Business Outline(Product Lineup)

Upholding our shared corporate principles and policies, Mandom Group is developing business operations by analyzing and understanding the characteristics of each market and adapting to the needs of local communities. Our ultimate goal is to provide Dedication to Service (Oyakudachi) for our customers in every country where we operate. The company is engaged in two major businesses, the men's segment and the women's segment, aspiring to become the company that is wanted and needed by our customers.

Group Operations

Area of Group Business Operations

Japan

The Japanese cosmetic market, estimated to be worth approximately 1,500 billion yen (Current Survey of Production by the Ministry of Economy, Trade and Industry), is already mature and we cannot expect further strong growth, as Japan faces a declining birthrate and an aging population.
As the nation's top manufacturer of men's cosmetics, Mandom always explores and seizes business opportunities by suggesting new categories and values.
Mandom's recent effort has been a big input into women's cosmetics. Fully exploiting the distribution channels the company has developed to date, it is deploying unique strategies, proposing functional and affordable skincare products to be sold in self-service stores and developing and selling women's body care products based on know-how gained from producing and marketing men's cosmetics.

Indonesia

Indonesia is an emerging economy, with an expanding middle-income group, an improved income level and a rapidly changing living environment, which lead to changes in its consumers' cosmetics purchasing behavior. Their focus of consumption is shifting from daily essentials to more luxury items and, probably in due course, to high value-added products. The market will continue to grow.
Mandom is one of the leading men's cosmetics manufacturers in the country, boasting a hair styling market share of over 80%. It is also increasing steadily its sales of women's cosmetics, mainly makeup and fragrance products.

Other Countries/Areas

Thanks to economic growth, other markets as a whole seem to be continuing to expand. However, markets of higher GDP countries such as Singapore, Hong Kong, Taiwan, and South Korea are maturing. Many Japanese and Western manufacturers have already entered these markets and competition has intensified.
In other markets such as Indochina, including Thailand, Malaysia, and the Philippines, cosmetics are rapidly diffusing, particularly in urban areas. Greater demand is expected as consumers become even more interested in cosmetics and the market spreads wider to rural areas.

Share of net sales by area (FYE March 2024)

Net sales by area (unit: million yen)

*

Beginning from the fiscal year ending March 31, 2019, some items that had been processed as expenses have been deducted from net sales at overseas consolidated subsidiaries included in financial statements prepared in accordance with IFRS.

Product Lineup

Men's Products

A complete lineup of grooming for men, including hair styling/skin care/body care products

gatsbylucido

Share of net sales (FYE March 2024)

Net sales

*

Beginning from the fiscal year ending March 31, 2019, some items that had been processed as expenses have been deducted from net sales at overseas consolidated subsidiaries included in financial statements prepared in accordance with IFRS.

Women's Products

A complete lineup of grooming for women, from makeup/skin care products that enhance women's beauty care, to hair styling/body care products that support everyday life.

BifestaBarrier Repairlucido-LPixyPucelle

Share of net sales (FYE March 2024)

Net sales

*

Beginning from the fiscal year ending March 31, 2019, some items that had been processed as expenses have been deducted from net sales at overseas consolidated subsidiaries included in financial statements prepared in accordance with IFRS.

Major Brands

As of June 28, 2022

Men's Products

Since its launch in 1978, GATSBY has always offered fashionable attractiveness in line with the times.
This men's cosmetics brand is highly recognized and trusted for its reliable quality rooted in decades of total grooming research for men. The GATSBY brand is widely supported mainly in Japan and Asia.

  • JAPAN
  • INDONESIA
  • SINGAPORE
  • TAIWAN
  • HONG KONG
  • KOREA
  • MALAYSIA
  • PHILIPPINES
  • THAILAND
  • VIETNAM
  • CHINA
  • INDIA

LUCIDO made its debut in 1989 as the industry's first fragrance-free men's cosmetics brand.
Today, LUCIDO provides flexible fashion and grooming for middle-aged men by offering a functional lineup of products that leverages many years of aging care formulation research for men in their 40s and up who want to maintain their attractiveness.

  • JAPAN
  • SINGAPORE
  • TAIWAN
  • HONG KONG
  • THAILAND

Women's Products

Debuted in 2011, Bifesta was introduced as a new cleansing proposal for women who value beautiful complexion and want their skin to shine with natural beauty. Today, Bifesta is widely supported by customers in Japan and various Asian countries.
By offering products that cross conventional boundaries of beauty, Bifesta provides customers with not only the satisfaction of skin care effects and functionality, but also new discoveries, joy and excitement.

  • JAPAN
  • INDONESIA
  • SINGAPORE
  • TAIWAN
  • HONG KONG
  • KOREA
  • MALAYSIA
  • PHILIPPINES
  • THAILAND
  • VIETNAM
  • CHINA

Pixy is a complete line of cosmetics designed to bring out the natural beauty of mature women.
Released in 1982, Pixy is sold mainly in Indonesia via counter-based sales by beauty advisors trained in skin care and make up.

  • INDONESIA
  • TAIWAN
  • MALAYSIA
  • PHILIPPINES

Since its launch in 1993, LUCIDO-L has continued to provide products which catch up with the trends.
As a hair beauty cosmetics brand, LUCIDO-L offers attractive, simple and reliable products for trendy hair styles, colors and textures; as well as solutions to everyday hair troubles, aiming to supports customers to freely enjoy the styles that naturally suit them, and bring their hair to the another level of beauty.

  • JAPAN
  • INDONESIA
  • SINGAPORE
  • TAIWAN
  • HONG KONG
  • KOREA
  • MALAYSIA
  • PHILIPPINES
  • THAILAND
  • VIETNAM
  • CHINA

This brand offers a lineup of colorful and striking fragrance and body care products for teenage girls who are discovering what it is to be fashionable.
Pucelle has grown into a popular brand in countries like Indonesia, Thailand, and Malaysia, where enjoying fragrances has become an integral part of life.

  • INDONESIA
  • SINGAPORE
  • TAIWAN
  • MALAYSIA
  • PHILIPPINES
  • VIETNAM