MTG has announced its plan to reacquire Kirala, a beauty device and bottled water brand, aiming to leverage synergies for product development and market expansion.

Overview of the Target

Kirala, located in Chuo-ku, Tokyo, specializes in the development and sales of beauty devices and bottled water products. Previously under the umbrella of MTG, Kirala was established as a new entity in 2020, initially managing a struggling water server business. Following its temporary transfer to an investment firm, Kirala successfully diversified its portfolio and improved its financial performance. The company's current financials indicate significant growth, with projected revenues of 2.44 billion yen, operating profit of 229 million yen, and net assets totaling 292 million yen for the fiscal year ending September 2024.

Industry Overview in Japan

The beauty and wellness industry in Japan has experienced steady growth, driven by increasing consumer awareness and demand for high-quality beauty products. The market encompasses a wide range of categories, including skincare, haircare, and beauty devices, which are particularly popular among Japanese consumers due to their emphasis on personal care and aesthetics.

In recent years, innovative technologies and trends have shaped the industry, leading to the introduction of advanced beauty devices that cater to a diverse c