V Holdings

What V Holdings does

V Holdings Inc. is a privately held Japanese holding company established on May 20, 2022, headquartered in Jingumae, Shibuya-ku, Tokyo, that consolidates two wholly-owned operating subsidiaries: MNC New York Inc. (founded March 2009) and Be-A Japan Inc. (founded March 2020). The group operates three consumer brands targeting women across life stages — SIMPLISSE (dermatology-based inner-care and skincare wellness brand, ¥5,940–¥8,640 price points across electrolyte powders and fermented plant beverages), Bé-A (femtech brand built around patented 5-layer and 7-layer ultra-absorbent sanitary shorts absorbing 60–150ml, priced ¥4,950–¥8,690), and CALLi tokyo (fashion apparel). Underlying technology includes proprietary multi-layer absorbent textile structures with antibacterial, odor-resistant, and warming features, plus a joint development with Mitsufuji Corporation for the world's first menstrual blood volume measurement underwear using AGposs silver-plated fiber sensors.

V Holdings generates revenue through direct-to-consumer e-commerce on brand-owned sites (simplisse.jp, withbe-a.com, calli.tokyo), marketplace channels (Amazon Japan, Rakuten), and physical retail distribution at Isetan Shinjuku, Hankyu Umeda Main Store, Loft, Tokyu Hands, and Tomods drugstores. The company has extended internationally via a 2014 Inagora distribution partnership for China and a January 2026 MOU with UNFPA targeting menstrual hygiene in Ethiopia. The Co-CEO structure is led by Minako Yamamoto (representative director of MNC New York) and Kumi Takahashi (conceptor of Bé-A and representative director of Be-A Japan), with board and advisory support from Kensuke Murashima (Minerva Growth Partners, ex-Morgan Stanley Japan Head) and Genichi Tamatsuka (President of Lotte Holdings). The group employs 28 consolidated staff (predominantly female), maintains Mizuho Bank as primary banker, and has received no disclosed external institutional funding as of the source data.

Name

V Holdings

Legal name

株式会社V Holdings

Website

https://v-holdings.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

V Holdings is a privately held Japanese holding company managing three female-focused consumer brands — SIMPLISSE wellness, Bé-A femtech sanitary shorts, and CALLi tokyo fashion — sold via brand e-commerce, Amazon, Rakuten, and tier-1 Japanese department stores.

Ownership category

akta.pro rank

Product category

Women's Personal Care and Femtech Consumer Products

NAICS

Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Feminine Hygiene Products (Pads, Tampons, Liners) (CRADALAG)

akta.pro secondary industries

Vitamins, Minerals & Supplements (VMS) (HLAIADAN), Health Food & Supplement Stores (CRAHAEAC), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Feminine hygiene products
• Women's wellness supplements
• Femtech sanitary apparel
• Dermatology skincare brand
• Functional women's fashion

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Product Sales (Cosmetics, Health Foods, Sanitary Products, Apparel): V Holdings generates revenue primarily through the direct sale of branded consumer products across its portfolio: SIMPLISSE wellness and beauty products (skincare, inner care, electrolytes, supplements), Bé-A ultra-absorbent sanitary shorts and accessories, and CALLi tokyo fashion apparel. Products are sold through brand e-commerce sites, major online marketplaces (Amazon, Rakuten), and physical retail partners including department stores and specialty stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

V Holdings is a Japanese holding company that sells consumer products for women through three brands: SIMPLISSE (dermatology-based skincare, electrolyte drinks, fermented wellness beverages, and supplements), Bé-A (patented ultra-absorbent sanitary shorts and accessories for menstrual care), and CALLi tokyo (functional fashion apparel). Products are sold direct-to-consumer through brand websites, Amazon Japan, Rakuten, and physical retail partners including Isetan, Hankyu, Loft, Tokyu Hands, and Tomods drugstores.

Product overview

V Holdings operates as a holding company managing three distinct consumer brands targeting women across different life stages. SIMPLISSE (via MNC New York) provides wellness products combining inner care (supplements, fermented beverages, electrolyte drinks) with skincare. Bé-A offers ultra-absorbent sanitary shorts as a femtech solution for menstrual care, along with iron supplements and aromatherapy products. CALLi tokyo is a fashion brand emphasizing functionality and style. The portfolio is unified by its focus on women's health, wellness, and empowerment throughout life's transitions.

Differentiator

Problem solved

Functional benefit

Brands

• SIMPLISSE (シンプリス): Wellness brand offering inner wellness (inner care supplements/health foods) and skincare products for every stage of a woman's life.
• Bé-A (ベア)
• CALLi tokyo (キャリー トーキョー)
• SIMPLISSE THE BALANCE (シンプリス ザ バランス)

Products and services

• SIMPLISSE Electrolyte Daily Powder electrolyte drink for daily hydration targeting women's wellness routines. Hypotonic formula with sodium, potassium, magnesium electrolytes matched to bodily fluid composition, plus vitamin C and dietary fiber. Salt-lemon flavor, 120g (4g × 30 sticks), ¥5,940 tax-included.
• SIMPLISSE Electrolyte Active Powder electrolyte drink formulated for active days with lemon-lime flavor and added citric acid. Same 120g (4g × 30 sticks) format and ¥5,940 tax-included price as Electrolyte Daily, designed for women with higher physical activity or recovery needs.
• SIMPLISSE Daily Active Phyto Cleanse Fermented plant-based beverage supporting gut health and daily wellness, made from 90 types of domestically sourced vegetables, fruits, grains, seaweed, and herbs fermented for over one year using traditional kura-zuki yeast from a Tenpo-era brewery. 500ml bottle, ¥8,640 tax-included.
• Bé-A Signature Shorts 04 Patented ultra-absorbent sanitary shorts with 5-layer structure absorbing approximately 125ml. Updated 2024 model designed for sanitary periods, urinary leakage, and warmth care. Available in XS–3L at ¥7,700 tax-included; recognized by Good Design Award 2022.
• Bé-A Ultra-Heavy & Night Shorts Patented high-absorbency sanitary shorts for heavy flow and overnight use. 5-layer structure absorbs approximately 150ml with extended 50cm absorbent panel and water-repellent leak-prevention tape. Available in XS–3L at ¥8,690 tax-included.
• Bé-A Air Light Shorts Slim, lightweight ultra-absorbent sanitary shorts for everyday use. 7-layer structure absorbing approximately 60ml with mesh side panels, deodorizing and antibacterial properties. Available in XS–3L and three colors (black, coral, lilac) at ¥4,950 tax-included.
• Bé-A Petite Signature Shorts Patented junior-line ultra-absorbent sanitary shorts designed for pre-teens and teenagers with irregular menstrual cycles. 5-layer structure absorbing approximately 120ml with a grey absorbent section for flow monitoring. Available in three sizes (140/150/160) at ¥7,150 tax-included.
• Bé-A Thermal Air Shorts High-Rise Ultra-absorbent sanitary shorts combining menstrual care with thermal warming features for abdomen warmth. High-rise design launched October 2024.
• Bé-A The Supplement Fe Iron supplement specifically formulated to support women's health during menstruation. Reported 85% positive user outcomes.
• Bé-A Aromatherapy Mist Aromatherapy mist for intimate hygiene that eliminates odors from menstrual blood and discharge. Co-developed with Fitz Corporation and priced at ¥4,950.
• CALLi tokyo Fashion Brand Functional fashion apparel brand offering authentic, playful, and trendy items with emphasis on effortless class and functionality. Distributed primarily through the calli.tokyo brand e-commerce site.

Quantifiable outcome

• Bé-A crowdfunding raised ¥120.41M from 9,063 backers in 45 days
• +3 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• UNFPA (United Nations Population Fund)coreStrategic or Co-development Partner · 20 January 2026Be-A Japan signed an MOU with UNFPA on January 20, 2026, establishing a strategic partnership to promote menstrual hygiene management and women's empowerment in Ethiopia. The partnership aims to: (1) improve menstrual hygiene management (MHM), (2) protect women's dignity, and (3) foster economic empowerment. Be-A Japan will leverage its menstrual hygiene management expertise to help make essential hygiene products more accessible and affordable in Ethiopia, including local manufacturing of absorbent shorts.
• Mitsufuji Corporation (ミツフジ株式会社)coreStrategic or Co-development Partner · 23 June 2022Be-A Japan and Mitsufuji signed a business partnership contract on June 23, 2022, for the joint development of the world's first menstrual blood measurement underwear. Mitsufuji contributes its proprietary AGposs silver-plated fiber sensor technology and advanced wearable IoT algorithms, while Bé-A provides its domain expertise in sanitary shorts and women's health. A three-party agreement was also signed with Fukushima Prefecture and Kawama Town for pilot testing.
• Kawama Town, Fukushima Prefecture / Fukushima PrefectureminorStrategic or Co-development Partner · 23 June 2022A three-party agreement between Be-A Japan, Mitsufuji, and Fukushima Prefecture/Kawama Town was signed to advance the menstrual blood measurement underwear project. Kawama Town supports practical testing with local residents (100–200 participants planned), while Fukushima Prefecture provides an innovation lab environment through Mitsufuji's facility.
• ZIPAIR Tokyo (株式会社ZIPAIR Tokyo)minorGTM or Marketing Partner · 1 December 2021Be-A Japan and ZIPAIR Tokyo entered a business partnership agreement in December 2021 for female empowerment initiatives. The companies co-hosted an industry-first seminar at Narita Airport restricted area on July 25, 2022, where ZIPAIR cabin crew and female mechanics joined Bé-A CEO Takahashi to discuss careers and menstrual health with elementary and middle school students. ZIPAIR operates as a long-haul international LCC under JAL.
• Inagora (Indigital/FunNow)minorChannel Partner/ Reseller/ Distributor · 1 August 2014MNC New York signed a distribution contract with Inagora in August 2014 to expand SIMPLISSE and other brand sales into China through their e-commerce and cross-border retail platform.
• Hiroo Ladies Clinic / Dr. Sota Sonoda (宗田聡)minorOthersDr. Sota Sonoda, obstetrician-gynecologist and director of Hiroo Ladies Clinic, serves as Bé-A's medical advisor. He provides medical expertise on menstrual health, gynecological condition detection, and preventive medicine perspective for the menstrual measurement underwear project.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Others

• Mitsufuji Corporation: Japanese industrial IoT specialist and AGposs silver-plated fiber sensor developer. Strategic partner rather than competitor, but materially relevant as the technology provider for V Holdings' menstrual blood measurement device and a comparable Japanese deep-tech hardware company.

Direct peers

• Modibodi: Australia-based reusable period and incontinence underwear brand. Closely comparable to Bé-A in product technology and premium positioning, with international expansion across UK, US, and ANZ markets.
• Saalt: US-based period underwear and menstrual cup brand with sustainability positioning. Comparable to Bé-A's premium reusable sanitary category and similar ESG-oriented marketing approach.
• Thinx: US-based pioneer of reusable period underwear with patented absorbent technology. Direct competitor to Bé-A in the ultra-absorbent sanitary shorts category, with stronger global brand recognition but no comparable femtech measurement-device innovation.
• Knix: Direct-to-consumer leakproof underwear and intimates brand. Comparable to Bé-A's ultra-absorbent sanitary shorts positioning, with broader product line into activewear and bras, and stronger North American retail distribution.

Emerging players

• Elvie: UK-based femtech hardware company focused on women's health (pelvic floor trainers, smart breast pumps). Comparable as a premium femtech brand targeting data-driven female health, though operating in adjacent product categories rather than sanitary apparel.

Broad incumbents

• Pola Holdings: Premium Japanese cosmetics and skincare brand group. Comparable to SIMPLISSE in dermatology-positioned premium skincare targeting female consumers in Japan, with stronger direct-sales infrastructure.
• Uniqlo (Fast Retailing): Mass-market apparel incumbent with women's innerwear lines including HEATTECH and AIRism. Relevant peer given Bé-A's premium positioning competes against general-purpose apparel offerings; advisor Genichi Tamatsuka is Fast Retailing's former President/COO.
• Wacoal Holdings: Japan's leading women's intimate apparel manufacturer. Comparable as a Japanese women's underwear incumbent whose product development and brand-building approach informs the structural context for Bé-A's premium sanitary category entry.
• Shiseido: Major Japanese cosmetics and personal care conglomerate. Comparable as a Japanese women's beauty/skincare peer covering SIMPLISSE's skincare category, with substantially greater scale and international reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/v-holdings

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 V Holdings