Maruman

What Maruman does

Maruman H&B Co., Ltd. (マルマンH&B株式会社) is a Tokyo-based (Chiyoda-ku, Kanda) Japanese consumer health and beauty company headquartered in Japan, currently in its 8th fiscal period with a year-end of November 2027 and led by President & CEO Katsuhiko Mizota. The current entity was established in July 2018 via an absorption-type company split from a predecessor founded in May 1948; Maruman H&B operates with an 11–50 employee base.

The company operates a multi-category consumer brand and distribution platform across five verticals: (1) health foods and supplements (since 1986) including ginkgo, propolis, placenta, black ginger, collagen, NMN, and protein SKUs; (2) cosmetics, anchored by the proprietary Pureal brand plus exclusive Japan distribution of Korean brands Torriden, IsOi, and It's skin; (3) oral care via the Prosonic sonic toothbrush; (4) wellness devices under the Paipo franchise, centered on Oxygen PAIPO using licensed WOX® electrochemical technology from Med Science Essoir; and (5) pharmaceuticals and quasi-drugs, following distribution approval successions for Tiger Balm (Iwaki Seiyaku) and Vicks VapoRub (Taisho Pharmaceutical).

Maruman H&B makes money through a hybrid model combining proprietary branded product sales (PAIPO hardware with consumables, Pureal cosmetics, health supplements) and exclusive distribution of third-party brands into Japanese retail and e-commerce channels. Distribution channels span drugstores, convenience stores, variety shops, major e-commerce platforms (Rakuten, Amazon, Qoo10), brand-owned e-commerce sites, and experiential formats such as Torriden pop-ups (a Harajuku activation drew 12,000+ visitors over roughly three weeks in 2025). The Oxygen PAIPO line has cumulatively shipped 6M+ units, while Torriden is distributed across 43+ countries and ~80,000 stores globally.

Name

Maruman

Legal name

マルマンH&B株式会社

Website

https://maruman.co.jp

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Maruman H&B is a Tokyo-based Japanese health and beauty operator (11–50 employees) that markets proprietary supplements, cosmetics (Pureal), and WOX®-powered wellness devices, and holds exclusive Japan distribution rights for Korean brands (Torriden, IsOi, It's skin) and OTC products (Vicks VapoRub, Tiger Balm) via drugstores, convenience stores, and major e-commerce platforms.

Ownership category

akta.pro rank

Product category

Consumer Health and Beauty Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Drugs and Druggists' Sundries Merchant Wholesalers (42421), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Conditioners & Hair Masks (CRABABAB)

akta.pro secondary industries

OTC Pain Relief & Fever (Analgesics, Anti-inflammatory, Topical Pain Relief) (CRADAMAC), OTC Medicines & Consumer Health Products Distribution (CRAOAHAB)

Keywords

• Health supplements
• Skincare cosmetics
• Oral care products
• Wellness devices
• OTC pharmaceuticals

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Health Supplements / Foods: Health functional foods and supplements including Japanese classics (イチョウ葉, プロポリス, すっぽん, マカ) and modern items (NMN, 酵酸菌, フェムケア). Revenue generated through B2C retail and wholesale to drugstores and variety shops.
2. Cosmetics and Skincare: Owned brands Pureal (ピュレア) and Pureal Lab+ (美顔器・クリーム), distributed Korean brand Torriden (トリデン), plus other cosmetics. Revenue from sheet masks, serums, cleansers, and beauty devices sold through e-commerce and retail.
3. Wellness Devices (PAIPO): Oxygen inhalation wellness devices (電子パイポ) using WOX® technology. Hardware + consumable liquid refills. Sold through own EC and retail.
4. OTC / Quasi-drug Distribution: Distribution of over-the-counter products including Vicks VapoRub (承接 from 2025/12) and Tiger Balm (承接 from 2025/7). Company serves as sales agent/distributor.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels7 records

Core offering

Maruman H&B manufactures, distributes, and sells consumer health and beauty products across five domains: health foods and supplements (including Ginkgo leaf, Propolis, NMN, and Lutein lines), cosmetics and skincare (proprietary brands Pureal and Pureal Lab+, plus exclusive Japanese distribution of Korean brands Torriden, IsOi, and It's skin), oral care (Prosonic sonic vibration toothbrushes), Paipo wellness devices (including Oxygen Paipo SQ powered by patented WOX® oxygen-encapsulation technology), and OTC pharmaceuticals and quasi-drugs (Vicks VapoRub and Tiger Balm as handling distributor). Products are sold through dedicated brand e-commerce sites, major marketplaces (Rakuten, Amazon, Qoo10), and physical retail including drugstores, convenience stores, variety shops, and electronics retailers across Japan, with Torriden distributed internationally in 43+ countries.

Product overview

Maruman H&B operates across 5 business domains: Health Foods/Supplements (established 1986, including Ginkgo leaf and Propolis), Cosmetics (brands: Pureal, Pureal Lab+, Torriden, IsOi, It's skin), Oral Care (Prosonic sonic toothbrush line), Wellness Paipo products (including Oxygen Paipo SQ), and Pharmaceuticals (Vicks, Tiger Balm, Vitamin C). The cosmetics division distributes both proprietary Japanese brands (Pureal, Pureal Lab+) and licensed Korean K-beauty brands (Torriden, IsOi, It's skin). The company also operates a femcare sub-brand femyou. Products range from daily supplements to premium skincare devices and electric toothbrushes.

Differentiator

Problem solved

Functional benefit

Brands

• Pureal Lab+（ピュレア ラボプラス）: Sister brand of Pureal offering premium skincare devices and creams including Derma Lift Shot and Derma Boost Shot facial devices and Boost Shot Cream, launched April 2026.
• femyou（フェムユー）
• Torriden（トリデン）

Products and services

• Health Foods and Supplements (健康食品・サプリメント) Maruman's foundational health-food supplement category since 1986, covering functional supplements such as Ginkgo leaf, Propolis, Placenta, Black Ginger, NMN, Protein, Lutein 120 Zeaxanthin, ぐっすりたんぱく, まるっとリセット, SUGAR CLEAR, 飲みすぎいかんぞう習慣, Dot Das + Fe, Zinc × Multivitamin, NMN & Collagen, Gluta C-Plus, and Akuaku Cholesterol R, distributed via drugstores, convenience stores, and e-commerce for general adult consumers.
• Pureal (ピュレア) Owned skincare brand offering sheet masks, essences, toners, serums, and creams focused on hydration, brightening, and anti-aging care for sensitive skin; includes リポエッセンス/Essence series, ポイントエッセンス masks, ハイドレイトマスク, and limited collaborations (e.g., Hello Kitty). Sold through drugstores (Welcia), variety shops (Don Quijote, Loft, Hands, PLAZA), electronics retailers (Bic Camera), brand e-commerce, and a Shibuya MODI popup store.
• Pureal Lab+ (ピュレア ラボプラス) Sister brand of Pureal offering beauty devices (Derma Lift Shot ¥8,880, Derma Boost Shot ¥6,600) and Boost Shot Cream (¥1,980) for suction, vibration, and EMS-based at-home skincare; positioned as premium professional-grade devices for women seeking clinical-style results at home.
• Torriden (トリデン) Korean K-beauty skincare brand distributed exclusively in Japan by Maruman H&B, featuring Dive-In (hyaluronic acid-based, ranked #1 in serum category on Korea's Hwahae platform for 3 consecutive years, 30+ Best Cosmetics awards in Japan in 2024), Balancefull (CICA), and Cell Managing (collagen, Vitamin C) lines for various skin concerns; sold via dedicated torriden.jp e-commerce, drugstores, Harajuku and Shibuya pop-ups, and globally in ~80,000 stores across 43+ countries.
• Prosonic (プロソニック) Sonic-vibration electric toothbrush brand offering Prosonic MAX, Prosonic Compact, and Prosonic Kids models positioned for daily oral care and healthy-tooth maintenance for adults and children.
• Paipo / Oxygen Paipo SQ (パイポ / 酸素PAIPO SQ) Maruman's wellness breath freshener line including Electronic Paipo Success, Quit Smoking Paipo, Relax Paipo, and Oxygen Paipo SQ (¥2,970 market assumption) — a vaporizer-style device using patented WOX® oxygen-clathrate-hydrate technology licensed from Med Science Essoir that delivers oxygen inhalation via vaporized water; SQ series ships with 4 flavors and limited-edition colorways. Sold through own e-commerce with select retail.
• OTC Pharmaceuticals and Quasi-drugs (医薬品・医薬品部外品) OTC self-medication product distribution line under which Maruman H&B acts as sales handling distributor for internationally established brands including Tiger Balm (19.4g ¥900, 30g ¥1,200) and Vicks VapoRub (50g ¥1,320, 100g ¥2,508, designated quasi-drug), plus the company's own Vitamin C supplements, serving self-medication consumers via drugstores and retail.
• femyou (フェムユー) Femcare supplement brand offering Rafuma (pre-menstrual support), LIGNAN (menopausal hormonal balance), and Kutsurogi Rooibos (relaxation tea) for women experiencing menstrual, PMS, and menopausal symptoms; sold via dedicated femyou.jp and pop-up events at Shinjuku Marui with Femtech Japan 2025 exhibition presence.
• IsOi (アイソイ) Korean blemish-care skincare brand distributed in Japan offering serums, tonic essences, and masks targeted at acne-prone and sensitive-skin consumers, sold through Maruman H&B's cosmetic distribution channels.
• It's skin (イツスキン) Korean skincare brand distributed in Japan featuring the Doctor Savors serum line (CICA, PDRN, WATER, VITA, BIFIDA) offering targeted skincare serums for various skin concerns.

Quantifiable outcome

• Torriden Dive-In Serum ranked #1 serum on Korea's No.1 beauty platform Hwahae for 3 consecutive years
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Med Science Essoir Co., Ltd. (メディサイエンス・エスポア株式会社)coreStrategic or Co-development Partner · 1 January 2011WOX® oxygen encapsulation technology licensed for use in Oxygen PAIPO products. Co-developed by Med Science Essoir and Maruman H&B. WOX® is a patented oxygen drink (patented in Japan, USA, China) that powers the PAIPO wellness device. Maruman H&B has exclusive rights to use WOX® in PAIPO vaporizer products.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Taisho Pharmaceutical Co., Ltd. Japanese OTC pharmaceutical manufacturer and the current owner/manufacturer of Tiger Balm, for which Maruman H&B serves as Japan distribution agent. Comparable given Maruman's OTC distribution role and overlapping self-medication positioning.
• Pola Orbis Holdings: Japanese cosmetics holding company with multiple premium skincare brands (POLA, Orbis, H2O+). Comparable to Maruman H&B for multi-brand Japanese skincare portfolio strategy, though at much larger scale.
• Mandom Corporation: Established Japanese personal care manufacturer with brands across grooming, skincare, and fragrance. Comparable to Maruman H&B's portfolio breadth in personal care categories, though at significantly larger scale.
• Kose Corporation: Major Japanese cosmetics company with multiple brands spanning skincare, beauty devices, and cosmetics distribution. Comparable to Maruman H&B's multi-brand skincare and beauty device strategy, though at much larger scale.
• Earth Corporation: Japanese household and personal care products company with insect repellent, oral care, and cosmetics categories. Comparable to Maruman H&B for its multi-category consumer health portfolio and mass-retail distribution.
• Rohto Pharmaceutical Co., Ltd. Japanese OTC pharmaceutical and skincare company (Hadalabo, Mentholatum). Comparable to Maruman H&B for combining OTC distribution, skincare brands, and consumer health positioning in Japan.

Direct peers

• Fancl Corporation: Japanese health and beauty company specializing in additive-free skincare and supplements. Comparable to Maruman H&B for its combination of skincare brands, supplement lines, and Japanese D2C plus drugstore distribution.
• DHC Corporation: Japanese health supplements and beauty products company with a multi-category portfolio (supplements, skincare, OTC). Closely comparable to Maruman H&B in combining own-brand supplements with cosmetics and in Japanese mass-market positioning.

Emerging players

• LG Household & Health Care: Korean consumer goods company with cosmetics, oral care, and household brands. Comparable to Torriden for K-beauty brand positioning in Japan and similar consumer health adjacency.
• Amorepacific Corporation: Korean cosmetics conglomerate with global brand portfolio. Comparable to Torriden (Maruman's flagship K-beauty brand) for Korean-origin skincare credibility in the Japanese market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/marumanHandB
• YouTubeyoutube.com/@torriden_JP
• Instagraminstagram.com/torriden_jp
• TikToktiktok.com/@torriden_jp
• LinkedInlinkedin.com/company/maruman-global-inc.

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 Maruman