Japanese cosmetic firm Alen is creating a world where its customers can express their inner beauty with products that truly care for their hair, skin, and inner self.
Could you give us a quick introduction to Alen and tell us some of the key points in your company’s history? What are your company’s main competencies and what sets you apart from your competition?
Our company is located in Yokkaichi city which is in Mie prefecture. Yokkaichi City is a vibrant urban area, even though it is considered a regional city. Mie Prefecture is home to Ise Shrine, which is known as the "spiritual home" of the Japanese people and serves as a central place of worship. I deeply love this city where I was born and raised. I believe that all connections—whether they involve invisible forces, people, places, or things—are guided by divine providence. It feels destined that I was born and raised in Mie Prefecture and established Alen here.
The Tokai region, where Alen is located, is the heart of Japan and is the birthplace of renowned samurai such as Toyotomi Hideyoshi, Oda Nobunaga, and Tokugawa Ieyasu. Additionally, the globally recognized AEON Group originated in Yokkaichi City, Mie Prefecture. The birthplace of AEON is near the current headquarters of Alen Corporation. We strive daily to become a global company, aiming to make a significant impact on the world.
Our group was founded over 100 years ago as a food wholesaler, and it has been 50 years since we started our beauty and cosmetics business. Our experience in handling food, which is directly related to people's health, has led us to prioritize safety in our cosmetics products.
The catalyst for me starting the cosmetics business was the cosmetics pollution that occurred in the 1970s and the opening of our own beauty salon and esthetic salon in a large shopping mall established in Yokkaichi in 1991. I was deeply shocked to learn that products and treatments, such as cosmetics and hair straightening, which people use with the desire to stay beautiful and improve the essence of their skin and hair, were causing problems. These two events prompted us to start researching and developing products that focus on three key points, first safety in use, second, high efficacy, and finally, a pleasant user experience that makes you want to use them.
The founding of Alen was the development of a treatment and technique that allows for straightening hair without damaging it, focusing solely on the benefits to hair. This treatment and technique have revolutionized the concept of hair straightening, garnering much praise from salons and customers nationwide in Japan.
As hair improves in condition, the desire to maintain its optimal state grows stronger. To fulfill this desire and achieve further beauty, home care becomes crucial. Thus, the birth of "Seraph" and "Kimeha," hair care products that bring joy to hair with every wash.
Kimeha products
Thus, we have realized the vision from the 1970s. After years of planning, continuous research, and development, we have created products that truly bring joy to our customers. They can use them with peace of mind and experience satisfaction with every use, which fills us with happiness. This is how "Ravissa," our skincare brand, was born.
We have centered our product lineup around three main vectors; hair care, skin care, and inner beauty supplements. Additionally, through initiatives such as talent education, training, and management support, we have grown into a company and product line that is loved and supported by many, including beauty professionals, doctors, and more.
One of Alen's strengths lies in several areas, but particularly in two key aspects. Firstly, our product development capabilities are filled with confidence and pride. We aim to create products that can be used with peace of mind even by babies, and that users can feel the effects of and genuinely delight in. To achieve this, we spare no effort in every aspect, from the quality of the water used to the selection of ingredients, and the creation of the finest textures, all without compromising on anything.
The second is having employees full of affection. Our employees have the power to love our customers and business partners who believe in Alen, to love our products, and to love their colleagues and the company. That is the Alen I am proud of.
These two strengths have become the foundation of Alen's current success, leading to various awards such as the Esthetic Selection 8-Year Consecutive Gold Award and induction into the Hall of Fame for Best Item; the product with the highest contribution to salon sales, along with the Corporate Award and others. In March 2024, we achieved the remarkable feat of winning three crowns at the Japan Beauty Corporate Awards in the categories of "Customer Satisfaction," "Product Development," and "Corporate Growth."
Ravissa products
Are there any particular markets around the world that you are putting a lot of focus on?
Driven by the strong belief that "beauty is the source of world peace," we aim to become Japan's leading comprehensive beauty and health manufacturer. Through product research and development, sales, human resource education and training, and business support, we strive to contribute to the development of beauty salons, esthetic salons, and cosmetic medicine worldwide, growing into an indispensable global company.
To achieve this, we are not only strengthening our domestic operations in Japan but also enhancing our products, systems, and personnel for the international market.
Product development is a key focus of our initiatives. Moving forward, we aim to strengthen the development of skincare series tailored to various climates and products that combat aging. Additionally, we are exploring ways to enhance our products for diverse markets, such as online platforms and salon markets, to effectively cater to their specific needs.
Currently, through participation in exhibitions and other events, Alen's presence is expanding primarily across various Asian countries such as China, Taiwan, Hong Kong, Malaysia, Singapore, India, Indonesia, Vietnam, and the Philippines, as well as Dubai, Russia, and the United States.
What we consider crucial when conveying our company, Alen is sharing our corporate philosophy. By sharing our values, we can spread Alen worldwide with partners who walk alongside us. Our commitment remains "for the happiness of all involved" and "Realizing dreams." We will continue to advance toward these goals.
Imagine that we come back in two years and have this interview all over again. What goals or dreams do you hope to achieve by the time we come back for that new interview?
We are currently in the middle of a brand refresh, which we hope to complete by the end of 2024. The goal is to raise more awareness of our products, particularly in Japan. Globally, there are also many opportunities, so a goal of mine is to realize that potential. Ultimately, however, my goal is to simply make people happy around the world with our products.
For more information, visit their website at: https://www.alen.co.jp/
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