What Willumina does

Willumina is a privately held Japanese "Well-Being & Beauty Company" that develops, manufactures, and sells cosmetics, skincare, hair care, and femcare products, primarily targeting Japanese women across life stages from their 30s through post-menopause. Originally founded in 1984 as a business division of Nichimen Corporation (now Sojitz Corporation), the company served Japan's nationwide consumer cooperatives — roughly 30 million combined members — for approximately 40 years before incorporating as Willumina Inc. in September 2022. Its proprietary brand portfolio spans Simply Prism (9.74 million cumulative units since 2004), Belle Cio (2.4 million units since 1990), Arganeze, Make Proportion, Primalose, and Ivonne (1 million+ units), supported by ~500–900 SKUs in rotation.

The company's technology centers on formulation development for underserved female life-stage needs: aging-care skincare (e.g., Simply Prism Kokugel Cream with 59 moisturizing ingredients), oil-ionic hair color treatments (Arganeze 3-minute formula), patented femcare structures (Bé-A 2-layer absorption sanitary shorts), and therapeutic femtech (Kegel Bell pelvic-floor device). Distribution occurs through owned e-commerce (kagayaku-cosmetics.com, HERDAYS, IbizaBeauty), major Japanese marketplaces (Amazon Japan, Rakuten, Yahoo! Shopping), consumer cooperatives, and — since 2023 — drugstores and mass-market retailers.

Willumina operates a multi-pronged revenue model: (1) cooperative wholesale (its long-standing B2B core), (2) direct-to-consumer brand sales via marketplaces and owned sites, (3) OEM/ODM services for B2B brand clients, (4) HERDAYS telemedicine subscriptions for hormonal healthcare, and (5) femcare product sales via the Ibiza Beauty platform following the July 2023 acquisition of Five Tails Co., Ltd. The company employs 51–100 people, operates from Shinjuku, Tokyo, and is led by a female CEO (Yukimura Shiona) with a 53.8% female management ratio.

Name

Willumina

Legal name

株式会社ウィルミナ

Website

https://willumina.co.jp

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

Willumina is a privately held Tokyo-based Well-Being & Beauty company that develops and sells cosmetics, skincare, hair care, and femcare products for Japanese women across life stages, distributing through consumer cooperatives, major marketplaces, drugstores, and its HERDAYS telemedicine platform.

Ownership category

akta.pro rank

Product category

Cosmetics and Personal Care

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Mass Beauty & Drugstore Beauty Distribution (CRAOAEAA), Dermatology & Aesthetics Pharmaceuticals (HLAIAAAK)

Keywords

• Skincare products
• Color cosmetics
• Femcare products
• OEM manufacturing services
• Beauty brand portfolio

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Brand product sales (proprietary brands): Willumina generates revenue primarily through selling its proprietary cosmetic, skincare, hair care, and femcare brands directly to consumers and through marketplace platforms. Brands include Simply Prism, Belle Cio, Arganeze, Make Proportion, Hivate, Primalose, and Ibvonne.
2. Co-op wholesale — planning, development, and distribution: Willumina develops and wholesales products to Japan's nationwide consumer cooperatives (~3,000 member households). This has been the company's core revenue driver for ~40 years, serving as a top cosmetics vendor for coop members with products positioned around safety and reliability.
3. OEM/ODM manufacturing services: Willumina provides concept planning, formulation, manufacturing, and packaging services to B2B clients seeking to launch beauty and personal care products under their own brands. The service covers the full product lifecycle from ideation to production.
4. HERDAYS online medical consultation and prescription: HERDAYS operates an online telemedicine and prescription platform offering low-dose oral contraceptive pills and related healthcare services for women. This adds a recurring healthcare services revenue stream alongside physical product sales.
5. Ibiza Beauty femcare brand (via acquisition and integration): Willumina absorbed the Ibiza Beauty femcare brand (from Five Tales) in July 2023, adding intimate care, feminine wash, and body care products to its portfolio. Distribution through both direct e-commerce and marketplace channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Willumina is a Japanese Well-Being & Beauty company that develops, manufactures, and sells cosmetics, skincare, hair care, and femcare products under multiple proprietary brands (Simply Prism, Belle Cio, Arganeze, Make Proportion, Ibiza Beauty, Ivonne, Prima Rose). Beyond owned brands, the company operates cooperative planning/wholesale (top cosmetics vendor to Japan's ~30 million member consumer cooperatives for ~40 years) and OEM/ODM services providing full-cycle product development for B2B clients, plus the HERDAYS telemedicine platform offering low-dose pill prescriptions with female physicians.

Product overview

Willumina operates as a Well-Being & Beauty Company offering a diversified portfolio of cosmetics, skincare, and health-related products primarily targeting Japanese women across life stages. The company combines consumer goods with digital services, including the HERDAYS telemedicine platform for low-dose pill prescriptions. Core brands include Simply Prism (all-in-one cosmetics, 9.74M cumulative sales), Belle Cio (whitening/UV skincare, 35-year history, 24M units sold), Make Proportion (makeup solutions), Ibiza Beauty (femcare/intimate wellness), and Ivonne (skincare). Products span skincare, makeup, hair care, femcare, and wellness categories, distributed through e-commerce platforms (Amazon, Rakuten, Yahoo! Shopping) and consumer cooperatives.

Differentiator

Problem solved

Functional benefit

Brands

• Simply Prism: Cosmetics brand launched in 2004 with cumulative sales exceeding 9.74 million units. Features gel-based makeup and skincare products including the award-winning Kokugel Cream.
• Arganese (アルガネーゼ)
• Make Proportion
• Prima Rose (プリマローズ)
• Belle Cio (ベルシーオ)
• Ibiza Beauty

Quantifiable outcome

• Simply Prism line: cumulative sales exceeding 9.74 million units since 2004
• +4 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• 女性リーダー支援基金 ～一粒の麦～ (Women Leaders Support Fund)minorGTM or Marketing Partner · 1 January 2025Willumina supports the Women Leaders Support Fund (managed by Public Resource Foundation, with review committee members including Chizuko Ueno, Keiko Hamada, and Mariko Ogisato) through donations and participation in its initiatives. CEO Yukimura participated as a speaker at the fund's events, aligning with Willumina's mission to empower women leaders.
• 株式会社Be-A Japan (Be-A Japan Co., Ltd.)coreChannel Partner/ Reseller/ Distributor · 1 July 2024Willumina's Ibiza Beauty brand began distributing Bé-A ultra-absorbent sanitary shorts (signature and air-lite styles) in July 2024. Bé-A Japan developed the proprietary separate-layer absorption technology (patented) to address menstrual care and urinary incontinence. Willumina distributes these products through its Ibiza Beauty e-commerce and retail channels.
• 株式会社ベガルタ仙台 (Vegalta Sendai)minorGTM or Marketing Partner · 1 February 2024Willumina signed a Conditioning Partner agreement with Vegalta Sendai (J-League club) in February 2024. The partnership focused on providing menstrual health education and femcare products to the Vegalta Cheerleaders (12 members) and staff. A menstrual conditioning seminar was held at Yurtec Stadium Sendai in April 2024.
• fermata Corporation (フェルマータ)coreStrategic or Co-development Partner · 1 December 2023Willumina entered a business partnership with fermata Corporation (led by CEO Amina Sugimoto, DrPH) in December 2023. The first joint initiative was the distribution of fermata's 'Kegel Bell' (ケーゲルベル) pelvic floor training device through Willumina's Ibiza Beauty brand. fermata specializes in femtech products and holds a medical device manufacturing/distribution license. This partnership expanded Willumina's femcare portfolio into the therapeutic/pelvic health category.
• 松本山雅FC レディース (Matsumoto Yamagat FC Ladies)minorGTM or Marketing Partner · 1 September 2023Willumina entered a 'Ladies Conditioning Partner' agreement with Matsumoto Yamagat FC Ladies (Nishishinetsu Women's Soccer League) in September 2023. The partnership involves providing menstrual health education, femcare products, and wellness seminars to the team's U-15 and senior women's teams. Willumina conducted a Ladies Conditioning Seminar for players, parents, and coaches on October 1, 2023.
• 株式会社ファイブテイルズ (Five Tales Co., Ltd.)coreOEM/ Whitelabel/ Licensing Partner · 1 July 2023Willumina absorbed Five Tales Co., Ltd. in July 2023, acquiring the Ibiza Beauty femcare brand. This M&A transaction added intimate care products (feminine wash, body care) and Bé-A sanitary shorts distribution rights to Willumina's portfolio, significantly expanding the company's femcare and wellness business.
• 白金高輪海老根ウィomens Clinic (Shirokane-Takanawa Ebina Women's Clinic)minorStrategic or Co-development PartnerWillumina collaborates with Shirokane-Takanawa Ebina Women's Clinic (led by Dr. Mayumi Ebina) on product development and medical consultation. The clinic's 'EBINE Floral' vaginal probiotic supplement was developed with Willumina's input and is featured on Willumina's Ibiza Beauty platform. Dr. Ebina also serves as a medical advisor for Willumina's femcare products.
• 認定NPO法人全国こども食堂支援センター・むすびえ (Musubie)minorGTM or Marketing PartnerWillumina participates in the economic association's joint initiative with Musubie (NPO supporting children's meal sites nationwide) to provide hygiene and personal care products to approximately 39 children's meal sites. Willumina donated toothpaste and all-in-one gel products to support children's oral and skin health, aligning with the company's women's wellness mission.
• 公益社団法人経済同友会 (Doyukai / Japan Association of Corporate Executives)coreGTM or Marketing PartnerWillumina CEO Yukimura Shiona is a member of Doyukai (Japan Association of Corporate Executives, ~1,600 senior executives). Willumina participates in Doyukai initiatives including the 'Shared Capitalism Committee' that partners with social sector organizations. Through this affiliation, Willumina joined the Musubie children's meal support initiative.
• TRI WOMEN JAPAN (トライウーマンジャパン)minorGTM or Marketing PartnerWillumina sponsors and supports the TRI WOMEN JAPAN women's triathlete community (a subgroup of 'Trajosu Japan' with ~600 members). Willumina products including Make Proportion tint cosmetics and Ibiza Beauty femcare products are used and promoted by the triathlete community. Female triathletes aged 40–60+ serve as brand ambassadors in this community-led marketing initiative.

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Albion: Premium Japanese skincare brand (Kose group) with multi-decade heritage and salon/retail distribution. Comparable to Willumina in its premium positioning, formulation expertise, and multi-channel Japanese distribution model.
• POLA: Premium Japanese skincare brand with strong aging-care and whitening product portfolio. Comparable to Willumina's skincare-led, female-focused brand strategy and multi-decade heritage in the Japanese cosmetics market.
• IPSA: Shiseido subsidiary offering personalized Japanese skincare with diagnostic consultations. Comparable to Willumina's customized, consultative approach to female customer skincare needs and aging-care specialty.
• Fancl Corporation: Japanese additive-free skincare and supplements company serving mature women's beauty and health needs. Comparable to Willumina's combination of skincare, supplements, and wellness positioning targeting similar female demographics.
• Dr.Ci:Labo: Japanese dermatologist-led skincare brand focused on aging and skin concern products. Comparable to Willumina's clinical/skincare-leaning positioning and aging-care customer focus.
• Mandom Corporation: Japanese personal care company with hair care, men's grooming, and feminine care portfolios. Comparable to Willumina's multi-brand structure spanning hair color, personal care, and femcare product categories.

Emerging players

• Belta: Japanese femtech/wellness company offering supplements and products targeting women's hormonal health, fertility, and menopause needs. An emerging peer in the same femtech/wellness category where Willumina competes via HERDAYS and EBINE products.
• fermata Corporation: Japanese femtech company specializing in pelvic floor health and intimate care products (Kegel Bell). A strategic partner of Willumina and emerging peer in the femtech/intimate care category where Willumina is expanding via Ibiza Beauty.

Broad incumbents

• Kose Corporation: Major Japanese cosmetics group operating Decorté, Sekkisei, Albion, and other premium skincare brands. A larger-scale incumbent with overlapping product categories (whitening, anti-aging, premium skincare) and broader international distribution.
• Shiseido Company: Japan's largest cosmetics group with prestige brands (SHISEIDO, Cle de Peau, NARS) and mass brands (ANESSA, SENKA). A broad incumbent entering femtech and aging-care categories that directly overlap with Willumina's niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/annaumemiya

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Willumina