MTG
MTG is a Japanese publicly listed (TSE Growth: 7806) brand development company that designs and sells premium beauty devices (ReFa), EMS fitness equipment (SIXPAD), recovery wear (ReD), and posture support products (Style) primarily to Japanese consumers via DTC, flagship stores, retail, and pharmacy channels.
- Company typePublic
- Founded1996
- HeadquartersNagoya, Japan
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What MTG does
MTG Co., Ltd. (株式会社MTG) is a Japanese brand development company headquartered in Nagoya, Japan, founded in 1996 and publicly listed on the Tokyo Stock Exchange Growth Market (ticker: 7806) since its IPO on July 10, 2018. The company develops and sells beauty equipment, cosmetics, fitness equipment, wellness devices, and recovery wear across multiple proprietary brands, with ReFa (beauty devices), SIXPAD (EMS training equipment), and ReD (recovery wear) as its flagship lines. MTG serves primarily Japanese consumer markets with growing international presence across Asia (China, Korea) and selective global showcases (CES 2026 in Las Vegas).
The company's product portfolio spans hair care devices (brushes, dryers, irons), beauty shower heads with proprietary fine bubble technology, EMS training equipment, posture support furniture, recovery wear using far-infrared fiber technology, and skincare lines. Core proprietary technologies include CMM Pulse EMS technology, Eledyne cloth electrodes (eliminating gel sheets), Picoleaf piezoelectric sensors (co-developed with Murata Manufacturing), Double Spiral Cavitation for ultra-fine bubbles, and VITALTECH/Mediculation far-infrared fibers. Several products hold general medical device certification in Japan. Cumulative shipments exceed 20M units across key product lines (ReFa roller 10M+, Style 5M+, SIXPAD 3M+, ReFa brush 3M+, ReFa fine bubble 3M+).
MTG operates through a multi-channel distribution strategy combining direct-to-consumer e-commerce (mtgec.jp), flagship brand stores (ReFa GINZA opened November 2025), department stores, electronics retailers, pharmacy chains (1,007+ stores for ReD), beauty salons, hotels, and sports retailers. Pricing is premium-tier across hardware products (¥3,000 to ¥75,000 range), with annual fan club memberships (Club Aira VIP ¥8,100/year) providing supplementary recurring revenue. The company generates revenue primarily through one-time hardware sales, supplemented by consumables, accessories, and the Nike Strength distribution agreement (June 2024).
MTG firmographics
Firmographics- Name
- MTG
- Legal name
- 株式会社MTG
- Website
- https://mtg.gr.jp
- Company type
- Public
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- MTG is a Japanese publicly listed (TSE Growth: 7806) brand development company that designs and sells premium beauty devices (ReFa), EMS fitness equipment (SIXPAD), recovery wear (ReD), and posture support products (Style) primarily to Japanese consumers via DTC, flagship stores, retail, and pharmacy channels.
- Ownership category
- akta.pro rank
MTG industry classification
Industry- Product category
- Consumer Beauty Devices
- NAICS
- Sporting Goods Retailers (45911), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Electromedical & Electrotherapeutic Apparatus (3845), Surgical & Medical Instruments & Apparatus (3841), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Sleep Tracking Devices (Wearables & Non-wearables) (CRACAQAD)
- akta.pro secondary industries
- Recovery, Mobility & Therapy Accessories Retail (Foam Rollers, Massage Guns, Braces, Taping) (CRAMADAF), Consumer Health Wearables & Fitness Trackers (Wellness Monitoring) (HLAHACAJ), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)
Keywords
Where MTG is headquartered
LocationHeadquarters
- HQ city
- Nagoya
- HQ country
- Japan
- HQ region
- Asia
Offices5 records
Markets served
MTG business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Beauty Devices: High-margin beauty devices including ReFa rollers, brushes, hair care tools, beauty dryers, and skin care devices sold through multiple channels.
- Fitness EMS Products: SIXPAD EMS training equipment including Power Suit, Core Belt, Foot Fit, and accessories for home and gym use.
- Recovery Wear: General medical device certified recovery wear (ReD, NEWPEACE, SIXPAD Recovery Wear) with血行促进作用 claims, sold at premium pricing.
- Consumables and Accessories: Replacement cartridges for beauty devices, consumable supplies, and accessories that drive recurring revenue.
- Wellness Furniture: Posture support products (Style brand) including chairs, seats, and wearables for health-conscious consumers.
- Skincare and Cosmetics: MDNA Skin (Madonna brand), Goto no Tsubaki camellia skincare, and ReFa skincare line.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Premium Beauty Devices - Hair Brushes |
| One time/ perpetual license | Pay-as-you-go | Premium Beauty Devices - Hair Care Tools |
| One time/ perpetual license | Pay-as-you-go | Premium Beauty Devices - Shower Heads |
| One time/ perpetual license | Pay-as-you-go | Fitness EMS Products |
| One time/ perpetual license | Pay-as-you-go | Recovery Wear - Innerwear |
| One time/ perpetual license | Pay-as-you-go | Recovery Wear - Sleepwear |
| One time/ perpetual license | Pay-as-you-go | Posture Support Furniture |
| Subscription | Annual | Club Aira Fan Club Membership |
Go-to-market motion4 records
Distribution channels10 records
Marketing channels9 records
MTG product offering
Product offeringCore offering
MTG designs, manufactures and sells branded beauty devices (ReFa hair brushes, dryers, fine-bubble shower heads, EMS rollers), EMS-based fitness and training equipment (SIXPAD Powersuit, Core Belt, Foot Fit, Power Gun, The Bike Smart), recovery wear (ReD), posture-support furniture (Style), sleep technology (NEWPEACE), and premium skincare lines (MEGLY, MDNA SKIN, Goto no Tsubaki). Products are sold to individual consumers globally through DTC e-commerce, brand flagship stores, department stores, and B2B placements in salons, hotels, airlines, and professional sports.
Differentiator
Problem solved
Functional benefit
Brands
- ReFa: Flagship beauty brand offering rollers, brushes, hair care, beauty devices, and shower heads under 'VITAL BEAUTY' theme.
- ReFa HEART
- ReFa VITALWEAR
- ReFa AUTHENTECH
- ReFa MONTECATINI
- SIXPAD
- ReD
- Style
- NEWPEACE
- MEGLY
- MDNA SKIN
- 五島の椿 (Goto no Tsubaki)
- NEWPEACE
- FACIAL FITNESS PAO
Products and services
- ReFa beauty devices Branded line of at-home beauty devices (rollers, brushes, dryers, fine-bubble shower heads) using EMS, microcurrent and fine-bubble technology, sold to individual consumers seeking salon-grade facial and body care at home.
- SIXPAD EMS training equipment EMS-based fitness and training equipment (Powersuit, Core Belt, Foot Fit, Power Gun, The Bike Smart) for at-home muscle conditioning, targeting individual consumers and professional sports organizations.
- ReD recovery wear Apparel and recovery wear incorporating MTG's proprietary VITALTECH far-infrared textile technology, marketed to athletes and general consumers for post-exercise and daily recovery.
- Style posture-support furniture Posture-support chairs and seating built on MTG's proprietary MEDICULATION structure, targeting consumers and office workers seeking improved sitting posture.
- NEWPEACE sleep technology Sleep-related products and bedding under the NEWPEACE brand, designed to improve sleep quality for individual consumers.
- MEGLY carbonic skincare Carbonic (carbonated) skincare line sold to individual consumers as part of MTG's premium skincare portfolio.
- MDNA SKIN Premium skincare and cosmetics brand offering products distributed internationally and through professional beauty channels.
- Goto no Tsubaki (五島の椿) camellia skincare Camellia-based natural-origin skincare brand sold to individual consumers as part of MTG's diversified skincare portfolio.
- FACIAL FITNESS PAO Facial-fitness device marketed as a beauty tool for facial muscle exercise, sold to individual consumers.
- Club Aira subscription membership Subscription-based membership program that gives individual consumers access to MTG beauty devices on a rental/service basis.
Quantifiable outcome
- ReFa roller series: 10 million+ units shipped globally (2009-2018)
- +6 more outcomes
Companies that use MTG
Customer profileNamed customers10 records
Segments6 records
Ideal customer profiles4 records
MTG technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature6 records
MTG partnerships and signals
Strategic signalScale indicators17 records
Recent moves5 records
Expansion highlights7 records
MTG competitors and assessment
Company assessmentDirect peers
- Therabody: US maker of Theragun percussive therapy devices and recovery-focused wellness hardware. Directly comparable to MTG's SIXPAD Power Gun, Conditioning Roller, and recovery wear positioning around professional-grade at-home recovery technology.
- FOREO: Swedish beauty tech company producing facial cleansing brushes, microcurrent devices, and smart skincare tools. Direct peer in the consumer beauty device hardware category with similar premium positioning and global DTC distribution strategy.
- YA-MAN: Japanese beauty device maker specializing in RF, EMS, and ion-based home-use beauty equipment. Direct competitor to MTG's ReFa brand in the Japan premium beauty device category with overlapping product types (facial devices, hair removers, body care).
- Hyperice: Sports recovery and wellness technology company making vibrating foam rollers, massage guns, and recovery wearables. Direct peer to MTG's SIXPAD EMS and recovery product lines with similar athlete ambassador strategy and performance-recovery positioning.
- NuFACE: US-based maker of microcurrent facial toning devices. Direct competitor in the consumer beauty device category with similar positioning of at-home professional-grade treatment technology targeting the beauty-conscious consumer segment.
- Compex: Swiss-origin EMS training device maker (now under DJO/Global). Direct competitor in the consumer EMS muscle stimulation category alongside MTG's SIXPAD brand with comparable product architecture and fitness/recovery use cases.
- Dr. Arrivo: Japanese premium beauty device maker (by Aritherm) producing RF and microcurrent facial devices. Direct peer in the Japan premium beauty device category with comparable celebrity-driven marketing and department store distribution.
Broad incumbents
- Shiseido: Japan's largest cosmetics company with a portfolio spanning skincare, makeup, and beauty devices. Broad incumbent competitor overlapping with MTG's MDNA SKIN, MEGLY, and ReFa skincare adjacencies through both branded products and emerging beauty tech.
- Panasonic Beauty: Beauty device division of Panasonic, including nano-care hair dryers, facial steamers, and shavers. Broad incumbent in the consumer beauty device category with mass-market electronics retail distribution overlapping MTG's ReFa positioning.
- Philips Beauty: Beauty and personal care division of Philips offering shavers, IPL hair removal, and skincare devices. Broad incumbent competitor to MTG's beauty device portfolio with global distribution scale exceeding MTG's current international footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
MTG social profiles
Digital presenceMTG financial estimates
Financial estimateRevenue estimate
Valuation estimate
MTG leadership team
Management profileNumber of profiles
Profiles12 records
MTG subsidiaries and ownership
Company hierarchySubsidiaries1 record
MTG funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MTG M&A and investment
M&A and investmentM&A
Investments11 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MTG
What does MTG do?
MTG designs, manufactures and sells branded beauty devices (ReFa hair brushes, dryers, fine-bubble shower heads, EMS rollers), EMS-based fitness and training equipment (SIXPAD Powersuit, Core Belt, Foot Fit, Power Gun, The Bike Smart), recovery wear (ReD), posture-support furniture (Style), sleep technology (NEWPEACE), and premium skincare lines (MEGLY, MDNA SKIN, Goto no Tsubaki). Products are sold to individual consumers globally through DTC e-commerce, brand flagship stores, department stores, and B2B placements in salons, hotels, airlines, and professional sports.
Is MTG a public or private company?
MTG is a public company. It is classified as public and is currently operating.
When was MTG founded?
MTG was founded in 1996. It employs 1,001 to 5,000 people.
Where is MTG based?
MTG is headquartered in Nagoya, Japan, in the Asia region.
How does MTG make money?
Six revenue lines are on record. Beauty Devices are the primary driver. The others are fitness EMS Products, recovery Wear, consumables and Accessories, wellness Furniture and skincare and Cosmetics.
Who are MTG's main competitors?
Direct peers on record are Therabody, FOREO, YA-MAN, Hyperice, NuFACE, Compex and Dr. Arrivo. Broad incumbents are Shiseido, Panasonic Beauty and Philips Beauty.
Does MTG have an API?
No public API is recorded for MTG.
What industry is MTG in?
MTG's product category is Consumer Beauty Devices. Its primary akta.pro industry code is CRACAQAD, Sleep Tracking Devices (Wearables & Non-wearables), with a secondary code of CRAMADAF, Recovery, Mobility & Therapy Accessories Retail (Foam Rollers, Massage Guns, Braces, Taping). Its NAICS code is 45911 and its SIC code is 3845.