What DIANA does

DIANA Co., Ltd. (株式会社ダイANA) is a privately held Japanese beauty and body-shaping company founded in 1986 and currently organized under the Dstyle group, with its current corporate entity re-incorporated on October 17, 2023 with ¥100 million capital. The company's core offering is "proportion consulting" — a structured in-person service delivered through approximately 740 franchise salons across Japan by certified "Chief Proportion Consultants," in which customers receive personalized body analysis using the proprietary "Golden Proportion" (ゴールデン・プロポーション) system (which calculates ideal proportions by age and height in 1-year / 1-cm increments) and are fitted for premium shapewear under the Diasienne (ダイアジェンヌ) brand, whose 69-size full-cup bra was recognized by Guinness World Records in 2011 as the most size variations for a single bra design.

The product portfolio extends well beyond shapewear into adjacent beauty categories: Pure Grande medical-grade compression stockings, the Dianage cosmetics and skincare line (including Retiris for younger women and Aggressive Wrinkle Cream), men's skincare via Dianage Men, dietary supplements (Rhythmette Alpha Plus, L'Antib), custom-made wigs (140,000–240,000 yen), body-make accessories, a new Wellness Dome home electric-potential therapy device co-developed with Hakuju (launched June 2026), and functional foods such as D Choice Premium low-sugar cake and Dietta Pane Plus. Operations also include the 3D body-scanning mobile vehicle "Proportion Liner," support facilities such as Tomigaya D-Square (Herbelle Pilates, charis salon, Shiny Owl Café), and a wholly-owned China subsidiary (Beijing Daiyana Trading Co., Ltd.) that has operated Proportion Galleries in Shanghai (2011), Beijing (2012), and Suzhou (2013) plus the first overseas franchise Diasienne Gubei (2013).

Revenue mechanics rely primarily on a franchise-licensing and direct-product-sales model: franchisees operate salons, sell DIANA-branded shapewear and beauty products at unit prices ranging from approximately ¥4,500 (cosmetics) to ¥240,000 (full custom wigs), and pay franchise fees back to the corporate entity, which also earns through branded DTC e-commerce (shop.diana.jp) and department-store pop-ups. Customer volume is dominated by individual Japanese women aged roughly 20–80+ seeking body shaping, with secondary segments in postpartum recovery, affluent Chinese consumers, and men receiving cosmetic products as gifts, while reporting emphasizes 950,000+ cumulative consulting experiences by December 2022 (90+ million yen capital, 1–10 employees at the corporate entity; the 740 franchise locations are separately operated).

Name

DIANA

Legal name

株式会社ダイアナ

Website

https://diana.co.jp

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1–10 employees

Short description

DIANA is a privately held Japanese body-shaping consultancy founded in 1986 that operates approximately 740 franchise salons across Japan, selling premium shapewear, cosmetics, supplements, and wigs under proprietary proportion-calculation methods to individual women across multiple age groups.

Ownership category

akta.pro rank

Product category

Shapewear & Body Shaping Consulting

NAICS

Clothing and Clothing Accessories Retailers (45811), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Food (Health) Supplement Retailers (456191)

SIC

Retail-Apparel & Accessory Stores (5600), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Shapewear & Body Contouring (CRAAAIAC)

akta.pro secondary industries

Personal Color Analysis & Style Consulting (HSACAJAD), Wardrobe, Hair & Makeup Services (MPADAFAH)

Keywords

• Shapewear manufacturing
• Body shaping consulting
• Compression stockings
• Cosmetic products
• Proportion consulting services

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Shapewear and Foundation Products: DIANA generates revenue primarily through the sale of shapewear (補正下着/補整下着) including bras, bodysuits, girdles, and corsets. The company operates approximately 740 franchise salons nationwide where customers receive consultations and purchase products.
2. Cosmetics and Beauty Products: Sale of Dianage cosmetics, skincare, makeup, and beauty tools under the Dianage brand.
3. Dietary Supplements: Sale of nutritional supplements including Rizumiette Alpha Plus and L'Antib for health and body management.
4. Wigs and Hair Products: Sale of custom-made Diange wigs and hair care products.
5. Franchise Fees: Revenue from franchise salon operations and business consulting.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

DIANA sells shapewear (補整下着), compression stockings, cosmetics, dietary supplements, wigs, and related beauty/body-care products, and provides personalized body-proportion consulting services at approximately 740 franchise salons across Japan. Its core concept, the proprietary "Golden Proportion" calculation, is used to fit and recommend shapewear and complementary products to individual customers.

Product overview

DIANA is a Japanese shapewear and body shaping company offering a comprehensive beauty portfolio centered on 補整下着 (shapewear/bodyshaping underwear) as its core product. The main product lines include ダイアジェンヌ (Diasienne) premium shapewear with 69-size range (Guinness record), ピュアグランデ medical compression stockings, ディアナージュ cosmetics/skincare line, and various body care products. DIANA operates approximately 740 franchised salons nationwide where certified 'Chief Proportion Consultants' provide personalized body shaping consulting. The company also offers related products including dietary supplements, wigs, men's skincare, and wellness devices, positioning itself as a 'total beauty solution company' for women's body shaping needs.

Differentiator

Problem solved

Functional benefit

Brands

• Diasienne (ディアジェンヌ): Flagship shapewear brand, including the Guinness World Record-holding bra with 69 sizes.
• Supreme.La.La.
• リセ グラマラス
• リセ ナチュール
• ディアナージュ (Dianage)
• ディアンジェ ウィッグ (Diange Wig)
• Herbelle (ハーベル)
• charis (カリス)
• Shiny Owl Café

Products and services

• Diasienne (ダイアジェンヌ) Shapewear Premium shapewear line including bras, bodysuits, girdles, corsets, and shorts made with three times the parts and processes of standard underwear; bras are available in 69 sizes (Guinness World Record-holding). Targeted at women seeking precision-fitted body shaping.
• Pure Grande Compression Stockings Medical-grade compression stockings for leg health and beauty, including No.140 (140 denier) medical compression, No.70 Light for beginners, and No.260 Herutsubain high-socks type. Targeted at women concerned with leg circulation and beauty.
• Rise Gramaras & Rise Nature Shapewear Entry-level shapewear lines for younger women in their 20s with soft support and bust-enhancing functionality. Rise Gramaras is the standard line (semi-long bralette priced 29,000 yen plus tax); Rise Nature is the simplified, best-priced version with six items.
• Dianage (ディアナージュ) Cosmetics & Skincare Cosmetics and skincare brand supporting body shaping, including cleansers, lotions, serums, creams, massage creams, eye creams, eyelash serums, and specialized treatments. Lines include Retiris (skin flora), Relitis (20s-30s skin), and Aggressive (wrinkle care). Targeted at women seeking beauty products complementary to shapewear programs.
• Dianage Men (ディアナージュ メン) Men's Skincare Men's skincare line positioned as a 'gift from women to men' concept, including All-in-One Serum (6,700 yen) and Face Form (4,500 yen) targeting male-specific skin concerns such as razor burn, odor, and shine.
• Body Make Products Body shaping and toning products including waist nippers, leg nippers, and arm supports targeting specific body areas. Complementary to the main shapewear line.
• Dietary Supplements Nutritional supplement products including Rizumiette Alpha Plus (metabolism support with CoQ10, alpha-lipoic acid, L-carnitine), DiettaPane (high-protein, low-carb diet bar), and Lantib (healthspan supplement for elderly with HMB, BCAA, plasmalogen).
• Diange Wigs & Nail Products Custom-made wigs (partial from 140,000 yen; full from 180,000 yen) and nail products. Over 13,000 custom-made wigs sold as hair loss solutions.
• Femtech Products Women's health technology products and services supporting feminine wellness, beauty care, and postpartum body recovery.
• Wellness Dome Home Electric Therapy Device Home-use electric potential therapy device developed jointly with Hakuju Life Science Research Institute, marketed for at-home wellness support.
• D Choice Premium Lifestyle Products Premium lifestyle products including low-sugar, gluten-free reward cakes (Earl Grey flavor variant renewed June 2026) positioned within DIANA's beauty lifestyle concept.
• DIANA Consulting Program (Body Proportion Salon Services) Personalized body-proportion consulting at approximately 740 franchise salons nationwide, delivered by certified 'Chief Proportion Consultants'. Includes body measurement, fitting, beauty lessons, and ongoing aftercare support. The 1,620-yen initial trial experience is offered to first-time customers.
• Proportion Liner Mobile 3D Body Scanning Service Japan's first vehicle-mounted mobile 3D body scanner offering 360-degree body measurement in 2.4 seconds, enabling comparison of current versus ideal body proportions. The Proportion Liner vehicle traveled 88,888 km in two years and measured 6,000 bodies.

Quantifiable outcome

• Average waist reduction of 10.4cm in 3 months for contest participants
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• 白寿生科学研究所 (Hakuju Life Science Research Institute)minorStrategic or Co-development Partner · 15 May 2026DIANA collaborated with 100-year-old Hakuju Life Science Research Institute to jointly develop 'Wellness Dome', a home-use electric potential therapy device launched in June 2026.
• FiNC TechnologiesminorGTM or Marketing Partner · 20 May 2019DIANA partnered with FiNC, a health tech company, for a marketing collaboration featuring DIANA's Rise Naturé shapewear on FiNC's health app, combining body shaping products with AI-powered health tracking.
• 渋谷区こどもテーブル (Shibuya Children Table)minorOthers · 11 November 2017DIANA supports the Shibuya Children Table initiative, which provides food education programs for children in the Shibuya area. DIANA contributes to community welfare through this food education initiative.
• 一般社团法人日本ビューティーウィッグ協会 (Japan Beauty Wig Association)minorStrategic or Co-development Partner · 21 June 2017DIANA supports the Golden Silhouette Balance Contest organized by the Japan Beauty Wig Association, which promotes wig styling and makeup techniques for women seeking their ideal appearance.
• 北京戴雅娜貿易有限公司 (Beijing Dai Ana Trading Ltd)coreStrategic or Co-development Partner · 13 July 2013DIANA established a local subsidiary in China called Beijing Dai Ana Trading Ltd in 2010 to expand operations. The company opened Proportion Gallery Shanghai (January 2011), Proportion Gallery Beijing (October 2012), and Diasienne Suzhou (June 2013), marking significant international expansion.
• 一般社团法人日本プロポーション協会 (Japan Proportion Association)coreStrategic or Co-development Partner · 1 October 2011DIANA co-founded the Japan Proportion Association which jointly manages the Golden Proportion Club membership program. The association organizes the annual Golden Proportion Award contest and promotes the 'Golden Proportion' concept nationwide.
• 学校法人日美学園 日本美容専門学校 (Nippo Beauty School)minorImplementation/ SI/ Consulting PartnerJapan's oldest beauty school provides educational support and collaboration for the Golden Silhouette Balance Contest and other DIANA beauty-related events.
• ニッパツ横浜FCシーガルズ (Nippatsu Yokohama FC Seagulls)minorOthersDIANA supports the Nippatsu Yokohama FC Seagulls women's soccer team as a founding sponsor, contributing to women's sports promotion and community engagement.
• 認定NPO법인キャンサーネットジャパン (Cancer Net Japan)minorOthersDIANA has been an official supporter of the Teal & White Ribbon Project (cervical cancer awareness campaign) since 2010, displaying banners and promoting cancer screening awareness.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wacoal Holdings: Japan's largest intimates and shapewear manufacturer, directly comparable as a domestic competitor with a broad lingerie portfolio (Wacoal, Wing), a strong domestic salon/department-store distribution network, and an active shapewear product line that competes with DIANA's Diasienne.
• Triumph International: Global lingerie and shapewear brand with a major Japan business; directly comparable through its shapewear and body-shaping product lines, premium brand positioning, and physical retail distribution across Asia.
• Peach John: Japanese lingerie and shapewear brand targeting young women with online and physical retail; comparable through its overlap with DIANA's younger-customer shapewear segment (Rise Gramaras/Rise Nature) and direct e-commerce channel strategy.
• Gunze: Japanese apparel manufacturer with a long-standing shapewear and innerwear product line (including the 'Kirei Labo' shapewear range); comparable as a domestic manufacturer-retailer with technical apparel expertise competing for the same Japanese female consumer.
• Spanx: Global shapewear category originator and leader; directly comparable as the premium shapewear brand archetype that DIANA also competes with in premium sizing, fit technology, and brand-driven marketing.
• Slim Beauty House: Japan's largest dedicated body-slimming and contouring salon chain; directly comparable as a physical body-shaping service business targeting Japanese women, competing with DIANA's franchise salon model for the same body-confidence consumer need.

Emerging players

• SKIMS: Kim Kardashian-founded DTC shapewear and loungewear brand; comparable as the modern digital-native disruptor of the shapewear category, attracting younger consumers with inclusive sizing and social-media-led marketing — a model DIANA is structurally less aligned with.
• Yamada Bee Farm: Japanese direct-sales beauty and supplement company with a beauty consultant-led model; comparable as a Japanese consumer-brand using personal-consultation selling to upsell supplements, skincare, and wellness products to women — analogous to DIANA's salon channel.

Broad incumbents

• Shiseido: Japan's largest beauty conglomerate with cosmetics, skincare, and professional beauty services; relevant because its salon-and-counter distribution and prestige beauty positioning create indirect competition for DIANA's cosmetics (Dianage) and skincare expansion.
• Pola Orbis Holdings: Japanese beauty group with strong direct-sales and salon-channel distribution; comparable as a domestic incumbent with similar beauty-consultation-led selling motion, multi-brand portfolio, and reliance on a Japanese female customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/dianasns
• YouTubeyoutube.com/user/DianaBeautyofLife
• Facebookfacebook.com/DianaOfficial
• Instagraminstagram.com/diana_solutionforlife
• TikToktiktok.com/@diana_solutionforlife

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about DIANA