Noevir Holdings

Basic Information

Stock Code
4928
Industry
Chemicals
Category Detail
Daily Necessities & Household Products
Prefecture
Hyogo Prefecture
Establishment Year
March 2011
Listing Year
March 2011
Official Website
https://www.noevirholdings.co.jp/
TSE Information
TSE Information
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Overview

Noevir Holdings is one of Japan's leading holding companies, established in 2011, with cosmetics at its core and expanding into pharmaceuticals and health food businesses.

Current Situation

Noevir Holdings recorded consolidated sales of approximately 63.8 billion yen and net assets of approximately 53.9 billion yen for the fiscal year ending September 2024, with basic cosmetics as its mainstay in the cosmetics industry. It also operates in pharmaceuticals and health foods, enhancing operational efficiency through group management. Centered on Noevir, which excels in door-to-door sales, it pursues synergy effects with subsidiaries such as Tokiwa Pharmaceutical and Bonanza. In recent years, it has focused on strengthening marketing and product development to flexibly respond to changing market environments and consumer needs. Sustainability and corporate governance enhancement are key strategies, with medium- to long-term plans formulated for sustainable growth. Considering intensifying domestic and international competition, it aims to strengthen brand power and optimize resource allocation. It has formed a stable revenue base through diversified subsidiary strategies and plans to further strengthen new businesses and market development.

Trivia

Interesting Facts

  • Rare major cosmetics holding company with door-to-door sales as main channel
  • Group management system established under founder Okura Kouta's guidance
  • Investment experience in AirAsia Japan, which went bankrupt in 2021
  • Noevir corporate logo motifs the letter 'N'
  • Head office in Kobe, Hyogo Prefecture, with base in Chuo-ku, Tokyo
  • Subsidiary Bonanza sells Clearasil
  • Sponsors women's figure skater Noa Hongo
  • NII holds about 36% of shares
  • Focus on strengthening corporate governance to enhance management transparency
  • Aims for sustained growth through diversified businesses
  • Expands diverse sales networks including drugstores and department stores beyond door-to-door
  • Actively develops functional labeled foods in latest health food business
  • Strengthens group collaboration through subsidiary reorganizations
  • Paid-in capital of approximately 7.3 billion yen with stable financial base
  • Consolidated employees about 1,500, mid-sized company

Hidden Connections

  • Connection to aviation business through investment in AirAsia Japan
  • Subsidiary Tokiwa Pharmaceutical trusted in specific fields of pharmaceuticals industry
  • Long-standing door-to-door sales network indicates strong ties with local communities
  • Major shareholder NII is an IT-related company with influence in technology
  • Provides significant employment and economic impact to local economy in Kobe, Hyogo Prefecture
  • Sponsoring athletes contributes to improving corporate brand's regional image
  • Bonanza handles niche products like Clearasil for market differentiation
  • Stock transfer to holding company structure is part of group-wide governance strengthening strategy

Future Outlook

Growth Drivers

  • Stable growth in cosmetics market due to increasing health and beauty awareness
  • Increase in repeat customers utilizing door-to-door sales network
  • Market expansion in functional foods and pharmaceuticals
  • Diversification of sales channels through IT and digitalization
  • Aggressive expansion of sales channels domestically and internationally
  • Rising consumer interest in sustainable products
  • Marketing strengthening to enhance brand value
  • Continuous advancement of new product development and technological innovation
  • Personalized marketing utilizing customer data
  • Increasing cosmetics demand in Asia region

Strategic Goals

  • Achieve sales over 70 billion yen
  • Significantly improve brand recognition domestically and internationally
  • Build hybrid sales system fusing door-to-door and EC
  • Expand functional labeled foods and pharmaceuticals businesses
  • Sustainable material use in over 50% of all products
  • Business efficiency and customer experience improvement via DX
  • Organizational resilience through diverse talent utilization
  • Expand share in global markets
  • Strengthen ongoing CSR activities and regional contributions
  • Maintain stable dividend policy and shareholder returns

Business Segments

Cosmetics OEM & Manufacturing Support

Overview
Manufactures cosmetics for other companies' brands and provides development support.
Competitiveness
Strict quality control and diverse product development capabilities
Customers
  • Cosmetics companies
  • Brand owners
  • Retailers
  • Mail order operators
  • Overseas manufacturers
Products
  • Basic cosmetics manufacturing
  • Makeup product manufacturing
  • Product planning support
  • Quality control services
  • Packaging design

Pharmaceuticals & Health Food Manufacturing

Overview
Handles manufacturing and sales of pharmaceuticals and health foods.
Competitiveness
Safe and secure production system and functional labeling technology
Customers
  • Pharmaceutical manufacturers
  • Drugstores
  • Health food sales companies
  • Mail order companies
  • Hospitals & clinics
Products
  • Over-the-counter drugs
  • Quasi-drugs
  • Functional labeled foods
  • Health food supplements
  • OEM contract manufacturing

Door-to-Door Sales Channel Operations

Overview
Builds product distribution networks utilizing door-to-door sales networks.
Competitiveness
Long-cultivated trust with customers
Customers
  • Door-to-door sales agencies
  • Sales staff
  • Customer management companies
  • Delivery companies
Products
  • Cosmetics products
  • Health foods
  • Pharmaceutical-related products

Overseas Business Expansion Support

Overview
Develops sales channels in overseas markets and supports local sales.
Competitiveness
Sales network centered on Asia
Customers
  • Overseas sales companies
  • Local agents
  • International logistics companies
Products
  • Cosmetics exports
  • Locally tailored products
  • Logistics services

Logistics & Delivery Services

Overview
Provides efficient logistics management and delivery services for group products.
Competitiveness
Optimized delivery routes and management system
Customers
  • Retail stores
  • Logistics companies
  • Warehouse management companies
Products
  • Warehouse storage services
  • Domestic delivery
  • Delivery tracking management

Marketing & Promotion Support

Overview
Supports enhancement of marketing capabilities across the group.
Competitiveness
Precise promotional strategies based on consumer analysis
Customers
  • Group subsidiaries
  • Cosmetics-related businesses
  • Advertising agencies
Products
  • Product planning support
  • Promotional events
  • Customer data analysis

R&D Support

Overview
Advances R&D for new products to establish technological superiority.
Competitiveness
Broad R&D capabilities in cosmetics and pharmaceuticals
Customers
  • Product development departments
  • Partner research institutions
Products
  • Material development
  • Formulation technology research
  • Safety evaluation

IT System Services

Overview
Provides IT solutions for business efficiency.
Competitiveness
Industry-specialized development framework
Customers
  • Group companies
  • Sales staff
Products
  • Sales management systems
  • Customer management systems
  • Logistics management systems

Education & Training Services

Overview
Provides personnel development programs to strengthen sales capabilities.
Competitiveness
Curriculum leveraging long years of door-to-door sales expertise
Customers
  • Sales staff
  • Agencies
  • Sales promotion teams
Products
  • Product knowledge training
  • Sales skills training
  • Customer service training

Environmental Conservation Services

Overview
Implements operational support aimed at reducing environmental impact.
Competitiveness
Support for sustainable management promotion
Customers
  • Production facilities
  • Logistics departments
Products
  • Waste management
  • Energy-saving measures
  • Environmental audits

Real Estate Management

Overview
Manages and utilizes group-owned real estate.
Competitiveness
Stable operational framework
Customers
  • Group companies
  • Related companies
Products
  • Office leasing
  • Asset management
  • Equipment maintenance

Aviation-Related Business

Overview
Past business through investment in low-cost airlines.
Competitiveness
Industry knowledge and investment experience
Customers
  • AirAsia Japan
  • Air transport companies
Products
  • Aviation-related investments
  • Airport services
  • Logistics support

Competitive Advantage

Strengths

  • Strength of door-to-door sales customer base
  • High brand recognition in basic cosmetics
  • Diversity of business portfolio
  • Revenue enhancement through group management efficiency
  • Solid financial position
  • Long-established domestic sales network
  • Product development and technological innovation
  • Utilization of diverse sales channels
  • Strict quality management system
  • Flexible management strategy via holding company structure
  • Adaptability to diverse customer segments
  • Strengthened corporate governance
  • Risk diversification through multi-faceted business expansion
  • Proactive adaptation to market needs
  • Synergy effects with subsidiaries

Competitive Advantages

  • High retention rate from customer-close business model centered on door-to-door sales
  • Scale advantages from integrated management of multiple subsidiaries with cosmetics at core
  • Business strengthening through cross-selling of pharmaceuticals and health foods
  • Improved market responsiveness with bases in Hyogo Prefecture and Tokyo
  • Differentiation through high-quality basic cosmetics manufacturing technology
  • Reduced sales fluctuation risk via diverse channels (specialty stores, direct sales, EC)
  • Maintained pricing competitiveness through long-term brand trust
  • Efficiency from group-wide integration of marketing resources
  • Stable investment capacity based on robust financial foundation
  • Expanded customer acquisition through diverse product categories
  • Promotion of ESG initiatives focused on sustainable growth
  • Maintained competitiveness through focused and efficient resource utilization
  • Technology exchange and development support via ties with diverse related companies
  • Enhanced resilience to market changes through diversified product portfolio
  • Continuous introduction of new technologies and products via R&D strength

Threats

  • Intense competition in cosmetics and pharmaceuticals industries
  • Changes in consumer needs and market maturation
  • Risk of rising raw material prices
  • Potential tightening of regulations on door-to-door sales market
  • Rise of emerging and overseas brands
  • Domestic market shrinkage due to population decline
  • Customer loss from delays in digital channel adaptation
  • Reduced consumer spending due to economic fluctuations
  • Importance of risk management for product safety
  • Reputation risk from delays in sustainability measures
  • Increased overseas business costs from exchange rate fluctuations
  • Business operation constraints from legal and regulatory changes

Innovations

2023: Launch of new basic cosmetics series 'Excellence'

Overview
Introduced high-function skincare products using advanced moisturizing technology.
Impact
Contributed to 20% increase in specialty store sales

2022: Expansion of functional labeling for health foods

Overview
Advanced development of scientifically backed functional labeled foods.
Impact
Achieved 15% increase in health food sales

2021: Enhancement of EC platform

Overview
Revamped online direct sales system to improve usability.
Impact
Achieved 20% increase in EC sales

2020: Introduction of environmentally friendly packaging materials

Overview
Adopted recycled resource packaging to reduce plastics.
Impact
Contributed to reduced environmental impact

2024: Development of sales support app for door-to-door sales

Overview
Provided efficient customer management and sales promotion tools for sales staff.
Impact
Improved sales efficiency by 10%

Sustainability

  • Phased reduction plan for plastic packaging (30% reduction by 2025)
  • Promotion of renewable energy utilization
  • Active participation in local environmental conservation activities
  • Thorough product safety and environmental considerations
  • Environmental education and awareness for employees
  • Strengthened environmental audits in supply chain
  • Promotion of sustainable raw material procurement
  • Initiatives for ethical procurement such as fair trade
  • Regular publication of CSR reports
  • Improvement in waste recycling rate