Thailand’s Premium Eco-Luxury Spa & Fragrance Pioneer

Divana, Thailand’s leading premium eco-luxury spa and fragrance brand, is charting an ambitious growth path for 2025. Riding the global wellness wave, the company plans a ฿100 million investment to launch four new spa branches and ten new shop outlets, while preparing to expand internationally across ASEAN, the Middle East, and China. This milestone year also marks Divana’s 25th anniversary celebration, with the unveiling of its latest innovation: Scentology Perfume Oils, five signature plant-based fragrances, alongside the Scent Bracelet, crafted from recycled silver and lava stone—blending the art of fragrance with sustainability. Divana projects revenue to double in 2025, targeting ฿600 million.

“For 25 years, Divana has dedicated itself to elevating the standards of Thai massage and holistic spa experiences, while pioneering eco-luxury innovations that bring value to people’s lives and to the planet,”
said Patthanapong Ranurak, CEO & Founder of Divana Global Co., Ltd.

A Booming Global Wellness Market

According to the Global Wellness Institute (GWI), the global wellness economy is forecast to reach USD 7 trillion (approx. THB 230 trillion) by 2025, with the spa industry growing at an average annual rate of 17.2%, and wellness tourism at 20.9%. Thailand, backed by its strong tourism industry and national agenda to become a regional Medical Hub, is well positioned to capture this growth.

Divana is ready to embrace these opportunities, continuously innovating to launch new products that resonate with the global wellness trend while maintaining a strong presence in both domestic and international markets.

Five Business Pillars of Divana

1. Spa Business – A leader in Thailand’s luxury spa sector, internationally recognized under brands including Divana Scentuara Spa, Divana Nurture Spa, Divana Divine Spa, Divana Virtue Spa, and Dii Wellness Med Spa (6 branches).

2. F&B Business – Divana Signature Café, with 3 branches in Bangkok and Phuket.

3. Retail Outlets – 20 branches selling spa and fragrance products, with over 200 SKUs, led by bestsellers such as scented candles, diffusers, body oils, essential oils, hand creams, and massage oils.

4. Travel Retail – Presence in 6 King Power duty-free outlets including Suvarnabhumi, Phuket Airport, Downtown Complex, Srivaree Complex, Phuket Town, and Mahanakhon.

5. Divana Academy – A training center for Thai massage and spa therapies, providing skilled therapists to support expansion while raising industry service standards.

Innovation with Purpose: Scentology Perfume Oils

To mark its 25th year, Divana introduces Scentology Perfume Oils, 100% natural, alcohol-free, paraben-free, silicone-free, and mineral oil-free—crafted with precision for sensitive skin and wellness-conscious consumers. The collection captures five natural phenomena through fragrance:

1. Sunrise (Cedarwood | Jasmine | Black Pepper) – Capturing the first light of dawn.

2. Queen of the Night (8 Midnight Flowers | Orange | Musk) – The sensual bloom of nocturnal flowers.

3. Snow Drop (Peony | Geranium | Patchouli) – The crisp purity of the season’s first snow.

4. Laguna (Marine Mint | Leather | Musk) – Serenity in harmony with endless nature.

5. Foresta (Cardamom | Jasmine | Vetiver) – The timeless beauty of an abundant forest.

Complementing the launch is the Scent Bracelet, designed from recycled silver and lava stone, enabling long-lasting fragrance diffusion while promoting sustainable luxury living.

The Vision Ahead

“Divana’s purpose is to create Sustainable Luxury through three timeless values: Wellness, Nature, and Hospitality. For us, Longevity is not only about living longer, but about living beautifully, meaningfully, and sustainably. This is just the beginning of our next chapter: 25 Years of Divana – The Phenomenon of Scents: From Massage to Spa, from Spa to Wellness, from Wellness to Longevity,”
said Thanes Chirasawadidilok, CMO & Co-Founder of Divana.

Anniversary Celebration

The 25th Anniversary event will be held 27 January – 9 February 2025 at M Floor, EmSphere, Bangkok, featuring celebrity guests Keng Harit and Namping Napassorn, immersive workshops, and special promotions on Divana’s product range (฿1,500–4,500). Activities include:

• Workshop on Fragrance & Feng Shui for Life Energy

• Panel Talk on Sustainable Luxury Beauty & Conscious Living

• Crystal & Flower Mandala: Chakra Strengthening with 5 Divana Perfume Oil Scents

🌐 More information: www.divanaglobal.com

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