Embracing Change with Over a Century of Outsourcing Excellence

TOA, previously known as Nihon Kolmar, is entering a new chapter with a rebranding that underscores its commitment to innovation and client partnership. Founded in 1912 under the name 'Kinryoen,' the company originally bore the name of a famous sake brand, reflecting its deep-rooted heritage. This year marks the company’s 112th anniversary and the rebrand comes at a particularly strategic time.

“TOA stands for ‘Total Outsourcing Access,’” company president Yoshihide Kanzaki clarifies.

This new name is more than a mere rebranding, though, as it encapsulates the company’s mission to provide comprehensive outsourcing solutions while maintaining strong and accessible partnerships with clients.

"In Japan, the competition in the cosmetics industry has been intensifying, and the OEM/ODM market has been growing," the president says. "We have been reaffirming that our mission is to keep providing high quality and diverse products, and the new name is a reflection of this.”

It is fair to say that the company's journey has been one of resilience and adaptation. After its factory in Osaka was destroyed during World War II, what is now TOA pivoted from operating under its own brand to focusing exclusively on OEM/ODM operations. A significant milestone in this was the licensing agreement with Kolmar Laboratories in 1968, which lasted until TOA gained its own technological prowess and independence around 2000.

As the company now looks forward, the name change aligns with a broader cultural and operational shift within TOA.

"We thought that this would be the perfect time to change the company name," Mr. Kanzaki says, tying it neatly to a move to a new headquarters and a refreshed corporate identity. And despite the inevitable challenges of such a transition, TOA remains focused on preserving its core values.

New headquarters building

TOA's philosophy of not competing against its clients remains a cornerstone of its business ethos, something that will always remain. This commitment is crucial in the evolving landscape of the industry, where sustainability and demographic shifts are driving new global market dynamics.

The company is poised to leverage its deep experience and robust capabilities to meet the growing demand for OEM/ODM solutions, particularly as new entries and startups proliferate. Mr. Kanzaki reflected on his four-decade tenure at the company, during which both sales and the workforce have grown tenfold, and acknowledged the foundational work laid by previous leaders.

"There is no doubt in my mind that past generations of our company have contributed greatly to getting us into the position we are in today," he said.

The new corporate culture Mr. Kanzaki envisions is one that fosters proactive decision-making at all levels.

"Rather than a top-down approach, we would like to build a system and corporate culture that encourages each employee to think and act proactively to make a decision and take on challenges."

And with regard to the president’s legacy, the idea is very much based on the phrase, ‘the customer is always right.’

"We would like to strengthen the attitude of 'speaking out' to our clients in order to build a robust relationship with each of them," he says. "We believe this mindset will be very beneficial for both our clients and ourselves."