Boldies

What Boldies does

Boldies Inc. (株式会社Boldies) is a Tokyo-based direct-to-consumer (D2C) brand studio founded on September 1, 2021, operating as a subsidiary of the marketing firm Nahat Inc. The company plans, manufactures, and sells a portfolio of proprietary consumer brands across beauty, wellness, and lifestyle categories. Its active brand roster includes Cleo's Beauté (a Cleopatra-inspired hair care line that has surpassed one million units sold), magpic (a magnetic aluminum phone holder for hands-free photography), Dr.RISE (functional insoles marketed for posture and height enhancement), NEEDLE BOOST (a dissolvable needle-type serum delivering exosomes), and Lift Shot (a portable facial line-tightening device).

The business operates on a unit-pricing D2C model across owned e-commerce storefronts, major Japanese marketplaces (Rakuten, Amazon Japan), and physical retail chains (Don Quijote, Hands), with customer engagement via LINE and Instagram. Revenue is generated entirely through physical consumer-product sales, with no subscription or licensing model in evidence. Pricing is publicly disclosed per SKU — for example, Dr.RISE insoles retail at 6,380 yen (tax included) — and marketing relies on organic social channels (Instagram, TikTok, X), marketplace SEO, and selective event participation (E-Commerce Conference 2026 Summer). Distribution is single-country, concentrated in Japan, with no international expansion signaled in the available data.

Strategically, Boldies describes itself as a creative team that "wedges ideas into gaps in the market" through rapid product iteration — launching concepts, measuring response, and scaling winners. The company is led by Representative Director Chika Nakata (中田 千尋) and operates from Shibuya Mark City West in Tokyo. There are no disclosed external funding rounds, institutional investors, or revenue figures; Boldies operates as a privately held subsidiary within the Nahat group, with strategic and marketing support provided by the parent company.

Name

Boldies

Legal name

株式会社Boldies

Website

https://boldies.jp

Company type

Private

Founded year

2021

Operating status

Operating

Short description

Boldies is a Tokyo-based D2C brand studio (founded 2021, subsidiary of Nahat Inc.) that plans, manufactures, and sells a portfolio of proprietary Japanese consumer brands spanning hair care, skincare devices, functional accessories, and lifestyle products via Rakuten, Amazon, and physical retail.

Ownership category

akta.pro rank

Product category

Consumer Beauty & Personal Care Products (D2C)

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

akta.pro secondary industry

Mass-Market & Lifestyle Apparel Brands (CRAAAAAA)

Keywords

• Direct-to-consumer brands
• Hair care products
• Beauty devices
• Lifestyle accessories
• Functional cosmetics

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

Revenue model

1. D2C Product Sales: Boldies generates revenue through direct-to-consumer sales of its proprietary brand portfolio, including Cleo's Beauté (hair care), magpic (magnetic phone holder), Dr.RISE (functional insoles), NEEDLE BOOST (needle serums), and Lift Shot (facial care devices). Products are sold via owned e-commerce sites, major Japanese online marketplaces (Rakuten, Amazon), and physical retail stores. Revenue is driven by unit sales of physical consumer products.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Boldies is a Japanese D2C brand company that plans, develops, manufactures, and sells a portfolio of proprietary consumer brands spanning beauty, wellness, and lifestyle categories. Its flagship brand portfolio includes Cleo's Beauté (Cleopatra-inspired hair care), magpic (magnetic smartphone holder), Dr.RISE (functional height-enhancing insoles), NEEDLE BOOST (dissolvable microneedle dermal serums), and Lift Shot (portable facial lifting device), sold via owned e-commerce sites, Japanese marketplaces (Rakuten, Amazon), and physical retail chains.

Product overview

Boldies is a D2C brand company that develops and sells multiple consumer products across beauty and lifestyle categories. The company operates a portfolio of brands including Cleo's Beauté (hair care), Dr.RISE (functional insoles), NEEDLE BOOST (dermal care serums), magpic (magnetic phone holders), and Liftshot (portable face care devices). These brands are positioned as innovative, unconventional alternatives to mainstream products, targeting health-conscious and style-focused consumers in the Japanese market.

Differentiator

Problem solved

Functional benefit

Brands

• Cleo's Beauté: D2C hair care brand inspired by Cleopatra's strength, featuring Extra Moist Shampoo & Repair Treatment and other hair care products that have surpassed one million units sold.
• magpic
• NEEDLE BOOST
• Dr.RISE

Products and services

• Cleo's Beauté

Quantifiable outcome

• Cleo's Beauté surpassed 1,000,000 units sold
• +3 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Two partnerships are on record, tiered core and supporting.

• Nahat Inc.coreStrategic or Co-development Partner · 13 July 2026Nahat Inc., a Tokyo-based marketing firm, co-presents alongside Boldies (described as a Nahat group company) at the E-Commerce Conference 2026 Summer, using Cleo's Beauté as a case study. Nahat functions as the parent/affiliate company providing strategic and marketing support to Boldies.
• AnyReach Co., Ltd.supportingTechnology or Integration · 13 September 2024AnyReach Co., Ltd. launched its e-gift service 'AnyGift' for the Boldies-developed beauty brand Cleo's Beauté. AnyGift enables e-commerce sites to incorporate e-gift functionality, allowing customers to send products as gifts via LINE or email without knowing the recipient's address. Popular Cleo's Beauté hair care products can now be purchased and sent as e-gifts through the brand's official online shop.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Dr.Ci:Labo: Dr.Ci:Labo is a Japanese D2C skincare brand founded by a dermatologist, selling through direct channels and select retail. Highly comparable to NEEDLE BOOST and Liftshot, with similar emphasis on science-backed skincare claims and consumer-direct positioning.
• FANCL Corporation: FANCL is a major Japanese D2C skincare and health products company selling preservative-free cosmetics and supplements directly to consumers. Comparable to Boldies in brand-portfolio structure and D2C distribution model, with deeper penetration in skincare categories that overlap with NEEDLE BOOST and Liftshot.
• ORBIS Inc. ORBIS, a subsidiary of Pola Orbis Holdings, operates a D2C skincare and beauty brand with strong catalog and online channels in Japan. Shares Boldies' direct-to-consumer model and Japan-only market focus, with a portfolio approach to skincare sub-brands.
• Noevir Holdings: Noevir is a Japanese cosmetics company with strong D2C catalog and online sales of multi-category beauty brands. Comparable to Boldies in its multi-brand portfolio strategy and emphasis on direct consumer relationships in the Japanese market.
• Botanic: Botanic is a Japanese D2C botanical skincare brand sold primarily online. Directly comparable to NEEDLE BOOST as a digitally-native Japanese skincare brand competing for the same online beauty consumer.
• DHC Corporation: DHC is Japan's largest direct-to-consumer beauty and personal care brand company, selling cosmetics, supplements, and lifestyle products through catalogs, e-commerce, and retail. Boldies mirrors DHC's multi-brand D2C portfolio approach and Japanese market focus, though DHC operates at much greater scale.

Broad incumbents

• Ryohin Keikaku (MUJI): MUJI operates a multi-category lifestyle brand portfolio spanning apparel, home goods, and personal care, with strong domestic Japan retail and online distribution. Comparable to Boldies as a Japanese multi-category brand house applying consistent design and positioning across diverse consumer products.
• Kao Corporation: Kao is a major Japanese personal care and beauty conglomerate with leading positions in hair care (e.g., brands competing with Cleo's Beauté) and skincare. Serves as a broad incumbent benchmark for the scale and R&D depth Boldies is competing against.
• Shiseido Company, Limited: Shiseido is Japan's largest beauty conglomerate with a global footprint spanning premium skincare, makeup, and fragrance. Represents the broad incumbent competitive set Boldies faces in the Japanese beauty market, with overlapping categories in skincare and hair care.
• Pola Orbis Holdings: Pola Orbis is a Japanese beauty holding company overseeing POLA and ORBIS, with strong D2C channels. Provides an incumbent benchmark for D2C-led beauty business models and brand portfolio management that Boldies aspires to scale toward.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Cleosbeaute
• Instagraminstagram.com/cleosbeaute_official

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 Boldies