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Japan’s beauty industry is rooted in a rich heritage and tradition, with a strong emphasis on minimalism. Its less is more philosophy has significantly influenced global trends, including in the West, where there is an increasing shift towards simplicity and a focus on preserving a youthful appearance. How would you define the uniqueness of the Japanese beauty industry, and what influences have you seen it have on the rest of the world?
I think one thing that really defines the Japanese perspective on beauty is the emphasis on enhancing the natural qualities of one’s skin and hair. Compared to their Western or other Asian counterparts, there’s a strong cultural value placed on bringing out and refining the natural texture of the skin or the shine of the hair to create a youthful, effortless look that feels natural. This attention to enhancing what’s already there is one of the reasons Westerners often perceive Japanese people as looking very youthful.
I think there’s also a difference in beauty values between Japan and the West. In Japan, there's a desire to create the impression that they aren’t wearing much makeup, whereas in the West, it’s often clear when someone is wearing makeup, and their beauty is derived from how they apply it or the cosmetics they use. In Japan, if you ask someone what kind of makeup they’re using, they take pride in saying they aren’t wearing much. In fact, they may be wearing a lot, but it looks like they aren’t.
I think the uniqueness of the beauty industry in Japan lies in its emphasis on enhancing the natural beauty of the skin and hair, while achieving results that appear effortless and as though minimal products are being used—even if that’s not actually the case.
Recently, these values and trends have shifted, with an influx of influence from the Korean beauty market, where plastic surgery is more common. We are now seeing this influence in Japan, where it's more evident when someone has had plastic surgery, and people may be more open about it or about using more cosmetic products.
In a sense, the concept of Japanese beauty is like Japanese cuisine, or washoku, which is defined by how it’s able to make the raw ingredients shine, so that could be a similar way to understand what Japanese cosmetics and Japanese beauty are all about.
Japan expects significant demographic shifts characterized by both an aging and a declining population. This will have a significant effect on the beauty industry, particularly with an aging population pushing companies to create products for an older population and a shrinking domestic market, pushing companies to expand internationally. Can you talk about the challenges and the opportunities the aging population creates for your company and how you are navigating these challenges and opportunities?
Our business is divided into two main pillars: manufacturing and distribution. The manufacturing side focuses on our proprietary brands and the company’s products, such as Holistic Cures and Create Ion, while the distribution side handles the distribution of various international and domestic brands to beauty salons.
More than half of our revenue comes from distribution to the beauty salons, so for us, the aging population and the demographic decline are a big challenge. Beauty salons are an especially labor-intensive industry that cannot function without human labor, so an aging and declining population poses a significant risk.
Our business platform and foundation are built around supporting beauty salons, so it’s crucial for us to ensure their success. Without stylists working and salons thriving, we don’t have a business. Therefore, part of our mission is to make the beauty salon industry an attractive career path. This means that we’re not just selling or distributing products to salons, but actively promoting the industry as a viable and appealing field of work. To support this, we are involved in various recruitment efforts and showcase the appeal of the beauty salon industry, such as by sponsoring TV programs. For example, we recently served as a main sponsor for the Tokyo Girls Collection, where we sent and sponsored several stylists to attend. Through these efforts, we are working to support the industry as a whole.
Can you talk about what you’re doing internationally to compensate for the shrinking domestic market in Japan?
Even before discussions about demographic decline, we were already investing in international ventures because we believed that our products and business had no borders. We have been conducting business overseas for over 20 years, in regions like North America, Asia, and Europe, so this is not new to us.
Over the years, we have come to understand that it’s not enough to simply sell our Japanese goods overseas; we must also promote awareness of the beauty culture here and work in tandem with our products. Without this, effective communication can be challenging.
For example, I think the K-Beauty industry has succeeded because it’s been able to link up with the entertainment industry, such as K-Pop. Advertising cosmetics as being used by groups like BTS, for example, has strengthened the overall K-Beauty brand of cosmetics. Japan also needs to promote the products similarly and not simply focus on the quality of the goods and materials. J-Beauty is often weak in marketing, but they need to improve that aspect of their business.
Which countries do you think are most appealing for you to expand into right now, and can you talk about some strategies you’re using to promote the products?
We’re definitely interested in the ASEAN region, which is expected to experience significant growth, particularly in hair care, due to its large population with black hair. We’ve also continued to expand our market share in China and Korea.
When reflecting on economic history, it’s clear that Korea and China have followed a similar growth trajectory to Japan. In that sense, we can anticipate that the trends that began in Japan are now emerging there. I also believe that trends that took root in Japan will spread to countries like Vietnam and other Southeast Asian nations. For example, more people will start using hair curling irons or dryers, not just to dry their hair, but to help retain moisture.
I have great admiration and interest in the US and Europe, as consumer habits in those regions are quite direct and easy to understand. For example, consumers there prioritize a dryer that can dry hair as quickly as possible. For our Super FIR Technology dryers, which refers to an advanced form of Far Infrared Radiation (FIR) technology, we would market them differently depending on the region. In the ASEAN market, we would emphasize how the technology enhances moisture in the hair. However, in the US market, we would highlight the dryer's speed and its lightweight, user-friendly design. Our latest model, the Dryer Zero, is lighter than a 350ml or 11.83 fl oz plastic bottle and dries hair faster than any other product on the market. It’s also used by professional hairstylists.
Can you talk more about it and explain the technology?
Japan is a volcanic country, with around 8% of the world’s volcanoes located here. Geologically, it's a volatile region, which also means we experience many earthquakes. This geological activity generates a lot of energy, which in turn powers the hot springs for which Japan is famous. The water that flows through the rocks is not only mineral-rich but also very delicious. While Japan may not be rich in traditional natural resources, it does possess certain resources that are particularly beneficial for health and the human body.
We conducted extensive research on the volcanic bedrock and geological terrain here in Japan, and discovered that this unique landscape generates fascinating forms of energy, such as infrared and terahertz waves. This type of energy is one of the reasons why bathing in a hot spring can leave your skin feeling smoother and more supple.
We also discovered that this type of energy creates vibrations in both the water and human cells. When these vibrations are generated in the water, they produce frictional heat. The practical implication of this is that by harnessing this specific energy and vibration, you can dry hair more quickly.
Another thing we learned is that the water molecules in high-quality water are very small. This is important because when water molecules are tiny, they are more easily absorbed by the body. The same principle applies to the hair, which is why it dries faster and allows the water to be absorbed into the protein molecules within the hair. The body absorbs the necessary water, and any excess dissipates. Additionally, because the protein molecules vibrate along with the water molecules, this vibration helps activate the proteins inside the hair.
Normally, to dry hair quickly, you’d use a large dryer with higher temperatures, but this can leave the hair dry and stripped of moisture. Japanese people are quite sensitive to this issue. It's not just about drying hair quickly; they also want to ensure that the hair retains its hydration after drying. This aligns with the Japanese culture of minimalism, where simplicity is key, and people prefer not to rely on excessive hair gels or styling conditioners. Given this, there is strong demand for dryers that can retain moisture without the need for additional products. I believe our products should be marketed in this way to succeed abroad.
I think our products need to be explained in this way to be marketed abroad successfully.
Besides your Holistic Cures brand, you also have your CREATEs lifestyle series, which has the original CREATEs brand and also the associated 9012 and Repit brands. Which of your brands and products do you think have the most potential internationally?
Create Ion has had an international presence for over 20 years, and as a result, it has developed a certain level of brand awareness abroad. With that in mind, we plan to continue expanding our product range under this brand, including products like our Dryer Zero. However, since it is a premium-tier product, we will need to target the right customer segment for effective marketing.
What’s interesting about your CREATEs series is your Create Ion technology, which uses mineral properties in a wide range of materials to emit natural negative ions and infrared rays in a well-balanced ratio. This technology has helped earn your company patents and trademarks, both in Japan and internationally. Can you talk about your CREATEs manufacturing strengths and what makes your proprietary Create Ion technology unique?
Actually, our patent has already expired, but what I just described formed the basis of our patented technology. At that time, we didn’t fully understand terahertz technology, but we recognized that the water was breaking down into smaller molecules of H+ and OH-. So, we adopted the terminology that was trending at the time, namely, negative ions. This concept wasn’t just discussed within the dryer industry; the emission of natural negative ions was a broader trend. We leveraged that trend to help brand our products and technology.
Your Holistic Cures company is a specialized solution provider for hair salons, offering products and education and lifestyle recommendations around the concept of balanced beauty. Can you talk about the unique services you offer as part of this business segment, and can you talk about any future goals you have for its growth?
This ties back to what we discussed earlier regarding the low birth rate and aging population in Japan. Over 50% of the population is over 50 years old, so in the beauty industry, this large demographic is increasingly becoming the primary target. As a result, the focus is primarily on anti-aging and promoting youthfulness.
There are two approaches to anti-aging. One is through cosmetic or plastic surgery, or using intensive treatments, which can carry significant risks, such as weakening the skin or hair, potentially accelerating the aging process. This creates a kind of contradiction.
For example, when dyeing white hair black, a common practice, the hair dyes often use oxidation, which can actually increase the number of white hairs over time. In a sense, this approach to anti-aging can be counterproductive. Therefore, we are focusing on a more fundamental approach to anti-aging—through lifestyle changes. We promote ways to target your diet and exercise on a holistic level. For instance, incorporating herbal Chinese medicine or various Oriental medicinal techniques and wisdom into your life can help support a more youthful appearance.
We believe the potential growth of Holistic Cures will extend beyond hair and skin care products to include areas such as dental care, feminine care, and digestive supplements.
One of my main goals is to move beyond chemical products and incorporate high-quality water into our offerings. For example, I’ve acquired a source of exceptional water in Kyushu, as well as a water filtration company that can treat and purify it even further.
The water from Japan is interesting because it’s soft water, whereas Europe has hard water, which creates totally different effects for cosmetics.
It’s not necessarily the case that one type of water is better than the other; it really depends on how it’s used. For example, hard water, which is common in other countries but not in Japan, is excellent for making coffee and pasta, whereas soft water is utilized differently in Japanese cuisine. What matters most is not whether the water is soft or hard, but the size and activity level of the water molecules and how effectively they can disperse or be absorbed.
For the generation that is particularly focused on beauty, health, and wellness, we can leverage the delivery power of water molecules more effectively. By activating these molecules in a specific way, we can enhance their ability to deliver even weaker organic elements, allowing them to be more easily absorbed and distributed throughout the body.
I’ve conducted extensive research on water, and it’s actually a fascinating field. Through our recent studies, we've developed a form of carbonated water that maintains its carbonation indefinitely. This technology involves infusing carbon into the spaces between water molecules, preventing the carbonation from dissipating. It's not like Perrier, but in cosmetics, the carbonation effect enhances penetration and has shown significant benefits. Additionally, it retains its carbonated quality for extended periods, making it versatile for various applications. I believe there’s still so much more to explore and research about water.
Do you have a timeline for or a specific new project for that carbonated water?
I was finally able to secure a natural spring water source, and using cutting-edge, patented Japanese technology, I aim to create even higher-quality water. We are still finalizing the timeline for when we can bring it to market. As part of the process, we plan to start with a market test targeting hair salon owners and stylists, who often experience hand irritation from chemical products like shampoos and hair dyes. We will test prototypes of gentle, non-irritating products made with this special water, gathering their feedback to assess market response before making the products available to the general public.
Besides your original brands, you manage several important brands such as epres Biotop Professional, and Moroccanoil. You’re also engaged in OEM services. Are you looking for international partners, either for your OEM services or your imported brands?
Yes, we are definitely looking forward to expanding our partnerships. While we’ve been growing our business overseas for the past 20 years, the three years of COVID forced us to suspend our international operations, which was a significant setback. However, starting this year, we’ve resumed showcasing our products at various overseas exhibitions and are actively working to rebuild our international partnerships and network.
To be honest, with the weak yen, we aren’t focused on importing brands. Instead, our primary focus is on exporting our Japanese brands overseas. However, through this effort, we often come across exceptional foreign brands that we want to bring into Japan. One such discovery was Moroccanoil, which I found when it was still a small, new brand. Now, it’s widely recognized not just in Japan, but around the world. It’s very rewarding to discover these foreign brands and introduce them to the Japanese market and industry.
There are many beauty trends overseas that we assume Japanese people are familiar with, but in reality, they aren’t. When we introduce one of these trends, it becomes something truly inspiring and invigorating. While Japanese people often get a glimpse of international trends through social media, very few have actually traveled abroad—only 27% of Japanese people hold passports. This is why we see one of our roles as a global distributor as being to bring this global beauty culture and industry knowledge to Japan.
Speaking specifically about the export of your Japanese brands overseas, what kinds of partnerships would that entail?
We will primarily focus on finding distribution partners. However, in certain cases, unique opportunities may arise. For example, with the COIFFIRST salon in Paris, they approached us to create an original dryer for them. These kinds of opportunities do come up from time to time.
If we were to come back to interview you on the last day of your presidency, whenever that will be, what goal or personal ambition would you like to have accomplished by then?
Perhaps we’ll be conducting the interview overseas, as I want to be in a position where I can view Japan from an external perspective. Personally, I’ve received a great deal of support from the beauty industry and hairdressers here in Japan, and I’d like to find a way to repay my debt of gratitude for their care and support. I aim to make a greater contribution to elevating the prestige of the hairdressing profession in Japan, as I believe it is still undervalued compared to countries like the US. Hairdressers here don’t earn much, despite their dedication. It's a low-paying job compared to other careers, so I truly want to raise both the prestige and the level of success that hairdressers can achieve in Japan.
I believe one way to elevate the profession is by improving the quality and level of the national certifications required to become a hairdresser. I’ve actually been working for years to enhance these certification standards, and I believe that if we succeed in doing so, it could have a significant impact.
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