Thai premium beauty brand HARNN lands in Singapore amid accelerated expansion plans

HARNN opened its first retail store in Singapore on September 11, with plans to enter the e-commerce space in the near future.

This comes after the brand was acquired by Thailand-based Tanachira Group in 2018, which has since fuelled its next stage of development. 

“HARNN previously operated in Singapore through a different distributor.​ Setting up a physical store here is motivated by our desire to connect with the local community, offer a tangible experience of our products, and strengthen our presence in this vibrant market.​

“​We are planning to have exclusive products tailored for the Singapore market soon, aiming to meet the unique needs of local consumers. Our goals include establishing a strong brand presence and enhancing customer satisfaction through an immersive retail journey,” ​Sharon Tay, Country Manager at Tanachira SEA Pte Ltd, told CosmeticsDesign-Asia​.

The store is designed to provide a multi-sensorial treat via a harmonious blend of scents, calming visuals and colours, and gentle ambient sounds to replicate the spa experience.

The Tanachira Group operates its own spa facilities, known as sCape by HARNN, in its domestic market and other countries, including Japan.

In addition, the firm has set foot into the hospitality sector, and extended HARNN’s products and spa experiences to hotels and resorts worldwide.

Besides Thailand and Singapore, HARNN is currently available in China, Japan, Switzerland, and Vietnam, with distribution managed by the Group for both physical retail stores and e-commerce platforms.

“We are continuously exploring expansion opportunities in the South East Asia region and beyond. Markets with high demand for premium skin care and wellness products are of interest to us, and we assess them carefully to ensure we provide value to consumers [in these markets],” ​said Tay.

A blend of traditional and contemporary ​

HARNN leverages natural ingredients in its formulations and time-honoured producing methods passed down through generations of Thai artisans.

Its products range from skin care, hair care and body care to home spa items.

According to Tay, one of the brand’s global bestsellers is the White Tea & Camellia body care series, which comprises body wash, body lotion, body scrub, body oil spray, and hand cream.

The ingredients in this collection claim to provide skin renewal benefits, such as niacinamide for skin brightening, multivitamins for softening and smoothing, and white tea extract for soothing effects.

Another popular body care range is said to be the Almond & Thyme, which is formulated with ingredients such as flavonoids from clary sage, glycerin, trehalose, and vitamin E to bring about long-lasting hydration and a smoother complexion.

“HARNN is committed to using natural ingredients, traditional Thai wellness practices, and eco-friendly packaging. We are focused on building a strong brand identity, adopting sustainable practices, and telling an engaging brand story through our marketing efforts,” ​Tay shared.