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2025.05.31

Savior for Sweat Stains! The Power of Belle Maison’s Bestselling Innerwear "Salalist," Surpassing 9.16M Sales

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Belle Maison is a mail-order service by SENSHUKAI Co., Ltd., offering everything from clothing and home decor to everyday goods. Among their numerous products, Salalist®, a summer innerwear series designed specifically for sweat control, stands out as an original development by Belle Maison.
With cumulative sales exceeding 9.16 million units[1], the secret to "Salalist"’s immense popularity lies in technical innovations no other company has achieved, now revealed here.
PROFILE
Nozomi Hiyama
Nozomi Hiyama

SENSHUKAI Co., Ltd., Belle Maison Division, With Family Business Unit, Brand Strategy Team

From her first year at the company, she has been engaged in planning and developing innerwear. With a dedicated "customer-first" philosophy, she strives to bring the biggest smiles to every single customer. Currently, as Merchandise Director (MD) overseeing Salalist and Hotcott, the core innerwear brands, she is in charge of everything from product planning to sales direction.

PROFILE
Yuki Higashi
Yuki Higashi

SENSHUKAI Co., Ltd., Belle Maison Division, With Family Business Unit, Procurement Team 1

Responsible for Salalist product development purchasing. Utilizing expertise gained from previous positions in materials and functionality testing, he puts a strong emphasis on material development and product innovation from a functional perspective.

A Series Born to Tackle Sweat Worries

Summer sweat struggles are never-ending. Belle Maison, having produced countless innerwear solutions, faced this universal problem and ultimately arrived at an answer with their "Salalist" series.
"We started handling sweat-absorption innerwear in 1998 and in 2011 launched the 'Salalist' brand specifically to address sweat concerns. With more women advancing in society, demand for perspiration-absorbing innerwear has only grown." (Hiyama)
Hiyama shares that the brand was created out of a desire to become a place customers would want to return to.
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