AnyMind Group, a BPaaS company for marketing, e-commerce and digital transformation, has acquired all shares of Sun Smile Inc, a Japan-based distributor and brand owner in the beauty and personal care sector.

The acquisition, AnyMind Group’s 13th to date and seventh in Japan, marks the company’s entry into offline retail and strengthens its ability to connect social media, e-commerce and nationwide store distribution through an AI-powered online-to-offline model.

Founded in 1997, Sun Smile operates across manufacturing, distribution, and wholesale in the beauty and personal care sector.

The company develops its own brands, supports overseas brands entering the Japanese market and provides nationwide retail distribution through a network of partner retailers.

By integrating Sun Smile, AnyMind Group will extend its BPaaS capabilities beyond digital screens to include offline retail distribution at scale.

The move is designed to create a more connected infrastructure where social media, e-commerce and physical retail function as a single, data-linked ecosystem for business growth.

Across the Asia Pacific, consumer behaviour in beauty and personal care has shifted. Product discovery now often begins on social platforms, continues on e-commerce and concludes in physical stores.

The rise of social commerce platforms such as TikTok Shop has reinforced the role of digital channels in shaping visibility, purchase intent and conversion.

To respond to this shift, AnyMind Group has been expanding its content and social commerce capabilities, including the recent acquisition of NADESHIKO Beauty, a company that operates vertically focused short-form video media to stimulate early-stage demand.

Through the Sun Smile integration, AnyMind Group plans to build what it describes as a new generation business infrastructure connecting online and offline commerce. The combined model will enable:

• Cross-selling expansion, giving Sun Smile’s brands access to AnyMind Group’s marketing, creator commerce and e-commerce tools, while AnyMind’s existing customers gain entry to Sun Smile’s nationwide offline network.
• A unified O2O framework that links social-driven demand with e-commerce operations and physical retail sales through integrated data.
• AI-powered operational advancement, including demand forecasting and optimisation of production-to-retail processes across online and offline channels.

Tokuya Tanaka, CEO, 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 recognise the growing importance of providing consistent brand support across online and offline channels and operating businesses premised on data utilisation. 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 utilisation 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, 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.”