Real Laboratory

What Real Laboratory does

Real Laboratory (株式会社本物研究所, Honmono Ken) is a Japanese wholesaler and product developer founded on April 1, 2003, by management consultant Funai Yukio as part of the Funai Honsha Group, headquartered in Atami, Shizuoka, with a Tokyo office. The company researches, develops, and distributes approximately 200 "honmono" (genuine/authentic) health, beauty, and lifestyle products to a nationwide network of roughly 500 affiliated retail dealers across Japan. Proprietary and licensed product technologies include the W-liposome vitamin C delivery system (Next C nano), the 数霊REIWA vibrational water transfer device (developed from Emoto Masaru's water memory research and patented), 太陽光LED「明王」 sunlight-replicating lighting with 15-wavelength output developed with Green Utility, and a portfolio of EMF protection, far-infrared textile, and crystal/spiritual products. A 5-criteria curation framework governs product selection, emphasizing natural ingredients, safety, and minimal additives.

The company operates a tiered dealer membership system — 浩幸の会 (JPY 220,000), 健幸の会 (JPY 550,000), and 幸せの会 (JPY 1,320,000) — with bi-annual renewal, defining wholesale pricing, sales channel permissions, and product access. Revenue is generated primarily through wholesale product sales to dealers with end-of-month invoicing, supplemented by recurring membership fees and direct-to-consumer sales through the はぴ★ふるネット e-commerce platform. Distribution is single-country (Japan); the company maintains no app presence and no disclosed AI/data capabilities. Sano Koichi serves as Representative Director (Chairman and President), having assumed leadership from founder Funai Yukio (1933–2014) and continuing his methodology through the Life Color Counselor Certification Association and a content ecosystem spanning email magazines, social media, and the honmono-pro.com portal.

Name

Real Laboratory

Legal name

株式会社本物研究所

Website

https://honmono-ken.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Real Laboratory (株式会社本物研究所) is a Japanese wholesaler founded in 2003 that curates and distributes approximately 200 authentic health, beauty, and lifestyle products through a nationwide network of around 500 affiliated retail dealers and a consumer e-commerce platform.

Ownership category

akta.pro rank

Product category

Health and Wellness Products Distribution

NAICS

Medical, Dental, and Hospital Equipment and Supplies Merchant Wholesalers (423450)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

Natural, Organic & Clean Beauty Distribution (CRAOAEAM)

akta.pro secondary industry

Beauty & Salon Professional Supply Marketplaces (CRAFAHAH)

Keywords

• Health supplements wholesale
• Wellness product distribution
• Authentic consumer goods
• Liposome vitamin technology
• EMF protection devices

Headquarters

HQ city

Shizuoka

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Wholesale product sales through dealer network: 本物研究所 purchases or licenses authentic health, beauty, and lifestyle products from manufacturers, then resells them wholesale to approximately 500 affiliated retail stores across Japan. Dealers purchase products at wholesale rates and resell to end consumers. The company also sells directly to consumers through its consumer e-commerce site (はぴ★ふるネット). Revenue is generated on a per-transaction basis with payment terms of end-of-month invoicing due the 25th of the following month.
2. Dealer membership fees (加盟金): Three-tier dealer membership system: 浩幸の会 at ¥220,000, 健幸の会 at ¥550,000, and 幸せの会 at ¥1,320,000 (all incl. tax). Renewal fees are charged every two years. Membership tier determines wholesale pricing, available product lines, and permitted sales channels (in-store, catalog, online, word-of-mouth).
3. Direct-to-consumer online sales: Consumer members can purchase products directly through the はぴ★ふるネット shopping site. The site also offers video content for education and engagement. While primarily B2B wholesale, some consumer-facing sales occur.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Real Laboratory (株式会社本物研究所) is a Japanese wholesale distributor that curates, develops, and distributes approximately 200 "authentic" (honmono) health, beauty, and lifestyle products through a nationwide network of approximately 500 affiliated retail stores. The company sells products wholesale to dealers operating under a three-tier membership system, and also operates a consumer-facing e-commerce platform for direct sales. Its portfolio includes proprietary technology products (liposome vitamin supplements, vibrational water devices, sunlight LED lighting, EMF protection products) alongside curated offerings from small manufacturers and inventors.

Product overview

本物研究所 (Honmono Ken / Real Laboratory) is a Japanese health and beauty product wholesaler founded by 船井幸雄 in 2003, distributing approximately 200 genuine ('honmono') products focused on human-friendly and earth-friendly wellness through about 500 retail stores nationwide. The product portfolio centers on proprietary health and wellness offerings including: W-liposome vitamin C supplements (Next C nano, NMN+Q, Next K, NexTosa); water therapy and energy devices (数霊REIWA, EM circuit, WD Kabbalah); health-optimized LED lighting (陽光LED「明王」 ceiling lights and light therapy lamps with UVB/Red/NIR wavelengths); heat therapy textiles (HEATRAY far-infrared bedding, Alpha Wave series); EMF protection products (5G防, 3D Kabbalah, EM Circuit, WD Kabbalah); crystal/spiritual products (Ameno Shizuku pendants, 3D Kabbalah series, Metatron Cube); personal care (Pinto W posture cushions); wellness audio (Lunar Tempo CD series, Katakama calligraphy products); and eco-friendly household goods (Shinkurosu laundry powder, Mother Touch cleaning products). The company operates the はぴ★ふるネット e-commerce platform for member shopping and content delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Next C nano (ネクトシーナノ) A liposome-formulated vitamin C supplement using proprietary W-liposome technology combining nanoPDS processing with ergothioneine and vitamin E for enhanced absorption and antioxidant recycling. Contains 1,000mg Vitamin C per 2g packet, 60g total (30 packets). Priced at ¥9,720 (tax incl.).
• 数霊REIWA (Kazutama REIWA) Vibrational Water Device A portable water therapy device that transfers corrective wave frequencies to water via electrical potential difference. Features three modes (Short, Long, Custom) and five original codes. Reads user's bioenergetic field, extracts corrective frequencies, and transfers them into water. Priced at ¥198,000 (tax incl.). No computer required.
• 陽光LED照明「明王」シーリングライト 1600K (Sunlight LED Ceiling Light Myōō) Sunlight LED ceiling light replicating 15 wavelengths of natural sunlight with 97% accuracy. Features 3,000lm output, adjustable 1,600–6,500K color temperature, 21-step dimming. Available in 1600K (candle-like) and 2700K (warm white) variants. Selected model for EXPO 2025 Osaka-Kansai. Priced at ¥151,800 (tax incl.). Suppresses blue light, reduces electromagnetic radiation, includes circadian rhythm support.
• 「明王」ライトセラピーシリーズ (Myōō Light Therapy Lamp Series) Light therapy lamps including UVB300 type (vitamin D synthesis), red light 620/670nm types (skin, eyes, hair support), and NIR 850/940nm types (near-infrared for mitochondrial and cognitive support). GX53-1 socket compatible. Developed with Green Utility and university researchers.
• EMサーキット (EM Circuit) Electromagnetic wave converter device that plugs into USB ports (desktop, laptop) and converts harmful electromagnetic noise into beneficial frequencies. Developed by Dr. 矢山利彦 based on bioresonance medical principles.
• WDカバラ ネックレストップ チャーム (WD Kabbalah Necklace Top Charm) Rhodium-plated pendant incorporating Kabbalah sacred geometry and the WD Cub, designed to protect against electromagnetic waves, enhance life energy (氣), and support dimensional transcendence.
• NMN+Q Supplement Original supplement combining NMN (Nicotinamide Mononucleotide) with Quercetin, developed as a collaboration product by Honmono Ken.
• PINTO W（ピント W）シリーズ Posture Support Cushion Posture support cushions developed by occupational therapist 野村寿子 using 3D structural E-CORE technology with gradient hardness for seated posture correction. Available in 5 colors (Red, Khaki, Navy, Gray, Brown).
• HEATRAY プレミアム岩盤浴シリーズ (Premium Far-Infrared Bedding Series) Far-infrared bedding products (pad, blanket, comforter) using natural mineral-infused fibers that radiate human-compatible far-infrared wavelengths for warmth without electricity. Produced in Japan.
• アルファウェーブ シリーズ (Alpha Wave Series) Far-Infrared Textiles Far-infrared textile products (bedding, cushions, supports, clothing) using proprietary Alpha Fresh technology, releasing 90%+ far-infrared and negative ions for warmth, relaxation, and deodorization.
• シンクロース (Shinkurosu) Laundry Powder Laundry powder containing nano-sized gold, platinum, titanium, silver, and copper particles that coat fabric fibers with healing properties, providing antibacterial effects, static elimination, and wellness support.
• 【アレーBOOK】カタカムナ写経 (Katakumana Calligraphy Practice Book) Calligraphy practice book based on Katakana ancient Japanese wisdom, created by 青柳友佳子, designed to activate inner divinity through writing 48 Katakana characters.
• 月のテンポ CDシリーズ (Lunar Tempo CD Series) Music CDs based on the 116 BPM lunar tempo theory developed by 片岡慎介, designed to align with human circadian rhythm and support focus, relaxation, and wellbeing.
• Sym・Earth（シン・アース）Nobel Metal Bed Sheet Nobel metal-infused bed sheet using nano-technology combining gold, platinum, diamond, silver with hemp fabric and bamboo charcoal zeolite backing, designed to resonate with Schumann frequency (7.8Hz).
• 「アメノシズク」言霊ペンダント (Ameno Shizuku Spiritual Pendant) Silver pendant containing zero-point field chip inscribed with positive mantras and featuring birthstone/power stone (11 varieties from Garnet to Diamond), designed for dream realization and spiritual protection.
• 5G防（ゴジボウ）EMF Protection Fabric Three-layer EMF protection fabric combining Terahertz, Tourmaline, and Lava Glass materials, developed by Dr. 丸山修寛, designed to shield against 5G electromagnetic radiation.
• 3Dカバラ シリーズ (3D Kabbalah Crystal Pendant Series) Crystal glass 3D Kabbalah geometric pendants (Master, Padma, Buckminster configurations) developed by Dr. 丸山修寛, based on Tree of Life sacred geometry for spiritual and physical balance.
• はぴ★ふるネット (Happy Fur Net) E-commerce Platform Free membership e-commerce and video site operated by Honmono Ken, offering approximately 200 genuine products focused on human and earth-friendly health, beauty, and lifestyle goods, with exclusive content and shopping features. Includes shop locator function.
• Dealer Membership Program (Three-Tier System) Three-tier dealer membership system for retailers and practitioners: 浩幸の会 at ¥220,000 (entry-level for local promoters), 健幸の会 at ¥550,000 (mid-tier for sole proprietors/businesses), 幸せの会 at ¥1,320,000 (premium full-business tier). All memberships include tax and require biennial renewal. Tier determines wholesale pricing, available product lines, and permitted sales channels (in-store, catalog, online, word-of-mouth). Includes starter kit, business cards, catalog, and product samples depending on tier.

Quantifiable outcome

• Over 500 retail stores nationwide distributing Honmono products
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• (株)船井本社 (Funai Hon Sha)coreStrategic or Co-development Partner · 1 January 2003Affiliated group company and major shareholder. Founded by 船井幸雄, the Funai Group includes the marketing research company Funai Sogo Kenkyusho. This partnership provides Honmono Ken with access to the Funai Group's brand authority, media network, business methodology (船井流), and distribution ecosystem. 佐野浩一, Honmono's representative, has a direct professional lineage to Funai Yukio through his work in Funai's 直轄プロジェクトチーム.
• (株)５１ MEDICAL (51 Medical)coreStrategic or Co-development Partner · 1 January 2003Affiliated group company under the Funai Group umbrella. Also listed as a major shareholder of Honmono Ken alongside Sano Yukari, Funai Hon Sha, and Sano Koichi. The two companies likely share product development, distribution, and brand synergy within the health and wellness domain.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• FANCL Corporation: Listed Japanese company specializing in additive-free skincare and health supplements distributed via direct sales, catalog, and retail. Comparable in additive-free/natural product positioning, premium supplement portfolio, and Japanese consumer health/beauty focus.
• Morinda (Tahitian Noni): Direct-selling wellness company built around a single-origin natural product (noni) distributed through an independent distributor network. Comparable in deploying a member-based dealer model for wellness/holistic-positioned SKUs with strong community and event-driven engagement.
• DHC Corporation: Japan's largest mail-order and online health/beauty/cosmetics company, distributing supplements, skincare, and wellness products direct-to-consumer. Closely comparable in product mix (supplements, beauty, lifestyle wellness) and Japanese market focus, though DHC's model is more vertically integrated and DTC-led than Honmono Ken's dealer-led model.
• Nu Skin Enterprises (Japan): Personal-care and nutrition company using a direct-selling distributor model in Japan. Comparable in deploying a multi-tier independent sales network for premium, science-positioned wellness and beauty SKUs.
• Melaleuca: US-based wellness and household products company selling exclusively through independent marketing members. Closely comparable business model: curated catalog of health, wellness, and home products distributed through a member-based dealer/affiliate network with membership-driven retention.
• Amway Japan: Japanese subsidiary of Amway operating a direct-selling/distributor network for health, beauty, and home products. Highly comparable go-to-market model: independent distributor/dealer network selling curated wellness and personal-care products, with member tiers and exclusive SKUs.
• Nature's Sunshine Products: Herbal and nutritional supplements company operating a direct-selling distributor model globally, including Japan. Comparable in distributing curated, authenticity-positioned natural wellness products through independent dealers rather than mass retail.

Broad incumbents

• Pola Orbis Holdings: Large Japanese beauty conglomerate encompassing POLA, Orbis, and other prestige skincare brands sold via direct-sales consultants and select retail. Comparable in Japanese market positioning and direct-sales-adjacent GTM for premium beauty, though at significantly greater scale and brand breadth.
• Shiseido: Largest Japanese beauty company with premium skincare, wellness, and inner-beauty lines. Comparable in the Japan-centric health/beauty category but operates at much greater scale across retail, department store, and DTC channels rather than through an independent dealer network.

Emerging players

• doTERRA: Essential oils and wellness company distributing through independent Wellness Advocates worldwide, including Japan. Comparable in the curated-natural-product positioning, wellness-advocate dealer network, and reliance on community/seminar-driven activation of the sales channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Real Laboratory