Mrs. Takano, thank you for taking the time to speak with us. Could you begin by sharing how you first became involved in creating your own cosmetic products?
Of course. On average, clients can receive care at an esthetic salon about twice a month. I wanted them to continue caring for their skin at home on days they couldn’t visit the salon—that desire led me to start developing cosmetics in-house. We have since created numerous “esthetician cosmetics,” and today, many salon clients cherish our products: the ‘Platinum Line’ featuring our proprietary ingredients, the ‘Gold Series’ infused with 24-karat gold, and the ‘Super Cell Series’ containing human umbilical cord blood stem cells. Wanting to share the joy of esthetics with more people—with this aspiration in my heart, I set my sights on taking another step forward. For those interested in esthetics but too busy to visit a salon, and for those struggling to find time for skincare amidst childcare and daily life, we developed ‘Esthetician Cosmetics’— preservative-free, additive-free cosmetics of esthetic quality— to deliver the “beauty and joy of esthetics.”
The first step in this journey was the creation of ‘Esthefact All-in-One Gel’. Combining three plant stem cell-derived moisturizing ingredients with Platinum Line’s proprietary components, this gel guides skin toward firmness and hydration. It has become widely loved even by clients unable to visit the salon. The development of ‘Supercell’ was significantly influenced by an experience at a Swiss rejuvenation medical facility visited about 40 years ago. The cell-derived ingredient treatment I encountered there represented a completely new approach to anti-aging care, and I was deeply moved by its effects. My skin regained firmness and moisture, giving me the sensation that time had been turned back. Furthermore, upon learning that technological advances in Korea had led to the development of a serum incorporating “neural stem cell culture medium,” I immediately visited the country. The results were astonishing: beyond the hydration effects of traditional adipose stem cell culture medium, improvements in firmness and radiance were dramatically enhanced. Convinced of this potential, I began actively incorporating the latest cellular research. The starting point for development was Swiss-made cosmetics derived from animal cells, but it naturally evolved toward plant-derived cosmetics.
After years of research and refinement, we finally arrived at 100% domestically produced “human umbilical cord blood stem cell-conditioned culture medium.” The fusion of insights from both the aesthetic salon field and cutting-edge beauty science has led to our current product development.
You’ve often spoken of your aspiration to remain “Eternal 27.” Could you explain what that phrase means to you?
(smiling) Yes, I like to say “Eternal 27.” Of course, it is a playful idea — the wish to remain forever young. But it also embodies a philosophy: that beauty is about vitality, energy, and timelessness. Through our treatments and products, I said this with the hope that women will feel radiant and confident, no matter their chronological age.
Your group spans several sectors — esthetic salons, medical clinics, e-commerce, jewelry, even weddings. Looking ahead to the international markets such as the U.S. and U.K., which of these businesses do you see as having the greatest growth potential?
The demographic realities cannot be ignored. Japan, like much of the world, faces declining birthrates and an aging society. This means the pool of young workers is shrinking. When I first began, there were many young people entering the esthetic profession. Today, far fewer young people want to become estheticians, and Japan’s restrictive immigration system makes it very difficult to bring in skilled professionals from abroad.
As a result, I believe the future lies increasingly in the clinical field. Currently, we operate two medical clinics. Within the legal framework of esthetics, there are many things we are not permitted to do — such as laser treatments and other advanced procedures. By shifting more toward medical clinics, we can incorporate these technologies and provide more scientifically advanced care.
That said, I will never abandon esthetics. Aesthetic salons remain essential. They are places of relaxation, emotional healing, and human connection. Young people who are ambitious often move quickly toward the medical side, but I believe esthetics still serves an indispensable role. This is why we also operate spas and wellness hotels. For example, we have a resort near Lake Kawaguchi with views of Mount Fuji. It includes hot springs, esthetics, and luxury accommodations. It represents our belief that healing and beauty are inseparable.
Do you see population decline not only as a challenge, but perhaps also as an opportunity?
Yes, in some ways. We currently employ 800 people, of which 300 are highly experienced estheticians who have been with us for over a decade. One of the things I am proud of is that our company has very low turnover; people rarely leave.
This means that although society as a whole may face labor shortages, we are well positioned. If our current employees continue to grow with us, we will remain strong. The real key is to maintain consistently high quality. For example, our clients visit the salon for treatments, practice self-care at home using our products, and occasionally incorporate medical procedures such as Botox or hyaluronic acid injections. This hybrid approach — combining regular esthetic care with occasional medical treatments — ensures both visible results and long-term loyalty.
How do you see your role in cultivating the next generation of professionals?
I believe education is an indispensable pillar for supporting the future of the esthetics industry. It is not just technical skills and knowledge, but possessing a heart that truly connects with clients that leads to the growth of a true esthetician. Our company provides a comprehensive training program starting from the moment you join, creating an environment where you can learn at a high standard, from fundamental theory to practical skills and customer service etiquette. Receiving thorough training before entering the field enables you to confidently engage with clients.
Furthermore, we implement a phased training program with follow-ups at 3 months, 6 months, and 1 year, allowing for continuous learning even after initial growth.
Starting from the 3-month mark, training includes experiential learning of traditional techniques I personally studied while traveling to over 40 countries worldwide, alongside cutting-edge anti-aging care programs. From these, I have carefully selected only the techniques I truly believe are exceptional. These have been refined to suit Japanese skin and sensibilities, forming the “Takano Yuri Beauty Clinic Original Course,” allowing you to master ‘World-Class Esthetics’. Esthetics is not just about enhancing external beauty; It is also a profession that involves mental care, anti-aging, and even plays a role in alternative medicine.
I believe it is a truly wonderful profession that can provide “body conditioning to prevent illness” through esthetics. However, the current reality is that while fields like acupuncture and anma/massage are strictly regulated by national licenses, no such system exists for esthetics. Consequently, even therapists possessing outstanding skills overseas cannot obtain work visas in Japan. While care workers have a clear occupational category called “Care Worker,” estheticians do not. This very “establishment of professional status” is the major challenge I have pursued for 48 years. Creating an environment where estheticians can work with pride, and establishing it as a socially recognized profession— I believe this will lead to the industry’s further development in the future.
Wellness and medical tourism are becoming important. How do you see Japan’s role in this area, and how does your company fit into it?
Wellness and medical tourism are themes I feel will be extremely important for Japan’s future. In fact, our Sakuraan Spa in Kawaguchiko receives many inquiries from overseas group tours. At the same time, our company values privacy and quality above all else. Accepting large groups requires dedicated plans and systems. Therefore, at this time, we primarily focus on individual guests and accommodate them flexibly within our capabilities.
To ensure foreign guests enjoy a comfortable experience, we provide brochures in English, Korean, and Chinese. Our staff is also trained to offer thorough explanations in cases where language barriers arise. We are preparing to welcome as many people as possible to experience the wonders of Japanese aesthetics, transcending cultural and linguistic barriers without compromising our brand’s quality. Moving forward, as a Japanese-born aesthetic brand, we aspire to deliver beauty for both mind and body to the world. From Japan to the world, we wish to share the beauty of healing.
What about high-net-worth individuals in the realm of medical tourism? Do you have a strategy to attract them?
In Japan, there is indeed a market for very wealthy individuals seeking medical procedures — treatments costing tens of millions of yen, from rejuvenation injections to cosmetic surgeries. Many of these clients come through special coordinators who connect them with private clinics. But that has not been our route; we do not engage in such shadow networks.
For us, the strategy is different. I envision expanding our clinical network from the current two clinics to perhaps five or even ten. At the same time, we would reduce our esthetic salons to a smaller number of core flagship stores. Increasingly, our focus will be on product sales. For example, we already distribute through the world’s largest home shopping channel QVC. The truth is, leading beauty brands such as Estée Lauder, Elizabeth Arden, and La Prairie no longer operate salons — they concentrate on products. My dream is to preserve cosmetics born from esthetics, while shifting more of our business toward global product distribution.
Distribution is critical in global cosmetics. Which markets do you see as priorities?
I believe the U.S. offers the broadest opportunity. Europe is of course important — France, Italy, the U.K. — but regulations vary by country and can be complex. To start, the U.S. is attractive. Japanese cosmetics, as you know, often rely on cultural exports like matcha, which are not universally appealing.
How would you describe your company’s core contribution to Japanese wellness, to our 75 million readers worldwide?
I would say we focus on three pillars. First, creating beautiful skin. We have a saying: “Let’s create the Takano style skin.” It is our signature. Second, we run the “Esthetic Cinderella Contest,” which has been held 31 times over the past 48 years. This is a three-month transformation program where participants achieve not just weight loss, but healthy, beautiful, and well-toned bodies, along with radiant skin. It is about health as much as aesthetics. Third, we help people age beautifully. I opened my first salon at age 29, and many of my clients have grown older alongside me. My mission is to help them remain vibrant, healthy, and beautiful — what in Japan we call “PPK”: pin pin korori — living actively and gracefully right until the end. So those are the three: beautiful skin, beautiful body, and beautiful aging.
Do you also see men as a potential market?
Absolutely. Interestingly, many of our products are quietly purchased by men. And although I built our Sakuran Spa for women, imagining their husbands would simply wait as drivers, we discovered the opposite: two-thirds of the customers are men. There is a sauna boom among men in Japan right now, and they are increasingly open to wellness treatments. Even facials, which men once avoided, are becoming more accessible — ours can be done for as little as 3,000 yen. So yes, I see great potential in the men’s market.
Looking back, what turning points have defined your company’s journey?
There have been many. But three stand out. First was the collapse of a major competitor, Milord, one of the five largest chains at the time. When they went bankrupt, it became a social issue. To protect clients, we took over their customers and their salons, free of charge, so clients would not be left stranded. That was a major turning point, and it brought rapid growth.
Second was when hair removal was taken away from us. It had been generating 1 billion yen in sales per month. Practically overnight, it was gone. That forced us to travel to Switzerland, where I discovered rejuvenation therapies and cosmetics, and brought them back to Japan. That was our entry into cosmetics — another turning point.
Third was the rise and fall of advertising. For many years, we invested heavily in celebrity endorsements — using stars like Miranda Kerr and Namie Amuro. At one point, our annual advertising budget was nearly 10 billion yen. But eventually, the power of television declined, and it was no longer viable. We shifted away from that model.
Another structural challenge was labor law reform. In the past, staff learned through long hours of training and practice. With new union rules mandating strict limits, including full overtime pay, it became difficult to train the way we had for 40 years. Combined with generational shifts — younger workers prioritizing work-life balance — this forced us to close around 60 stores. These were painful transitions, but each shaped who we are today.
Finally, if we were to return in three or four years, what would we find?
By then, I expect we will have expanded our clinical network to perhaps 10 clinics. Our esthetic salons will be reduced to about 30–50 flagship locations. Our companies will likely be consolidated into one large, unified group, possibly including my private company as well. And of course, I hope we will have made meaningful inroads into overseas markets.
My dream is simple: to continue making people healthier, more beautiful, and more confident — not only in Japan, but across the world.
For more information, please visit their website at: https://www.takanoyuri.com/en/
