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Adult Acne-Focused Mineral Cosmetics Brand "ETVOS" Searches for a "Way to Approach Sensitive Skin"
ETVOS was established as a result of the founder's struggle with severe adult acne and atopic dermatitis, offering skincare and makeup products that can be comfortably used even on sensitive skin. Despite being targeted at sensitive skin, the product lineup combines functionality and appeal as cosmetics, gaining support from a wide range of customers.
This time, we spoke with PR members Yumi Eriyama and Akihiro Minami from ETVOS about their uncompromising product development based on dermatology, which has remained unchanged since their founding, and the secret to their success in expanding their business internationally.
The Skin Concerns of the Founder as the Origin of the Brand
ETVOS was born in 2007, stemming from representative Hifumi Ogawa's skin issues.
EriyamaYes. In the past, the representative, Ogawa, struggled with severe adult acne. Since he also had atopic dermatitis and sensitive skin, he found it hard to locate suitable cosmetics. While experimenting, even making cosmetics by hand, Ogawa started an acne information website as a personal memo when he was in his 20s.
That site started ranking high in search results, leading to the launch of the predecessor brand "acne-labo" in 2004. Although it might seem like a niche market, the idea was to create something that would work for him and reach others with similar concerns, which led to the brand getting talked about through word of mouth.
In 2007, a skincare brand called ETVOS was born in collaboration with dermatological researchers, featuring human-type ceramides that were relatively rare at the time. Although the brand started with skincare, there was a realization that without changing burdensome makeup, the skin couldn't be transformed, which led to the creation of mineral makeup.
The guiding principle of ETVOS since its inception has been to refine the skin through both skincare and makeup.
Developing Skincare & Makeup for Sensitive Skin Requires Dermatology Knowledge
What was the reason for developing skincare focused on human-type ceramides and soap-off mineral makeup based on dermatology?
EriyamaTo lead the skin to an ideal condition without compromise on functionality, it became necessary to develop products based on dermatology. By collaborating with dermatological researchers, we arrived at an understanding that could also address sensitive skin, which led us to adopt human-type ceramides.
There are several types of human-type ceramides, and we explored their blending balance. At that time, human-type ceramides were not as well known, but I believe we were able to achieve results by gaining insights through our collaboration with dermatological experts.
MinamiAt ETVOS, we define sensitive skin as "a state where the barrier function is weakened." Based on dermatological knowledge, care to protect and replenish ceramides is necessary in a weakened barrier state, which is why we propose a care regimen that protects and replenishes ceramides through both skincare and makeup.
Moreover, while ETVOS champions a “skincare first” brand philosophy, mineral makeup has also emerged from this skincare perspective. Our makeup products, which can be easily washed off with soap, are designed to prevent excessive cleansing and washing, thereby conserving the ceramides.
In our online store, we offer trial sets that allow users to try both skincare and mineral foundation together, and we’ve noticed an increased understanding among users about the importance of protecting and replenishing ceramides compared to when we only sold trial sets for skincare.
I imagine it's challenging to balance functionality, usability, and the enjoyment of skincare in products designed for sensitive skin. Can you share the difficulties faced in development?
EriyamaAs a brand focused on sensitive skin, we believe it's essential for customers to continually use cosmetics that suit them.
For sustainable use, it's crucial to have low irritation while still achieving perceived effects as cosmetics, as well as considering texture and price. All these elements are vital. However, meeting all these conditions presents numerous challenges.
ETVOS has established seven free ingredients to ensure safety for sensitive skin, but the restriction on available ingredients makes it even more challenging to achieve ideal functionality and usability.
MinamiWe conduct low-irritation tests for all items and carry out soap-off tests for makeup products, but many have unfortunately failed these tests.
In order to deliver efficacy as a cosmetic, aggressive formulations may cause sensitive skin individuals to feel tingling or discomfort. Finding the balance between ingredient concentration adjustments and combining aggressive care with sensitive skin care isn’t straightforward.
EriyamaThe quasi-drug series "WHITENING CLEAR LINE" launched in February last year took about three years to bring to market.
Adding many beauty and moisturizing ingredients can make the texture heavy or sticky. Adjusting the product features to achieve a refreshing texture suitable for year-round use was quite challenging.
"WHITENING CLEAR LINE," which balances aggressive science with comfort for sensitive skin, has been very well received since its launch, especially the serum, which has become particularly popular.
Expanding Sales Channels Through Word of Mouth & Connections, With Robust Support at Direct Stores
When the brand was launched, the focus was mainly on the e-commerce store. Was the subsequent expansion, including the increase in retail locations, the development of company-owned stores, and overseas expansion, part of the plan from the time of the company's founding?
EriyamaInitially, our representative, Ogawa, started with the intention of helping those who, like herself, were struggling, so there were no plans for such developments at the time of establishment. I’ve heard that our growth has come through word of mouth and connections.
I believe the strong reviews for our products stem from carrying on Ogawa's desire to deliver better products without compromise from the beginning.
MinamiSince ETVOS was established, I've wanted to create a space for counseling for those with sensitive skin. It’s difficult to do that in EC stores or variety stores, so we have been expanding our direct-operated stores as a counseling venue, which we are currently strengthening.
In the direct-operated stores, trained beauty planners assist customers with their skin and item selection, and we also provide opportunities for one-on-one lessons with professional makeup artists.
What kind of feedback are you receiving from users?
EriyamaWe have received numerous positive feedback from sensitive skin individuals, such as "I’ve tried various products, but ETVOS suits me best," "I can’t be without it," "It feels good to use, so I want to continue taking care of my skin with ETVOS," and "My skin keeps getting better."
MinamiWhile we’ve heard customer feedback through our EC store, I feel that counseling in our direct-operated stores allows us to directly address customer concerns and enables them to become deeper ETVOS fans.
By being able to hear more authentic voices, we can also enhance our product development. Communication through the EC store and social media is essential, but I want to continue to value our direct-operated stores as spaces for immediate feedback on customer inquiries.
Finally, could you share your future outlook with us?
MinamiI want to promote ETVOS’s strengths in skincare even more. Thankfully, many people discover ETVOS through makeup, but the concept that our makeup is designed with a 'skincare first' approach is not yet widely known.
While I’d like to continue expanding our direct-operated stores, I also want to ensure that both skincare and makeup are perceived as high-functioning, safe, and offered at accessible price points. I aim to keep promoting this through digital platforms such as EC stores and social media.
I hope to guide those unsure of how to use our products or those with skin concerns to our direct-operated stores, ensuring they can enjoy seasonal advice and makeup lessons.
Simultaneously, I want to raise awareness about convenient and economical subscription courses and the benefits of the EC store, allowing for purchases without needing to visit a store.
EriyamaOgawa's vision has not changed since the establishment.
I want to convey the appeal of ETVOS so that those with limited options due to skin concerns and those without such concerns can learn to love their skin even more.
Since the brand launch in 2007, ETVOS has steadily gained support and expanded its business. Behind this growth lies uncompromising product development based on dermatological science and the unwavering beliefs of its founder. The focus on skincare, while always keeping the user’s perspective in mind, made for an impressive interview.
PROFILE
Akihiro Minami
ETVOS
Digital Business Division
Division Head
PROFILE
Yumi Eriyama
ETVOS
Digital Business Division
Public Relations PR Department
PR
Text by Rie Sugita (Beauty Expert / Writer)
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