A MESSAGE FROM PÃNPURI
Thai wellness meets a Japanese legacy of excellence
In 2024, KOSÉ strengthened its position in the luxury wellness segment through the acquisition of Thai fragrance and holistic wellness brand PAÑPURI.
PAÑPURI’s niche fragrance and sensorial wellness offer complements KOSÉ’s existing beauty portfolio while introducing a differentiated Eastern wellness perspective to global consumers.
The partnership is also expected to play a key role in strengthening KOSÉ’s presence in travel retail, where wellness, experiential storytelling and premiumisation continue to shape evolving consumer expectations.
As PAÑPURI continues to expand its presence within KOSÉ, Founder & Chief Executive Officer Vorravit Siripark reflects on the significance of the Japanese beauty group’s 80th anniversary and the shared values that underpin the partnership.
“KOSÉ’s 80th anniversary marks a remarkable journey – one defined by enduring craftsmanship, thoughtful innovation and a deep respect for beauty as a cultural value,” he says.
PAÑPURI Founder & Chief Executive Officer
Vorravit Siripark
“What defines PAÑPURI is our ability to translate cultural depth into a contemporary global language”
PAÑPURI Founder & Chief Executive Officer Vorravit Siripark
“What I have always admired about KOSÉ is its ability to evolve with changing times while remaining anchored in its core philosophy. This balance between heritage and progress is rare, and it is precisely what has allowed KOSÉ to stay relevant, trusted and respected across generations.
“For PAÑPURI, it is a privilege to be part of this journey at such a meaningful milestone. As KOSÉ enters its next chapter, we look forward to growing together – bringing our Eastern wellness perspective while learning from Japan’s legacy of excellence, with a shared aspiration to inspire beauty and wellbeing for generations to come.”
Siripark also highlights the importance of travel retail as a channel for discovery and emotional connection, noting how the environment aligns closely with PAÑPURI’s own sensorial brand philosophy. “Travel retail represents far more than a point-of-sale,” he explained. “It is a unique environment where travellers are open to discovery, emotion and meaningful brand experiences.
“I see KOSÉ Travel Retail evolving into a platform for experiential wellbeing – one that introduces moments of calm, inspiration and connection within the journey itself. It is a space where sensorial storytelling can leave impressions, rather than transactions alone.”
He adds: “For PAÑPURI, travel retail is a natural extension of our philosophy. With KOSÉ’s reach, expertise and long-term vision, we believe this channel will play a more important role in bringing modern, mindful wellness to travellers across cultures and borders.”
Founded in Thailand, PAÑPURI has built a distinctive position in the niche fragrance and wellness space by blending Eastern philosophies with contemporary sensorial design. Siripark explains the brand’s ethos and how it complements the wider KOSÉ beauty ecosystem.
“PAÑPURI is an Eastern niche fragrance and holistic wellness brand founded in Thailand over two decades ago, guided by the belief that true beauty begins with wellbeing.
“Rooted in Eastern wisdom, our creations are designed to nurture harmony between body, mind and soul. From fragrance and skin-close rituals to spa and sensorial experiences, every detail reflects our commitment to clean formulation, refined design and emotional storytelling.”
Concluding, Siripark says: “What defines PAÑPURI is our ability to translate cultural depth into a contemporary global language. As part of the KOSÉ family, we contribute a distinctive Eastern identity and a purpose-led approach to modern wellness – aligned with a shared vision of beauty that is thoughtful, enduring and harmonious.”
Spotlight Series – May 2026