What Nippon Pharmaceutical does

Shinnihonseiyaku Co., Ltd. (Nippon Pharmaceutical, TYO:4931) is a Japan-based consumer health company founded in 1992, headquartered in Fukuoka, that develops, manufactures, and sells cosmetics, health foods, and pharmaceutical products. The company's flagship brand is the PERFECT ONE all-in-one skincare gel series, which has achieved 10 consecutive years of domestic No.1 sales in its category and surpassed 90 million cumulative units as of May 2025, supported by a Guinness World Record for largest facial moisturising gel brand. Secondary revenue lines include W no Kenkou AOjiru (4 consecutive years of domestic No.1 sales in the health food segment) and ethical pharmaceuticals positioned as a 'family doctor' presence.

The company's technology foundation centers on proprietary collagen formulations (VC Collagen, Protect Collagen, Placenta Collagen, Murasaki Fermented Collagen, Composite Collagen EX) and domestic cultivation of medicinal plants (Murasaki/Shikon and Kanzo/Spanish licorice variety GG01), protected by 6+ registered patents and a unique Japanese-registered plant variety. R&D is conducted in collaboration with Saga University, Hiroshima University, Yamaguchi University, Osaka Medical Pharmaceutical University, and Nagoya University. The proprietary gel formulation technology demonstrates approximately 2.3x higher skin penetration of active ingredients compared to conventional toner+lotion layering in human ex vivo testing.

The business model combines direct-to-consumer subscription/regular delivery with omnichannel distribution: owned e-commerce store, Amazon Japan, Rakuten, Qoo10, 8 directly operated retail stores, catalog mail-order, and wholesale. Pricing is publicly disclosed and ranges from JPY 2,970 for entry-level men's skincare (TONOU) to JPY 7,150 for premium cosmeceutical serums. Customer segments center on senior women (50+ via PERFECT ONE), millennial women (20s–40s via PERFECT ONE FOCUS), and health-conscious consumers (via Fun and Health). The company employs 501–1,000 staff and is pursuing geographic expansion (India manufacturing FDI operational 2026, US market feasibility study since FY2023) under the Growth Next 2027 medium-term plan targeting ¥100 billion in sales by 2032.

Name

Nippon Pharmaceutical

Legal name

Nippon Pharmaceutical Co Ltd

Website

https://corporate.shinnihonseiyaku.co.jp

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Shinnihonseiyaku (Nippon Pharmaceutical) develops and sells cosmetics (PERFECT ONE flagship brand), health foods, and pharmaceuticals in Japan and select international markets, primarily targeting women consumers through a subscription-based direct-to-consumer model anchored by proprietary collagen technology and medicinal plant cultivation.

Ownership category

akta.pro rank

Product category

Skincare and Cosmetics

NAICS

Pharmaceutical Preparation Manufacturing (325412), Pharmaceutical and Medicine Manufacturing (3254), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Medicinal and Botanical Manufacturing (325411)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Pharmaceutical Preparations (2834)

akta.pro primary industry

Dermatology & Aesthetics Pharmaceuticals (HLAIAAAK)

akta.pro secondary industries

Natural/Organic & Clean Skincare (CRABAAAH), Dermatology Specialty Pharmaceuticals (HLAIACAL)

Keywords

• Skincare cosmetics
• Collagen ingredients
• Health supplements
• Pharmaceutical products
• Direct-to-consumer beauty

Headquarters

HQ city

Marunouchi

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Cosmetics (Direct-to-Consumer & Wholesale): Revenue from skincare brand PERFECT ONE and PERFECT ONE FOCUS sold via subscription/regular delivery model, e-commerce (owned store and marketplaces), and wholesale distribution. Brands include all-in-one gels, moisturizers, whitening products, and cleansers. Primary revenue driver.
2. Health Foods: Health food products including W no Kenkou AOjiru (W's Health Green Juice) and Slimore Coffee sold via similar DTC subscription and e-commerce channels. W's Health Green Juice ranked No.1 domestic sales for 4 consecutive years.
3. Pharmaceuticals (Ethical Drugs): Ethical pharmaceutical products positioned as a 'family doctor' presence, developed to improve various diseases and symptoms. Sold through standard pharmaceutical distribution channels.
4. B2B Cosmetics Ingredients: Proprietary cosmetic ingredients (e.g., Shikon extract, Kanzo flavonoid from licensed Spanish licorice variety) sold to other cosmetics manufacturers and B2B customers. Ingredients developed through company R&D are commercialized for external sale.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels7 records

Core offering

Nippon Pharmaceutical develops, manufactures, and sells cosmetics (the PERFECT ONE skincare brand featuring all-in-one gel-based moisturizers), ethical pharmaceuticals positioned as a 'family doctor' presence, and health foods (including W no Kenkou AOjiru green juice). Products are sold primarily through a direct-to-consumer subscription/regular delivery model supplemented by e-commerce, owned retail stores, wholesale, and B2B proprietary cosmetic ingredient sales.

Product overview

新日本製薬株式会社 (Shinnihonseiyaku/New Japan Pharmaceutical) operates as a pharmaceutical and cosmetics company offering a diversified product portfolio across three main categories: cosmetics/skincare, pharmaceuticals, and health foods. The core consumer-facing offering is the PERFECT ONE skincare series (パーフェクトワンシリーズ), a gel-based moisturizing skincare line that celebrated its 20th anniversary in 2024 and includes moisturizers, whitening gels, UV protection, wrinkle treatments, and specialty serums. The company has invested in AI technology through the PERFECT ONE app, which features a computer vision-powered skin diagnosis function that analyzes facial photographs to evaluate eight skin parameters and generate personalized recommendations. The health food division includes Super Jaggery products exported to Japan, Thailand, and Gulf countries, and the Fun and Health line featuring supplements like Slimore Coffee. A dedicated men's skincare sub-brand called TONOU rounds out the portfolio, offering powder lotions and medicated hair care products.

Differentiator

Problem solved

Functional benefit

Products and services

• PERFECT ONE Series (パーフェクトワンシリーズ) Flagship all-in-one skincare line featuring gel-based moisturizers, whitening gels, UV protection products, wrinkle treatments, and specialty serums. Targets senior women seeking simplified multi-step skincare routines.
• PERFECT ONE AI Skin Diagnosis App Smartphone application using AI computer vision to analyze facial photographs and evaluate eight skin parameters (wrinkles, texture, spots, translucency, moisture, pores, skin quality, skin age), providing personalized skincare recommendations and product matching.
• Ethical Pharmaceutical Products Ethical pharmaceutical products positioned as a 'family doctor' presence, developed to improve various diseases and symptoms. Sold through standard pharmaceutical distribution channels.
• W no Kenkou AOjiru (W's Health Green Juice) Health food green juice product ranked No.1 domestic sales for 4 consecutive years. Sold via DTC subscription/regular delivery and e-commerce channels.
• Slimore Coffee Health food coffee product (93g/31-day supply) for weight management support. Sold via subscription/regular delivery model.
• TONOU Men's Skincare Line Men's skincare brand offering all-in-one powder lotions, medicated deodorant scalp shampoos, and hair care treatments designed for male consumers.
• B2B Proprietary Cosmetic Ingredients Proprietary R&D-derived ingredients (Shikon extract, Kanzo flavonoid from licensed Spanish licorice variety) sold to other cosmetics manufacturers and B2B customers.
• Super Jaggery Products (Power27 Super Jaggery) Health food products featuring jaggery as a key ingredient. Exported to Japan, Thailand, and Gulf countries. Produced in collaboration with Power Crops Food and Agri in India.
• PERFECT ONE Hair Coloring Treatment Hair coloring treatment product in the medicinal cosmetics category, part of the PERFECT ONE skincare line expansion.
• PERFECT ONE Aqua Keep Jelly (アクアキープジェリー) Cooling jelly skincare formulation designed for moisture retention within the PERFECT ONE series.
• PERFECT ONE SP Herbal Veil Night Cream Night cream formulation launched as part of the PERFECT ONE evening skincare range.
• Oyasumi Kirei (おやすみキレイ) Sleep Improvement Product Functional health product targeting sleep improvement within the company's health product portfolio.
• PERFECT ONE Wrinkle Stretch Serum Premium cosmeceutical medicated all-in-one serum (90mL) targeting wrinkle improvement; contains dual active ingredients (vitamin PP, D-pantothenyl alcohol).
• PERFECT ONE Sparkling Serum Brightening and illuminating serum with high-concentration niacinamide in 100% CO2 carbonate foam; all-in-one toner, emulsion, serum, cream, pack, makeup base, and neck cream.

Quantifiable outcome

• 10 consecutive years of No.1 domestic sales in all-in-one beauty gel category (PERFECT ONE series)
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature10 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Power Crops Food and Agri Pvt LtdcoreGTM or Marketing Partner · 11 May 2026Nippon Pharmaceutical Co Ltd (Japan) provides technical collaboration and foreign direct investment (FDI) to Power Crops Food and Agri Pvt Ltd for establishing a state-of-the-art jaggery-based food product manufacturing plant at Gosandepur village, Ghazipur district, Uttar Pradesh, India. Investment of Rs 15 crore under GBC-4 initiative through Invest UP. Production capacity: ~50 metric tonnes/day. Products under Power27 Super Jaggery brand exported to Japan, Thailand, and Gulf countries. Project generated 200+ direct and 2,000 indirect jobs.
• NPO Happy Mamma (認定特定非営利活動法人ハッピーマンマ)coreGTM or Marketing Partner · 26 October 2025Happy Mamma is a certified NPO specializing in breast cancer awareness and patient/family support in Fukuoka. The company collaborates with Happy Mamma on annual October Pink Ribbon breast cancer awareness campaigns, including stadium events at Avispa Fukuoka branded matches, educational panel exhibitions, and charitable donations. Partnership drives both CSR and brand positioning as a women's health advocate.
• Avispa Fukuoka (J.League Football Club)coreGTM or Marketing Partner · 7 February 2025AVISPA Premium Partner and uniform (chest) sponsor since 2021. Longstanding relationship since 2013 (initial official sponsor), with uniform back sponsor relationship since 2018. Partnership drives brand awareness through jersey branding, branded match days, community events, pink ribbon campaigns, and player engagement activities. In 2023, the sponsored team won the J.League YBC Levain Cup — the club's first-ever title.
• Saga UniversitycoreStrategic or Co-development Partner · 27 September 2024Joint research with Saga University confirmed that gel formulations demonstrate higher effective ingredient skin penetration compared to conventional toner+emulsion layering. Human ex vivo skin tests conducted using Strat-M Membrane and excised human skin. Research demonstrates the company's gel formulation superiority and informs product development claims.
• Japan Heart (特定非営利活動法人ジャパンハート)coreStrategic or Co-development Partner · 29 May 2024Japan Heart is an international medical NGO founded in 2004. The company co-sponsors the 'Smile Smile Project' — domestic program providing escorted travel experiences for children with cancer and their families, with medical professionals accompanying. Company has supported this initiative since 2017 (first Kyushu edition). By 2025, the project has facilitated 700+ support cases. Japan Heart also partners on overseas medical activities in Myanmar, Cambodia, Laos, and Indonesia.
• Hiroshima University (Prof. Sugiyama)coreStrategic or Co-development Partner · 14 April 2023Joint research with Hiroshima University (Prof. Sugiyama Masanori) led to discovery of lactic acid bacteria in the flowers of the medicinal plant Murasaki (Purple Gromwell), enabling development of the world-first 'Murasaki Fermented Collagen'. University provided bacterial identification expertise; company applied it to cosmetics ingredient development.
• Wig Ring Japan (認定特定非営利活動法人ウィッグリング・ジャパン)minorGTM or Marketing Partner · 15 January 2023Wig Ring Japan redistributes wigs from finished cancer patients to currently fighting patients, and operates exchange salons, healthcare seminars, and medical information publications for women fighting cancer. The company supports 'Cafe de Manabe: Learn about Cancer' events organized by the organization. Co-recipient of the 2013 Fukuoka Kyoson Shakaizukuri Award (Collaboration Division).
• C's Athlete (障がい者スポーツ選手雇用センター)minorGTM or Marketing Partner · 15 January 2023C's Athlete employs Paralympic athletes and others with disabilities, providing work while enabling continued athletic careers. The company supports the organization through internal lectures and health keeper massage services, promoting disability employment and sports advancement.
• Table for Two International (特定非営利活動法人 TABLE FOR TWO International)minorGTM or Marketing Partner · 15 January 2023Table for Two International's program donates 20 yen per meal purchased to school meals for African children. The company introduced the program in its company cafeteria (cafeteria salad bar). Employees participate in the program while eating, combining employee wellness with international social contribution.
• SOS Children's Village Japan (特定非]~b]活動法人 SOS子どもの村JAPAN)minorGTM or Marketing Partner · 15 January 2023SOS Children's Village Japan provides alternative family care for children without parental care, operating facilities in Fukuoka and Tohoku. The company supports the organization through vending machine placement and donations, contributing to children's welfare and future support.
• NPO Heart Space (NPO法人はぁとスペース)minorGTM or Marketing Partner · 15 January 2023NPO Heart Space, led by Yamamoto Miyako (whose son was killed by a drunk driver in 2011), works to eliminate drunk driving through lectures, publications, and awareness campaigns. The company supports Heart Space's anti-drunk driving activities including 'flag wave' campaigns, charity coffee donations, and awareness events, aligned with its Fukuoka-based community social responsibility.
• Hiroshima University and Yamaguchi UniversitycoreStrategic or Co-development Partner · 13 May 2022Joint research with Hiroshima University and Yamaguchi University developed the application of guanine crystal technology to cosmetics. Universities provided expertise in guanine crystallization and dispersion technologies; company applied these to skin care formulations for tone-up, spot coverage, and soft-focus effects.
• Osaka Medical Pharmaceutical UniversitycoreStrategic or Co-development Partner · 30 March 2022Joint research with Osaka Medical Pharmaceutical University led to development and Japanese plant variety registration (No. 29026) of the first-ever registered Spanish licorice variety 'Shinnihonseiyaku GG01'. University collaboration enabled the unique short-cycle (1.5 year) cultivation technology that meets Japanese Pharmacopeia standards. Research spanning approximately 14 years (2008–2022).
• BEAUTYCLE (Tsubaki Style subsidiary)coreStrategic or Co-development Partner · 17 February 2022Industry-first horizontal recycling partnership for cosmetics plastic containers. BEAUTYCLE (subsidiary of Tsubaki Style Co., Ltd., headquartered in Tokyo, President: Fujimura Taro) operates a recycling factory in Kanzaki, Saga Prefecture (opened January 2023). Company provides collected PP/PE containers from 8 directly operated stores; BEAUTYCLE washes, shreds, and re-manufactures them into new cosmetics containers, achieving 'bottle-to-bottle' circular economy.
• Rising Zephyr Fukuoka (B.League Basketball)coreGTM or Marketing Partner · 27 October 2021Official partner and uniform (back) sponsor of Rising Zephyr Fukuoka Wheelchair (wheelchair basketball team). Partnership ongoing since October 2020. Company provides sponsorship, products, and volunteer participation in team events. Team promotes wheelchair basketball adoption and disability awareness. Partnership serves CSR objectives and local community engagement in Fukuoka.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Pola Orbis Holdings: Pola Orbis is a major Japanese cosmetics holding company with direct-sales brands (POLA, ORBIS) targeting women through database marketing. Closely comparable GTM model (door-to-door/database-driven) and skincare focus, though substantially larger in scale.
• Shiseido Company: Shiseido is Japan's largest and most global cosmetics company with premium brands (SHISEIDO, Cle de Peau, Elixir). Competes broadly in anti-aging and whitening skincare, but operates at much greater scale with global R&D and brand recognition.
• Kose Corporation: Kose is one of Japan's largest cosmetics companies with brands like Decorté and Sekkisei, operating broadly across skincare categories including whitening and anti-aging. Comparable in target market (Japanese women) and skincare focus, but substantially larger with global brand distribution.

Direct peers

• Mandom Corporation: Mandom is a Japanese personal care company (Gatsby, Lucido-L men's brands) with both retail/wholesale distribution and direct marketing. Comparable in multi-channel CPG model and male skincare line TONOU overlaps with Mandom's men's portfolio.
• Daiichi Sankyo Healthcare: Daiichi Sankyo Healthcare is the OTC pharmaceutical arm of Daiichi Sankyo, producing family-oriented OTC medicines in Japan. Comparable on the ethical pharmaceuticals / family doctor positioning side of Nippon Pharmaceutical's three-pillar model.
• FANCL Corporation: FANCL is a Japanese cosmetics and supplement company built on direct-to-consumer sales with proprietary ingredient technologies (e.g., preservative-free formulations) and a similar database/subscription model. Closest comparable in business model, target demographic (women), and supplement-cross-sell structure.
• DHC Corporation: DHC is a Japanese cosmetics and supplement company with strong DTC/database marketing, olive-based skincare positioning, and cross-category portfolio (cosmetics + supplements). Highly comparable in business model and cross-sell strategy.
• Noevir Holdings: Noevir is a Japanese cosmetics company with direct-sales (door-to-door) model and botanical/natural ingredient positioning (Noevir, Kanebo). Comparable in direct-marketing GTM and skincare + supplement portfolio.
• Dr. Ci:Labo (Johnson & Johnson K.K.): Dr. Ci:Labo is a Japanese cosmeceutical skincare brand (now under J&J) known for all-in-one gels, vitamin C products, and dermatological positioning. Highly comparable in collagen/vitamin C ingredient technology and target demographic.

Regional players

• Fancl Health Science (supplement subsidiary of FANCL): Directly comparable on the health foods/supplements side, particularly for W no Kenkou AOjiru's green juice category. Both compete in Japan's functional health food market with similar subscription/DTC channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/shinnihonseiyaku

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 Nippon Pharmaceutical