What Sun Smile does

Sun Smile Inc. (株式会社サン・スマイル) is a Tokyo-headquartered Japanese beauty and personal care company founded in May 1997 that operates as an integrated manufacturer, exclusive brand distributor, and wholesaler. The company manages a multi-brand portfolio spanning owned Japanese brands (RISM, CHOOSY, MASCŌDE, Biodance, HALIFT, IESPA, MediCouture, ART MASK, hinok, HOME HOTEL) and exclusive Japanese distribution rights for prominent Korean brands (JM Solution, i'm meme, Kaja, KEYTH, SISTER ANN, KUNDAL), covering skincare, sheet masks, lip care, color cosmetics, beauty tools, fragrance, hygiene masks, innerwear, and hair accessories. The technical backbone combines OEM/ODM contract manufacturing capabilities with proprietary formulation technologies — notably Biodance's 34g hydrogel mask technology, HALIFT's 144-protrusion needle roller developed with acupuncture specialist supervision, and IESPA's carbonic acid bubbling skincare system. Sun Smile monetizes through five revenue streams: manufacturer sales of owned brands, wholesale distribution of imported and domestic products to mass-market retailers nationwide, OEM/ODM contract manufacturing for client brands, licensing royalties from international brand distribution rights, and direct-to-consumer e-commerce via the SUNSMARCHÉ platform (sunsmarche.jp) plus marketplace presence on Rakuten and Amazon. Go-to-market combines B2B wholesale to 20+ major Japanese retailers (Don Quijote, Mitsukoshi Isetan, Loft, Tokyu Hands, Village Vanguard, Yodobashi Camera) with B2C online and product-led features like the June 2025 AnyGift e-gift integration. In December 2025, AnyMind Group (TSE: 5027) agreed to acquire all shares of Sun Smile, marking AnyMind's entry into offline beauty retail as its 13th acquisition overall and 7th in Japan.

Name

Sun Smile

Legal name

株式会社サン・スマイル

Website

https://sunsmile.co.jp

Company type

Private

Founded year

1997

Operating status

Acquired

Headcount range

101–250 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Manufacturer Sales: Self-developed original brand products (RISM, CHOOSY, MASCODE, Biodance, i'm meme, HALIFT, etc.) sold through owned e-commerce, wholesale to retailers, and export markets
2. Wholesale Distribution: Distribution of imported and domestic beauty products, miscellaneous goods, food, and apparel to mass-market retailers nationwide
3. OEM/ODM Manufacturing: Original equipment manufacturing for skincare, color cosmetics, hair care, and miscellaneous goods for client brands
4. Overseas Brand Distribution: Exclusive distribution rights for international brands (JM Solution, i'm meme, Kaja, Biodance, KEYTH, SISTER ANN, hinok) in Japan
5. E-commerce: Direct consumer sales through owned Suns Marche platform and major marketplace channels

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Sun Smile Inc. is a Japanese beauty and personal care company that develops, manufactures, imports, and distributes its own portfolio of skincare, cosmetics, hygiene mask, beauty tool, fragrance, and innerwear brands (RISM, CHOOSY, MASCODE, Biodance, i'm meme, HALIFT, IESPA, ART MASK, MediCouture, HOME HOTEL, hinok, MASCODE BEAUTY) while holding exclusive Japanese distribution rights for Korean brands (JM Solution, Kaja, KEYTH, SISTER ANN, KUNDAL). The company provides OEM/ODM contract manufacturing services for client brands and sells through owned e-commerce (SUNSMARCHÉ), major marketplaces (Rakuten, Amazon), and wholesale to physical retailers nationwide.

Product overview

Sun Smile operates as a diversified beauty and personal care distributor, brand owner, and manufacturer in Japan. The company manages an extensive multi-brand portfolio spanning multiple categories: skincare (RISM, Biodance), sheet masks andincare (IESPA, JM Solution, ART MASK), lip care (CHOOSY), makeup and color cosmetics (i'm meme, MASCŌDE BEAUTY, SISTER ANN, KEYTH), hygiene masks (MASCŌDE), innerwear and body care (MediCouture), hair accessories (HALIFT, HOME HOTEL), fragrance and lifestyle (hinok, KUNDAL), plus acting as a general agent for Korean brands in Japan. In December 2025, AnyMind Group acquired Sun Smile to enter offline beauty retail, integrating its brands into a connected online-to-offline (O2O) business infrastructure.

Differentiator

Problem solved

Functional benefit

Brands

• RISM: Daily skincare brand for multi-tasking individuals. Focuses on time-efficient, affordable, and effective sheet mask and skincare solutions.
• MASCŌDE
• MASCŌDE BEAUTY
• CHOOSY
• MediCouture
• IESPA
• HALIFT
• ART MASK
• HOME HOTEL

Products and services

• Biodance (バイオダンス)

Quantifiable outcome

• Biodance Bio Collagen Real Deep Mask achieved 30 million cumulative sales within 3 years
• +4 more outcomes

Named customers17 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

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• AnyMind GroupflagshipStrategic or Co-development Partner · 1 December 2025AnyMind Group agreed to acquire all shares of Sun Smile Inc., marking its entry into offline beauty retail. This is AnyMind's 13th acquisition overall and 7th in Japan. The acquisition aims to create a connected business infrastructure linking social media, e-commerce, and physical retail through a unified online-to-offline (O2O) model with shared data, extending AnyMind's BPaaS capabilities to include nationwide offline distribution alongside digital screens.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Stylenanda / 3CE: Korean multi-brand beauty company (now under L'Occitane group) operating color cosmetics and skincare brands. Comparable as a K-beauty multi-brand operator with similar Gen Z / millennial target consumer overlap with Sun Smile's i'm meme, KEYTH, and SISTER ANN distribution portfolio.
• Cosmax Inc. Korean ODM/OEM cosmetics manufacturer and brand developer. Direct peer on the contract-manufacturing side of Sun Smile's OEM/ODM business and a comparable multi-brand Asian beauty infrastructure player.
• Memebox Inc. Korean beauty brand company and producer of the i'm meme brand distributed by Sun Smile in Japan. Direct upstream partner and a comparable multi-brand K-beauty operator targeting similar Gen Z / millennial consumers.
• I-NE Co., Ltd. Japanese multi-brand beauty and personal care company operating owned brands (BOTANIST, SALONIA, CLEAR IMPRESSION) with similar brand-portfolio, manufacturing, and distribution model. Comparable in scale and GTM approach across mass-market and premium segments.
• Kolmar Korea Holdings: Korean ODM/OEM cosmetics and health products manufacturer. Comparable contract-manufacturing capabilities and multi-customer brand portfolio serving similar brand-owner clients in the CPG and K-beauty space.

Broad incumbents

• Pola Orbis Holdings: Japanese beauty holding company with multi-brand portfolio (POLA, ORBIS, H2O PLUS, THREE). Comparable as a Japanese multi-brand beauty holding with similar brand portfolio strategy and mass-to-premium tiering.
• LG Household & Health Care: Korean conglomerate with major cosmetics and personal care portfolio (The History of Whoo, SU:M37°, O HUI). Comparable as a broad incumbent in the K-beauty and Asian CPG space serving overlapping retail and consumer segments.
• Kose Corporation: Japanese cosmetics manufacturer with broad portfolio across premium (DECORTÉ, Sekkisei) and mass (Kose Cosmeport) tiers. Comparable Japanese beauty incumbent operating at the intersection of manufacturing, brand ownership, and domestic distribution.
• AmorePacific Corporation: Korean cosmetics conglomerate owning major brands (Sulwhasoo, Laneige, Innisfree) and operating global distribution. Comparable as a broad K-beauty portfolio incumbent overlapping with Sun Smile's K-beauty distribution business but at vastly larger scale.
• Shiseido Company, Limited: Japan's largest cosmetics conglomerate with broad premium and mass-market brand portfolio. Comparable as a Japanese beauty incumbent competing for the same retail shelf space and consumer attention across categories where Sun Smile operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/puresmile_cosme
• Facebookfacebook.com/sunsmile.jpn
• Instagraminstagram.com/sunsmile_cosme

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 Sun Smile