Shobido

What Shobido does

Shobido Corporation (粧美堂株式会社), founded in 1948 in Osaka and listed on the Tokyo Stock Exchange Standard Market (securities code: 7819), is a Japanese integrated planning manufacturer of cosmetics, cosmetic accessories, contact lenses, character-branded merchandise, and fashion accessories. It operates a fabless model with in-house product planning, design, and merchandising capabilities (including a contact lens R&D lab, SHO-BI Labo, with 80 Ministry of Health, Labour and Welfare product approvals as of April 2022), and coordinates production through partner factories in Japan, China, Korea, and Taiwan. The company's value proposition emphasizes one-stop service from planning through delivery, supported by an all-female design team and an extensive character licensing portfolio covering more than 20 major IP holders including Sanrio, Disney, Warner Bros., Bandai, and Takara Tomy.

The business operates across three sales formats: OEM contract manufacturing (approximately 50% of sales, the largest stream), national brand (NB) sales of proprietary products such as en Giorno, PienAge, DECORATIVE EYES, ARTIRAL, Petit Recipe, and Pokepiece (approximately 30%), and wholesale distribution of third-party products to retailers (approximately 20%). Cosmetics and cosmetic accessories together account for more than 70% of total sales. For the fiscal year ended September 30, 2025, consolidated revenue was JPY 22.122 billion with 260 consolidated employees. Distribution reaches approximately 220 retail companies across roughly 15,000 store locations covering virtually every Japanese retail format — general supermarkets, drugstores, variety stores, discount stores, 100-yen shops, amusement parks, and e-commerce (owned stores plus Amazon, Rakuten, Yahoo! Shopping, Qoo10). The dicon subscription service (JPY 1,900/month) adds a recurring revenue stream in contact lenses.

The company's strategic posture is the 'true manufacturer' transformation: following the 2020 acquisition of Beauty Door Holdings and the January 2025 acquisition of Picmonte Japan, Shobido has brought upstream cosmetics and quasi-drug manufacturing expertise in-house, complementing its existing wholesale- and design-led foundation. Operations extend beyond Japan through SHO-BI Daily Necessities (Shanghai) Co., Ltd. (established 2005), Hong Kong and Paris representative offices (established 1985), and Taiwan SHO-BI Co., Ltd. (established 2013) as an export base for cosmetic contact lenses. Customer concentration is high — approximately 60% of FY2025 net sales come from the top 20 customers, primarily large Japanese enterprise retailers.

Name

Shobido

Legal name

粧美堂株式会社

Website

https://shobido-corp.co.jp

Company type

Public

Founded year

1948

Operating status

Operating

Headcount range

101–250 employees

Short description

Shobido Corporation is a Japanese integrated planning manufacturer (founded 1948, TSE Standard: 7819) of cosmetics, cosmetic accessories, contact lenses, and character-branded merchandise, selling through OEM, proprietary national brands, and wholesale across Japanese mass-market retail channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. National Brand (NB) Sales: Sale of proprietary brand products under SHO-BI/SHOBIDO brand through retail channels. Approximately 30% of total sales. Products include cosmetics, makeup tools, character goods, fashion accessories, and contact lenses (en Giorno, PienAge, PureNatural, etc.).
2. OEM (Original Equipment Manufacturing) Sales: 粧美堂 produces custom-branded products for retail and brand partners. Approximately 50% of total sales — the largest revenue stream. Covers cosmetics, makeup accessories, contact lenses, and character goods under customer brands. Revenue is generated through one-time production contracts with no inventory risk for the company (buyout model).
3. Wholesale Sales: Distribution of third-party products purchased from external suppliers to retail customers. Approximately 20% of total sales.
4. E-commerce Direct Sales: Direct-to-consumer sales through owned online stores (粧美堂ONLINE STORE, dicon for contact lens subscription). Products include proprietary brands as well as sourced products. dicon offers a subscription model at JPY 1,900/month for clear lenses.
5. Contact Lens Wholesale Distribution: Distribution of brand contact lens products (PienAge, DECORATIVE EYES, ARTIRAL, PureNatural) to retail and wholesale partners through a dedicated contact lens sales advisory team.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels9 records

Core offering

Shobido is a fabless comprehensive planning manufacturer that designs, develops, and sells cosmetics, cosmetic accessories, contact lenses (clear and color), fashion accessories, and character merchandise under proprietary brands (en Giorno, PienAge, DECORATIVE EYES, ARTIRAL, Knock Knock, PureNatural, Petit Recipe, Pokepiece, Sebon Star, SHOBIDO, 粧美堂) and through OEM/private-label production for retail partners. Products reach Japanese consumers through direct retailer distribution (drugstores, supermarkets, discount stores, 100-yen shops, variety stores, amusement parks), the company's own e-commerce stores (粧美堂 ONLINE STORE, dicon subscription service), and major online marketplaces (Amazon Japan, Rakuten, Yahoo! Shopping, Qoo10).

Product overview

Shobido (粧美堂株式会社) is a comprehensive planning and manufacturing company with over 70 years of history, offering a diverse product portfolio centered on beauty and lifestyle products. The company operates across four main product categories: (1) Contact Lenses (clear/color) under brands including en Giorno, PienAge, DECORATIVE EYES, ARTIRAL, Knock Knock, and PureNatural; (2) Kids Cosmetics & Character Merchandise under brands including Petit Recipe, Pokepiece, and Sebon Star; (3) SHOBIDO-branded makeup tools and 粧美堂 premium traditional line; and (4) Pet Products featuring character-themed items. The company operates both B2C e-commerce channels (粧美堂 ONLINE STORE, dicon subscription service) and B2B OEM services for contact lenses and general merchandise/cosmetics. Shobido holds 80+ medical device approvals and maintains one-stop manufacturing capabilities from planning through delivery, serving major Japanese retailers including drug stores, discount stores, variety stores, and e-commerce platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• en Giorno (アンジョルノ) Color Contact Lenses A cost-performance-oriented color contact lens brand offering 2-week and 1-month disposable lenses with diverse color variations. Brand name combines English 'en' (to make/become) and Italian 'giorno' (daytime), symbolizing daily beauty enhancement. Standard 1-month boxes retail at approximately JPY 2,200 (tax-inclusive) for 2 lenses; special editions such as the Chiikawa collaboration at JPY 2,200 per box.
• PienAge (ピエナージュ) Color Contact Lenses Color contact lens brand positioned as 'beyond beauty' for women who seek to become more attractive, designed to help wearers express their desires for beautiful, attractive eyes.
• DECORATIVE EYES (デコラティブアイズ) Color Contact Lenses Color contact lens brand with the tagline 'Girls live for their eyes', offering a wide variety of color contacts to achieve desired eye looks and targeting young women who want to express themselves through eye makeup.
• ARTIRAL (アーティラル) Color Contact Lenses Circle lens brand aimed at achieving 'ideal natural beauty'. These lenses draw out the inherent beauty of the eyes, providing a subtle enhancement for a natural look.
• Knock Knock (ノックノック) Color Contact Lenses Sanrio character collaboration color contact lens brand featuring My Melody and Kuromi, offering character-themed color contacts in 1day and 1month types.
• PureNatural (ピュアナチュラル) Clear Contact Lenses Clear contact lens brand with UV protection and moisture ingredients, offering 1-day high water content, 1-day low water content, and 2-week options designed for comfortable daily wear.
• Petit Recipe (プチレシピ) Kids Cosmetics Kids cosmetics brand with the concept 'Makeup is a pinch of magic to become cute', offering makeup products designed for children with fun, age-appropriate colors and designs including eyeshadow palettes, lip glosses, nail polish, and lipsticks.
• Pokepiece (ポケピース) Pokemon Kids Cosmetics Pokemon character-themed kids cosmetics brand offering charm-attached lip glosses, nail polish sets, makeup boxes, and color-changing lip creams featuring Pokemon Peaceful Place character designs.
• Sebon Star (セボンスター) Kids Cosmetics and Accessories Character-themed kids cosmetics and accessories brand offering hair clips, lip creams with charm accessories, and ring-attached water-based nail polishes targeting girls with adorable, dreamy designs.
• SHOBIDO Standard Line Makeup Tools Original makeup tools brand offering everyday cosmetics accessories that are easy to use and affordable, featuring simple, reasonable-priced standard line products including makeup brushes, puffs, cosmetic tools, hair accessories, and lash curlers.
• Shobido (粧美堂) Premium Traditional Brand Line Premium traditional brand line from the 70+ year history company, offering quality products backed by historical expertise and tradition, with carefully selected beauty tools for individual beauty needs.
• dicon (ダイコン) Contact Lens Subscription Service Subscription-based contact lens mail-order service offering clear and color contact lenses at fixed monthly pricing. Provides affordable, high-quality lenses including en Giorno 1day clear lenses with UV protection and moisture ingredients at JPY 1,900/month for clear 1-day lenses (both eyes), with a separate annual membership fee.
• Shobido ONLINE STORE Direct E-Commerce Official online retail store offering original color contact lenses (en Giorno), beauty tools, pet products, and character merchandise. Operated as the company's primary direct-to-consumer e-commerce channel.
• Contact Lens OEM Services One-stop contact lens OEM service covering planning, design, production, quality control, trade, and delivery. Offers clear and color contact lens customization with 80+ Ministry of Health, Labour and Welfare approvals as of April 2022, supported by dedicated designers and quality inspection systems. Approximately 50% of company revenue.
• General Merchandise and Cosmetics OEM Services One-stop OEM service for cosmetics, cosmetic accessories, bags, pouches, daily goods, and character merchandise. Covers product planning, design, production, quality control, and trade operations with factories in Japan, China, Korea, and other Asian regions. Includes cosmetics OEM with domestic and international manufacturing sites compliant with cosmetics GMP standards. Part of the OEM business representing approximately 50% of company revenue.

Quantifiable outcome

• Approximately 60% of FY2025 consolidated net sales attributable to top 20 customers — indicating strong customer concentration and loyalty among major retail partners
• +3 more outcomes

Named customers19 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• 株式会社ピコモンテ・ジャパン (Picmonte Japan Co., Ltd.)coreStrategic or Co-development Partner · 1 January 2025Acquired in January 2025 as a subsidiary, Picmonte Japan is engaged in contract manufacturing of cosmetics and quasi-drug products. The acquisition strengthens粧美堂's manufacturing capabilities and OEM business by bringing upstream expertise and production know-how in-house.
• ビューティードア・ホールディングス株式会社 (Beauty Do Holdings Co., Ltd.)coreStrategic or Co-development Partner · 1 October 2020粧美堂 acquired all shares of Beauty Do Holdings Co., Ltd., the parent company of Beauty Do Co., Ltd. (現 連結子会社), which engages in contract manufacturing of cosmetics and quasi-drug products. This acquisition supports粧美堂's 'true manufacturer' transformation strategy by gaining upstream manufacturing expertise and strengthening the OEM business.
• 台湾粧美堂股份有限公司 (Taiwan SHO-BI Co., Ltd.)coreOthers · 1 January 2013Established in 2013 as a sales and export base for cosmetic contact lenses, following the acquisition and subsidiary conversion of Merrie-Site Co., Ltd. Acts as a regional hub for contact lens business operations in Taiwan and the broader Asian market.
• 粧美堂日用品(上海)有限公司 (SHO-BI Daily Necessities (Shanghai) Co., Ltd.)coreOthers · 1 January 2005Established in June 2005 as a local entity for Disney character product sales in China and as an import/export bridge for China-produced goods. Located in Shanghai, China, supporting both local market sales and supply chain operations.
• 日本.Contact Lens Association (Japan Contact Lens Association)minorStrategic or Co-development Partner粧美堂 (specifically SHO-BI Labo) is a regular member of the Japan Contact Lens Association, an industry body that sets standards and promotes responsible practices in the contact lens industry in Japan.

Scale indicators11 records

Recent moves17 records

Expansion highlights6 records

Direct peers

• MILBON Co., Ltd. Japanese mid-cap listed beauty company (hair care and salon channels) that combines proprietary brands with B2B salon distribution. Similar to Shobido's profile as a Japan-listed small-to-mid cap beauty/accessories manufacturer with both proprietary and OEM lines.
• Seed Co., Ltd. Japanese contact lens manufacturer with proprietary brands and OEM business operating through wholly-owned subsidiary structures, comparable to Shobido's contact lens segment which also pairs own-brand (en Giorno, PienAge, DECORATIVE EYES) with OEM contracts. Both hold MHLW approvals and serve drugstore and optical channels across Japan.
• Menicon Co., Ltd. Major Japanese contact lens manufacturer combining brand sales with OEM/contract manufacturing, directly comparable to Shobido's contact lens business model including color lenses. Both are regulated medical-device license holders serving Japanese mass retail.
• Mandom Corporation: Japanese cosmetics/toiletries manufacturer of similar small-mid cap scale (listed on TSE Prime), producing men's grooming and personal care products under proprietary brands and OEM. Mirrors Shobido's combination of national brand sales (~30% mix) plus contract manufacturing across Japanese retail channels.

Broad incumbents

• Pola Orbis Holdings, Inc. Japanese multi-brand cosmetics holding company (POLA, Orbis, HABA, THREE) with proprietary branded products distributed via specialty retail and direct sales. Operates in the same Japanese cosmetics market as Shobido but with a brand-led rather than OEM-led model.
• KOSÉ Corporation: Major Japanese cosmetics company operating across multiple brands (Decorté, Sekkisei, KOSÉ) with broad retail and OEM presence. Overlaps with Shobido's cosmetics category (>70% of revenue) but at significantly larger scale and brand-led model.
• Bandai Namco Holdings Inc. Japanese entertainment conglomerate with character-led consumer products including toys, apparel and accessories across licensed and proprietary IP. Adjacent comparator for Shobido's character-branded cosmetics, accessories and daily goods OEM manufacturing business.
• Shiseido Company, Limited: Global Japanese cosmetics leader (SHISEIDO, ELIXIR, ANESSA) operating across prestige, medical and mass channels. Provides context for the broader Japanese cosmetics competitive landscape in which Shobido's cosmetics/accessories manufacturing sits.

Emerging players

• Cosmax Co., Ltd. Korean cosmetics OEM/ODM company expanding aggressively into Japan, Western and Southeast Asian markets. Closest analog to Shobido's OEM segment (~50% of revenue) at a different geographic base; both compete for cosmetics contract manufacturing wallet share with international brands.

Others

• Sanrio Company, Ltd. Japanese character IP creator and licensor (Hello Kitty, My Melody, Kuromi) that supplies Shobido with character licenses for cosmetics and accessories. Not a competitor but a strategic upstream partner in the character-goods value chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/shobidokids.official
• Xx.com/shobido_jp
• Facebookfacebook.com/shobidocorporation
• LinkedInlinkedin.com/company/shobido

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries7 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 Shobido