Marubeni acquires Etvos to anchor new health and beauty investment platform
The deal positions Etvos as the foundational asset for building a broader portfolio, with plans for future acquisitions in beauty, health supplements, and dietary products.
JAPAN – Marubeni Corporation, a major Japanese trading conglomerate, has fully acquired Etvos, a prominent J-beauty brand specializing in gentle mineral cosmetics, to establish a dedicated Beauty and Health platform in Japan.
This move aligns with Marubeni’s GC2027 mid-term strategy, emphasizing expansion into high-growth consumer sectors like skincare, cosmetics, and wellness.
Marubeni purchased 100% of Etvos Co., Ltd., marking the inaugural investment by its subsidiary Marubeni Consumer Platform Japan, launched in April 2025 to spearhead consumer business ventures.
Etvos focuses on low-irritant, mineral-based cosmetics designed to reduce skin stress and suit sensitive types, pioneered as one of Japan’s early 100% domestically made mineral makeup lines blending skincare benefits.
Products are distributed via its official online store, directly operated shops with beauty advisors, and over 700 partner retail outlets nationwide in Japan.
The brand’s success stems from strong product efficacy paired with multichannel sales, driving steady growth since its 2007 founding in Osaka by Hifumi Ogawa.
This acquisition supports Marubeni’s goal of creating long-term growth pillars by 2030 through consumer-oriented investments, shifting toward scalable, value-driven businesses.
Experts anticipate wellness to reshape skincare in 2026, per AAK’s trend report, amplifying opportunities for integrated platforms like Marubeni’s.
According to Mordor Intelligence, the Japanese Beauty and Personal Care Market is valued at around USD 32.97 billion in 2025 and is expected to reach USD 46.83 billion by 2034, registering a CAGR of approximately 4.1% during the forecast period.
It mirrors industry trends of beauty-wellness convergence, as seen in recent expansions by retailers into wellness boutiques and menopause-focused spaces.
Meanwhile, Boots has launched Wellness Zones in select stores to help customers navigate the expanding wellness category with greater confidence.
This initiative pairs dedicated in-store areas with trained Health & Wellness Specialists to respond to rising demand among beauty consumers who view wellness as integral to daily routines.
New wellness training reached over 500 specialists in 140 stores nationwide, equipping them to deliver personalized advice on trends, ingredients, and routines tailored to individual goals like stress relief or hormonal balance.
Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.
