September 15, 2020

Top Personal care startups in Japan

The startup ecosystem in Japan is getting favorable day by day. In addition to the environment, there has been a steady rise in Venture capital investments in Japan. Furthermore, a Japanese startup may also go other through other ways to raise capital. For Instance, when in its mid- to later-stage and needs to raise more than eight-digit figures (in U.S. Dollars), it’s a common practice for them to list on the ‘Mothers’ section of the Tokyo Stock Exchange, which is reserved for high-growth and emerging stocks.

According to Mordor Intelligence, the Japanese Beauty and Personal Care Products market is projected to grow at a rate of 3.5% between 2016 and 2025. Japan’s consumer base is extremely sophisticated and well informed regarding the chemical formulations in their products. However, natural and organic ingredients are witnessing a high rise in demand in the market. In addition to this, Japanese consumers have one of the highest per capita expenditure on cosmetics. This includes skincare products which are in turn helping to boost the growth of the beauty and personal care market in Japan.

Compared to Silicon Valley or other Asian countries with rapidly growing markets, in the case of beauty tech Japan is said to have relatively fewer startups. However, companies in Japan can detect and cater to the specific and detailed needs of customers. Furthermore, even match these with suitable technology. And more such businesses are appearing to take advantage of such opportunities. Unlike the multi-ethnic society of America, Japan has a relatively smaller diversity in skin or hair color and habits. Following is the list of top personal care startups in Japan

Code Meee

Location: Yokohama
Year of Incorporation: 2017

Based in Tokyo, Code Meee offers an aroma subscription service customized for each user. Mr. Ota Kenji incorporated Code Meee in 2017. In addition to this, Mr.Ota Kenji has experience in working with one of the largest fragrance companies in Japan. Furthermore, they customize their fragrance depending upon the person’s age, gender, personality, and similar attributes Code Meee tries to symbolize the “modern-scent” with the atmosphere created by the reverberation of unique colors and innovative sensibilities. Further, its investors include GRASSHOPPER (DENTSU run accelerator program), Plug and Play Tech Center, Samurai Incubate, and Yamaha.

Sparty (Japan)

Location: Tokyo
Year of Incorporation: 2017

Based in Tokyo. Sparty is a tech-based beauty company. It manufactures personal care products to provide a better appearance to its customers. Their main products are shampoo and hair care products. Furthermore, they supply this through various channels including the “Direct to customer” (D2C) Model. This helps the customer to receive their order faster and more conveniently. Thus, it is one of the top personal care startups in Japan. Furthermore, they have successfully raised US$ 5.51 M from their investors. In addition to this, their investors include Akatsuki, istyle, Jins Holdings, Marui Group, Saticine Medical, XTech Ventures, Yu Akasaka.

Noin

Location: Tokyo
Year of Incorporation: 2016

Noin Inc. is one of the largest cosmetic retailers in Japan. Ken Watabe, incorporated Noin Inc. in the year 2016. Noin provides a great range of beauty products to its customers. In addition to this, it also provides detailed reviews and tips on beauty products, makeup, and hair. Their latest funding by Marubeni Ventures was announced in April 2020. In addition to this, till now it has successfully raised capital worth US$ 3.38 M. Furthermore, its other investors include 500 Startups, Coral Capital, DG Ventures (Japan), KLab Venture Partners, ITOCHU and Strive.

Blooms Co. Ltd

Location: Tokyo
Year of Incorporation: 2014

Based in Tokyo, Blooms Co. ltd are manufactures as well as the retailers of beauty products. Especially skincare products. Blooms products are in the form of carbonated packs. These packs are made of highly concentrated CO2 that helps to improve the permeation of skin lotion, enabling users with sensitive skin to maintain routine skincare with ease. Thus it is one of the top personal care startups in Japan.

Bulk Homme

Location: Tokyo
Year of Incorporation: 2014

Based in Tokyo, Bulk Homme the name they have derived from mixing two words, first bulk – “Contents of the container” and second HOMME- “Male”. As the name suggests the Bulk Homme is a beauty care product for males. They manufacture skincare products for men. Till now they have made a sale of more than 2 M units and they have more than 50,000 buyers in their official online store. In addition to this, the company has expanded its reach in Taiwan, China, and South Korea. It is funded by Nissay Capital.

Michi

Location: Shibuya City
Year of Incorporation: 2012

Based in Shibuya City, Michi is a Nail art startup from Japan. Further, its e-commerce site was first launched in April 2013. However, it wasn’t open for business in Japan until August 2013. With the help of crowdsourced Japanese designers, the company is providing high-quality nail tips at affordable prices. This is helping the company to catch the attention of women and their potential buyers. Michi was one of the five main startups that graduated from Movida Japan’s accelerator program in 2013. In addition to this, iStyle has also invested an undisclosed amount in the startup.

Papelook

Location: Tokyo
Year of Incorporation: 2011

Based in Tokyo Papelook Inc, operates cosmetic’s media known as “FAVOR”. This site offers the latest use of cosmetic cases and example of the usages with the help oh high-quality pictures. In addition to this, they also have a cosmetic brand known as “Faves Beauty”, Over here, they mainly use the “Direct to Customer” D2C model. Thus it is one of the top personal care startups in Japan. Furthermore, they have raised nearly US$ 1.1 M from its various investors. Its investors include DG Ventures (Japan), East Ventures, Jafco, Mitsubishi UFJ Capital, and Open Network Lab.

B by C

Location: Tokyo
Year of Incorporation: 2006

Based in Tokyo, B by C is one of the top personal care startups in Japan. It has a wide range of products. In addition to this, they also provide treatments. They also provide information on products that are effective in providing pre-illness prevention services centered on the cell nano scan “MTR” to people in the medical industry who are involved in pre-illness. Its main investor is Jafco.

Nanoegg

Location: Tokyo
Year of Incorporation: 2006

Based in Tokyo, Nanoegg is a startup focused on dermatologist research at the St. Marianna University of Medicine in Japan. Their main research and development goal is to find ways to deliver drugs effectively without injections. Since its inception in 2006, it is offering customers a range of products to help reduce visible signs of aging. They have created gels that enhance skin homeostasis (self-healing). In addition to this, have also developed proprietary nano-encapsulation technology. In 2007, they launched the Marianna skincare line beginning with the Standard Nanocube Emulsion.

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This research article has been produced by Investocracy, a company focused on connecting startups from emerging markets with Japanese investors.

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