Building on more than 26 years of experience, the Thai luxury spa, wellness and fragrance brand is expanding its business through products, services and international partnerships.
Strategic collaborations with ADA Cosmetics, Grand Nikko Bangkok Sathorn and China Airlines reinforce the brand’s global growth ambitions.
divana, one of Thailand’s leading luxury spa, wellness and fragrance brands, is embarking on a major new growth strategy with its vision to become a “Global Thai Wellness House”. Building on more than 26 years of experience, the brand aims to bring Thai wellness expertise to the international stage by extending its distinctive knowledge of fragrance, experiential design and attentive care across a broader range of business sectors, including hotel amenities, spa services and travel experiences.
As part of this strategy, divana is strengthening its international presence through partnerships with three leading organisations: ADA Cosmetics, a Germany-based hotel amenities manufacturer with a business network spanning 115 countries; Grand Nikko Bangkok Sathorn, part of Japan’s Okura Nikko Hotels group; and China Airlines, the Taiwanese international airline.
The strategy is rooted in divana’s longstanding expertise in Thai wellness, developed through the integration of traditional Thai care practices, the art of fragrance and carefully curated experiences. The two founders’ professional backgrounds with Swissair also provided an important source of inspiration, helping establish an international standard of service from the brand’s early days. Over time, this foundation has evolved into a distinctive body of knowledge that can be developed further through collaborations across a wide range of industries.
Mr.Pattanapong Ranuraksa, Chief Executive Officer and Co-Founder of divana, said: “Over the past 26 years, we have built our expertise in Thai wellness through the continuous development of services, products and experiences that respond to evolving consumer needs. We believe this knowledge has the potential to go far beyond the spa business and create opportunities across international markets.
“Becoming a Global Thai Wellness House is therefore not simply about expanding brand awareness overseas. It is about elevating Thai wellness expertise and creating value across diverse industries, while preserving divana’s distinctive identity and standards. Our international partnerships represent an important milestone in demonstrating this potential and establishing a strong foundation for the brand’s long-term growth.”
Expanding Product Opportunities Through International Partnerships
A key milestone in this strategy is the expansion of divana’s product business through its collaboration with ADA Cosmetics, a Germany-based specialist in hotel amenities. divana has become the first Thai brand to join ADA Cosmetics’ House of Brands, gaining access to the company’s extensive business network across more than 115 countries worldwide.
The partnership reflects international recognition of divana’s expertise in Thai spa traditions, aromatherapy and sensory experience design. Together, the two companies have developed the Sunrise and Snow Drop collections, featuring hair and body care products for hotels across the Asia-Pacific region.
The collections bring divana’s distinctive fragrances and approach to personal care into the hotel guest experience, while opening up new growth opportunities in the international hotel amenities market.
Bringing Thai Wellness into the Hospitality Experience
divana is also expanding its role in the hospitality sector through a partnership with Grand Nikko Bangkok Sathorn, introducing divana Komorebi Spa.
The spa combines traditional Thai wellness practices and aromatherapy with the Japanese philosophy of service known as Omotenashi. divana products are also incorporated into the hotel experience, allowing guests to enjoy the brand’s distinctive identity both within the spa and in their guestrooms.
This collaboration demonstrates how divana is extending its service expertise and experiential design capabilities to complement the standards of international hospitality.
Connecting Thai Wellness with the Travel Experience
In the travel sector, divana has partnered with China Airlines, a leading airline from Taiwan, to introduce its brand experience to international travellers.
The collaboration offers a range of privileges spanning spa services, products and fragrance creation workshops, alongside the China Airlines × divana Exclusive Gift Set. The gift set includes divana hand cream and a scented sachet, accompanied by a China Airlines keychain.
The set is offered to Premium Business Class and Business Class passengers on selected routes, subject to specified terms and conditions. Travel-related privileges under the partnership commenced on 1 November 2026.
The collaboration provides another channel for bringing the distinctive character of Thai wellness into the international travel experience.
Mr Thanet Jirasavekdilok, Chief Marketing Officer and Co-Founder of divana, added: “At the heart of divana is our commitment to transforming traditional Thai wellness wisdom into memorable experiences that leave a lasting impression. Fragrance is one of our most distinctive brand signatures – a language through which we communicate emotions and create connections.
“We place great importance on carefully designing every aspect of the experience, from fragrance and texture to atmosphere and service details, ensuring that the essence of divana is reflected in every interaction with our consumers. We believe this expertise can be developed further through partnerships across different industries, bringing the charm and distinctive identity of Thai wellness to consumers around the world.”
Tapping into the Growth of the Global Wellness Economy
divana’s growth strategy is aligned with the continued expansion of the global wellness industry. According to the Global Wellness Institute (GWI), the global wellness economy was valued at USD 6.8 trillion in 2024 and is projected to reach USD 9.8 trillion by 2029.
Thailand’s wellness economy was valued at USD 42.7 billion in 2024, representing a 10.1% increase from 2023. Meanwhile, Thailand’s wellness tourism sector recorded growth of 36.4% over the same period.
These figures highlight the strength of the market and the opportunities for Thai brands to leverage their expertise, products and services to develop businesses that reach consumers in international markets.
Looking Ahead to 2027
Looking ahead to 2027, divana plans to further advance its “Global Thai Wellness House” strategy through continued product development, service enhancement and expanded partnerships across various industries.
The brand aims to create new business opportunities and broaden its reach among international consumers, with Thai wellness expertise, the art of fragrance and meticulous experiential design serving as the foundations of its global ambitions.
Through this approach, divana seeks to demonstrate the potential of Thai wellness on the world stage and build a sustainable platform for the long-term growth of a distinctly Thai brand in the international market.
Market data referenced from the Thailand Wellness Market Report and the 2025 Global Wellness Economy Monitor.
