What ReFa does

ReFa is a premium Japanese beauty brand owned and operated by MTG Co., Ltd. (株式会社MTG), headquartered in Nagoya, Japan. The brand offers an integrated portfolio of beauty devices and care products spanning hair care tools (dryers, irons, brushes, combs), face and body beauty devices (rollers, CAXA massage tools, photon epilators), shower heads and bath products, skincare, supplements, fragrances, and lifestyle accessories (linens, pillows, umbrellas, wear). ReFa serves individual consumers seeking salon-quality beauty results at home, beauty salons and spas using ReFa for professional services and retail, and hospitality businesses such as hotels for premium guest amenity programs. The customer base extends internationally across 12+ countries including Japan, China, South Korea, Taiwan, Singapore, Malaysia, Thailand, the United States, the United Kingdom, France, Germany, the UAE, and Australia.

The brand's core technology platforms are developed in-house by MTG and include carbon layer plate technology (a three-layer high-density carbon structure for damage-reduced heat styling), hydro ion technology (combining ionized air molecules with ceramic-coated far-infrared outlets), fine bubble technology (sub-pore bubbles for cleansing), and sensing temperature control systems. These platforms are deployed across flagship product families including BEAUTECH dryers and irons, FINE BUBBLE shower heads, CARAT rollers, CAXA massage tools, EPI photon epilators, and BEAUTYTECH head spa devices. Product pricing spans JPY 2,400 for entry-level consumables to JPY 58,300 for premium hardware, positioning ReFa at the upper-mid to premium tier of the Japanese beauty device market.

ReFa operates a multi-channel go-to-market model: direct-to-consumer through the MTG ONLINE SHOP and the ReFa GINZA flagship store (opened October 2025, the largest in brand history), department stores across all major Japanese regions, authorized beauty salons, hotel partnerships, and international distributors. Sub-brands (ReFa HEART, ReFa MONTECATINI, ReFa VITALWEAR, ReFa AUTHENTECH) enable tiered positioning across mainstream, premium, and luxury segments. Revenue is generated through one-time hardware sales, cosmetics and consumables (shampoos, treatments, supplements), professional/salon-grade products, and B2B hospitality amenity supply. Brand ambassadors include actress Anna Erii and actor Yuki Yamada, supported by TVCM campaigns and digital channels (Instagram, X, Facebook). The brand has accumulated over 100 beauty publication awards spanning 2015–2024.

Name

ReFa

Legal name

株式会社MTG

Website

https://refa.net

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

ReFa is a premium Japanese beauty brand owned by MTG Co., Ltd., offering hair care devices, face/body rollers, shower heads, skincare, and supplements through DTC retail, department stores, salons, hotels, and 12+ international markets.

Ownership category

akta.pro rank

Product category

Consumer Beauty Devices

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Electric Housewares & Fans (3634)

akta.pro primary industry

Mirrors & Lighting (Vanity Mirrors, Lighted Mirrors) (CRABAKAK)

Keywords

• Beauty devices
• Hair care tools
• Facial rollers
• Fine bubble showerheads
• Premium skincare products

Headquarters

HQ city

Nagoya

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (Hardware): ReFa generates revenue primarily through direct sales of beauty devices including hair dryers, hair irons, brushes, and facial/body beauty devices. Products are sold through official online shop, physical stores, department stores, and authorized retailers.
2. Cosmetics and Consumables: Sales of haircare, skincare, and inner care products including shampoos, treatments, fragrances, supplements, and beauty drinks.
3. Professional/Salon Products: Sales to beauty salons including professional-use only products and equipment.
4. Hotel and Hospitality Partnerships: B2B partnerships with hotels like Novotel Nara for amenity programs and experiential stay packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

ReFa designs, manufactures, and sells premium at-home beauty devices including hair dryers, hair irons, facial/body rollers, fine bubble showerheads, and photon epilators, alongside cosmetics, haircare, skincare, and inner beauty supplements. The brand operates multiple sub-brand lines (ReFa HEART, ReFa MONTECATINI, ReFa VITALWEAR, ReFa AUTHENTECH) and sells primarily through its official online shop, the ReFa GINZA flagship store, department stores, and authorized beauty salons.

Product overview

ReFa is a comprehensive beauty technology brand by MTG Co., Ltd. offering an integrated portfolio of hair care tools, body care devices, skincare products, and inner care supplements. The product ecosystem includes multiple sub-brand lines: ReFa (core brand), ReFa HEART (heart-themed luxury line), ReFa MONTECATINI (Italian wellness-inspired line), ReFa VITALWEAR (active lifestyle), and ReFa AUTHENTECH (premium luxury). The core technology platforms include BEAUTYTECH (advanced dryers, irons with carbon layer plate technology, head spa devices), fine bubble shower technology (FINE BUBBLE and ULTRA FINE BUBBLE series for cleansing), photon beauty devices (EPI series for hair removal), roller and massage tools (CARAT and CAXA series), and inner care supplements. New categories include oral care (launching August 2026), silk hair care, and the COMFORT SERIES for hospitality markets. The brand maintains flagship retail presence (ReFa GINZA) and distributes through salons, department stores, and online channels.

Differentiator

Problem solved

Functional benefit

Brands

• ReFa HEART: A luxury sub-brand under ReFa featuring heart-shaped beauty tools and accessories.
• ReFa MONTECATINI
• ReFa VITALWEAR

Products and services

• ReFa BEAUTYTECH DRYER Series Premium hair dryers for individual consumers seeking salon-level fast drying with temperature sensing, hydro-ion moisture technology, and shine enhancement.
• ReFa STRAIGHT BLOW IRON Brush-type straightening iron with carbon shield pins and double marquee comb for at-home salon-level blow styling with damage protection.
• ReFa CURL BLOW IRON Brush-type curling iron with carbon shield pins and high-density pins for volume curl styling with damage protection.
• ReFa STRAIGHT IRON PRO+ Professional-grade hair straightening iron with carbon layer plate technology and real-time temperature sensing for damage-free straight styling.
• ReFa CURL IRON PRO+ Professional-grade curling iron with carbon layer plate, upgraded heaters for uniform heat distribution, and new clip design.
• ReFa BEAUTECH FINGER IRON Cordless finger-shaped styling iron with carbon layer plate technology for easy nuance styling of hairlines and fine strands.
• ReFa FINGER IRON ST 6 Precision styling iron with 6mm width plate for hairline and detail styling with nuance makeup capabilities.
• ReFa BEAUTECH RESETTER Multi-attachment styling tool for blow drying and face-lifting effect styling with 3 attachments and hydro-ion technology.
• ReFa ION CARE BRUSH

Quantifiable outcome

• 29% improvement in one-stroke straightening performance compared to previous models (POWER STRAIGHT IRON vs STRAIGHT IRON PRO)
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Three partnerships are on record, tiered minor.

• Kate Stage LashminorChannel Partner/ Reseller/ Distributor · 1 July 2026Kate Stage Lash, an eyelash perm salon in Fuchu, Tokyo, became an official ReFa retailer as of July 2026. The salon offers ReFa beauty devices including rollers, shower heads, and hair care products alongside its treatment services. This partnership enables customers to purchase at-home care products after receiving professional salon treatments.
• Tenpo Information Services, Inc.minorChannel Partner/ Reseller/ Distributor · 1 June 2026Tenpo Information Services supports Kate Stage Lash under a community-centered model that offers independent owners a no-franchise-fee model with reduced startup costs, enabling broader ReFa product distribution through independent beauty salons.
• Novotel NaraminorStrategic or Co-development Partner · 1 September 2024Novotel Nara launched a special accommodation plan in collaboration with ReFa, allowing guests to use ReFa products including showerheads, hair dryers, and hair irons during their stay, with ReFa amenities provided as souvenirs. The hotel positions this as an 'experiential stay' concept combining hospitality with beauty experiences.

Scale indicators3 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• ghd (Good Hair Day): ghd is a premium hair styling tool brand specializing in straighteners, curling irons, and dryers, with strong salon and consumer channels globally. It competes directly with ReFa's STRAIGHT IRON PRO+, CURL IRON PRO+, and BEAUTECH DRYER product lines, targeting similar premium-conscious consumers.
• T3 Micro: T3 Micro is a US-based premium hair tool brand offering dryers, curling irons, and straighteners with proprietary heat technology. It competes with ReFa in the premium hair device space, with similar price points and a focus on salon-quality home styling.
• YA-MAN: YA-MAN is a Japanese beauty device manufacturer offering premium at-home facial and body care electronics, including ion face devices, RF machines, and LED beauty tools. It directly competes with ReFa in the Japanese premium beauty device category and is owned by a similarly structured Japanese parent, making it the most comparable direct peer in product offering and market positioning.
• Maxell Beaute: Maxell Beaute is a Japanese beauty device brand by Maxell producing ionic hair dryers, facial steamers, and LED beauty tools. It competes with ReFa in the Japanese premium at-home beauty device category with overlapping product types and consumer demographics.

Broad incumbents

• Dyson: Dyson is a global leader in premium hair dryers (Supersonic), straighteners, and stylers, and competes head-on with ReFa's BEAUTECH DRYER and hair iron lines. While Dyson is much larger and broader, its premium hair tool category directly overlaps with ReFa's core offering and consumer target market.
• Shiseido: Shiseido is a major Japanese beauty conglomerate with premium skincare, haircare, and inner beauty products. While distinct in category (cosmetics vs. beauty devices), Shiseido competes in the same premium beauty consumer market in Japan and offers complementary channel and brand-building capabilities that define ReFa's competitive landscape.
• Panasonic Beauty: Panasonic operates a major beauty appliance division producing nanoe hair dryers, hair irons, and facial care devices. It competes with ReFa across the broader hair-care electronics category and serves similar consumer and professional salon channels, particularly in Japan and Asia.
• L'Oréal Professionnel: L'Oréal's professional division sells premium haircare, styling products, and salon services globally. It overlaps with ReFa's salon professional channel and complementary product categories (shampoos, treatments, styling products), serving the same hairstylists and salon operators.

Emerging players

• Dr. Arrivo (Artistic & Co.): Dr. Arrivo is a Japanese beauty device brand focused on at-home facial lifting and EMS devices, with overlapping target consumers in the premium Japanese beauty-device category. While their core products differ from ReFa's hair-tool focus, they compete in adjacent at-home beauty electronics.

Others

• MTG (parent brand portfolio): MTG Co., Ltd. is ReFa's parent company, also producing the SIXPAD EMS training device brand and other lifestyle/beauty brands. While not a direct competitor, MTG provides the corporate context and adjacent portfolio that defines ReFa's strategic positioning, R&D scale, and channel resources.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mtg_ReFa
• Facebookfacebook.com/mtg.refa.net
• Instagraminstagram.com/refa_global

Revenue estimate

Valuation estimate

Number of profiles

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 ReFa