveness not only in Asia but also across the global market. The company plans to use PAÑPURI’s products and services to deliver new value focused on sustainability, expanding its customer base worldwide.