Striving for Perfection in Pure, Additive-Free Beauty Care

Founded three decades ago, Dr. Recella, whose products are handled by more than 3,000 esthetic salons, is attracting attention as a growing company that is leading the Japanese beauty industry while expanding overseas, targeting various categories.

"Currently, we operate across many areas, including cosmetics, fitness, agricultural production, food and welfare businesses," says Tetsuya Okusako, the company president, who is proud of the balance found in catering to both domestic and international markets.

A significant part of the strategy involves adapting to regional preferences, a lesson learned through initial setbacks.

"We began taking on the challenge of overseas expansion more than 10 years ago," Mr. Okusako explains. "At that time, we experienced some failures and realized that we could not compete further afield with only high-quality products." This realization led to the creation of LUMIXIA, a brand developed specifically for international consumers, simplifying beauty routines across diverse demographics.

Another pivotal decision was the spin-off of the Overseas Business Division into a separate group company in March 2021, which has improved agility and responsiveness to the fast-paced global market.

"It is a great feat for a small group of people to have antennas all over the world," the president says, highlighting the streamlined and effective structure of the new division, as well as the unique positioning of Japanese beauty products, aka J-Beauty, where a lot of the active ingredients are made by Japanese manufacturers.

Dr. Recella has also made significant inroads into deep-sea water-based products, with its proprietary ingredient, α Gri-X®, sourced from Okinawa's deep sea and blended with mineral water from the foot of Mt. Koya for enhanced skin benefits.

"We have conducted research on deep sea water for more than 20 years," Mr. Okusako states, and the dedication to quality and innovation is evident across their product lines as a successful, sustainable and collaborative future is strived for.

"We will continue to grow together with overseas partners who share our philosophy, making people happy," the president concludes.