Exploring winning strategies in market for cosmeceuticals: Physician-led services, lifetime value, and medical continuity are key

Research evidence excerpt

Exploring winning strategies in market for cosmeceuticals: Physician-led services, lifetime value, and medical continuity are key

Global Markets Research

Japan toiletries & cosmetics sector 1 July 2026

EQUITY: JAPAN TOILETRIES & COSMETICS

Exploring winning strategies in market for Research Analysts

cosmeceuticals Japan toiletries & cosmetics Yuji Ohana - NSC

yuji.ohana@nomura.com

Physician-led services, lifetime value, and medical continuity are key +81-3-6703-1143

Speaker series: New market opportunities presented by aesthetic medicine ×

cosmetics

On 30 June we hosted a seminar on the subject of new market opportunities presented by

aesthetic medicine × cosmetics, given by Pola Medical president Tsuyoshi Matsumoto.

The cosmeceuticals market is growing around the world, but the business models for the

general public and for medical institutions are completely different. The latter market is still

small in Japan, but Mr Matsumoto sees plenty of scope for growth in the market for

evidence-based products, given rising consumer demand for products that provide greater

efficacy in terms of longevity and other factors.

Overview of Pola Medical

Pola Medical was established in August 2023. It is part of the Pola Orbis Holdings [4927]

group and provides solutions for medical institutions, including dermatology and aesthetic

medicine. It established the Dive brand of medical institution-only products in January

2024, and all three of its current SKUs are formulations based around proprietary

ingredients developed within the group. In the nearly two years since launch, its products

have been rolled out to over 500 private dermatology clinics in 46 prefectures, and most of

this has been via referrals from other physicians. It is aiming to have the products in 1,500