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Dear Laura: Cosmetic Brand’s Pet Project

Article - February 5, 2024

Visionary founder of cosmetics brand Dear Laura, Hulk Ishii, has strategically diversified the company's portfolio by venturing into the pet industry with its groundbreaking product, the PROMO THERMO MAT.


Celebrating its 27th anniversary this year, Dear Laura today stands as a distinguished cosmetic company specializing in the production of top-tier nail products and eye makeup. Nestled on one of the artificial islands located in Osaka Bay, this industry trailblazer has left an indelible mark with Pa, a renowned nail polish brand that has adorned women's nails with vibrant hues and glossy finishes for a quarter of a century.

In recent times, the Playful Nail Color line has garnered substantial popularity among upper-middle-class consumers, resonating with consumers in China and Taiwan, where demand for the product is the strongest after Japan.

Now the visionary founder of Dear Laura, Hulk Ishii, has strategically diversified the company's portfolio by venturing into the pet industry. Operating through the subsidiary company, Creare, Hulk Ishii has demonstrated a keen business acumen beyond the realm of cosmetics.

“The connection between the pet industry and the cosmetics sector is notable, as many cosmetic products designed for humans can also be utilized for animals,” says Hulk Ishii, who aims to make great use of his cosmetic plants to produce products for pets in the very near future.

Last Spring marked the introduction of Creare's groundbreaking product, the PROMO THERMO MAT, designed exclusively for pets, including dogs and cats. Crafted from the rare Black Silica found only in the southern part of Hokkaido, this health mat has garnered attention for its incredible properties. Black Silica, recognized for emitting far-infrared radiation effectively, has received validation from NASA for its positive impact on human well-being. The FDA-approved material in the mat ensures smooth blood flow, contributing to its therapeutic effects.

Hulk Ishii remains confident that this product will meet the expectations of pet owners concerned about the well-being of their beloved animals. With the conviction that the PROMO THERMO MAT could set a new standard in the pet health category over the next decade, the company founder continues to display his prowess as a forward-thinking business strategist.