Yesterday, Japan’s Kosé Corporation has taken a significant step toward expanding its global reach and entering the wellness market by acquiring Pañpuri, a Bangkok-based Thai beauty brand. The deal marks Kosé’s strategy to integrate regionally rooted brands into its portfolio to drive global business growth.
Under the agreement, Kosé will acquire 1,062,702 shares of Pañpuri’s parent company, Puri Co. Ltd., turning it into a Kosé subsidiary. The transaction is expected to close on December 30, with the remaining shares set to be acquired over the next three to five years. Despite the scale of the acquisition, Kosé anticipates minimal impact on its consolidated financial results for the fiscal year 2024.
Pañpuri, established in 2003, is a clean, prestige beauty brand blending eastern traditions with Thai heritage. Its offerings include perfumes, body care, skincare, home fragrance, and spa experiences, catering to luxury consumers in Thailand and expanding globally. The brand’s products are available in high-end malls, hotels, resorts, travel retailers, and through online platforms in markets such as Japan, China, and Europe. In 2023, Puri reported sales of 580 million Thai baht (approximately $17.2 million USD).
Kosé CEO Kazutoshi Kobayashi emphasized that the acquisition aligns with the company’s medium- to long-term vision, aiming to establish a presence in the global south and diversify its portfolio to meet varied consumer needs. Vorravit Siripark, CEO of Puri, echoed this sentiment, highlighting the collaboration as a pathway to preserving Pañpuri’s heritage while introducing its unique wellness approach — rooted in Thai craftsmanship, mindfulness, and sensorial excellence — to a broader international audience.
