Beauty / news
Thai Perfumer Pañpuri Opens First Mainland China Store in Shanghai
Thai niche fragrance brand Pañpuri has opened its first Mainland China boutique at HKRI Taikoo Hui in Shanghai, as it looks to tap China's fragrance boom with its sensory, skinification-focused oil products.
The Shanghai boutique, located at HKRI Taikoo Hui, a popular luxury retail destination in downtown Shanghai, marks Pañpuri's retail debut in Mainland China. The store is part of the brand's broader acceleration in the region following its acquisition by Japanese beauty group Kosé in 2024.
Founded in 2003 by Thai entrepreneur Vorravit Siripark, Pañpuri draws on the tradition of Thai oil rituals and emphasizes natural ingredients. Its hero products include the Milk Bath and Body Oil, as well as the Extract Perfume Oil, which is available in around 20 unisex scents.
Siripark, who serves as chief executive officer, said the Taikoo Hui store represents a strategic move to capitalize on China’s growing fragrance market while introducing the concept of “skinification” — multifunctional olfactory products that offer both scent and skin care benefits.
He also noted that Chinese consumers are willing to explore fragrance, describing the market as dynamic and interesting. Beyond product innovation, Siripark sees a broader cultural shift, saying consumers are “falling back in love with local culture,” a trend he said is also evident in Thailand and tied to the brand’s authentic roots.