Pañpuri, a niche fragrance and holistic beauty brand from Thailand — acquired by Kosé in 2024 — is accelerating its retail expansion with its first mainland China boutique at HKRI Taikoo Hui, a popular luxury retail destination in downtown Shanghai.
Pañpuri was launched by Thai entrepreneur Vorravit Siripark in 2003 and honors the Thai tradition of oil rituals. The brand emphasizes natural components in its hero products, including the Milk Bath and Body Oil and the Extract Perfume Oil, which is available in around 20 unisex scents.
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According to Siripark, who is also chief executive officer of the brand, the Taikoo Hui store marks a strategic move to capitalize on China’s fragrance boom while introducing the concept of “skinification” in the market, where multifunctional olfactory products offer both scent and skin care benefits.
“I think Chinese consumers are also open to new ideas. They’re willing to explore fragrance, so it’s a very dynamic and interesting market for us,” Siripark said.
Socially, Siripark sees consumers “falling back in love with the local culture,” a trend he said is also evident in Thailand. “As long as you know your roots, and you’re confident about where you come from. and you integrate it into contemporary life, that’s when it becomes relevant to consumers,” Siripark said.
“We have always lived with oil in Thailand traditionally — so as to be close to nature. When we do perfume, we want to go back to the ancient way of doing perfumery when there was no alcohol. Because the oil is also skin nourishing, and it doesn’t announce itself like alcohol, it stays very close to you, it’s about self care,” added Siripark, who revealed that the brand is launching a new water-based and alcohol-free fragrance line in China next year called Care Eau de Parfum.
The spatial flow of the store is also meant to mirror a ritualistic experience.
Using the design language of “Quiet Architecture,” the store is conceived as “a sensory expression” of the brand’s philosophy, which centers around teachings such as “stillness, reflection and emotional connection,“ the brand said in a statement.
“‘Quiet Architecture’ means we take inspiration from the ground, the column, the ceiling. This first door starts with the ground, so you would see the kind of earthy tone. It’s almost like we are building our foundation with the stone,” said Siripark, gesturing to the store’s softly curved space.
Inspired by the concept of “The Sanctuary of Scent,” the space highlights natural textures, sculptural forms and composed proportions that invite visitors to slow down. Light, which gently shifts across tactile surfaces to create an immersive experience, is also meant to be an architectural gesture in itself.
Shoppers will find the brand’s complete range, including its signature fragrance and body care collections and home ambience products such as scented candles and scented sachets. The store also features Andaman Sails, its signature solid perfume line.
