What Ebisu does

Ebisu Co., Ltd. (エビス株式会社) is a privately held Japanese daily goods manufacturer headquartered in Yamato-Koriyama, Nara Prefecture. The company designs, manufactures, and sells oral care products — primarily toothbrushes, interdental brushes, floss, and tongue brushes — alongside plastic household kitchen goods including food storage containers, microwave cooking containers, and ice trays. Its flagship offering is the Premium Care wide-head toothbrush series, which the company pioneered using a head design with approximately twice the bristle count of compact heads, expanding contact area with teeth and enabling effective plaque removal without advanced brushing technique. Sub-brands include The Premium Care (premium tier), Zero Premium Care (whitening positioning), Premium Care ECO (biomass materials), Kiwami Premium Care (ultra-density option), and e Premium Care (electric functionality), plus the PROGRIP series with honeycomb-structured ergonomic handles.

The company operates a fully integrated in-house value chain — design, R&D, manufacturing, and sales — supported by a Nara-based factory (expanded with new buildings in 2004 and 2016), ISO 9001 certification obtained in 2001, and a lot numbering traceability system recognized with a Commerce and Distribution Secretary Award from METI. The business model is straightforward hardware sales through nationwide sales agencies, mass retailers, drugstores, and home centers, supplemented by an e-commerce inquiry system and brand-specific campaign sites. Revenue, pricing, and customer-level data are not publicly disclosed; capital is 100 million JPY with no external investors identified. The company maintains six regional offices across Japan (HQ Nara, Tokyo, Osaka, Nagoya, Fukuoka, Sendai) and four consolidated subsidiaries, including Hong Kong entities (Ebisu International Limited and Eihyakushi Trading) for international trade operations. Leadership is held by Representative Masataka Inui.

Name

Ebisu

Legal name

エビス株式会社 (Ebisu Co., Ltd.)

Website

https://ebisu-grp.co.jp

Company type

Private

Founded year

1896

Operating status

Operating

Short description

Ebisu Co., Ltd. is a privately held Japanese daily goods manufacturer that designs, produces, and sells oral care products (notably the Premium Care wide-head toothbrush series) and plastic household kitchen containers through national retailers, drugstores, and home centers across Japan.

Ownership category

akta.pro rank

Product category

Consumer Oral Care & Household Goods Manufacturing

NAICS

Soap and Cleaning Compound Manufacturing (32561), Dental Equipment and Supplies Manufacturing (339114)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Toothbrushes (Manual) (CRABAFAB)

akta.pro secondary industries

Dental Floss, Picks & Interdental Cleaners (CRABAFAE), Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)

Keywords

• Oral care products
• Household goods
• Toothbrush manufacturing
• Kitchen storage containers
• Wide-head toothbrush

Headquarters

HQ city

Yamato-koriyama

HQ country

Japan

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Oral Care Products Manufacturing and Sales: Manufacturing and selling toothbrushes and oral hygiene products as core business. Includes premium toothbrush lines such as Premium Care, Zero Premium Care, and PROGRIP series.
2. Plastic Household Products Manufacturing and Sales: Manufacturing and selling plastic household goods including food storage containers, microwave cooking containers, and ice trays.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Ebisu manufactures and sells premium oral care products (toothbrushes, interdental brushes, floss, tongue brushes, medicated foam toothpaste) and plastic household goods (food storage containers, microwave cooking containers, rice freezer containers, ice trays). The flagship offering is the wide-head Premium Care toothbrush series, designed in-house with proprietary dense-bristle architecture for efficient plaque removal, sold through nationwide retail channels in Japan.

Product overview

Ebisu is a Japanese daily goods manufacturer producing premium oral care products (toothbrushes, interdentals, floss, tongue brushes) and kitchen storage/cooking containers. The core product is the Premium Care wide-head toothbrush series (including Premium Care, The Premium Care, Zero Premium Care, Premium Care ECO, Kiwami Premium Care, e-Premium Care sub-brands), which revolutionized toothbrush design with approximately double the bristle holes of standard compact heads. Supporting products include the PROGRIP series with ergonomic handles for various user needs, and comprehensive oral care products including interdental brushes and floss. Kitchen products include food storage containers (Pack Staff series) and range cooking containers (microwave pasta, omelette makers, ice trays). The company operates a fully integrated in-house production system from product development to manufacturing and sales.

Differentiator

Problem solved

Functional benefit

Products and services

• Premium Care (プレミアムケア) Wide-Head Toothbrush Flagship wide-head toothbrush series featuring approximately double the bristle holes compared to compact heads, enabling efficient plaque removal without advanced brushing technique; targeted at general consumers seeking thorough daily oral care.
• The Premium Care (ザ・プレミアムケア) Toothbrush Premium tier of the wide-head toothbrush series with densely clustered bristle bundles providing smooth, gentle brushing that envelops teeth and gums; for consumers seeking the highest brushing comfort within the Premium Care family.
• Zero Premium Care (ゼロプレミアムケア) Toothbrush Wide-head toothbrush featuring rich bristle clustering for an ultra-smooth brushing feel targeted at consumers focused on white teeth and gentle cleaning.
• Premium Care ECO (プレミアムケアエコ) Toothbrush Environmentally conscious wide-head toothbrush using biomass materials in the handle within the Premium Care line; for eco-conscious consumers.
• Kiwami Premium Care (極プレミアムケア) Toothbrush Top-tier wide-head toothbrush offering both ultra-dense and ultra-soft bristle options for ultimate brushing comfort within the Premium Care range.
• e Premium Care (イー・プレミアムケア) Electric Toothbrush Wide-head toothbrush combined with electric functionality for comprehensive oral healthcare within the Premium Care ecosystem.
• PROGRIP (プログリップ) Series Toothbrush Toothbrush series featuring honeycomb-structured handles for better grip and specialized bristles for different user preferences (Type I, II, III); targets consumers seeking ergonomic grip and brushing comfort.
• PROGRIP NUMA (プログリップNUMA) Ultra-Compact Head Toothbrush Ultra-compact head toothbrush with a 'gyufua' (squishy) brushing feel designed to appeal to younger consumers (Z-generation) seeking brushing comfort in the back of the mouth.
• Daily Cap Interdental Brush (デイリーキャップ付歯間ブラシ) Daily-use interdental brush with cap, available in various sizes (non-L-shape variants) for personalized fit; supported by a size exchange service campaign if sizing is incorrect.
• Daily Y-shaped Micro Floss (デイリー Y字型マイクロフロス) Y-shaped micro floss with soft microfibers for gentle gum care and optimal reach to back teeth; for consumers seeking gentle interdental plaque removal.
• Shinau Tongue Brush (しなる舌ブラシ) Flexible tongue brush that reduces tongue burden while thoroughly removing tongue coating; for daily tongue hygiene.
• Zero Premium Cares (ゼロプレミアムケアズ) Medicated Foam Toothpaste Medicated foam toothpaste series with dense foam formula designed to remove stains for white teeth; companion product to the Zero Premium Care toothbrush line.
• Zero Premium Care Stain Eraser (ゼロプレミアムケア・ステインイレイサー) German dental polisher-style stain removal pen for removing tobacco and coffee stains that toothbrushes cannot remove; companion to the Zero Premium Care line.
• Premium Rice Freezer Storage Container (極上ごはん冷凍保存容器) Premium freezer storage container designed to freeze cooked rice without removing residual heat, preserving optimal taste; for daily household use.
• Pack Staff Fit-Lock (パックスタッフ フィットロック) One-Handed Food Container Press-to-open one-handed food storage container for easy daily kitchen use; part of the Pack Staff kitchen line.

Quantifiable outcome

• 5 consecutive years as No.1 in wide-head toothbrush sales in Japan (2020-2025)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered subsidiary.

• EC株式会社subsidiaryOthers · 1 April 1919Related company handling e-commerce operations, located at Tokyo office address.
• 株式会社四国subsidiaryOthersRelated company located in Higashi-Osaka, Japan.
• 惠比壽國際有限公司 (Ebisu International Limited)subsidiaryOthersRelated company based in Hong Kong for international operations.
• 惠百施貿易有限公司 (Ebihashi Trading Co. Ltd.)subsidiaryOthersTrading company based in Hong Kong for international trade operations.

Scale indicators1 record

Recent moves13 records

Expansion highlights5 records

Broad incumbents

• Procter & Gamble (Oral-B): Global category leader in toothbrushes via Oral-B; competes with Ebisu in Japan through drugstore and mass retail, with substantially larger marketing and innovation budgets.
• Colgate-Palmolive: Global toothpaste-and-toothbrush leader with presence in Japanese retail; competes broadly with Ebisu's Premium Care and zero-toothpaste platforms.

Regional players

• Earth Corporation: Japan-based household and personal care manufacturer that overlaps with Ebisu in drugstore-channel personal care categories, though toothbrushes are not its primary focus.
• Trisa AG: Swiss toothbrush and oral-care manufacturer with European-anchored distribution and product overlap with manual toothbrush designs comparable to Ebisu's.

Direct peers

• Sunstar Group: Global oral care player (GUM brand) with deep Japanese roots, overlapping in manual toothbrushes, interdental brushes, and floss where Ebisu competes.
• Kao Corporation: Major Japanese CPG maker with widely distributed manual and electric toothbrush brands (ClearClean, Butler) that compete with Ebisu's Premium Care in the same drugstore and mass channels.
• Lion Corporation: Japan's largest domestic oral-care company (CLINICA, Etiquette, Dentor seriesa), competing head-to-head with Ebisu on mass-retail and drugstore oral care shelves in Japan.
• Api Co., Ltd. Japan-focused toothbrush manufacturer selling in similar drugstore and mass retail channels; an OEM/ODM-style domestic peer comparable to Ebisu's Premium Care product type.
• Iris Ohyama: Japanese housewares and kitchenware company with food-storage and microwave cooking container lines that directly overlap with Ebisu's plastic household product business.

Emerging players

• Philips (Sonicare): Power-toothbrush leader whose Sonicare line is the global benchmark for premium electric toothbrushes, directly competitive with Ebisu's e-PREMIUM CARE electric sub-brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/premiumcare_eb

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Ebisu