Singapore-based Business-Process-as-a-Service (BPaaS) company AnyMind Group has agreed to acquire 100 per cent of Sun Smile, a Japan-based distributor and brand owner in the beauty and personal care sector, marking its entry into offline retail and deepening its online-to-offline (O2O) capabilities.
The deal is AnyMind Group’s 13th acquisition to date and its seventh in Japan. While financial terms were not disclosed, the move signals a strategic push to connect social media, e-commerce and nationwide physical retail through a single, AI-powered business infrastructure.
Also Read: AnyMind’s Q3 revenue surges 53% on strong D2C, e-commerce platforms growth
Founded in 1997, Sun Smile operates across manufacturing, distribution and wholesale in the beauty and personal care category. Beyond developing its own brands, the company supports overseas brands entering the Japanese market and provides nationwide retail distribution through an extensive network of partner retailers.
By integrating Sun Smile, AnyMind Group will extend its BPaaS offering beyond digital channels to include offline retail distribution. This enables brands to manage social-driven demand, e-commerce operations and in-store sales as part of one data-linked ecosystem.
The acquisition comes as consumer behaviour in beauty and personal care across Asia-Pacific continues to shift. Product discovery increasingly begins on social platforms, moves through e-commerce and often concludes in physical stores. The rise of social commerce platforms has further reinforced the role of digital content in shaping purchase intent and conversion, even when final transactions happen offline.
Kosuke Sogo, CEO and co-founder of AnyMind Group, stated that the deal reflects the evolution of consumer journeys. “Consumer journeys in beauty and personal care no longer end at the screen; they move seamlessly from short-form video and social commerce into e-commerce and physical retail,” he said. “Sun Smile’s nationwide distribution network and experience in brand building are a powerful complement to our BPaaS model. By integrating our data, AI and operations, we will help brands grow faster and more efficiently from discovery to purchase, whether that happens online, offline or both.”
Also Read: Influencers, interactivity drive consumer response in Singapore: AnyMind
The integration is expected to unlock several synergies. Sun Smile’s portfolio of supported brands will gain access to AnyMind Group’s marketing, creator commerce and e-commerce tools. At the same time, AnyMind’s existing customers, including those outside Japan, will be able to tap into Sun Smile’s offline retail network.
At an operational level, the combined group plans to use AI-driven planning and demand forecasting to optimise production-to-retail workflows across both online and offline channels.
Tokuya Tanaka, CEO of Sun Smile, said the partnership addresses the growing need for unified brand support across channels. “As brand building originating from social networking services and e-commerce accelerates, we recognise the importance of providing consistent support across online and offline channels and operating businesses premised on data utilisation,” he said. “By joining AnyMind Group, we believe we can combine our strengths in distribution and planning with AnyMind’s capabilities in social marketing, e-commerce and AI to offer brand companies even more advanced support than before.”
Also Read: AnyMind acquires Japan’s NADESIKO to supercharge social-driven beauty commerce
The Sun Smile acquisition also builds on AnyMind Group’s recent moves to strengthen its content and social commerce capabilities, including its acquisition of NADESHIKO Beauty, which operates vertically focused short-form video media aimed at stimulating early-stage consumer demand.
Founded in 2016, AnyMind Group now employs over 2,000 staff across 24 offices in 15 markets, including Singapore, Thailand, Indonesia, Vietnam, and Japan. As of its latest earnings disclosure in September 2025, the company serves over 1,000 enterprises for marketing and more than 190 enterprises for e-commerce, alongside thousands of publishers and creators across the region.
In August this year, AnyMind unveiled AnyLive for Creators, a platform that lets influencers develop AI avatars capable of hosting livestreams and driving affiliate commerce, even while the creators themselves are offline.
Some of the group’s past acquisitions are FourM (Japan), GROVE (Japan), Moindy (Thailand), Acqua Media (Hong Kong), POKKT (India), AnyReach (Japan), Vibula (Vietnam), and NADESIKO (Japan).
The post AnyMind Group enters offline retail with acquisition of Japan’s Sun Smile appeared first on e27.