Mumbai: AnyMind Group, a BPaaS company for marketing, e-commerce and digital transformation, has announced the acquisition of all shares of Sun Smile Inc., a Japan-based distributor and brand owner in the beauty and personal care sector. This marks AnyMind Group’s 13th acquisition overall and its seventh in Japan, and represents a strategic entry into offline retail while significantly strengthening its AI-powered online-to-offline (O2O) capabilities.
Founded in 1997, Sun Smile operates across manufacturing, distribution and wholesale, with a strong focus on cosmetics and beauty products. The company develops its own brands, supports international brands entering the Japanese market, and offers nationwide retail distribution through an extensive partner network.
With this acquisition, AnyMind Group will extend its BPaaS offering beyond digital channels to include offline retail distribution at scale. The integration enables a connected ecosystem where social media, e-commerce and physical retail function as a unified, data-linked infrastructure to drive brand growth.
The move comes as consumer behaviour in the beauty and personal care segment across APAC increasingly follows an O2O journey—beginning with discovery on social platforms, moving through e-commerce, and often culminating in physical retail. Social commerce platforms such as TikTok Shop have further reinforced the importance of digital channels in driving awareness, intent and conversion. In response, AnyMind Group has been strengthening its social commerce and content capabilities, including the recent acquisition of NADESHIKO Beauty, which operates short-form video media to stimulate early-stage demand.
Commenting on the acquisition, Tokuya Tanaka, CEO of Sun Smile, said, “Our company has long focused on creating brand value and expanding in the cosmetics and beauty goods sector, leveraging our product planning capabilities and distribution network. In recent years, as brand building originating from SNS and e-commerce accelerates, we recognize the growing importance of providing consistent brand support across online and offline channels and operating businesses premised on data utilization. By joining AnyMind Group, we believe we can combine our cultivated strengths in distribution and planning with AnyMind’s capabilities in social marketing, e-commerce, and AI utilization to offer brand companies even more advanced support than before. Moving forward, we aim to accelerate the creation of new mechanisms supporting brand growth by combining both companies’ expertise and foundations, further evolving value creation within the Japanese market.”
Kosuke Sogo, CEO and co-founder of AnyMind Group, added, “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. 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. We will continue to build a new-generation business infrastructure that enables brands to grow both domestically and globally.”
Through the integration of Sun Smile, AnyMind Group will unlock multiple growth opportunities, including cross-selling its marketing, creator commerce and e-commerce solutions to Sun Smile-supported brands, while enabling its existing clients—both within and outside Japan—to access Sun Smile’s offline distribution network. The unified O2O model will connect social-driven demand with e-commerce and in-store sales through integrated data, supported by AI-driven planning, demand forecasting and optimisation of production-to-retail operations across channels.
