HOUSE OF ROSE

What HOUSE OF ROSE does

House of Rose Co., Ltd. (株式会社ハウス オブ ローゼ) is a Tokyo-headquartered Japanese skincare and cosmetics company founded in 1982, specializing in nature-oriented, low-stimulus formulations built around a proprietary "skin polishing" (素肌みがき) methodology using plant-derived ingredients. The company operates four distinct retail formats—HOUSE OF ROSE (main brand), Be Prime (department store concept), OH! BABY SHOP (youth brand), and BEAUTY DELI (lifestyle gifting)—across approximately 230 direct stores and more than 1,000 partner department store and retail chain counters spanning all major Japanese regions. House of Rose is publicly listed on the Tokyo Stock Exchange (TYO:7506) and has been a subsidiary of Wacoal Holdings (TSE:3591) since 2006, operating as a fabless manufacturer working with approximately 30 domestic contract factories. Core brands include Oh!Baby (body smoother franchise), Milcure/Milcure Me (46-year cleansing line, completely relaunched April 2026), and La Rose (rose-fragrance body and hair care).

The company generates revenue through three streams: (1) one-time sales of proprietary skincare, body care, hair care, and makeup products at price points ranging from ¥1,650 to ¥4,180 (tax-included); (2) reflexology and body care services through House of Rose Relaxation Salon locations; and (3) a tiered membership program (Rose Club, 2% standard / 5% premium reward rate with monthly stage evaluation) being unified across physical and online channels in October 2026. Distribution combines direct retail, partner shops, department store counters (Takashimaya, Mitsukoshi, Isetan, Hankyu, Daimaru, AEON, Ito-Yokado), the official e-commerce platform (hor.jp), and major third-party marketplaces (Yahoo Shopping, Rakuten, Amazon, ZOZO). The company also holds Japan-market distribution rights for international fragrance houses FLORIS (UK) and Collines de Provence (France). Marketing is conducted through LINE (primary customer communication platform), Instagram, Facebook, and X (Twitter), supported by seasonal product launches and limited-edition collaborations—most notably a Hello Kitty partnership with Sanrio launching July 2026.

Primary customers are individual women seeking premium, gentle skincare and body care products, with secondary segments including body care enthusiasts (dead-skin-removal use case) and seasonal/limited-edition collectors. The company is led by President and Representative Director 川口 善弘 (Kawaguchi Yoshihiro). No financial figures post-FY2010 were disclosed in the source data; the most recent disclosed revenue (FY2010) was approximately ¥152.9 billion with operating income of ¥5.4 billion, indicating margin compression despite top-line stability in the late-2000s period.

Name

HOUSE OF ROSE

Legal name

株式会社ハウス オブ ローゼ

Website

https://houseofrose.co.jp

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

501–1,000 employees

Short description

House of Rose is a Tokyo-based Japanese skincare and cosmetics company (TYO:7506, est. 1982, Wacoal Holdings subsidiary) that develops low-stimulus plant-derived skincare and body care products sold through 230+ direct stores, 1,000+ partner counters, and e-commerce, serving women seeking gentle premium skincare.

Ownership category

akta.pro rank

Product category

Skincare and Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

akta.pro secondary industry

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)

Keywords

• Natural skincare cosmetics
• Body care products
• Plant-derived cosmetics
• Japanese beauty brand
• Relaxation salon services

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, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Cosmetics and Skincare Product Sales: Sale of proprietary skincare, body care, hair care, makeup, and cosmetics products through direct retail stores, department store counters, partner shops, and e-commerce channels
2. Relaxation Salon Services: Reflexology and body care services through House of Rose Relaxation Salon locations
3. Membership Program (Rose Club): Point-based loyalty system where members earn points on purchases that can be redeemed for discounts. New unified system launching October 2026 integrating in-store and online points

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

House of Rose is a Japanese cosmetics company that plans, develops, and sells nature-oriented skincare and body care products using plant-derived, low-irritation ingredients under its proprietary 素肌みがき (skin polishing) methodology. The company sells its products through direct retail stores, department store counters, partner shops, and e-commerce platforms, and also operates House of Rose Relaxation Salon reflexology and body care services.

Differentiator

Problem solved

Functional benefit

Brands

• Be Prime (ビープライム): A concept store targeting women who value self-care, featuring natural furnishings and a sophisticated color palette with counseling spaces.
• Oh!Baby (オウ!-baby)
• Beauty Deli (ビューティ デリ)
• La Rose (ラ・ローゼ)
• Milcure (ミルキュア)

Products and services

• Milcure Me (ミルキュア ミー) Cleansing Line
• Oh!Baby Body Smoother (オウ!ベビー ボディ スムーザー)
• Mint Leap (ミントリープ) Summer Cooling Line
• La Rose (ラ・ロゼ) Body & Hair Care Series
• Barrierize Moist Lotion S (バリアライズ モイスト ローション S)
• Sherbet Lotion (シャーベットローション)
• Refining White Lotion S (リファインホワイト ローション S)
• Sarlite Cool UV Powder (サラライト クールUVパウダー)
• Clear Up Gel Lemon Sorbet Scent (クリアアップジェル レモンソルベの香り)
• FLORIS Fragrance Distribution
• Collines de Provence Distribution
• House of Rose Relaxation Salon Services
• Rose Club Membership Program

Quantifiable outcome

• LIPS Best Cosmetics 2026 上半期新作賞 洗脸料部门3位 for Milkcure Me Wash & Powder

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Curves Japan (カーブス)minorStrategic or Co-development Partner · 1 January 2006Women's-only fitness gym chain that joined the House of Rose related business portfolio in 2006. Curves has achieved 2,000 stores, making it the largest fitness chain in Japan, with approximately 900,000 members nationwide from elementary school age to 100 years old.
• Wacoal Holdings (ワコールホールディングス)coreOthersWacoal Holdings is the parent company/group of House of Rose. House of Rose is a group company of Wacoal Holdings, with products also available through Wacoal's official online store.
• House of Rose Relaxation Salon (ハウス オブ ローゼ リラクゼーション salon)minorStrategic or Co-development PartnerReflexology and body care salon offering treatments from head to toe, featuring all-hand massage techniques in private relaxation spaces.
• FLORIS (フローリス)minorChannel Partner/ Reseller/ DistributorBritish royal warrant holder fragrance brand founded in 1730, representing elegant and authentic scents. House of Rose distributes FLORIS products in Japan.
• COLLINES DE PROVENCE (コリンヌ・ド・プロヴァンス)minorChannel Partner/ Reseller/ DistributorSouthern France Provence-born brand offering elegant and refined fragrances with high-quality plant essences that add color to living spaces.
• Sanrio (株式会社サンリオ)minorStrategic or Co-development PartnerCollaboration partnership for Hello Kitty limited edition product line. House of Rose's signature Oh!Baby Body Smoother released in Hello Kitty packaging design starting July 1, 2026.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat3 records

Key highlights6 records

Customer concentration

• Xtwitter.com/HouseofRose_JP
• Facebookfacebook.com/houseofrose.jp
• Instagraminstagram.com/houseofrose.jp
• LinkedInlinkedin.com/company/house-of-rose-co.-ltd.

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 HOUSE OF ROSE