DHC Leads Japan’s Beauty-Health Revolution

By Daniel de Bomford and Cian O’Neill

Beauty isn’t just skin deep. What we put into our bodies is just as important as what we put onto our skin; a perfect complexion isn’t born from skin creams alone. Few understand this truth as deeply as Miyazaki Midori, President of beauty and health titan, DHC. As Midori describes, Japan’s beauty industry has deep roots in the country’s cultural emphasis on cleanliness and skincare. Around 30 years ago, DHC was among the first in the beauty industry to expand into dietary supplements, which, as Midori describes, was not widely understood at the time.

While DHC offers supplements like its Walking Power for individuals with preexisting health concerns, its broader strategy is to provide foundational support for basic health through products such as multivitamins. The company holds a top market share in this category, and its goal is to slow the pace of aging, allowing people to enjoy longer and more active lives. It is sensitive to pricing to ensure accessibility without sacrificing quality or safety. “Everyone has different health concerns and skincare needs, and our philosophy has always been to offer something for everyone,” Midori explains. To achieve its success, Midori says that it would not have been possible without the trust it has earned through consistent product quality and its reputation for safety.

DHC’s product safety is backed by scientific research and evidence-based development. Whether natural or chemically based, Midori says the company’s products are formulated to the highest standards of safety and quality, guaranteed through scientific evidence. This is evidenced through the company’s global expansion, where its R&D and Quality Assurance teams work closely with local authorities to obtain regulatory approval for each region.

Expanding its presence in overseas markets is a key part of its mid-to-long-term strategy. To increase its brand awareness, the company has engaged in strategic branding efforts at Kansai and Haneda airports, and as a result, certain items, such as its medicated lip cream have become especially popular among inbound tourists. The company also engages with customers when they return home, as Midori explains, “We have established local corporations in mainland China, the U.S and Taiwan, allowing us to coordinate promotional efforts with our headquarters.” Furthermore, it has partnerships with distributors in 10 additional countries. DHC analyzes each market individually and tailors its strategies to align with local preferences.

DHC’s integration of science-backed beauty and health products continues to resonate worldwide, positioning the company as a global leader dedicated to wellness, quality and consumer trust across generations.

To hear more from President Midori Miyazaki of DHC, check out this interview with her