Elevating Beauty and Wellness Through Japanese Excellence

Japan has a rich onsen culture, with over 30,000 onsen resorts and 14,000 spa facilities that blend traditional Japanese techniques with modern scientific advancements to promote longevity. How is Japan’s wellness industry evolving to meet the needs of modern lifestyles—and how is Miss Paris playing a leading role in that transformation?

In 2016, we launched WASPA, a Japanese brand rooted in the concept of wa. In Japanese, wa signifies not only “Japanese” but also harmony, balance, and alignment. While Western medical-care often focuses on treating individual symptoms, Japanese and Eastern approaches emphasize restoring overall balance in the body to promote natural healing. The name WASPA captures this philosophy perfectly.

Looking ahead to 2040, Japan is expected to face a 12% workforce shortage, with the beauty industry projected to see a 2.3% decline in available workers. The Miss Paris Group has taken a proactive approach to this challenge through its educational initiatives, including schools and colleges. Could you share how your education strategy is designed to address this demographic crisis and provide more detail about your educational programs?

Miss Paris has long been recognized for its dedication to education. I opened Japan’s first aesthetic salon in 1982, and by 1990, we launched our first educational institution. In 2008, we expanded further by establishing four specialized schools, and in 2023, we opened a university in Yokohama. Looking ahead, we plan to launch a graduate school in 2027.

This progression—from specialized schools to a university and eventually a graduate program—reflects our mission to develop highly skilled professionals. Our specialized schools provide intensive, hands-on training in advanced techniques, allowing students to begin their careers immediately after graduation. We cater to VIP clients and offer high-end services, it’s critical that our aestheticians not only possess exceptional practical skills but also a strong academic foundation, including language proficiency and scientific knowledge.

To secure a skilled workforce and address Japan’s labor shortages, we are also welcoming international students. Graduates of our university can earn a Bachelor of Science in Beauty and Wellness—making us the only institution in the world to offer a scientifically grounded degree in this field.

In addition, we provide a specialized program in spa business management, delivering comprehensive training that has earned international recognition. Our educational model’s distinctiveness has been acknowledged by The Education University of Hong Kong and Hertford College of the University of Oxford, —further underscoring the global reach and impact of our approach.

Your Triple Burn Z and Face Slim products were collaborated with research conducted at the University of Tokyo. How do you combine scientific rigor with traditional Japanese principles in the development of your products?

When I first opened an aesthetic salon in 1982, the industry lacked a scientific foundation. At the time, the focus was largely on marketing claims—such as "this cosmetic will make your skin whiter"—without any real effort to understand or verify the science behind such statements. This absence of scientific inquiry led to numerous accidents and issues caused by a lack of proper knowledge.

Recognizing the importance of both safety and credibility, I began collaborating with universities to scientifically validate the effectiveness of our methods. My approach has never been solely business-driven; instead, I’ve always viewed it from the perspective of a curious customer—someone genuinely seeking visible, trustworthy results. This commitment to scientific rigor marked a major turning point in 2004, when Miss Paris was officially recognized for helping to transform the field of aesthetics into a science.

Studies show that 82% of spa-goers consider therapist qualifications essential when selecting a facility. Notably, Miss Paris was one of the pioneers in Japan’s aesthetics industry to obtain ISO 9001 certification—an internationally recognized standard for quality management. In addition, 90% of your aestheticians hold certification. What advantages do these qualifications offer, and what motivated your decision to pursue them?

ISO 9001 is an international quality management system designed to enhance customer satisfaction by ensuring consistent and reliable service. In 2002, two decades after our founding, we took a step back to reassess our operations and identified seven core criteria to make our facilities more appealing and trustworthy. These included factors such as cleanliness, advanced techniques, and other essential elements that contribute to the overall guest experience.

At first, we established internal regulations to uphold these standards. However, we quickly realized that external evaluations would further elevate our level of quality. Since then, we’ve undergone annual audits conducted by S&E Analysis-certified inspectors, who visit our salons to ensure continued compliance with ISO requirements.

Today, we maintain a dedicated ISO office within the Miss Paris International Group. This internal team, in collaboration with external auditors, conducts regular inspections to ensure that we uphold the rigorous standards necessary to maintain our certification. This structured approach not only reinforces trust with our clients but also drives continuous improvement across our organization.

You actively promote wellness through both your salons and educational institutions, with a mission to create beauty that nurtures both mind and body. Among your various brands and business segments, which do you see as holding the greatest opportunity for growth? Are there any new areas or segments you’re considering exploring in the near future?

Our primary focus right now is on education. We launched our university in 2023, and we’re currently operating through the third academic year. With the upcoming admission of a new freshman class, we will soon have a complete four-year program in place. We’re taking this opportunity to carefully review and refine the university’s systems and curriculum to ensure we maintain the highest standards of quality.

You’re planning to introduce a graduate school in 2027. How will this new program differ from your current undergraduate offerings?

The graduate school will operate more as a research center, with a strong emphasis on exploring global beauty trends and human behavior. Our goal is to deepen academic inquiry and contribute new insights to the global wellness and aesthetics industries.

Miss International Beauty Pageant 2024

How do you define the concept of global beauty? How do you identify the most relevant trends or educational approaches to incorporate into your curriculum for the benefit of your students?

At our university, we emphasize fundamentals and foundational knowledge by tracing the historical roots of beauty and wellness practices. For example, the concept of the spa can be linked to ancient traditions in which priests used plant oils and herbal essences for healing purposes. We examine how these practices have developed across different cultures and how they continue to influence modern wellness.

By understanding Japanese healing methods within their broader cultural context, we can share these insights with the global community—offering pathways to a healthier and more fulfilling life.

From a global business perspective, while Japan may appear to be losing influence in some sectors, rediscovering and reintroducing traditional Japanese wellness practices can help revitalize the country’s global standing and reaffirm its leadership in the wellness and beauty industries.

Japan welcomed 36.9 million tourists last year, with a national target of reaching 60 million by 2030. Your group operates over 100 aesthetic salons and spas under three core brands:MISS PARIS, DANDY HOUSE,and WASPA. What distinguishes your offerings from competitors, and what makes them the preferred choice for customers?

As a Japanese company, we take a humble approach to advertising—we don’t rely on flashy campaigns to attract attention. Instead, our strength lies in the loyalty of our customers. For example, 70% of WaSpa’s clientele are inbound tourists, many of whom return three or four times. At Miss Paris and Dandy House, we have customers who have been with us for over 20 or even 30 years. This long-standing loyalty speaks volumes about the quality of our services and the deep trust we've cultivated over time.

Asia has played a leading role in encouraging men to explore a wider range of beauty and self-care options. Could you share how this trend has evolved over time, and to what extent men are now taking better care of themselves? Additionally, how has this shift in Asia influenced perceptions and practices around male beauty in Western countries?

I believe men’s mindsets are evolving. A friend of mine recently published a book titled 90% of Business is Determined by Impression and Appearance, which highlights just how important image has become—especially for businessmen. More and more men are becoming aware of the impact their appearance has, not only on personal impressions but also on how their companies are perceived. At the heart of beauty is cleanliness and hygiene, and maintaining a well-groomed appearance is essential.

In the area of wellness, we also support those in high-stress roles. For example, hospitals offer half-price facial and body treatment tickets to nurses as a way to help them relieve stress and physical fatigue.

While I don’t have a formal background in business management and may not be skilled in financial calculations, my core philosophy in decision-making is straightforward: always prioritize actions that make our customers happy. In fact, many women have approached us not just to request beauty treatments for themselves, but also for their husbands and children. This speaks to how self-care is becoming a shared family value and how beauty services are expanding to meet the needs of a broader audience.

As a sponsor of the Host event—and a long-time supporter to Miss International Beauty Pageant,now marking its 63rd edition—how has your involvement contributed to enhancing brand recognition for Miss Paris? In turn, how has the event itself benefited from your continued support?

Miss International Beauty Pageant dates back to its origins in the United States in 1960. In 1970, during the Osaka Expo, Japan’s Minister of Foreign Affairs invited the organization to establish its headquarters in Japan, where it has remained ever since.

By 2013, however, the event was facing serious financial difficulties and was at risk of being discontinued. As someone who had served as both a beautician and a judge since 2007, I understood the importance of this event—not only for the participants but for the broader beauty and education community. Recognizing what was at stake, I stepped in as chairperson to ensure its continuation.

At the time, we were preparing Miss International Beauty Pageant Japan for the competition, a process that takes more than a year and includes extensive training in cultural etiquette and historical knowledge. The potential loss of the event would have been a significant setback—not just for the participants, but also for our brand’s commitment to upholding excellence in beauty, wellness, and education.

Your global expansion began in 1996 with entry into the United States, followed by Hong Kong, Shanghai, and Singapore. Today, your overseas operations are focused solely on Taiwan. What key lessons did you take from your earlier international ventures, and what led to Taiwan being your only remaining international location?

Our initial international expansion began in Hong Kong, with a strategic focus on Asia, home to two-thirds of the global population. Many Asian countries share similar skin tones and hair types with Japan, allowing us to effectively leverage our extensive beauty and wellness data in these markets.

Now, we are restarting our international efforts—but with a renewed focus. Rather than operating salons abroad, we are concentrating on university-level education and training. Our goal is to attract students from across Asia, offer them hands-on experience in Japan for several years, and then support them in returning to their home countries to open their own salons.

One key challenge we identified was that traditional two-year programs at specialized schools were insufficient for students to qualify for a over-sea work visa. This realization was a major factor in my decision to establish the university—to provide a longer, more comprehensive education aligned with visa requirements and career development.

Looking ahead to your 50th anniversary in 2032, what would you hope to have achieved by that time?

Our vision for 2032 is to transform our university’s accommodation facility into an inbound spa resort, offering international guests a fully integrated beauty and wellness experience. We aim to deliver a uniquely Japanese approach to wellness, potentially incorporating elements such as fasting programs, a fully equipped gym, and swimming facilities. The ultimate goal is to provide a truly holistic experience that nurtures both body and mind.

The university itself is grounded in scientific and medical expertise, with many doctors actively contributing to the educational curriculum. This foundation allows us to deliver treatments that go beyond aesthetics, placing a strong emphasis on preventive medicine and overall well-being. Through this integrated approach, we hope to redefine the standard for wellness tourism in Japan.

For more information, please visit their website at: https://www.miss-paris-group.com