BREATH WORK

Luxury, says VORRAVIT SIRIPARK, Founder & CEO of Thai beauty and wellness brand Pañpuri, requires responsibility.

- By MARY LIM

If Vorravit Siripark could go back in time, he would advise his younger self to “trust the quiet path”. The former management consultant who founded Pañpuri in 2003, best known for its fragrances, skincare and bath and body products, explains, “There will always be pressure to grow faster, to follow trends, to make the brand louder.”

Tapping into holistic Thai healing rituals, Pañpuri offers gentle formulations built around natural ingredients, such as jasmine, lemongrass, and turmeric, to help restore physical, mental, and spiritual harmony. Its products go beyond efficacy to ensure safety as well, with ingredients carefully screened against its proprietary ZeroList standard.

Siripark hasn't done too badly. Pañpuri generated sales of 1.1 billion Thai baht (S$40.7 million) in 2024, and was acquired by Japanese beauty conglomerate Kosé, which also owns Decorté and Tarte. Revenue reached THB 521 million in the first half of 2025, up six percent from 2024.

Siripark was in Singapore last November to open Pañpuri’s first boutique in Singapore. Outside Thailand, where there are 31 standalone stores, the brand is available here, Hong Kong, and Japan.

The expansion process has been kept deliberate. As he puts it, luxury is a relationship, not a product. When people encounter your world, what matters most is how they feel. By staying true to that feeling, “the brand will grow honestly and sustainably.”

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