Kracie

What Kracie does

Kracie Co., Ltd. is a Japanese consumer goods company operating three business divisions: Home Products (toiletries and cosmetics), Pharmaceuticals (Kampo herbal medicines and OTC drugs), and Foods (confectionery, ice cream, and functional beverages). The company sells a portfolio of ~20 named brands including Ichikami (hair care), Hadabisei (skincare), naive (family skincare), Kampo Therapy (50+ OTC Kampo formulations), Nerunerunerune (40+ year old DIY candy), Amaguri (chestnut snacks), and European Sugar Cone (ice cream), plus distribution rights for FRISK, Mentos, and Chupa Chups in Japan. Kracie holds the No.1 share in Japan's OTC Kampo market and operates a vertically integrated Kampo manufacturing capability spanning ~60 raw drug extracts, ~600 formulations, dedicated crude drug storage, and a 2020 robot-arm automated medical Kampo packaging line at the Takaoka factory.

The company traces its lineage to 1887 (as Tokyo Cotton Trading Company) and adopted the Kracie name in 2007 after the Kanebo restructuring; in October 2023 the three former operating companies (Home Products, Pharmaceuticals, Foods) were merged into a single Kracie Co., Ltd. Technology assets include proprietary Kampo extraction and spray-drying processes, the Liposome Fermentation Drip and Infiltration Aqua Boost delivery systems for cosmetics, and a 2024 NIR-HSI plus deep learning hair diagnosis system used in R&D and on the Kampoful Life consumer platform. The firm employs 1,874 people (December 2025) and is headquartered in Minato-ku, Tokyo, with manufacturing at Takaoka (Toyama) for pharmaceuticals and Tsuchiura for home products, plus a Beauty Care Research Institute in Yokohama.

Kracie generates revenue through three independent sales subsidiaries that distribute products via drugstores, supermarkets, convenience stores, pharmacies, hospitals and clinics (with MR detailing for prescription Kampo), salons, hotels, hot spring facilities, and e-commerce (own online shop and marketplaces). Pricing is unit-based for OTC and consumer products (e.g., ¥2,075 for 96-tablet Gyushakijokigan extract) and national health insurance reimbursement-based for prescription Kampo. FY2023 consolidated revenue was ¥88,731 million with operating profit of ¥6,436 million. Marketing spans nationwide TV commercials (voice actress Suzuko Mimori as Kampo Therapy spokesperson), the WE League Kracie Cup women's football title sponsorship, the HERALBONY co-creation initiative, and the Kampoful Life content/membership platform. International presence is limited to a 2013 Korea medical Kampo joint venture, multilingual corporate sites, and Chinese social media influencer campaigns for inbound tourism demand.

Name

Kracie

Legal name

Kracie Co., Ltd. (クラシエ株式会社)

Website

https://kracie.co.jp

Company type

Private

Founded year

1887

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Kracie is a privately held Japanese consumer goods company operating three divisions: Home Products (toiletries, cosmetics), Pharmaceuticals (Kampo and OTC medicines), and Foods (confectionery, functional beverages). It serves mass-market Japanese consumers through drugstores, supermarkets, and pharmacies, holding the No.1 share in Japan's OTC Kampo market.

Ownership category

akta.pro rank

Product category

Consumer personal care, pharmaceuticals (Kampo), and confectionery

NAICS

Nonchocolate Confectionery Manufacturing (31134), Soap and Cleaning Compound Manufacturing (32561)

SIC

Food And Kindred Products (2000), Perfumes, Cosmetics & Other Toilet Preparations (2844), Ice Cream & Frozen Desserts (2024)

akta.pro primary industry

Cold, Flu, Cough & Allergy Remedies (Decongestants, Antihistamines, Cough Syrups, Lozenges) (CRADAMAD)

akta.pro secondary industries

Fruit Snacks & Dried Fruit (CRADABAJ), Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

Keywords

• Kampo herbal medicine
• Japanese hair care
• Medicated skincare
• Confectionery snacks
• Professional salon products

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Toiletries & Cosmetics (Home Products): Home Products Company (ホームプロダクツカンパニー) generates revenue from hair care brands (いち髪, ディアボーテ, naive, マー&ミー), skincare brands (肌美精), professional-use products, and toiletries such as the 旅の宿 bath salts. Products are sold through drugstores, supermarkets, and professional B2B channels. The company notes it is a market leader in Japan's OTC Kampo and has flagship brands including いち髪 (¥100 billion in annual sales as of 2015).
2. Pharmaceuticals (Kampo and OTC medicines): Kracie Pharma Company (クラシエ薬品) sells both prescription (医療用医薬 品) and OTC (一般用医薬品) Kampo medicines. The prescription business targets hospitals and clinics through MR (Medical Representatives). The OTC business sells through pharmacies and drugstores under brands including 漢・方・優・美 and 漢 方療法推進会. OTC Kampo market share is reported as No.1 in Japan. Product lines include 桂枝茯苓丸, 八味地黄丸, 五苓散, 麻杏甘石湯, and others.
3. Foods: Foods Company (フーズカンパニー) generates revenue from confectionery (ねるねるねるね, 甘栗むいちゃいました, Popin' Cookin', European Sugar Cone), frozen desserts (various ice products), and functional beverages (スカイウォーター). Products are sold through convenience stores, drugstores, and supermarkets. International brands distributed include FRISK, mentos, and Chupa Chups.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels10 records

Core offering

Kracie manufactures and sells three core product categories: (1) Home Products including hair care (Ichikami, Dear Beauté, naive, Ma & Me), medicated skincare (Hadabisei), and bath products (Tabi no Yado); (2) Pharmaceuticals including prescription and OTC Kampo herbal medicines under Kampo Therapy, Coccoapo, Hachimi Jiogan, Yokuyinin, and cold/flu Kampo lines; and (3) Foods including educational candy (Nerunerunerune, Chiiku), ingredient snacks (Amaguri), ice cream (European Sugar Cone), sports drink (Sky Water), and Japan distribution of FRISK, Mentos, and Chupa Chups. The company also runs a Kracie Professional B2B channel for salons and hospitality and operates direct-to-consumer e-commerce.

Product overview

Kracie operates three core business divisions: Home Products ( toiletries and cosmetics ), Pharmaceuticals ( Kampo medicine and OTC drugs ), and Foods ( confectionery, ice cream, and functional foods ). The portfolio includes iconic hair care brands like Ichikami ( celebrating 20 years in 2025 with PREMIER premium line ), skincare brands such as Hadabisei ( expanding into medicated whitening and anti-wrinkle segments ), and family brands like naive. The pharmaceutical arm centers on Kampo Therapy brand with 50+ Kampo formulations, supplemented by Coccoapo for body-type solutions and specialty lines for cold/flu and urinary issues. Foods division features beloved long-sellers including the 40-year-old Nerunerunerune candy, ingredient-focused snacks like Amaguri chestnuts, and imported brands ( FRISK, Mentos, ChupaChups ). Recent additions include Hareca ( professional hair care for adult women, 2026 ), ZIRA ( professional salon products, 2026 ), and enn you ( daily wellness drinks with Kampo extracts ). Kracie also operates B2B Kracie Professional for salons/facilities and community platforms including Kampo Therapy Promotion Association and Kampoful Life membership site.

Differentiator

Problem solved

Functional benefit

Brands

• ICHIKAMI (いち髪): Hair care brand born from Japanese hair research, focusing on Japanese hair essentials using traditional Japanese herbal ingredients
• Dear Beauté HIMAWARI (ディアボーテ)
• naive (ナイーブ)
• Hadabisei (肌美精)
• Chiiku Shokuhin (知育菓子)
• Amaguri Muijichaiga (甘栗むいちゃいました)
• European Sugar Cone (ヨーロピアンシュガーコーン)
• Sky Water (スカイウォーター)
• Kampo Therapy (カンぽテラピー)
• Coccoapo (コッコアポ)
• Hachimi Jiogan (八味地黄丸)
• Fun to Me (ファントゥーミー)
• enn you (エンユー)
• Hareca (ハレカ)
• Tabi no Yado (旅の宿)
• Ma & Me (マー&ミー)
• Prostyle (プロスタイル)
• NUAN (ヌアン)

Products and services

• Ichikami (いち髪) — Japanese hair care brand Hair care brand including shampoo, conditioner, treatment, and styling products formulated for Japanese hair characteristics using traditional herbal ingredients. Includes Ichikami PREMIER premium line. Celebrated 20th anniversary in 2025. Sold in drugstores, supermarkets, and through online channels.
• Hadabisei (肌美精) — total skincare brand Total skincare brand using carefully selected beauty ingredients and proprietary penetration technology to address wrinkles, spots, dryness, and aging concerns. Includes Hadasei Medicated Whitening Lotion (Vitamin C + tranexamic acid) and Wrinkle Essence (niacinamide + panthenol).
• naive (ナイーブ) — family skincare Family skincare brand with 100% plant-derived washing ingredients. Soap, body wash, shampoo, and skincare for the whole family.
• Dear Beauté HIMAWARI (ディアボーテ) — hair care brand Hair care brand that corrects hair curvature for straighter, more manageable hair. Includes Bloom Doll sub-line. Targets women with curly or unruly hair.
• Tabi no Yado (旅の宿) — medicated bath products Medicated bath product series inspired by hot springs across Japan, featuring packaging depicting hot spring areas and scents evoking Japanese scenery. Sold in drugstores, supermarkets, and through professional hospitality channels.
• Kampo Therapy (漢方セラピー) — OTC Kampo medicines OTC Kampo medicine brand with 50+ formulations covering cold, stress, women's health, urinary, skin, and other conditions. No. 1 OTC Kampo market share in Japan. Sold at pharmacies and drugstores.
• Coccoapo (コッコアポ) — obesity management Kampo Kampo brand for obesity and body fat reduction with multiple formulation options matched to body constitution. Sold in drugstores and pharmacies.
• Hachimi Jiogan (八味地黄丸) — urinary Kampo Kampo formulation series containing Hachimijiogan extract, recommended for urinary issue improvement. Sold in drugstores and pharmacies.
• Kampo Kaze Series (クラシエの漢方 かぜシリーズ) — cold/flu Kampo Kampo medicine line for common cold symptoms, from early-stage cold through prolonged cold recovery. Includes Ganjiang (ephedrine) formula. Sold in pharmacies and drugstores.
• Chiiku (知育菓子) educational candy Educational candy brand nurturing children's confidence through the joy of making things, including Nerunerunerune (40-year DIY kneading candy) and Popin' Cookin' DIY candy kits. Sold in drugstores, supermarkets, and convenience stores.
• Amaguri Muijichaigaimashita (甘栗むいちゃいました) — chestnut snack Ingredient snack brand using naturally sweet, organically cultivated chestnuts. Confirmed body odor improvement effects with continued consumption. Sold through drugstores, supermarkets, and convenience stores.
• European Sugar Cone (ヨーロピアンシュガーコーン) — waffle cone ice cream Long-selling waffle cone ice cream brand with crispy, aromatic texture. Sold in convenience stores, supermarkets, and drugstores.
• Sky Water (スカイウォーター) — powdered sports drink Powdered sports drink enabling rapid mineral and moisture replenishment. Three types available to customize intake of desired ingredients and preferred flavors. Sold in drugstores, supermarkets, and convenience stores.
• Hareca (ハレカ) — adult women's hair care Premium hair care brand for adult women addressing hair fluctuations, positioned as salon-care inspired in-bath hair treatment. New product line launched in 2026.
• Kracie Professional — B2B professional platform B2B platform serving beauty salons, hotels, hot spring facilities, and golf courses with curated professional product selection, certification programs, online events, and catalog/POP resources. Includes the Mild Shaving certification program for barbershops.
• Kampoful Life (カンポフルライフ) — health content platform Health and beauty content platform based on Kampo wisdom, offering articles on body, mind, beauty, diet, and lifestyle. Includes membership program with constitution diagnosis, Kampo product recommendations, and AI-driven 'Kanshin-kun' chatbot.
• enn you (エンユー) — daily wellness drink Daily wellness drink incorporating Japanese-herb (和漢) extracts supervised by Kracie Kampo Research Institute. Marketed as 'body-balancing lucky charm drink' for everyday health maintenance.
• New Yokuyinin Tablets — adult skin condition Kampo Herbal medicine formulation containing Coix seed (Yokuinin) extract, available as New Yokuyinin Tablets for self-care of adult skin concerns including warts. Sold OTC at pharmacies.
• Hadabisei Medicated Whitening Lotion (肌美精 薬用美白化粧水) Medicated whitening lotion combining high-purity Vitamin C and tranexamic acid dual active ingredients for spot and freckle prevention. Alcohol-free formula, 170mL. Sold through nationwide drugstores and supermarkets at open retail price.
• Hadabisei Medicated Wrinkle Essence (肌美精 薬用リンクル美容液) Oil-touch anti-wrinkle essence with niacinamide and panthenol dual active ingredients plus nano Vitamin A and spring mint extract. Targets early aging skin care. Sold at open retail price in drugstores and supermarkets.
• Ichikami PREMIER — premium silk hair care line Full-scale premium silk hair care line combining Japanese herbal (和草) ingredients with salon care expertise. Targets consumers seeking premium at-home hair care. Sold in drugstores and premium retail.
• ZIRA Professional Product Line Professional-use product line for facial care, hair care, and body care targeting beauty salons and similar professional facilities. Launched through Kracie Professional B2B channel.
• Tabi no Yado Sakura no Kaori (旅の宿 さくらの香り) — cherry blossom bath product Limited edition carbonated medicated bath product in light pink transparent water with cherry blossom scent. First carbonated bubble-bath format for the Tabi no Yado brand. Sold in drugstores and supermarkets.

Quantifiable outcome

• いち髪 brand reached ¥100 billion in annual sales in 2015, making it a flagship brand for Kracie
• +6 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• HERALBONYcoreStrategic or Co-development Partner · 7 May 2026Kracie launched a co-creation partnership with HERALBONY in May 2026. HERALBONY is known for upcycling designs from artists with disabilities. The partnership aims to create new products and social impact through collaborative design. A special co-creation site has been established on the Kracie corporate website.
• WE League (Japan Women's Football League)coreGTM or Marketing Partner · 1 January 2024Kracie serves as Silver Partner (since 2023) and Title Partner of the WE League Kracie Cup competition (since 2024). The partnership includes match-day activations, product sampling, social media campaigns, and joint DE&I training programs. The 2024–25 cup final was held at National Stadium with a ¥10 million prize. Kracie aligns the sponsorship with its corporate values of 'Dreaming Tomorrow' and women's empowerment.
• 漢 方療法推進会 (Kampo Therapy Promotion Association)coreStrategic or Co-development PartnerKracie-established network of certified pharmacies and drugstores that provide Kampo consultation services. Certified stores feature top Kampo professionals trained and accredited through the association. The association operates a store finder, symptom search tool, and provides Kampo education content. Related site kampoyubi.jp serves medical professionals.
• 上海中医薬大学付属日本校 (Shanghai University of Traditional Chinese Medicine affiliated Japan School)minorStrategic or Co-development PartnerListed as a related link on the Kampo Therapy Promotion Association site. Offers correspondence courses for Kampo education, likely supporting Kracie's Kampo training and professional development initiatives.
• BEADS INTERNATIONALminorGTM or Marketing PartnerCollaboration related to WE League sponsorship activities. BEADS INTERNATIONAL was involved in the design and production of Kracie staff T-shirts for the WE League sponsorship, as reported in the event activities section of the Kracie Cup special site.
• SkyMart Airlines (スカイマーク × クラシエ)minorGTM or Marketing PartnerJoint promotion between Skymark Airlines and Kracie Foods division combining 'education' (知育) and 'hydration' themes to support summer holiday travel for children. Announced June 2026. Part of Kracie's foods marketing diversification.
• ドワーフ (Dwarf Co., Ltd.)coreStrategic or Co-development PartnerStop-motion animation studio that produces Kracie's Kampo Therapy TV commercials. The studio, known for NHK's 'Domo-kun' and French long-running 'Koma-neko', created the animal character CM series featuring voice actress Suzuko Mimori. Production involved 1,306 photographs over 4 shooting days.

Scale indicators8 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Kao Corporation: Japanese CPG giant with diversified portfolio spanning hair care (Segreta, Curel, Merit), skincare, human healthcare, and foods. Much larger than Kracie but directly comparable across toiletries, beauty, and consumer health categories — though Kao also operates in chemicals and industrial cleaning, making it a broader incumbent.
• Shiseido Company: Japanese premium cosmetics major with significant hair care (uno, MAQ, Tsubaki) and skincare brands. Much larger than Kracie with substantial global footprint, but directly comparable in Japanese shampoo/conditioner and skincare market segments where both brands compete at retail.

Direct peers

• Lion Corporation: Japanese CPG with strong overlap to Kracie's portfolio: hair care (Kireikinki, Nana), oral care (CLINICA, Etiquette), OTC pharmaceuticals (Bufferin, etc.), and household products. Most structurally similar peer at comparable scale, competing head-to-head in drugstores and supermarkets across Japan.
• Pola Orbis Holdings: Japanese cosmetics group focused on skincare (POLA, ORBIS, H2O Plus, THREE, Amplitude). Similar mid-cap scale to Kracie with strong overlap in skincare innovation and drugstore distribution — particularly relevant given Kracie's Hadabisei medicated skincare expansion.
• Milbon Co., Ltd. Japanese professional hair care company specializing in salon-channel products (Aujua, Elujuda, Milbon). Directly comparable to Kracie's professional salon business (Kracie Professional, ZIRA) and a key competitor for salon distribution in Japan.
• Mandom Corporation: Japanese personal care specialist with strong men's grooming portfolio (Gatsby, Lucido, Body Oder), plus hair styling and skincare. Similar mid-cap scale to Kracie and a direct competitor in mass-market hair styling and men's personal care categories at Japanese drugstores.
• Earth Corporation: Japanese household and personal care company with insecticide (Kinchogoe), pet care, oral care (Ebisu), and hair care (Spa). Overlaps with Kracie's Home Products division in drugstore distribution and is of comparable scale as a mid-cap Japanese CPG.
• Fancl Corporation: Japanese company specializing in additive-free skincare and supplements, with strong direct-to-consumer and drugstore presence. Comparable to Kracie's Hadabisei skincare line and Fun to Me health food brand; similar mid-cap scale with overlap in women's wellness positioning.
• Morinaga & Co., Ltd. Japanese confectionery major with iconic brands (Hi-Chew, Chocoball, Milky, Carré de chocolat) and expanding functional/healthy snack portfolio. Direct competitor to Kracie's Foods division in convenience store and supermarket channels; comparable scale with similar long-tenured brand heritage.
• Ezaki Glico Co., Ltd. Japanese confectionery company with flagship Pocky/Pretz brands and broader sweets portfolio. Direct overlap with Kracie's Foods division in convenience store distribution and snack categories; comparable mid-cap scale with similar brand-building heritage.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat7 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/KraciePRO
• Facebookfacebook.com/share.php?u=https%3A%2F%2Fwww.kracie.co.jp
• Instagraminstagram.com/kampofullife

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

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 Kracie