Saraya

What Saraya does

Saraya Co., Ltd. is a privately held Japanese hygiene, sanitation, and health products company founded in 1952 and headquartered in Osaka, Japan. The company operates through four primary product divisions — Consumer Products (Family SARAYA), Professional/Business Sanitation (PRO SARAYA), Medical/Pharmaceutical (Medical SARAYA), and Welfare (Welfare SARAYA) — plus a Digital Health division and an Overseas Business division serving markets including East Africa, Southeast Asia, and other international regions. Saraya's product portfolio spans hand hygiene systems (automatic dispensers, sensor-based handwashing stations like the WS-3000, alcohol-based sanitizers), food sanitation chemicals (the long-selling Yashinomi plant-based detergent, Alpet alcohol formulations, PureStar electrolyzed water generators), personal protective equipment (surgical masks, nitrile gloves), oral care (Cololo mouthwash), and food processing equipment (vacuum packaging, rapid freezers). Core proprietary technology centers on fermentation-based biochemistry, particularly sophorolipid biosurfactants (SOFORO) developed through dedicated biochemical research laboratories, alongside alcohol-based formulation chemistry and electrolyzed water generation systems.

The company's business model combines B2C e-commerce (official stores, Rakuten marketplace) with multi-tier B2B distribution (SARAYA Business web ordering for enterprise accounts, SARAYA Pro Shop for SMBs, dedicated Medical SARAYA channel for healthcare professionals). Key sub-brands include Yashinomi (coconut-based detergent since 1971), Arau (eco-friendly household products), Lakanto S (zero-calorie monk fruit sweetener), Happy Elephant, and SOFORO. Saraya generates revenue across consumer, professional, medical, and international channels, supported by the GRASP IoT-based HACCP compliance platform and the Food Sanitation Partner (FSP) Association professional community. Notable customer evidence includes a co-development partnership with Salt Bipep (a food tech startup) for rapid freezing technology that reduced meat juice loss from ~12% to under 3%. The company maintains a wholly-owned subsidiary, Tokyo Saraya Co., Ltd., and participates in EXPO 2025 Osaka-Kansai with the BLUE OCEAN DOME pavilion promoting sustainability initiatives.

Name

Saraya

Legal name

Saraya Co., Ltd. (サラヤ株式会社)

Website

https://saraya.com

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Saraya is a Japanese hygiene, sanitation, and health products company founded in 1952, operating through Consumer, Professional, Medical, Welfare, Digital Health, and Overseas divisions, serving household consumers, food service businesses, healthcare facilities, and eldercare institutions with cleaning chemicals, automatic dispensers, PPE, and biosurfactant technology.

Ownership category

akta.pro rank

Product category

Household & Industrial Hygiene Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Health Care and Social Assistance (62)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand Hygiene & Skin Antisepsis (Soaps, Sanitizers, Surgical Scrubs, CHG Prep) (HLAHANAE)

akta.pro secondary industries

Hand Soap & Hand Wash (CRABAEAC), Hand Sanitizers & Antibacterial Personal Care (CRADANAI)

Keywords

• Hand hygiene solutions
• Food sanitation chemicals
• Medical disinfectants
• Household cleaning products
• HACCP compliance systems

Headquarters

HQ city

Osaka

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Products: Sale of household cleaning, personal care, and health products through retail and e-commerce channels. Includes well-known brands such as Yashinomi (vegetable-based dishwashing liquid), Arau (eco-friendly household products), Lakanto S (zero-calorie sweetener), and Happy Elephant (laundry products).
2. Sanitation/Business Hygiene Products: Sale of professional-grade cleaning chemicals, dispensers, hygiene equipment, and sanitation solutions to food service, hospitality, and institutional customers. Includes automated dispensers, food processing chemicals, and HACCP compliance products.
3. Medical/Pharmaceutical Products: Sale of medical hand disinfectants, gargle solutions, PPE, and pharmaceutical-grade hygiene products to healthcare facilities and medical professionals. Includes the Medical SARAYA channel for healthcare workers.
4. Overseas Operations: International sales and distribution of Saraya products and technologies, including biosurfactants and hygiene solutions, through overseas subsidiaries and regional partners.
5. VITA Laser Division: Specialized medical/laser technology division (Vitalezza) offering laser-based medical devices and solutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Saraya develops, manufactures, and sells hygiene, sanitation, and health-related products across consumer, professional, medical, and welfare segments. Its core offerings include hand hygiene solutions (alcohol disinfectants, soaps, automatic dispensers), food sanitation chemicals (neutral detergents, food-grade alcohol disinfectants), personal protective equipment, food-processing equipment, oral care products, and IoT-based HACCP monitoring systems, sold both directly to consumers and to business customers in food service, healthcare, and welfare.

Product overview

Saraya is a Japanese hygiene and sanitation company founded in 1952, operating through four core divisions: Consumer Products (家庭用製品), Professional/Business Products (PRO SARAYA 業務用製品), Medical Products (医療用製品), and Welfare Products (福祉用製品), plus Digital Health Solutions (デジタルヘルス製品). The product portfolio centers on hygiene and infection prevention solutions comprising hand washing and sanitization systems (automatic and manual dispensers, hand soaps, alcohol-based sanitizers, hand care lotions), food sanitation chemicals (neutral detergents including the long-selling Yashinomi brand, cleaning agents, disinfectants, alcohol formulations for food contact), personal protective equipment (surgical masks, nitrile gloves, face shields, goggles, gowns), toilet/facility hygiene products, heat stroke prevention products (hydration drinks, cooling items, salt supplements), food processing equipment (vacuum packaging machines, rapid freezers, electrolyzed water generators), oral care (mouthwash and automatic dispensers), and IoT-based HACCP compliance solutions. Key sub-brands include SOFORO (biosurfactants), Lakanto S (zero-calorie sweetener), and arau. (baby care). The company also provides HACCP training and support services through its food sanitation instructor network.

Differentiator

Problem solved

Functional benefit

Brands

• PRO SARAYA: Business-to-business professional hygiene and sanitation products and services
• SOFORO
• Lakanto (ラカント)
• Arau (アラウ)
• Yashinomi (ヤシノミ)
• Happy Elephant
• Coco Palm (ココパーム)
• Jojoble (ジョジョブル)
• Lachevert (ラシュヴェール)
• Washnal (ウォシュナル)
• Sanipure (サニピュア)
• Alpet (アルペット)
• Cololo (コロロ)
• Al gauze (アルガーゼ)
• GRASP
• Vegeble Kitchen (ベジブルキッチン)

Products and services

• PRO SARAYA professional hygiene and sanitation products Comprehensive B2B hygiene and sanitation solution line for food service, hospitality, healthcare, and industrial facilities, including hand washing systems, food sanitation chemicals, cleaning agents, disinfectants, PPE, and HACCP support services.
• Medical SARAYA medical and healthcare products Medical and healthcare hygiene product line providing evidence-based infection control solutions, medical-grade hand disinfectants, oral care/gargle products, and clinical information services for healthcare and nursing care facilities.
• Family SARAYA household consumer products Consumer product line featuring eco-friendly household cleaning, hand care, body care, and health-related goods (including Yashinomi, Arau, Happy Elephant, Lakanto S) for personal and home use.
• Welfare SARAYA eldercare and welfare products Products and information services supporting infection prevention, nutrition and hydration, and oral care in welfare, nursing, and eldercare facilities.
• Digital Health (GRASP IoT HACCP solution) IoT-based digital hygiene management offering the GRASP HACCP compliance recording system and other digital health management tools for food safety and hygiene monitoring.
• GRASP IoT HACCP monitoring platform IoT-based HACCP compliance recording and monitoring system that automates documentation of food safety hygiene management using connected devices and digital tools for food service and processing facilities.
• GUD-1000-PHJ automatic touchless dispenser Sensor-based touchless automatic dispenser that detects hands and dispenses foaming soap, liquid soap, or disinfectant without contact, for professional hand hygiene applications.
• WS-3000 series automatic hand washing and disinfection station Sensor-activated automated hand washing station that automatically dispenses soap, water, and disinfectant solution without contact, supporting infection prevention in professional facilities.
• Yashinomi neutral detergent Plant-based neutral detergent made from coconut extract, fragrance- and colorant-free, designed for hand and environmentally conscious cleaning across consumer and professional kitchens.
• Alpet alcohol-based food additive disinfectants Food additive alcohol disinfectant series including Alpet HN, Alpet LN, and Alpet NV variants for food quality maintenance and equipment sterilization in food processing.
• Cololo mouthwash series Mild mint-flavored mouthwash for oral cavity sterilization, disinfection, and cleaning, with a gentle formulation suitable for daily frequent use in medical and consumer settings.
• Takumi Oasis Aid hydration beverage Workplace beverage for rapid hydration and mineral replenishment, combining water and essential nutrients to help prevent heat stroke in occupational settings.
• Pure Star / Mue Clean II electrolyzed water generators On-site devices that generate slightly acidic electrolyzed water (pH 5–6.5) for sanitizing food ingredients and cooking utensils in commercial kitchens and food processing.
• Shutman vacuum packaging machine Vacuum deaeration packaging machine that packs food while still hot, maintaining food quality and reducing labor time in commercial food processing operations.
• Rapid Freezer SF series Liquid rapid freezer that submerges food in freezing solution for quick freezing, minimizing quality deterioration and preserving fresh texture and taste in food processing.
• SARAYA surgical masks 3-layer non-woven surgical masks (JIS T 9001 Class II) filtering virus and bacteria droplets with comfortable fit and flat ear loops, for medical and food processing use.
• SARAYA nitrile examination gloves Nitrile examination gloves available in Extend (high tactile sensitivity) and Soft Fit (thin) variants, compliant with food hygiene law for food processing and medical use.
• Prime Lotion post-disinfection hand lotion Post-disinfection hand lotion containing hyaluronic acid for moisturizing care, formulated not to interfere with the residual antibacterial effects of hand sanitizers.
• SOFORO sophorolipid biosurfactant line Fermentation-derived sophorolipid biosurfactant ingredient line for sustainable, naturally sourced applications in cleaning, cosmetics, food, agriculture, and pharmaceuticals.
• Lakanto S zero-calorie sweetener Zero-calorie, plant-based sweetener derived from monk fruit, marketed for calorie- and sugar-controlled diets in the Japanese consumer health market.
• Arau plant-based baby care line Plant-based baby care and household product line featuring gentle formulations with natural ingredients for infant skin care, hygiene, and sensitive-skin use.

Quantifiable outcome

• Salt Bipep reduces meat juice loss from approximately 12% to under 3% using Saraya-developed rapid freezing technology

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Salt BipepminorStrategic or Co-development Partner · 5 March 2026Salt Bipep, a food tech startup specializing in microbiome-based meat aging technology, uses rapid freezing technology developed in collaboration with Saraya. This technology reduced meat juice loss from ~12% to under 3%. Salt Bipep operates as an ODM partner for domestic Korean brands and is building export references in Hong Kong and Singapore.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Reckitt Benckiser: Owns Dettol, Lysol, and Finish; competes head-to-head with Saraya in household disinfection, hand hygiene, and consumer cleaning categories globally.
• Church & Dwight: Owner of Arm & Hammer and other household/personal care brands; comparable to Saraya's consumer cleaning and personal care portfolio through retail and online channels.
• 3M: Diversified safety and hygiene major with overlapping face masks, hand hygiene, and disinfection chemicals supplied through medical and institutional channels.
• SC Johnson: Family-owned consumer cleaning major (Mr. Clean, Mrs. Meyer's); comparable to Saraya in household cleaning chemistries with similar private-ownership heritage.
• Ecolab: Global leader in food safety, sanitation, and hygiene with overlapping dispensers, sanitizers, and IoT monitoring; broader portfolio than Saraya but the most direct comparability for PRO SARAYA.

Direct peers

• GOJO Industries: US-based maker of Purell and GOJO hand hygiene formulations; directly comparable to Saraya's Medical and PRO SARAYA hand disinfection and dispenser portfolio across food service, healthcare, and industrial channels.
• Diversey Holdings: B2B hygiene and food safety solutions provider; comparable to PRO SARAYA across hospitality, food service, and healthcare hygiene chemistry and equipment offerings.
• Kao Corporation: Japanese CPG peer overlapping directly in household cleaners, hand soaps, and sanitizers (Attack, Curel); competes with Saraya's Yashinomi, Arau, and Family SARAYA in Japan.
• Lion Corporation: Japanese household and personal care major with direct overlap in hand soaps, oral care, and household cleaners; shares Saraya's Japan-centric distribution footprint and B2C/B2B channel mix.

Regional players

• Kobayashi Pharmaceutical: Japanese household and OTC consumer health company; comparable in distribution channels and consumer brand positioning across household, oral care, and wellness adjacencies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/SARAYA_JP
• Facebookfacebook.com/sarayacom
• Instagraminstagram.com/saraya_jp/?hl=ja
• TikToktiktok.com/@saraya_jp_official
• LinkedInlinkedin.com/company/saraya-co-ltd

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

Investments

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

Frequently asked questions about Saraya