Asian beauty products market is likely to reach a net worth of 216.40 Bn USD by the end of 2022. Especially, in the organic beauty products segment, there has been much growth over the last five years. However, there are a few grievances faced by consumers owing to the enormous volume of products present in the market. It is always a matter of worry that most of the organic products also make use of chemical preservatives and solutions without your knowledge. This is the reason why there is immense need to manufacture products using completely organic materials. Nature’s Way Co. Ltd.is one of the few companies in the global organic cosmetics market that prides itself on quality and integrity.
Being in the market since 1974, the company has grown immense experience and expertise in business, responding to market demands and leading the organic cosmetics industry in Asia. Founded in 1974, Nature’s Way is arguably the oldest and most prestigious organic cosmetics brand company in Asia. It acts as the oldest distributor of WELEDA, the pioneer of organic cosmetics in the world, as well as the distributor of DR. BRONNER’S, the No. 1 organic soap in the U.S.
While representing some of the world's biggest brands, the company also has its own R&D, factory, farm and shops, and handles all aspects of manufacturing, selling and exporting its own products, and even undertakes OEM of true organic cosmetics. Despite such a long history, Nature's Way considers its greatest strength to be its flexibility. As soon as it sees that store sales are not performing well in COVID-19, it builds its own shooting studio in the office and is agile in distributing content through social networking and other means. The company would like you to focus on such features and strengths in the coming years.
Spreading Awareness About Organic Cosmetics
By serving on the board of directors of the Japanese Cosmetic Industry Association and the public interest organisation for aroma certification, we contribute to the correct development of the industry. We also offer seminars to those who are interested in the organic cosmetics business but lack experience and knowledge, and provide OEM cosmetics through our OEM department to those who want to have their own organic cosmetics but lack a development capabilities or factory, thereby contributing to the development of the organic cosmetics industry as a whole.
Differentiating Factors
Based on a strategic brand portfolio with a strong USP, Sanders Perry, which was born 75 years ago in the UK and has been marketed for over 40 years in Japan after acquiring the copyright, uses the retaining power of plant essential oils and a unique process using agar, a marine plant, to enhance the skin's ability to retain moisture and improve the condition of skin. Naturaglacé, a leading brand in natural organic skincare make-up, is a make-up brand based on a unique plant-based beauty essence that nurtures the skin while applying make-up. In addition, chant a charm, a skincare brand using herbs from its own farm, combines high quality with affordable prices.
Other brands and product lines with strong USPs include a unique natural organic hair care brand focusing on the scalp environment and a premium natural organic skincare brand for beauty salons. “We are the oldest manufacturer of organic cosmetics in Japan. Based on the experience and knowledge accumulated in its history, we are in a position not only to sell new products, but also to educate the staff of major wholesalers about the true organic cosmetics. We are responsible for leading not only our products but also the organic cosmetics industry itself” mentions Yoshiaki Hagiwara, CEO, Nature’s Way.
Taking Environment Under Consideration
The company does not separate its business activities, in which it pursues profit, from its ecological activities. Nature’s Way carries out many eco-activities, for example, most recently with our “Cap To Cap” initiative. It collects hundreds of kilos of used containers of our products every month, and uses them to make caps for new containers, creating a complete cycle. The more products the company sells, the more containers it can collect, which are then returned as new containers for the products. “Through this initiative, we hope to share with our customers the mindset of being aware of our containers and waste. We are also involved in a number of activities, such as owning mountains and planting young trees, and protecting coral reefs”, mentions the CEO.
Eyes On Excellence
Means of communication change with the changing times. In the past, information was sent unilaterally to consumers via TV commercials, but nowadays, manufacturers and consumers mutually transmit a variety of information via social networking services. In other words, consumers used to passively receive information in shops and through the media, but now we are changing to an era in which customers are taking the initiative, actively seeking out information from manufacturers and making choices. We recognize the importance of frequently communicating the information that customers demand.
In Japan, we act as the oldest Distributor of WELEDA, The pioneer of organic cosmetics In the world, as well as The distributor of DR. BRONNER’S, The No. 1 organic Soap in the U.S.
Therefore, the company has created a studio and its team in-house, and continues to frequently disseminate information and marketing that stands out from the rest. How Nature’s Way delivers valuable information along with valuable products that the customers want is a challenge that it values. “We believe that disposal is bad for the environment. We aim to conduct marketing activities so that we can sell out. Therefore, we basically do business with a policy of not accepting returns”, says Hagiwara. With regard to the quality assurance of products to consumers, the company does not have a special policy because it almost never faces problems with products, although it deals with them on a case-by-case basis. As well as its own products, Nature’s Way makes a variety of OEM products, so it has different certifications. For example, the company has obtained external certification for ISO 22716 (cosmetics GMP), an international standard for quality and safety related to the production of cosmetics, since 2017. It also has a track record of products certified by the international natural and organic certifications COSMOS (Cosmetic Organic and Natural Standard) and NATRUE.
"We are the oldest manufacturer Of organic cosmetics in Japan. Based on the experience and Knowledge accumulated in its History"
And, in the same way as those, Nature’s Way has established its own standards for the production of products, including the use of sustainable raw materials, no synthetic chemical ingredients and no animal testing of products. “We conduct market research not only in Japan but also in Europe and Asia to understand customer needs, select ingredients to maximise the effectiveness of products tailored to those needs using natural and organic ingredients, and carry out careful research and development, from fragrance to texture. Our mission is to spread true natural organic cosmetics through our products and to bring smiles to as many people's faces as possible”, mentions the CEO.
Looking At The Future
In the future, Nature’s Way intends to expand into India, China and Southeast Asia in earnest. “I am grateful that we have just had this interview. If we can find partners, including in India, who want to expand true natural organic cosmetics with us, we will be happy. We hope to have a business with sales of around 4 million to 8 million USD in each country”, concludes Hagiwara.
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