Message from the CEO

The FineToday Group was created in July 2021 from the personal care business of Shiseido Co., Ltd. As a fully independent entity, we maintain a management structure as an autonomous manufacturer of beauty products with the express objective of becoming Asia’s top personal care company.

Since embarking on our business with basic functions, such as sales and marketing, we have fortified our management divisions, acquired production bases in Japan and in Vietnam, and opened our own R&D facility, the FineToday Beauty Innovation Center. Today, our business encompasses fully integrated sales, marketing, manufacturing and technology development.

As our business evolved and grew, we developed and expanded our product brands by increasing Fino sales in each sales region, launching and expanding our first original brand +tmr (Plus Tomorrow), fully renovating the TSUBAKI brand and, in 2025, introducing our SENKA line of premium products. Since becoming a fully independent organization, we have achieved balanced business growth across our product categories and in our business regions.

While the Group’s business has been growing and thriving, the operating environment is rapidly changing. Geopolitical uncertainty, fragmentation of consumer preferences, and rapid advances in AI and other technologies are making it increasingly difficult to predict the future. In these conditions, I believe that our corporate management must have a solid foundation of values.

Aesthetic Intelligence is the core value of our management, rooted in our heritage of developing skin products during our time as part of Shiseido. We pursue value that goes beyond external beauty to deliver internal and emotional value, honesty, integrity, and thoughtfulness that allows users to enjoy the full richness of mind, body, behavior, and society.

We see ourselves as a company offering not just daily necessity items, but daily beauty products infused with our own aesthetic sensibility, which is what sets us apart from other companies. Our original +tmr brand, for example, provides high-function haircare focused on delivering essential proteins for healthy hair, creating anticipation for the result, and presenting in an appealing package, all of which are designed to lift spirits and brighten moods. Our extensive use of recycled PET plastic also lets users feel they are making an environmentally positive choice. Our sense of beauty is the foundation from which we contribute in many ways to enriching everyday lives.

I consider it my mission to embed our Aesthetic Intelligence deeper into every aspect of Group culture from product development to our business and organizational management. I will continue to make opportunities to talk about this with employees.

Our original +tmr (Plus Tomorrow) brand fully embodies our Aesthetic Intelligence.

Aesthetic Intelligence is also central to our human resource development. Our Group operates in 11 countries and regions across Asia, and respecting the unique culture and needs of each area is essential. Our greatest asset for this is the diversity of our people. I believe that empowering every employee to reach their full potential will be the key to using our unique Aesthetic Intelligence to create corporate value.

Our Group workforce is highly diverse across age, industry background, and with nearly half being foreign nationals. This diversity is a major strength, and a “glocal” management approach is essential to maximizing its value. Glocal management means upholding our shared global value of Aesthetic Intelligence while allowing individual units to adapt and apply it locally to their specific circumstances. Our ability to embrace diversity and bring out every employee’s full potential is the primary source for creating corporate value. That is why our diversity, equity, and inclusion (DE&I) initiatives and an effectively operating autonomous organizational structure are absolutely critical.

A recent induction ceremony included a two-way dialogue between management and new employees about the essence of beauty. During the interchange of ideas, management and employees added flowers to represent an idea or value important to them, creating a single, colorful arrangement.

The flower arrangement represents the diverse beauty of the FineToday Group.

As a first step toward building an organization with autonomous problem-solving, I introduced the principle of no consequences for pointing out problems. I regularly remind employees of this, as it is important to maintaining a strong sense of psychological safety. We are shaping an organization that addresses issues from the middle and bottom up, rather than relying on top-down solutions. I call this “autonomous solution governance,” which I see—along with business performance—as a hallmark of a great company. Together, our Aesthetic Intelligence and this governance naturally support acceptance of diverse values and the advancement of DE&I. I also believe it will foster talent with a broad range of knowledge.

An open culture and a personnel system integrating Aesthetic Intelligence and autonomous solution governance powerfully drive human resource development and DE&I.

The FineToday Group’s Aesthetic Intelligence contributes to the prosperity of its stakeholders, making sustainability not just essential, but intrinsic to our operations. Accordingly, our management is firmly grounded in both business operations and sustainability.

Our Purpose, established soon after our founding, is “To enrich the lives of everyone today and for generations to come, one fine day at a time.” Guided by the two perspectives, we aim to earn the trust and understanding of our stakeholders—the “everyone” in our Purpose.

The Group has made steady progress in sustainability in a short time, earning recognition from various organizations. In 2024, EcoVadis^*1 ranked us in the top 3% of all companies and awarded us with a Gold Medal, given to companies in the top 5%, for a second consecutive year. The Japan Packaging Institute recognized our environmental efforts for our +tmr (Plus Tomorrow) products with a Toiletry Packaging Award at the Japan Packaging Contest 2024^*2. We also expanded our environmental data disclosure by releasing a TNFD report in 2025, following the publication of our TCFD report in 2023.

The Material Issues “Fine Today & Tomorrow” adopted in March 2025 outline a roadmap and medium- and long-term targets for continuously delivering value to all stakeholders. We are actively working toward these targets through our management with a dual focus on business operations and sustainability.

I often say that our Aesthetic Intelligence is what makes our Group unique and enables us to avoid the price competition typical in the mass-produced daily necessities industry. I also believe it fosters stakeholder understanding and trust, from which we derive both tangible and intangible corporate value.

Our diverse workforce is engaged in a united effort to actively implement initiatives that will advance our business and the sustainability of the planet as we become a Group that will be respected by generations 100 years in the future.

1. The world’s largest sustainability assessment platform with more than 150,000 companies rated in over 185 countries (as of September 2025).
2. An annual contest by the Japan Packaging Institute that promotes the development and use of packaging and packaging technologies contributing to daily life, culture, and social needs. Products are evaluated across 11 categories, including appropriate packaging and environmental compatibility, preservation, and conservation.