What I-ne does

I-ne Co., Ltd. (株式会社Ｉ－ｎｅ, ticker 4933 on TSE Prime) is a Japanese multi-brand beauty and lifestyle company founded on March 8, 2007 by Yohei Onishi and headquartered in Osaka. The company operates fourteen or more distinct consumer brands spanning plant-based hair care (BOTANIST, 2015), minimalist beauty electronics (SALONIA, 2012), nighttime hair care (YOLU, 2021), bonding hair repair (UNIPLEX, 2026), functional sun umbrellas (XTGR, 2026), regenerative fabric care (ReWEAR), collagen supplements (Collatein, 2025), oral care (GWHITE), and toy cosmetics (DROAS), among others. Each brand is positioned as a category-specific concept rather than a product line extension, supported by proprietary technologies such as BOTANIST's Next-Generation Bonding Complex, ReWEAR's XTGR fabric technology, and NIROL® fabric processing, alongside in-house R&D via the JBIST division.

The company makes money through a hybrid direct-to-consumer and wholesale model. Owned brand e-commerce sites and a dedicated multi-brand storefront ('and Habit') capture first-party D2C sales, supplemented by listings on Japan's three dominant marketplaces — Rakuten, Amazon Japan, and Yahoo! Shopping — and additional listings on Qoo10 and ZOZOTOWN. Offline wholesale distributes through LOFT, PLAZA, cosmetics specialty stores, drugstores, and general merchandise stores across Japan, with a directly managed physical retail store and an Asia-Pacific subsidiary in Shanghai serving China, Taiwan, and Hong Kong. Brand experiences (BOTANIST Tokyo café, YOLU Candle Night, niko and... BASE sauna with Adastria) and KOL/influencer collaborations drive top-of-funnel awareness, while a sustainability narrative — including forest conservation with more trees and Bihoro/Bifuka towns in Hokkaido — reinforces brand authenticity. Group headcount of 434 across 7 consolidated subsidiaries is concentrated in Osaka (65%) and Tokyo (32%).

Name

I-ne

Legal name

株式会社Ｉ－ｎｅ（アイエヌイー）

Website

https://i-ne.co.jp

Company type

Public

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

I-ne Co., Ltd. is a publicly listed Japanese multi-brand beauty and lifestyle company operating fourteen-plus brands — including BOTANIST, SALONIA, YOLU, UNIPLEX, and Collatein — across hair care, beauty electronics, skincare, oral care, supplements, and fabric care. It sells primarily to Japanese and Asia-Pacific consumers through D2C sites, major marketplaces, and offline retail.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

K-Beauty/J-Beauty & Global Skincare Regimens (CRABAAAI)

akta.pro secondary industries

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Beauty & Personal Care Online Retailers (CRAFADAC), Beauty-From-Within (Collagen, Biotin, Skin/Hair/Nails) (CRADAGAH)

Keywords

• Multi-brand beauty company
• Hair care products
• Beauty electronics devices
• Japanese cosmetics brand
• Personal care manufacturing

Headquarters

HQ city

Osaka-shi

HQ country

Japan

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Revenue from sales through I-ne's owned brand e-commerce websites and flagship online stores. Customers purchase directly from the company's own digital storefronts.
2. Marketplace Sales: Revenue from sales through major third-party Japanese online marketplaces including Rakuten, Amazon Japan, and Yahoo! Shopping, where I-ne's branded products are listed and sold.
3. Wholesale Distribution: Revenue from bulk sales of branded products to retail partners including LOFT, PLAZA, cosmetics specialty stores, drugstores, and general merchandise stores (GMS) across Japan.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels6 records

Core offering

I-ne is a multi-brand beauty and personal care company that plans, develops, manufactures, and markets cosmetics, beauty devices, supplements, and lifestyle products under 10+ consumer brands. Its core offerings span plant-based hair care (BOTANIST), at-home beauty electronics (SALONIA), nighttime wellness (YOLU), bonding hair repair (UNIPLEX), regenerative fabric care (ReWEAR), collagen supplements (Collatein), oral care (GWHITE), skincare (CAROME., WrinkFade), and functional goods such as near-infrared-cut sun umbrellas (XTGR). The portfolio is sold through owned D2C e-commerce, major Japanese marketplaces, and offline retail chains across Japan and Asia-Pacific.

Product overview

I-ne is a multi-brand beauty and personal care company operating across hair care, beauty electronics, skincare, oral care, inner beauty (supplements), and fabric care categories. The portfolio includes the core brands BOTANIST (botanical lifestyle, 2015), SALONIA (minimalist beauty electronics, 2012), and YOLU (night care beauty, 2021), alongside newer brands UNIPLEX (bonding hair care, 2026), XTGR (functional sun umbrellas, 2026), ReWEAR (regenerative fabric care), Collatein (collagen protein), GWHITE (oral care), DROAS (toy cosmetics), WrinkFade (skincare), and others. The company also operates e-commerce via its own platform and Habit, and distributes through major EC malls (Rakuten, Amazon, Yahoo, Qoo10, ZOZOTOWN) and offline retailers (drugstores, variety stores, Loft, Plaza).

Differentiator

Problem solved

Functional benefit

Brands

• BOTANIST: Botanical lifestyle brand launched in 2015, featuring hair care, body care, and out-bath products with plant-derived ingredients.
• SALONIA
• YOLU
• ReWEAR
• GWHITE
• UNIPLEX
• Collatein
• XTGR
• DROAS
• WrinkFade
• Curuput
• Aquall
• CAROME.
• Salanaru
• and Habit
• mythm

Products and services

• BOTANIST (ボタニスト) botanical lifestyle brand Plant-based hair care, body care, home care, and fragrance line marketed under a botanical/sustainability narrative targeting daily beauty routines for women aged 20–40 and beauty-conscious consumers.
• SALONIA (サロニア) minimalist beauty electronics brand Minimalist beauty electronics brand offering hair irons, dryers, brushes, and facial devices designed for everyday at-home and professional-grade styling and skincare.
• YOLU (ヨル) night care beauty brand Night care hair care brand offering products for nighttime use to maximize beauty sleep benefits for busy consumers; targets the drugstore hair care category in Japan.
• UNIPLEX (ユニプレックス) bond-repair hair care brand Hair care brand targeting coarse, thick, and damaged hair using a world-first next-generation bonding complex with quasi-human keratin, maleic acid, and guanyl cysteine plus heat-reactive ingredients.
• XTGR (エクストギア) functional sun umbrella brand Functional sun umbrella brand offering UV and near-infrared-cut umbrellas using NIROL® ceramic resin fiber and Trubeaute® hybrid fabric, with reflector effect that brightens skin.
• ReWEAR (リウェア) regenerative fabric care brand Regenerative fabric care brand offering fabric softeners and cleaning boosters that use Danish enzymes to remove pilling and fuzz, extending garment lifespan, with biomass packaging.
• Collatein (コラテイン) collagen protein supplement brand Collagen protein supplement brand positioned as a 'third protein' category (after whey and soy), formulated with iron, zinc, vitamins, and minerals; developed with input from a beauty body balance clinic.
• GWHITE (ジーホワイト) oral care brand Oral care brand offering toothpastes and oral hygiene products, including a medicinal whitening toothpaste using gold micro silica for abrasion-free stain removal.
• CAROME. (カロムス) skincare brand Skincare brand managed by I-ne as part of its multi-brand portfolio.
• WrinkFade (リンクフェード) anti-aging skincare brand Anti-aging skincare brand within I-ne's multi-brand portfolio.
• DROAS (ドロアス) toy cosmetics / children's play cosmetics brand Toy cosmetics / children's play cosmetics brand recognized by Japan's Ministry of Environment in the 'Environmental Education ESD Practice Video 100' for 2024 and 2025.

Quantifiable outcome

• BOTANIST awarded Yahoo! Japan Brand of the Year 2017
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• Adastria Co., Ltd.flagshipStrategic or Co-development PartnerI-ne partnered with Adastria Co., Ltd. to create the 'niko and... BASE' sauna facility featuring BOTANIST amenities (shampoo, treatment, body care) and SALONIA beauty devices. This flagship experiential partnership combines I-ne's beauty brands with Adastria's lifestyle venue concept, providing an immersive brand experience.
• more trees (forest conservation group)coreStrategic or Co-development PartnerBOTANIST partners with the forest conservation organization 'more trees' to support forest conservation activities. This partnership is a core element of BOTANIST's sustainability commitment and environmental brand positioning, linking product sales to tangible forest conservation outcomes.
• 一般社团法人日本キャンドル協会 (Japan Candle Association)minorStrategic or Co-development PartnerYOLU brand partners with the Japan Candle Association to host YOLU Candle Night events, creating experiential brand activations that promote the nighttime wellness and sleep-focused product line.
• 北海道美幌町 (Bihoro Town, Hokkaido)coreStrategic or Co-development PartnerBOTANIST maintains a forest conservation partnership with Bihoro Town in Hokkaido, supporting local forest preservation efforts. This aligns with BOTANIST's environmental sustainability commitments and provides a regional sourcing/environmental partnership framework.
• 北海道中川郡美深町 (Bifuka Town, Nakagawa District, Hokkaido)coreStrategic or Co-development PartnerBOTANIST has established a white birch farm partnership in Bifuka Town, Nakagawa District, Hokkaido. This partnership supports BOTANIST's ingredient sourcing and sustainability narrative by connecting product formulations to specific regional natural resources.
• サッポロドラッグストリーマー (Sapporo Drug Streamer)coreChannel Partner/ Reseller/ DistributorSapporo Drug Streamer collaborates with BOTANIST's forest initiative, serving as a retail partner that supports and promotes BOTANIST's environmental and sustainability activities in the Hokkaido region.

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Kao Corporation: Japanese CPG incumbent with leading hair care brands (Kao, Curel, Merit, Essential). Directly comparable in Japanese hair care and personal care channels, though Kao operates at much larger scale and broader portfolio.
• Procter & Gamble: Global CPG incumbent with Japanese-market hair care brands (Pantene, Herbal Essences, Head & Shoulders). Comparable as a competitor in Japanese retail and drugstore hair care channels, though competing as mass-market vs. I-ne's premium positioning.
• L'Oréal: Global beauty leader with multi-brand portfolio spanning hair care (L'Oréal Paris, Kérastase), skincare, and cosmetics. Comparable in multi-brand strategy and category leadership, though operating at vastly greater scale and global reach.
• Shiseido: Japan's largest prestige beauty group with global brands (SHISEIDO, clé de peau Beauté, NARS, DRUNK ELEPHANT). Comparable as a J-Beauty multi-brand operator with international reach; differs in prestige positioning vs. I-ne's mass-premium D2C orientation.

Direct peers

• Oddity Tech: Multi-brand beauty technology company (IL Makiage, SpoiledChild) that acquires and scales digital-first beauty brands using proprietary consumer data and technology. Closely comparable as a 'beauty tech' multi-brand operator with similar stated mission and D2C orientation.
• Pola Orbis Holdings: Japanese multi-brand beauty holding company (POLA, ORBIS, THREE, H2O+). Closely comparable in multi-brand strategy and Japanese D2C/retail mix, with similar premium positioning across beauty subcategories.
• Ci:z Holdings: Japanese multi-brand D2C beauty company (Dr.Ci:Labo, Labo Labo, Genomer) acquired by Pola Orbis in 2023. Closely comparable business model: multi-brand house built via D2C and digital marketing, with skincare focus.
• e.l.f. Beauty: U.S. multi-brand beauty company (e.l.f. Cosmetics, e.l.f. SKIN, Well People, Keys Soulcare). Comparable as a digitally-native multi-brand beauty operator leveraging D2C and marketplace channels for rapid brand scaling.
• Mandom Corporation: Japanese personal care company with leading men's grooming (Gatsby) and women's hair care brands. Comparable in Japanese hair care category competition and omnichannel distribution, though more skewed to male consumers.
• Milbon Co., Ltd. Japanese professional salon hair care company with strong bond-treatment technology (Aujua, Elujuda). Comparable as a Japanese hair care innovator with proprietary technology platforms targeting premium and damaged-hair segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ine_kiyoko
• YouTubeyoutube.com/channel/UCKxqu5i0iDybdT6F6YSjRDw
• Facebookfacebook.com/ine.corporate
• Instagraminstagram.com/ine.prteam
• LinkedInlinkedin.com/company/i-ne

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 records

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 I-ne