2024.10.13

Cumulative Shipments Surpass 14 Million Units! Exploring the Development Power of "ReFa," Whose Presence Continues to Rise in the Beauty Equipment Market

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Starting with the launch of the beauty roller in 2009, the beauty brand "ReFa" has produced countless hit products, including dryers, hair irons, showerheads, and hair brushes.

This January, the fine bubble showerhead, hair iron, and roller beauty device garnered the No. 1 share in domestic manufacturing[1], establishing an overwhelming presence in the beauty equipment market. Why are ReFa products so cherished? To delve into the development behind the products that captivate users, we spoke with Kazue Kato from MTG Co., Ltd..

PROFILE

Kazue Kato

Executive Officer & Director of the BEAUTY Marketing Division, MTG Co., Ltd.

Joined the company in 2010. Involved in brand development since the early days of ReFa and has promoted the growth of brand expansion both domestically and internationally since becoming brand manager in 2013. Currently serves as an executive officer overseeing product planning and marketing.

Incorporating "Human Skills" into Technology

Could you tell us about the circumstances surrounding the birth of "ReFa"?

MTG is celebrating its 30th anniversary next year. Surprisingly, it started as a used car sales company, and after about two years, began to engage in the health business, developing commercial health equipment such as water purifiers, vitality water devices, and massage chairs.

As time went by, the company decided to enter the beauty industry for further growth. Drawing on years of experience in the health sector, we aimed to strengthen the "health-related beauty field," which is challenging for other beauty brands to pursue.