What Fabius does

Fabius, Inc. (ファビウス株式会社) is a Japanese direct-to-consumer e-commerce company headquartered in Shibuya, Tokyo, founded November 22, 2007. The company develops, markets, and sells cosmetics, health supplements, and beverages to individual consumers—primarily beauty-conscious women—through its proprietary online storefront (myfabius.jp), third-party marketplaces (Amazon Japan, Qoo10), Makuake crowdfunding for new product validation, pop-up stores, and a telephone customer center. Its product portfolio spans multiple sub-brands including cell./cell. PLATINUM (stem cell foundation skincare), HAQUA3 (whitening serum), BONNY LASHES (lash care), epime (sensitive-skin line), PERFECT NEEDLE (microneedle anti-aging), CHRONO CELL (triple stem cell essence), Eclat Charme and RESELM (quasi-drug anti-acne and anti-aging lines), ViTA Baby (acquired 2024, vitamin skincare), and lifestyle items (GOLDEN SAJI juice and wine, KUROMARU, ORCIANIST, BE PRESS).

The company's core technology stack centers on proprietary ingredient and delivery systems rather than software. Notable technologies include CELLAMENT® (a chicken egg embryo-derived cell culture supernatant with 678 proteins), concentrated exosome extraction from human adipose-derived mesenchymal stem cells, multi-layer liposome-encapsulated stem cell culture medium, mineral-derived microneedle arrays (~600,000 per 20g), and a penetrating peptide-conjugated vitamin C derivative that won the CITE JAPAN 2021 Technology Gold Award. Some SKUs are registered as medically designated quasi-drugs (医薬部外品) and the GOLDEN SAJI production facility holds ISO 9001, ISO 22000, HACCP, and China Organic Product certifications.

Fabius generates revenue through one-time purchases and subscription/regular purchase options on its own e-commerce platform, supplemented by marketplace sales. Standard retail prices span roughly ¥500 to ¥12,000 per SKU, with frequent first-purchase discounts (up to 72%) and subscription discounts (e.g., 10% off 30-day cycles). The company has absorbed Flutter Inc. (ViTA Baby) effective April 2024, changed CEO leadership to Hamazaki Keiko in August 2024, and accumulated 10 consecutive years of Monde Selection awards (2015-2024) plus multiple 2026 Golds. Cumulative shipment disclosures include 1.7M HAQUA series units, 1.3M Eclat Charme units, and 190M+ units of the flagship Aojiru green juice.

Name

Fabius

Legal name

ファビウス株式会社

Website

https://fabius.co.jp

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Fabius is a Tokyo-based direct-to-consumer e-commerce company selling proprietary cosmetics, health supplements, and beverages under brands like cell., HAQUA3, BONNY LASHES, and GOLDEN SAJI through its myfabius.jp store, Amazon, and Qoo10, primarily serving beauty-conscious women in Japan.

Ownership category

akta.pro rank

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Direct Sales (Cosmetics & Beauty): Fabius generates the majority of its revenue through direct-to-consumer e-commerce sales of its proprietary beauty and skincare products via its online store myfabius.jp and physical/online pop-up stores. Products span cosmetics, beauty tools, health supplements, and functional foods. The company offers both one-time purchases and subscription/regular purchase options.
2. Marketplace Sales: Sales through third-party e-commerce marketplaces including Amazon Japan and Qoo10, generating additional revenue from beauty and health product sales to marketplace shoppers.
3. Crowdfunding (Makuake): Fabius uses Makuake crowdfunding campaigns for new product launches, such as the Saji Wine Kohaku project which achieved 311% of its funding goal, as a pre-sales channel to validate demand and generate early revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Fabius develops, brands, and sells proprietary Japanese cosmetics (anti-aging serums, whitening essences, lash serums, microneedle creams, sheet masks), health supplements (green juices, raw enzyme blends, functional gummies), and functional beverages (GOLDEN SAJI sea buckthorn juice and wine) directly to consumers through its myfabius.jp e-commerce site, Amazon, Qoo10, and Makuake. The company controls formulation and branding while outsourcing manufacturing, and supports customers via an in-house call center and recurring subscription programs.

Product overview

FABIUS is a beauty and health e-commerce company operating under ファビウス株式会社 (Fabius Inc.), established November 2007 and headquartered in Shibuya, Tokyo. The company operates primarily through its direct-to-consumer e-commerce platform (myfabius.jp) and also distributes through Amazon and Qoo10, with a presence of 60 employees. The product portfolio is organized across three main categories — cosmetics/beauty, health foods, and beverages — unified under the brand concept 'すべての人を美しく' (Beauty for Everyone). The skincare lineup spans multiple sub-brands and product lines: the cell. / cell. PLATINUM foundation skincare system (cell. essence as the entry point, with PLATINUM as the pinnacle tier), the HAQUA3 whitening series, the BONNY LASHES lash care franchise (original + premium variants), the epime 3-step skincare line targeting unstable skin, the anti-aging PERFECT NEEDLE micro-needle cream, CHRONO CELL triple stem cell essence, and Regaxia/Cell+ sheet masks. The health food range includes the flagship すっきりフルーツ青汁 (fruit green juice, 190M+ cumulative shipments), 生酵素 supplements, KUROMARU functional food, and ORCIANIST. The beverages portfolio features the GOLDEN SAJI premium juice and wine (a Japan-exclusive line using a proprietary 20-year-developed Saji variety), along with lifestyle products like BE PRESS compression wear. The company acquired 株式会社Flutter (absorbing the ViTA Baby skincare brand) and has received 10+ consecutive Monde Selection quality awards.

Differentiator

Problem solved

Functional benefit

Brands

• ViTA Baby: Skincare brand focused on vitamin-based products for baby-soft skin, featuring VE, VC, and VB masks and creams
• epime
• GOLDEN SAJI

Products and services

• cell. line (cell., cell+ finish mask, cell. PLATINUM) A line of premium anti-aging skincare products built around CELLAMENT® and stem cell culture medium technology, sold through myfabius.jp for Japanese consumers seeking wrinkle and elasticity care.
• HAQUA3 whitening serum Third-generation HAQUA hyaluronic acid whitening serum for Japanese consumers seeking brightening and hydration; positioned in the cell. lineup.
• PURENISER penetrating vitamin C serum Vitamin C serum leveraging penetrating-peptide vitamin C derivative technology to deliver brightening effects deeper into the skin, sold through the cell. lineup.
• BONNY LASHES and BONNY LASHES premium lash serums Flagship eyelash serums by Fabius for nourishing and lengthening lashes, available in original and premium upgraded formulations for Japanese beauty consumers.
• RESELM anti-aging serum (quasi-drug) Quasi-drug anti-aging serum using concentrated exosome technology, sold under the cell. brand for wrinkle and age-spot care.
• Eclat Charme acne-care all-in-one gel All-in-one gel for acne-prone skin that combines cleansing, treatment, and moisturizing in a single product, sold through the myfabius.jp e-commerce site.
• PERFECT NEEDLE Premium microneedle cream Microneedle anti-aging cream using approximately 600,000 mineral-derived needles to deliver active ingredients for wrinkle and sagging care, sold to Japanese consumers seeking clinical-style home treatments.
• epime line (prepare toner #01, prepare serum #02, prepare cream #03) Three-step skincare line by Fabius combining prepare toner, serum, and cream with massage functions for daily skin preparation and care.
• Regaxia sheet mask Anti-aging sheet mask using the proprietary Nature Lace® three-layer sheet material to deliver concentrated essence for at-home skin treatment.
• CHRONO CELL stem cell essence Stem cell-based essence in the cell. family targeting deep anti-aging care for Japanese consumers seeking high-end skincare.
• ORCIANIST green juice gummy Green juice gummy supplement that condenses the nutrition of the すっきりフルーツ青汁 green juice into an easy-to-take gummy format for daily wellness.
• Essence Concealer Essence concealer that combines skincare treatment with makeup coverage, positioned for beauty consumers wanting multi-functional products.
• GOLDEN SAJI Pure Saji Juice 100% 100% pure sea buckthorn juice from the GOLDEN SAJI functional beverage line, positioned for beauty-from-within and daily wellness consumption.
• GOLDEN SAJI Wine 琥珀 Sea buckthorn wine under the GOLDEN SAJI line, extending the brand from juice into alcohol-based functional beverages for adult consumers.
• すっきりフルーツ青汁 (Super Fresh Fruit Green Juice) Flavored green juice powder supplement blending kale and other vegetables with fruit flavors for daily nutrition and beauty-from-within.
• もっとすっきり生酵素 (More Refresh Raw Enzyme) Raw enzyme supplement marketed for digestive support, metabolism, and beauty-from-within benefits in the Fabius health portfolio.
• KUROJIRU black vinegar beverage Black vinegar-based functional beverage for daily health and beauty-from-within, sold through the myfabius.jp site.
• KUROMARU functional food Functional food product by Fabius targeted at daily health, beauty-from-within, and convenience-focused consumers.

Quantifiable outcome

• Eclat Charme: 130万個 cumulative shipments
• +7 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• 株式会社Flutter (Flutter Inc.)coreStrategic or Co-development Partner · 1 April 2024Fabius absorbed and merged with Flutter Inc. (effective April 1, 2024), inheriting all rights and obligations. Flutter operated the ViTA Baby (vitababy.jp) beauty/skincare brand. Through this acquisition, Fabius added the ViTA Baby brand to its portfolio, which includes vitamin-based sheet masks (VE Pink Moist Mask won LDK the Beauty Best Buy award), expanding Fabius's reach in the baby skincare/vitamin skincare segment. The acquisition supports Fabius's mission of delivering beauty and health products that bring smiles to customers.

Scale indicators13 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• DECIEM (The Ordinary): Global technology-forward, ingredient-led skincare DTC brand whose "actives-first" positioning and cult 1.7M+ unit-series parallels Fabius's HAQUA3 strategy of brand-extension via reformulated hero SKUs.
• Dr.Ci:Labo (Ci:z Holdings): Japan-originated medical-grade skincare DTC brand built around dermatologist-formulated products and quasi-drug claims, directly comparable to Fabius's RESELM and Eclat Charme clinically-validated SKUs.
• FANCL Corporation: Japanese skincare and health-focused manufacturer with strong direct-to-consumer e-commerce, known for additive-free and quasi-drug positioning comparable to Fabius's claim-substantiated anti-aging and whitening ranges.
• Drunk Elephant (Shiseido): Biocompatible skincare brand acquired by Shiseido, built on proprietary formulation philosophy and high-touch DTC — analogous to Fabius's CELLAMENT-led differentiation thesis now embedded inside a Japanese incumbent.
• HABA Corporation: Japanese additive-free, quasi-drug-friendly skincare DTC brand with a comparable "gentle, clinically-positioned" claim strategy and Japan-only online store footprint.
• DHC Corporation: Japanese direct-to-consumer beauty, skincare and health supplement company with a vertically integrated brand portfolio spanning cosmetics and ingestible supplements — the closest analogue to Fabius's beauty-plus-health DTC model in Japan.
• ORBIS (Pola Orbis Holdings): DTC-led skincare brand under Pola Orbis, focused on trial-driven online conversion and ingredient-led claims, comparable in go-to-market to Fabius's MyFabius.jp subscription funnel.
• POLA (POLA ORBIS Holdings): Premium Japanese skincare group with proprietary ingredient R&D and a direct-sales channel, overlapping with Fabius's advanced-ingredient premium positioning (CELLAMENT, stem cell lines).

Broad incumbents

• Shiseido Co., Ltd. Largest Japanese cosmetics incumbent with a multi-brand portfolio and significant R&D in stem-cell-derived ingredients, representing the broader competitive backdrop and potential acquirer for advanced-beauty DTC players like Fabius.
• KOSE Corporation: Major Japanese cosmetics group with proprietary fermentation technologies and prestige skincare lines, operating in the same premium anti-aging and whitening category as Fabius's cell., CHRONO CELL and HAQUA3 SKUs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fabius_jp
• Facebookfacebook.com/myfabius
• Instagraminstagram.com/fabius.jp

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Fabius