What Social Tech does

Social Tech Co., Ltd. (株式会社ソーシャルテック) is a privately held Japanese direct-to-consumer e-commerce company founded in October 2012 and headquartered in Shinjuku, Tokyo. The company plans, brands, and sells health food, quasi-drug, and personal care products through mail order, operating a multi-brand portfolio that includes CHAP UP (men's hair care and grooming), BioLucia (women's hair and eyelash care), CLEANEO (body deodorant), BRESMILE (oral care), and Fuwa Hime (women's hair root treatment). Products are developed jointly with licensed professionals including dentists, hair advisors (毛髪診断士®), and supplement advisors, and the company's proprietary ingredient JingerSix® (ジンジェルシックス®) is featured in hair tonic formulations.

The business is structured around a fully integrated value chain covering product planning, branding, advertising, e-commerce operations, and customer support, with distribution through dedicated brand websites (chapup.jp, biolucia.jp, cleaneo.jp, bresmile.jp) and major Japanese online marketplaces including Amazon, Rakuten, Yahoo Shopping, and Qoo10. Marketing combines celebrity ambassadorships, beauty magazine and TV media placements, and paid digital advertising. Recurring consumable purchase dynamics across personal care categories underpin the subscription-style revenue model, and the company has been recognized for sustained category leadership, including nine consecutive years of hair tonic web sales No. 1 in Japan per Tsuhan Shimbun research.

In 2024-2026, Social Tech extended its scope beyond consumer products by launching CHAP UP MD Online and BioLucia MD Online telemedicine services in partnership with medical institutions, and in December 2025 entered a joint research agreement with the University of Tokyo in regional healthcare. The company has also been recognized with the Pure Beauty Global Awards 2025 finalist status (CHAP UP Hair Tonic) and the SalesNow Growth Company Selection 2024 SMB Category. Stated capital is JPY 20 million, with representative director Mochizuki Toru (望月亨) leading the company since founding.

Name

Social Tech

Legal name

株式会社ソーシャルテック

Website

https://socialtech.co.jp

Company type

Private

Founded year

2012

Operating status

Operating

Short description

Social Tech is a privately held Japanese e-commerce company that plans, brands, and sells health food, quasi-drugs, and personal care products through mail order under five sub-brands (CHAP UP, BioLucia, CLEANEO, BRESMILE, Fuwa Hime) serving Japanese consumers directly via own websites and major online marketplaces.

Ownership category

akta.pro rank

Product category

Health and Personal Care Products

NAICS

Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Food (Health) Supplement Retailers (456191)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Health, Wellness & Pharmacy Online Retailers (CRAFADAG)

akta.pro secondary industries

Beauty & Personal Care Online Retailers (CRAFADAC), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Health Food & Supplement Stores (CRAHAEAC)

Keywords

• Hair care products
• Oral care products
• Body deodorant care
• Health supplements mail order
• Direct-to-consumer e-commerce

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Direct Sales: The company operates e-commerce sales of health food, quasi-drug, and cosmetic products directly to consumers through their own brand websites and major online marketplaces (Amazon, Rakuten, Yahoo Shopping). Revenue is generated through product sales with recurring purchase potential for consumable products.
2. Online Marketplace Sales: Products sold through Amazon, Rakuten, and Yahoo Shopping platforms, representing significant distribution channels with multiple products achieving top rankings.
3. Mail Order Business: Health food and quasi-drug product planning, sales, and mail-order business operations constitute the core business activities.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Social Tech plans, develops, and sells health foods, quasi-drugs, and personal care products (hair care, body deodorant, oral care, supplements) through direct-to-consumer mail-order e-commerce. The company operates five sub-brands — CHAP UP (men's hair care), BioLucia (women's hair/eyelash), CLEANEO (deodorant), BRESMILE (oral care), and Fuwa Hime (women's hair root spray) — sold through own brand websites and major Japanese marketplaces including Amazon, Rakuten, and Yahoo Shopping.

Product overview

Social Tech operates as a mail-order e-commerce company specializing in health, cosmetic, and quasi-drug products across five main sub-brands: Chap Up (men's hair care), BioLucia (women's hair and eyelash care), CLEANEO (body/deodorant care), BRESMILE (oral care), and Fuwa Hime (women's hair root spray). The company also provides online medical consultation services through Chap Up MD Online and BioLucia MD Online. Social Tech controls the entire value chain from product planning and branding to digital marketing, e-commerce sales, and customer support, with products developed jointly with dental professionals, hair advisors, and supplement advisors. The portfolio spans hair growth liquids, shampoos, treatments, eyelash serums, deodorants, mouthwashes, and dietary supplements, sold primarily through their own websites and major e-commerce marketplaces including Amazon, Rakuten, and Yahoo Shopping.

Differentiator

Problem solved

Functional benefit

Brands

• チャップアップ (CHAP UP): 男性向けヘアケア・育毛剤ブランド。Ultra no Chichi (ウルトラの父) がイメージキャラクター。6種の有効成分を配合した商品を展開。
• ビオルチア (BioLucia)
• クリアネオ (CLEANEO)
• ブレスマイル (BRESMILE)
• ふわ姫

Products and services

• CHAP UP (チャップアップ) Men's Hair Care Brand Men's hair care brand featuring hair growth liquids, scalp shampoos, all-in-one lotions, face washes, MOA hair serum, and supplements. The flagship hair tonic contains 6 active ingredients and is developed jointly with hair advisors (毛髪診断士®); 9 consecutive years of web sales No.1 in Japan with 14 million+ cumulative units sold.
• BioLucia (ビオルチア) Women's Hair and Eyelash Care Brand Women's hair and beauty brand offering shampoos, hair milk/treatments, hair mists, cream shampoos, scalp brushes, and eyelash serums. Developed by a hair growth manufacturer with over 10 years of experience, focusing on hair and scalp health; 200,000+ cumulative units sold.
• CLEANEO (クリアネオ) Body Deodorant Care Brand
• BRESMILE (ブレスマイル) Oral Care Brand Oral care brand developed jointly with dentists. Offers etiquette supplements, whitening toothpastes (BRESMILE Clear), and mouthwashes (BRESMILE Wash). BRESMILE Wash achieved Web Sales No.1 for 5 consecutive years (2022-2026) in the oral care category; 600,000+ cumulative units sold.
• Fuwa Hime (ふわ姫) Women's Hair Root Spray
• CHAP UP MD Online WEB-based online medical consultation platform service launched in partnership with medical institutions, enabling customers to consult with doctors and receive prescriptions through a complete online process related to the CHAP UP hair care category.
• BioLucia MD Online
• CHAP UP Hair Growth Liquid (チャップアップ育毛剤) Flagship hair tonic product containing 6 active ingredients including the proprietary JingerSix® (ジンゲルシックス®) ingredient. Designed for both hair care and prevention of hair thinning; the core SKU in the CHAP UP men's hair care line.

Quantifiable outcome

• 9 consecutive years (2016-2024) of hair tonic web sales No.1 in Japan
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered significant, core and major.

• Tokyo University (東京大学)significantStrategic or Co-development Partner · 1 December 2025Social Tech entered into a joint research agreement with the University of Tokyo in the field of regional healthcare. The partnership represents the company's expansion into medical/healthcare collaboration beyond consumer products.
• Dentists (，形成外科医)coreStrategic or Co-development PartnerProducts developed jointly with dentists including oral care items (BREMAIL series) and other products requiring professional dental/health input.
• Hair Advisors (毛髪診断士®)coreStrategic or Co-development PartnerJoint product development with certified hair advisors for CHAP UP and Fuwahime hair care products, ensuring expert input on hair and scalp health formulations.
• Supplement Advisors (サプリメントアドバイザー)coreStrategic or Co-development PartnerCollaboration with supplement advisors for health supplement product development and formulation recommendations.
• Dentsu Inc. (株式会社電通)majorGTM or Marketing PartnerMajor client listed in company profile as a key business partner for advertising and marketing services.
• Rakuten Group (楽天グループ)majorChannel Partner/ Reseller/ DistributorKey e-commerce marketplace partner and major client listed in company profile. Social Tech operates flagship stores on Rakuten platform and won multiple awards including Shop of the Year.
• Medical Partners (ビオルチアMDオンライン & チャップアップMDオンライン)significantStrategic or Co-development PartnerMedical partnership services providing online medical consultation platforms for Bio Lucia MD Online and CHAP UP MD Online, enabling telemedicine services related to company's product categories.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• I-ne Co., Ltd. Japanese D2C beauty/personal care brand operator (BOTANIST, SALONIA, CLEARLAST, AROMA KIFI) selling across own sites and major marketplaces. Most structurally similar peer in Japan, with comparable vertically integrated brand-house model and marketplace-led GTM.
• Mandom Corporation: Major Japanese men's grooming and hair care manufacturer (Gatsby, Lucido, BUFF). Direct overlap with Social Tech in men's hair tonic and styling, the same core CHAP UP category, but with a much larger mass-market CPG footprint.

Peers

• Dr.Ci:Labo Co., Ltd. Dermatologist-founded Japanese D2C skincare brand owned by Johnson & Johnson, selling through TV shopping, brand sites, and select retailers. Comparable as a Japanese D2C personal care brand with quasi-clinical positioning, recently expanded into medical/dermatology services.

Broad incumbents

• FANCL Corporation: Established Japanese personal care and supplement brand with strong D2C and mail-order heritage (gentle skincare, supplements). Comparable as a major Japan-based D2C personal care and supplement operator at much larger scale.
• POLA Inc. Premium Japanese beauty group with direct-sales (door-to-door) and brand-site channels across skincare and supplements. Comparable business model (brand-owned retail, expert co-developed products) at significantly larger scale.
• Kobayashi Pharmaceutical Co., Ltd. Large Japanese OTC pharmaceutical and personal care company (oral care, deodorant, supplements). Overlaps with BRESMILE (oral care), CLEANEO (deodorant), and Social Tech's supplement lines; bigger scale, broader portfolio, similar quasi-drug positioning.
• Kao Corporation: Japan-headquartered global personal care CPG (Kao, Curel, Blaune, Merit, Essential hair care). Competitor across Social Tech's hair, body, and oral care categories but as a much larger diversified incumbent.
• Lion Corporation: Major Japanese personal care and oral care CPG (CLINICA, Etiquette, KireiKirei). Direct overlap in oral care (BRESMILE) and men's hair category, but as a broad incumbent with mass-market distribution.
• Rohto Pharmaceutical Co., Ltd. Japan-based OTC pharmaceutical and personal care company (Lipoture, Melano CC, Mentholatum). Comparable as a Japanese quasi-drug / OTC beauty and personal care brand operator with strong D2C and pharmacy channels.

Emerging players

• Dear, Laura (POLA): D2C personal care sub-brand under POLA, selling deodorant and hair/scalp products through own site and marketplaces. Closest direct adjacency to Social Tech's CLEANEO and CHAP UP categories within a much larger parent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/socialtechjp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Social Tech