VisionPlatform invested in Generic Cosmetics to support their mission of democratizing beauty through high-quality, affordable products in the cosmetics market.

Information on the Target

VisionPlatform, headquartered in Minato-ku, Tokyo and led by CEO Hiroki Sakai, announced on March 28, 2025, its strategic investment in Generic Cosmetics Co., Ltd., located in Kofu, Yamanashi Prefecture and headed by CEO Kazuya Niitsu. Generic Cosmetics is on a mission to democratize beauty by providing high-quality cosmetics at accessible prices, driven by their vision of "beauty and assurance for everyone." Through their own brand, they aim to remove financial barriers, allowing more individuals to enjoy beauty products that they previously considered unattainable.

As the world's first cosmetics brand to incorporate the concept of "generic" into its product line, Generic Cosmetics focuses on customer-centric approaches. Their product offerings include essence, lotions, and beauty creams, with plans for further expansion through new product launches. Their unique lotion, infused with 94% luxurious galactomyces fermentation filtrate, delivers department store-quality results at prices that can be found in convenience stores.

Industry Overview in Japan

The cosmetics industry in Japan is renowned for its innovation and high-quality products. As consumer preferences shift toward more sustainable and effective formulations, there is an increasing demand for brands that prioritize