（株）えがお

What （株）えがお does

（株）えがお (Egao Co., Ltd.) is a privately-held Japanese direct-to-consumer health food and supplements company founded in 1989 by Tadao Kitano, headquartered in Kumamoto, Japan with a regional office in Shibuya, Tokyo. The company manufactures and sells health supplements, functional foods, beverages, cosmetics, pet supplements, and Class 3 pharmaceuticals through its official e-commerce site (241241.jp) and toll-free phone ordering (0120-241-241), supported by a 365-day call center, TV commercials, and radio sponsorships. Its flagship product lines are the えがおの黒酢シリーズ (Black Vinegar Series, 18 consecutive years No.1 in Japan's black vinegar health food mail-order market) and the えがおの肝油 鮫珠 (Shark Liver Oil, 17 consecutive years No.1 in shark liver oil), with a broader portfolio spanning 50+ SKUs across functional foods (Tokuho and Food with Functional Claims designations), green juices, DHA/EPA, beauty supplements, freeze-dried miso soups, and an emerging malt beverage line (Bakugao).

The business is built on a subscription/regular delivery model offering approximately 10% off one-time pricing, supported by loyalty points, a customer referral program, and multi-channel digital marketing (LINE, Facebook, Instagram, X). Manufacturing is conducted at domestic GMP-certified factories under ISO 9001 quality management, with third-party safety testing (radioactive substances, residual pesticides, heavy metals) exceeding national standards, plus a Safety Evaluation Review Committee of medical and scientific experts. The company has recently diversified into education services through a franchise partnership with Kirameki Switch Group, operating bilingual kindergartens in Tokyo (Kids Duo International Higashinagahama opened April 2023, iKids Star Yotsuya opened April 2024), and into food products through the OICTO brand launched in May 2023. Egao Group also includes wholly-owned subsidiaries Egao Holdings, Egao Agency, and Mirai Kids de Egao. Cumulative sales of the black vinegar series surpassed 100 million bags as of January 2026 (self-reported), and the company has received consecutive Monde Selection Gold Awards (2021-2023) and Health Management Outstanding Corporation / White 500 designations (2022-2025).

Name

（株）えがお

Legal name

株式会社えがお

Website

https://241241.jp

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

（株）えがお is a privately-held Japanese DTC health food and supplements company founded in 1989, headquartered in Kumamoto, selling black vinegar, shark liver oil, functional foods, cosmetics, and pharmaceuticals via mail-order and subscription to mass-market Japanese consumers, with recent expansion into bilingual education and food products.

Ownership category

akta.pro rank

Product category

Health & Nutritional Supplements

NAICS

Food Manufacturing (311)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Health, Wellness & Pharmacy Online Retailers (CRAFADAG)

akta.pro secondary industries

Vitamins & Minerals (Single Nutrients) (CRADAGAB), Probiotics & Digestive Health Supplements (CRADAGAF), Children’s Vitamins & Supplements (CRADAGAJ)

Keywords

• Health supplements
• Black vinegar supplements
• Functional foods
• Mail order nutraceuticals
• Direct-to-consumer supplements

Headquarters

HQ city

Kumamoto City

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Health food and supplement direct sales: Mail-order/DTC sales of health foods, supplements, functional foods, beverages, and cosmetics through official website and phone. Subscription/regular delivery courses provide recurring revenue. Products include Kurozu (black vinegar) series, Aojiru (green juice) series, liver oil supplements, and various health supplements.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels12 records

Core offering

Egao Co., Ltd. manufactures and sells health foods, dietary supplements, functional foods, cosmetics, and pharmaceuticals directly to Japanese consumers through mail-order channels (own e-commerce site and call center). Flagship product lines include the Black Vinegar Series (Japan's No.1 mail-order black vinegar health product for 18 consecutive years) and Shark Liver Oil (Japan's No.1 shark liver oil health product for 17 consecutive years), supported by a subscription-based regular delivery course with recurring revenue.

Product overview

（株）えがお operates a diversified health product portfolio centered on direct-to-consumer catalog and online sales. The core product lines include the 黒酢シリーズ (Black Vinegar Series) — the company's flagship line with 18 consecutive years as Japan's No. 1 black vinegar health product — and the 肝油・DHA series (Shark Liver Oil Series) with 17 consecutive years as Japan's No. 1 shark liver oil product. Beyond these core offerings, the portfolio spans multiple categories: 青汁シリーズ (Green Juice Series) featuring products like えがおの青汁満菜 and ぎゅぎゅっと活菜青汁; 健康食品 (Health Supplements) including vitamins, minerals, probiotics, and specialized supplements like えがおの高麗人参 and えがおのノコギリヤシプラス; 化粧品 (Cosmetics) such as えがお アミモア保湿ジェルクリーム and えがおの馬油肌潤々; 食品 (Food Products) including freeze-dried miso soups and malt beverages (バクガオー); ペットシリーズ (Pet Supplements) for dogs; and specialized functional foods registered under Japan's Health Promotion Law (功能性表示食品) such as えがお め・まもーる, えがお DHA・EPA, えがお グルコサミンゴールド, and えがお 内脂燃. The company also operates 医薬品 (Pharmaceutical Products) including えがお アユムンEX for joint pain, and has expanded into 教育事業 (Education Services) through bilingual kindergartens and corporate wellness management programs.

Differentiator

Problem solved

Functional benefit

Brands

• えがおの黒酢シリーズ: Flagship black vinegar supplement product line, claimed to be Japan's No.1 in black vinegar health food mail-order market for 18 consecutive years.
• えがおの肝油 鮫珠
• えがおの青汁シリーズ
• OICTO
• for me
• тради発醇 くろず庵

Products and services

• えがおの黒酢 (Egao Black Vinegar Series)

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability2 records

Feature6 records

Partnerships

14 partnerships are on record, tiered minor and core.

• 株式会社やる気スイッチグループminorStrategic or Co-development Partner · 1 April 2023フランチャイズ契約を締結し、バイリンガル幼児園「キッズデュオインターナショナル東雲（KDI東雲）」を開園（2023年4月）。 франчайзинговый договор на управление детским садом с двуязычным образованием (2024年4月「iKS四谷」開園). えがおグループとして教育事业に参画。
• 全国健康保険協会熊本支部（協会けんぽ熊本支部）coreStrategic or Co-development Partner · 5 August 2020「くまもと健康企業会」発足メンバーに参画。健康経営に取り組む企業同士の連携を目的とした取り組みに企業で参画し、健康経営の普及活動を行う。
• 高森町minorStrategic or Co-development Partner · 3 April 2018高森町と包括連携協定を締結。特産品創出事業の推進および地域活性化を目指す（2018年4月）。
• 熊本県民総合運動公園coreStrategic or Co-development Partner · 1 February 2017千葉県民総合運動公園陸上競技場のネーミングライツを取得し、「えがお健康スタジオ」と命名。2017年より支援。県民の健康増進を実現する場を支援。
• ロアッソ熊本coreGTM or Marketing Partner地元熊本のサッカーチームを支援。「地元熊本に貢献し、熊本から全国へ」という想いを共に持ち、活動実施。熊本地震後はサッカー交流会実施等人員を支援。
• 熊本ヴォルターズcoreGTM or Marketing PartnerB.LEAGUE所属の熊本県初のプロバスケットボールチームのスポンサーを務める。
• 火の国サラマンダーズcoreGTM or Marketing Partnerヤマエ久野九州アジアリーグ所属の熊本県プロ野球チームのスポンサーを務める。
• 熊本大学薬学部minorStrategic or Co-development Partner共同研究講座「えがお-熊本大学薬学部功能性食品共同研究講座」を設置（2015年7月）。有用植物の更なる研究を進め、機能性・補完食品の新規開発に繋げるとともに、学術連携により地域活性化を図る。
• 熊本城マラソン大会組織委員会coreGTM or Marketing Partner熊本城マラソンの公式スポンサーを務める。1万4千人のランナーが参加する県最大の健康スポーツイベント。第1回大会から支援続けている。従業員もコラーとして出場、えがおブースを設置しサービスを提供。
• 熊本市minorStrategic or Co-development Partner熊本市と包括連携協定を締結（2019年3月28日）。相互の連携を強化し、地域の活性化および市民サービス向上を目的とした連携協定。
• 株式会社シアーズホームminorStrategic or Co-development Partnerくまもと健康企業会への入会案内および推進部門間での健康経営取り組みに関する情報交換会を実施し、健康経営のノウハウ・情報提供等を実施。
• 株式会社再春館製薬所minorStrategic or Co-development Partner健康経営取り組みに関する情報交換の実施。
• 公益社団法人 日本通信販売協会 (JADMA)minorOthers正会員として加盟。通信販売業界の健全な発展と消費者保護活動への参加。
• (一社)日本健康・栄養食品協会minorOthers加盟団体として所属。健康食品業界の品質向上と消費者保護活動に参加。

Scale indicators8 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• 世田谷自然食品 (Setagaya Natural Food): Long-standing Japanese DTC health food company selling supplements, functional foods and beauty products through mail-order and subscription courses. Comparable in GTM motion, customer base (health-conscious Japanese consumers) and product categories to Egao.
• アサヒヘルス (Asahi Health): Japanese health supplement and functional-food company under Asahi Group, selling vitamins, lactic acid bacteria, and functional beverages. Comparable on supplement portfolio structure and domestic Japanese retail/DTC distribution.
• やずや (Yazuya): Japanese DTC supplement company best known for 黒酢にんにく (black vinegar + garlic) and other fermented health products sold via mail-order. Directly comparable on black-vinegar category overlap and TV-driven subscription GTM.
• DHC: Leading Japanese mail-order/DTC brand spanning supplements, functional foods, cosmetics and personal care. Closely comparable on subscription-driven catalog GTM, TV-led acquisition, and cross-category diversification strategy.
• 森下仁丹 (Morishita Jintan): Long-tenured Japanese supplement and functional-food company selling branded health products through DTC and retail. Comparable on product portfolio (functional foods, supplements), domestic Japanese market focus, and brand heritage.
• ファンケル (FANCL): Major Japanese supplement and skincare company with a strong DTC/subscription model across functional foods, vitamins and cosmetics. Comparable on subscription mechanics, product breadth, and direct-to-consumer orientation, though at materially larger scale.

Broad incumbents

• 伊藤園 (Itoen): Major Japanese beverage company with strong health-positioned product lines (green tea, vegetable/fruit juices). Comparable as a Japanese branded health beverage/functional food incumbent with nationwide distribution.
• 大塚製薬 (Otsuka Pharmaceutical): Diversified Japanese pharmaceutical and nutraceutical company with significant nutrition/food segment (Otsuka Foods, Nutrition). Comparable on functional foods and supplement categories, though operates at much larger scale and across broader portfolios.
• キッコーマン (Kikkoman): Global leader in soy sauce and vinegar products including brewed black vinegar. Comparable on the vinegar ingredient category that anchors Egao's flagship 黑酢 series, though Kikkoman is a food-manufacturing incumbent rather than DTC subscription specialist.
• 味の素 (Ajinomoto): Global Japanese food and amino-acid/biopharma company with consumer health products (amino acid supplements, functional foods). Comparable on functional-food R&D capability and brand-anchored health offerings, though at substantially larger scale and breadth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/1125_egao
• Facebookfacebook.com/株式会社えがお-181740731908601
• Instagraminstagram.com/egao_official/?hl=ja
• LinkedInlinkedin.com/company/%EF%BC%88%E6%A0%AA%EF%BC%89%E3%81%88%E3%81%8C%E3%81%8A

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 （株）えがお