What BULK HOMME does

BULK HOMME is a Japanese men's skincare brand that designs, markets, and sells basic grooming products formulated specifically for male skin, serving individual male consumers primarily in Japan with select international presence in Hong Kong and the United States. The company operates under the legal entity 株式会社バルクオム (BULK HOMME Co., Ltd.), founded on 2017-10-02 through an absorption-type split from TSUMO·JP Corporation, and is headquartered in Akasaka, Minato-ku, Tokyo, with a 51–100 employee headcount. The core product platform is anchored on a proprietary "Common 7 Ingredients" system that appears across the full range — apple fruit cultured cell extract, Izumo Tamatsukuri hot spring water, glyceryl glucoside, hydrolyzed silk, green tea leaf extract, yuzu fruit extract, and willow bark extract — with face care built around a 3-step regimen (cleanser, medicated lotion, emulsion), hair care around a 2- or 3-step regimen (shampoo, treatment, optional scalp serum), and extensions into body care, inner care supplements, fragrance, and a limited-edition collaboration sub-brand called THE PLUS.

The company makes money through a hybrid DTC and offline-retail model. Direct sales occur via the official e-commerce site (bulk.co.jp), offering monthly subscription courses at discounted rates (e.g., face care 3-step first delivery at 1,280 yen, hair care 3-step at 1,480 yen, with 10–20% off subsequent deliveries and a 23-day money-back guarantee) plus one-time purchases, supported by payment integrations including Amazon Pay, Apple Pay, Paidy, NP後払いwiz, PayPal, atone, and EPOS co-branded credit card. Offline, products are distributed through approximately 10,000 physical retail stores nationwide in Japan, including drugstores and general merchandise stores. The company has raised approximately $21 million in disclosed equity and debt funding between 2017 and 2021 from investors including MARUI GROUP, Nissay Capital, DIMENSION, Kiraboshi Capital, Japan Finance Corporation, Mitsui & Co, and Katana Fund; the most recent disclosed round was $14 million in September 2020.

BULK HOMME's go-to-market relies heavily on earned media through Japanese men's fashion and lifestyle magazines (MEN'S NON-NO, OCEANS, UOMO, smart, FINE BOYS), supplemented by owned social channels (Facebook, X, Instagram, LINE) and performance marketing through Facebook Custom Audiences, Google Ads, LINE Ads Platform, and Amazon Marketing Cloud. Leadership includes Representative Director / CEO Takuya Noguchi (野口卓也), with CFO Naoto Taniguchi, CBO Manabu Yoshida, COO Koichiro Nuki, and CMO Takehiko Suzuki. Cumulative hair care sales have reached 13 million units, providing the only disclosed scale signal beyond the retail footprint.

Name

BULK HOMME

Legal name

株式会社バルクオム

Website

https://bulk.co.jp

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

BULK HOMME is a Japanese men's skincare brand that formulates, markets, and sells basic grooming products under a proprietary 7-ingredient system across face, hair, body, inner care, and fragrance categories. It serves male consumers primarily in Japan through DTC subscriptions and approximately 10,000 retail stores, with limited presence in Hong Kong and the United States.

Ownership category

akta.pro rank

Product category

Men's Skincare and Grooming

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Men’s Bath & Body (Body Wash, Soap, Body Lotion) (CRABAGAH)

akta.pro secondary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Men's skincare products
• Men's grooming brand
• Face care cosmetics
• Hair care products
• Subscription beauty box

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. E-commerce Product Sales: Direct-to-consumer online sales of men's skincare products including face care, hair care, body care, inner care, and fragrance categories through the official website and subscription courses.
2. One-time Product Purchases: Single product purchases available for customers who prefer non-subscription buying options.
3. Subscription Courses: Regular delivery subscription courses for face care, hair care, and body care with discounted pricing on recurring orders. Includes 23-day money-back guarantee for first-time subscribers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

BULK HOMME manufactures and sells men's skincare, hair care, body care, inner care supplements, and fragrance products under its own brand, sold primarily direct-to-consumer through its bulk.co.jp online store via subscription courses and one-time purchases, and secondarily through approximately 10,000 drugstores and general merchandise retailers across Japan. All products share a proprietary 7-common-ingredient formulation platform with a single brand promise of simple, effective basic men's skincare.

Product overview

BULK HOMME is a Japanese men's skincare brand offering a comprehensive product portfolio organized into five main categories: Face Care, Hair Care, Body Care, Inner Care, and Fragrance. The Face Care line centers on a 3-step routine: THE FACE WASH (cleanser), THE REPAIR LOTION (medicated toner), and THE EMULSION (moisturizer), supplemented by THE SHAVING FOAM, THE FACE SHEET, THE FACE MASK, THE LIP BALM, and accessories. The Hair Care system offers THE SHAMPOO and THE TREATMENT as a 2-step foundation, with THE SCALP SERUM as an optional third step for scalp care, plus THE HAIR OIL and accessories. Body Care includes THE BODY WASH, THE BODY TREATMENT, THE SUNSCREEN, THE HAND JELLY, and THE BODY TOWEL. The brand operates primarily through subscription courses (定期コース) offering regular deliveries of products at discounted rates, with subscription options spanning Face Care, Hair Care, and Body Care categories. BULK HOMME also runs THE PLUS, a limited-edition collaboration sub-brand featuring exclusive products with artists and creators.

Differentiator

Problem solved

Functional benefit

Brands

• THE PLUS: Collaboration Works with Creators, Artists & Brands - a sub-brand for limited collaboration items and exclusive products.

Products and services

• THE FACE WASH Men's facial cleanser (face wash) used as the first step in the BULK HOMME face care routine, formulated with the brand's 7-common-ingredient system.
• THE REPAIR LOTION Medicated (薬用) skincare lotion that supports skin repair and moisturization as the second step of the 3-step face care routine.
• THE EMULSION Moisturizing emulsion for men's skin providing hydration and conditioning as the third step in the 3-step face care routine.
• THE SHAVING FOAM Shaving foam designed for men's facial hair that delivers a smooth shave while caring for skin.
• THE FACE SHEET Cleansing sheets for men for convenient on-the-go facial cleansing and maintenance.
• THE FACE MASK Facial sheet mask for intensive skin treatment and deep moisturizing.
• THE LIP BALM Lip care balm for men's lip moisturization and protection.
• THE SHAMPOO Men's shampoo formulated with skincare-inspired ingredients as the first step of the hair care routine for scalp and hair cleansing.
• THE TREATMENT Hair treatment (conditioner) for repairing and nourishing men's hair as the second step in the hair care routine.
• THE SCALP SERUM Scalp serum for scalp care and moisturization as the third step in the 3-step hair care routine.
• THE HAIR OIL Hair oil for men's hair styling and moisturization, providing shine and manageability.
• THE BODY WASH Men's body wash for daily shower use that cleanses while maintaining skin moisture.
• THE BODY TREATMENT Body treatment for moisturizing and conditioning skin after bathing.
• THE SUNSCREEN Sunscreen for men providing UV protection for daily outdoor activities.
• THE HAND JELLY Hand gel for moisturizing and caring for men's hands.
• THE FABRIC FRAGRANCE Fabric fragrance spray for men's clothing and fabric care.
• THE PROTEIN (Inner Care) Inner care protein supplements in chocolate and almond flavors supporting men's health from within.
• FACE CARE COURSE (subscription) Monthly subscription course bundling THE FACE WASH, THE REPAIR LOTION, and THE EMULSION at a discounted recurring rate after a 1,280 yen first delivery.
• HAIR CARE COURSE (subscription) Monthly subscription course for hair care, offered as 2STEP (Shampoo + Treatment) and 3STEP (adds Scalp Serum) variants, with first deliveries at 980 yen and 1,480 yen respectively and a 23-day money-back guarantee.
• BODY CARE COURSE (subscription) Monthly subscription course providing regular delivery of BULK HOMME body care products at discounted pricing.
• BULK HOMME THE PLUS Limited-edition collaboration sub-brand featuring exclusive products created with creators, artists, and brands such as BEDWIN & THE HEARTBREAKERS, RADIO EVA, Yutaka Nakane, Yurikov Kawahiro, and Yoshirotten & Yuma Yamashita.
• Skincare U22 Plan Dedicated discounted subscription pricing plan for face care courses aimed at male customers aged 22 and under.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature2 records

Partnerships

Six partnerships are on record, tiered minor.

• サウナ＆カプセルホテル北欧 (Sauna & Capsule Hotel北欧)minorGTM or Marketing Partner · 13 May 2026Collaboration between BULK HOMME and Ueno's Sauna & Capsule Hotel北欧, known as the 'sauna mecca', promoting men's skincare in the sauna culture context.
• BEDWIN & THE HEARTBREAKERSminorStrategic or Co-development PartnerBULK HOMME THE PLUS collaboration project with BEDWIN & THE HEARTBREAKERS, a Japanese fashion brand, as part of limited edition collaboration works.
• RADIO EVAminorStrategic or Co-development PartnerCollaboration work with RADIO EVA as part of BULK HOMME THE PLUS limited edition series.
• Yutaka NakaneminorStrategic or Co-development PartnerCollaboration with artist Yutaka Nakane for BULK HOMME THE PLUS project.
• Yurikov KawahirominorStrategic or Co-development PartnerCollaboration with artist Yurikov Kawahiro for BULK HOMME THE PLUS project.
• Yoshirotten & Yuma YamashitaminorStrategic or Co-development PartnerCollaboration with creative duo Yoshirotten and Yuma Yamashita for BULK HOMME THE PLUS project.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Mandom Corporation: Japan's leading men's grooming company behind Gatsby and Lucido-L, serving the same male consumer base with face, hair, and body products across similar retail and drugstore channels. Closest direct competitor by category, geography, and target customer.
• Bulldog Skincare: UK-based men's skincare brand with a focused face, shave, and body portfolio marketed to male consumers seeking simple, quality routines. Highly comparable business model to BULK HOMME's 'basic men's skincare' positioning.
• Tiege Hanley: US men's skincare subscription brand selling multi-step face care regimens on a recurring monthly basis. Mirrors BULK HOMME's subscription course approach and curated routine positioning.
• Lumin: DTC men's skincare brand offering face, hair, and body products targeting male grooming routines. Comparable digital-first, multi-category men's skincare strategy.
• Geologie: US-based men's skincare startup with personalized regimens and a simplified multi-step routine. Closely aligned with BULK HOMME's simplified-routine, science-forward value proposition.

Emerging players

• Duke Cannon Supply Co. US men's grooming brand focused on face, shave, and body products with a strong lifestyle branding angle. Comparable men's grooming audience and brand-led category expansion.

Broad incumbents

• Kao Corporation: Major Japanese CPG conglomerate with men's grooming lines (Bioré Men, Curel Men) sold across the same drugstore and general merchandise channels BULK HOMME uses. Broader portfolio but overlapping directly in men's skincare.
• Shiseido: Global Japanese beauty conglomerate operating SHISEIDO MEN and other men's lines across prestige and mass channels. Larger scale and broader category exposure but competes for the same male self-care consumer.
• Beiersdorf (NIVEA MEN): German personal care major behind NIVEA MEN, a global mass-market men's face, body, and shave brand with extensive drugstore distribution. Overlapping offering and channel strategy, but broader portfolio and international.
• Procter & Gamble (Gillette): Global CPG incumbent with Gillette men's grooming and shave care products distributed through mass retail and drugstores. Comparable men's personal care focus with significantly greater scale and marketing reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bulkhomme
• Facebookfacebook.com/BULKHOMME
• Instagraminstagram.com/bulkhomme

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds6 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments4 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BULK HOMME