About Us

In the fiscal year ended September 2025, we launched Medium-Term Management Plan Growth Next 2027 with the goal of putting our PURPOSE into action. It marked the first steps toward our next stage of growth. Thanks to various initiatives under the plan, we have achieved nine consecutive years of revenue and profit growth. Underpinning these efforts were bold moves and trial-and-error intended to deliver new value to our customers.

To date, our growth has been concentrated in the domain of beauty, mainly around our PERFECT ONE skin care brand. Our product development capabilities and the ability to understand the Voice of customer (what our customers want) are the foundation on which we construct new value for our customers’ lives.

When looking at sustainable growth in the future, we anticipate that we will continue to drive the value of Health & Beauty to rise to ever greater heights and view this value as the core of our medium- and long-term growth strategy. Our ongoing initiatives in FY2025 expanded our customer base for healthcare products and broadened our contact points with customers interested in both beauty and health.

Functional coffee, a product we developed after our green juice, has enjoyed widespread uptake by allowing customers to incorporate the value of health into their lives without major changes in their daily habits. Our vision for Health & Beauty is to go beyond offering products to proposing new habits for customers’ lives.

For the second and third pillars supporting future growth, we steadily expanded our business foundation in FY2025 by forging into new territory, specifically with new brands, products, and marketing methods.

Growth Next 2027 includes themes that aim to strengthen our earnings base such as by further evolving our main brand PERFECT ONE and expanding fledgling brands.

PERFECT ONE has been embraced by our customers for nearly 20 years—with particularly strong support from seniors—and is now reaching an even broader range of customers, including middle-aged consumers. We have developed products with new dosage forms and leveraged digital marketing in an effort to expand our customer base and improve LTV while evolving the value of the brand.

Meanwhile, we are also achieving steady growth with fledgling brands such as PERFECT ONE FOCUS targeted at younger people and Fun and Health in the healthcare domain. Teams consisting mainly of young employees have taken the lead in launching these products and are moving forward with product development and marketing.

Cultivating new brands does more than just expand our business; it also builds up valuable human capital. Young employees take it upon themselves to take on challenges, explore, and gain experience that can propel their growth. By establishing work environments that support their efforts, we are strengthening the management infrastructure that underpins sustainable growth.

A key theme of Growth Next 2027 is that individual employees’ efforts to challenge themselves and create new value that in turn powers and augments a virtuous cycle that drives the company’s growth.

※Voice of customer

FY2026 marks the second year of the Medium-Term Management Plan, in which we will further accelerate our ongoing initiatives. Regarding global expansion, we will continue to build our business foundation mainly in the US. We think that the value of all-in-one simple care products should translate in markets outside Japan, so we will leverage our strengths to expand overseas.

Continued strategic marketing investment will play an important role alongside further expansion of fledgling brands and strengthening our utilization of AI and data to promote more targeted marketing and product development.

We plan to steadily build the foundations for growth to achieve our stated targets for the fiscal year ending September 2027: 40.0 billion yen for Cosmetics and 12.0 billion yen for Healthcare.

We believe that corporate growth must go hand in hand with bolstering the sustainability of society. We will achieve sustainable corporate management and enhance our corporate value with all due consideration for the environment, human capital investment, and stronger governance.

On the environmental front, we are promoting initiatives to reduce resource usage and achieve carbon neutrality in addition to making products refillable and adopting more environmentally friendly materials. These initiatives double as environmental measures and key themes that are integrated with business growth and earning more trust from customers.

As part of our investments in human capital, we are reviewing our personnel and evaluation systems to promote work environments that encourage each employee to demonstrate their abilities to the fullest. Creating environments where employees feel free to tackle challenges has a direct role in a company’s ability to grow.

Another important management issue directly linked to corporate value is meeting the cybersecurity needs brought about by digitization. In pursuit of stronger governance, we will lay the groundwork for conducting business activities with peace of mind.

Our PURPOSE is “Beyond innovation, for a beautiful smile!” These words represent our desire to serve our customers and continue to deliver new value. Underlying this desire is an attitude of earnestness toward all our stakeholders. We believe it is our mission to continue to be a trustworthy company that treats its customers, employees, business partners, shareholders, and society as a whole—including the global environment—with sincerity. We will continue building our business with integrity in an effort to both enhance our corporate value and increase our social value over the medium and long term.

Takahiro Goto