Yellow Tree

What Yellow Tree does

Yellow Tree (株式会社Yellow Tree) is a privately held Japanese company founded in November 2021 and headquartered in Tsukuba, Ibaraki Prefecture. The company operates a cross-border cosmetics trade and services business, primarily focused on bringing Korean cosmetics brands into the Japanese market and providing regulatory, logistics, and sales infrastructure for both Korean exporters and Japanese importers. Its core offering is the ONEON service, an integrated cosmetics supply chain management (SCM) platform that bundles import customs clearance, Japanese Pharmaceutical and Medical Device Act (Yakki Act)-compliant labeling, IP and trademark management, e-commerce storefront operations, SNS marketing, inventory and warehouse management, and after-sales support. In April 2026 the company additionally obtained Japanese cosmetics manufacturing (08CZ200130) and manufacturing sales (08COX10055) licenses, enabling direct production and private-label capabilities.

Yellow Tree serves three primary customer segments: Korean cosmetics manufacturers seeking to enter or expand in Japan, Japanese companies seeking to import and sell overseas (predominantly Korean) cosmetics, and Japanese consumers purchasing through e-commerce. The company is the official Japanese distributor/agent for multiple Korean partner brands including Tage (since August 2023), The Zoeun Skin by Starjon Bio (since September 2024), and coclea (since July 2025), and it distributes additional Japanese and Korean brands such as Shucera and goodyouth. Distribution channels span four major Japanese e-commerce marketplaces (Amazon Japan, Rakuten, Yahoo Shopping, Qoo10), B2B corporate shipping, and physical retail through Mimiline stores in Dongdaemun and Myeongdong, Seoul.

The business model combines product resale margins on distributed brands with managed-service fees for the ONEON platform (covering regulatory filings, marketing, SEO, customer service, and operational support) and agency commissions for brand representation in Japan. Pricing is quote-based and not publicly disclosed. Yellow Tree is privately held with no disclosed external funding, is led by Representative Director Yuriha Nitta (仁平 百合), and has no disclosed parent company or subsidiary relationships.

Name

Yellow Tree

Legal name

株式会社Yellow Tree

Website

https://y-tree.jp

Company type

Private

Founded year

2021

Operating status

Operating

Short description

Yellow Tree is a Japanese cross-border cosmetics trading and services company that imports Korean beauty brands into Japan and provides end-to-end import, regulatory, marketing, and e-commerce operations through its ONEON SCM platform, serving Korean exporters, Japanese importers, and Japanese consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Tsukuba

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Cosmetics Import and Sales: Yellow Tree imports and sells overseas cosmetics (primarily Korean brands) to Japanese consumers through e-commerce platforms and retail channels. Revenue is generated through product sales margins.
2. ONEON Service Fees: The company provides comprehensive support services including market research, planning advice, shop setup, page creation, improvement, customer service, SEO, marketing strategy, promotional campaigns, intellectual property management, import/customs clearance, inventory management, shipping, and returns handling.
3. Agency/Representation: As official Japanese agent for Korean brands like Tage and coclea, Yellow Tree earns commissions/fees for sales of partner brand products in the Japanese market.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Yellow Tree provides the ONEON (ワンオン) service, a comprehensive cosmetics supply chain management solution that enables overseas cosmetics manufacturers — primarily Korean brands — to enter and operate in the Japanese market at small scale. ONEON integrates import logistics, customs clearance, regulatory compliance (Pharmaceutical and Medical Device Act), marketing, e-commerce operations, inventory management, and SNS operations into a single managed offering. In parallel, Yellow Tree acts as the official Japanese distributor/agent for partner brands (The Zoeun Skin, coclea, Tage, goodyouth, Shucera) and sells them directly to Japanese consumers through Amazon, Rakuten, Yahoo Shopping, Qoo10, and Korean retail storefronts.

Product overview

Yellow Tree is a Japanese import cosmetics company offering a unified platform of services centered on the ONEON service—a comprehensive cosmetics SCM solution that combines import services, operating support, promotion/advertising, sales management, and product management modules. The ONEON platform enables overseas cosmetics manufacturers (primarily Korean brands) to enter the Japanese market at small scale by providing integrated logistics, marketing, online sales across multiple e-commerce channels (Amazon, Rakuten, Yahoo Shopping, Qoo10), inventory management, and SNS operations. In addition to its service platform, Yellow Tree distributes multiple partner skincare and cosmetics brands including The Zoeun Skin, coclea, Tage, goodyouth, and Shucera.

Differentiator

Problem solved

Functional benefit

Brands

• ONEON: Cosmetics SCM service for managing overseas cosmetics import operations, including logistics, marketing, sales management, and inventory control.

Products and services

• ONEON Service
• The Zoeun Skin

Quantifiable outcome

• Cost reduction through optimized production scale enabled by ONEON SCM system

Named customers5 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

Integration4 records

Feature2 records

Partnerships

Five partnerships are on record, tiered minor and core.

• MimilineminorChannel Partner/ Reseller/ Distributor · 16 September 2025Yellow Tree's handled products are now available at Mimiline retail stores located in Dongdaemun and Myeongdong, Seoul, Korea. This provides physical retail presence for Yellow Tree's products in the Korean market.
• cocleacoreChannel Partner/ Reseller/ Distributor · 15 July 2025Yellow Tree has established a partnership with Korean skincare brand coclea. Yellow Tree officially imports coclea products and sells them as the Japanese distributor/agent.
• THE 3rd HAIRminorChannel Partner/ Reseller/ Distributor · 4 September 2024THE 3rd HAIR is a popular men's hair salon in Tsudanuma, Kashiwa, and Chiba. Yellow Tree sells goodyouth series hair care products that are used at THE 3rd HAIR salons through their e-commerce shops.
• TagecoreChannel Partner/ Reseller/ Distributor · 10 August 2023Yellow Tree formed a partnership with Korean skincare brand TAGE. Yellow Tree officially imports Tage products and sells them as the Japanese agent. Tage is a Korean cosmetics brand with an official website at tageskin.com.
• Starjon BiocoreChannel Partner/ Reseller/ DistributorStarjon Bio is a Korean company that developed the world's first technology to convert lipid-soluble sturgeon oil into water-soluble oil. Their brand The Zoeun Skin is distributed by Yellow Tree in Japan on Rakuten and Qoo10.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• LG Household & Health Care: Korean household and personal care conglomerate with Japan subsidiaries (The Face Shop, Belif, su:m37°). Directly comparable as a Korean H&H owner operating in Japan through its own distribution infrastructure — a potential competitor for Korean-brand Japan entry contracts and a source of brands for distribution partnerships.
• Kao Corporation: Major Japanese consumer goods conglomerate (Sensai, Curel, est, Bioré, etc.). Comparable as a Japan-based consumer/cosmetics powerhouse with full multi-channel distribution. Represents the scale benchmark that any Japan cosmetics distributor must contend with in shelf and online real estate competition.
• Amorepacific: Korean cosmetics giant with direct Japan subsidiary operations (including brands like Innisfree and Etude House). Comparable as a Korean beauty brand owner with established Japan distribution — the company Yellow Tree ultimately serves. Amorepacific's vertical integration dwarfs Yellow Tree but represents both a customer-side opportunity and a competitive threat.
• Shiseido: Japan's largest cosmetics company with premium brands (SHISEIDO, Cle de Peau, NARS, DRUNK ELEPHANT). Represents the dominant Japanese incumbent and competitive benchmark for Japan cosmetics distribution. While focused on premium/own-brand, Shiseido's Japan e-commerce presence competes for the same consumer attention.
• Mandom Corporation: Japanese personal care and cosmetics company (Gatsby, Luxe, Bifesta brands). Comparable as a Japan-domestic consumer-products operator with multi-channel e-commerce distribution. Less direct overlap on K-beauty, but represents a Japanese incumbent in adjacent cosmetics categories competing for the same shelf space and consumer wallet.
• POLA ORBIS Holdings: Japanese mid-tier cosmetics holding company (POLA, ORBIS, THREE, H2O PLUS). Comparable as a multi-brand Japan cosmetics operator with its own direct-to-consumer and retail distribution. Demonstrates the multi-brand aggregation model in Japan that Yellow Tree's ONEON platform is attempting to recreate at a smaller scale.

Others

• Cosmax: Korean cosmetics ODM/OEM manufacturer with Japan subsidiaries (Cosmax Japan, Taegeuk). Adjacent peer: enables brand manufacturing rather than distribution, but competes for the same Korean brand partners seeking Japan entry and could vertically integrate into distribution.
• Marubeni Corporation: Japanese trading house with a lifestyle/cosmetics import business. Comparable as a generalist import agent with vastly greater scale and balance sheet. Demonstrates the competitive set of large incumbents that Korean brands can choose over boutique agencies like Yellow Tree.
• ITOCHU Corporation: One of Japan's largest trading houses (sogo shosha) with a consumer/cosmetics division that imports foreign brands. While far larger and diversified, ITOCHU operates in the same Japan-entry-for-foreign-cosmetics-brands space and could outcompete Yellow Tree on capital and relationships for large Korean brand contracts.
• Sojitz Corporation: Japanese trading house with consumer products and cosmetics trading activities. Comparable as a generalist import/distribution intermediary in the Japan market. Far larger than Yellow Tree but operates on the same fundamental model of bridging foreign brands and Japanese consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/yellow___tree
• YouTubeyoutube.com/channel/UCLjIUUBl-wPJTRSgr7dE_yw
• Instagraminstagram.com/yellow___tree
• TikToktiktok.com/@yellow____tree

Compliance2 records

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 Yellow Tree