Leading in clean beauty, b-ex Inc. focuses on sustainable, eco-friendly hair care, and plans international expansion to counteract Japan's shrinking market.
By Sasha Lauture and Cian O Neill
As clean beauty becomes a mainstream trend, b-ex Inc. stands at the forefront, championing sustainable and eco-friendly hair care products. Founded 49 years ago, the company has consistently prioritized healthy and beautiful hair, underscoring the importance of safe ingredients in its products. "The importance of ingredients is part of the whole philosophy of our company," says Toshihiro Fukui, president of b-ex Inc.
In line with the growing emphasis on sustainability, b-ex Inc. entered a capital and business alliance with O’right, the world’s first zero-carbon beauty company, in 2021. This partnership aims to promote clean beauty and reduce environmental impact in Japan. "Together, we will promote clean beauty and decrease the burden on the environment," Mr. Fukui notes.
Feedback from salon professionals plays a crucial role in product development at b-ex Inc. "We involve influential top salons from the early stages of development and consider everything together," Mr. Fukui explains. This collaborative approach ensures that products meet the highest standards of quality and innovation.
Looking ahead, b-ex Inc. plans to expand into international markets to counteract Japan's shrinking demographics. With established exporting channels in South Korea, Thailand, Singapore and Hong Kong, the company is now eyeing China and India. Additionally, the recent launch of KIRATERA, a hair color brand featuring powerful, vibrant pigments to redefine the underlying shade and designed to meet diverse hair color needs, exemplifies b-ex Inc.'s commitment to innovation and market adaptability.
As b-ex Inc. approaches its 50th anniversary, its dedication to sustainability, quality and customer satisfaction continues to set it apart in the competitive beauty industry.
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