Beautydoors
Tokyo, JP · 1 known investors
Beautydoors is a Japanese company that develops P2C (person-to-consumer) beauty and wellness products together with creators, including protein powder, tint lip products, night bras, and skincare. It also provides P2C product development consulting and promotion services to companies looking to build creator-led brands.
Also known as BEAUTYDOORS · 株式会社Beautydoors · 株式会社BEAUTYDOORS
Founders & leadership
Investors · 1
Company profile
researched Aug 2026株式会社Beautydoors is a Tokyo-based company that creates consumer products together with creators, entertainers and celebrities. Its activities are organised around three stated business lines: a P2C brand business, a P2C support business, and an entertainment DX business. Own-brand products include La protein, a beauty protein powder positioned on taste and nutrition; iDIMPLE, a high-pigment tint lip; Cinderella, a night bra for bust shaping; Atelier UNO, a body-neutral line; and SONOMAMA MADE, a skincare range built around domestically produced human stem cell cosmetics and skin-flora ("美肌菌") skin-conditioning claims.
The P2C support business applies the company's in-house product experience to client engagements, spanning product development consulting, creator casting, and promotion work such as live streaming and live commerce, ad distribution and social media operations, event planning and mook-book production. The entertainment DX line supports talent in opening YouTube and TikTok channels; the first such project was the channel "ナイツ塙の自由時間" for comedian Nobuyuki Hanawa, launched under a support programme begun in April 2020.
Corporate details published by the company list establishment in February 2018, capital of 35.51 million yen, a representative director named 栄井 トニー 徹, and a head office in Ebisu, Shibuya-ku, Tokyo; a 2019 press release gave an earlier address in Minami-Aoyama, Minato-ku, and business-registry-based sources list an address in Sakuragaoka-cho, Shibuya-ku. The company is not listed on a stock exchange.
Founding story
The company was established in February 2018 (registry-based sources give 2018-02-08 and 2018-02-16 as the incorporation date) with 栄井 トニー 徹 as representative director. Its stated rationale is that in an era of abundant goods there remain unmade products, and that new value should be created together with creators and entertainers.
Business model
Beautydoors operates two connected revenue lines. It develops, brands and sells its own beauty, cosmetics and wellness products co-created with creators and talent, handling product development, manufacturing, marketing and customer management in-house on a D2C/P2C basis, and it sells services to corporate clients that want creator-led brands, covering consulting, creator casting and promotion. A third line supports celebrities and talent in launching YouTube and TikTok channels.
Product sales of own-brand items through direct online channels and retail placement (for example La protein at @cosme TOKYO), plus fees from P2C consulting, creator casting and promotion services provided to companies.
Traction
La protein, produced with creator Yukos, launched in April 2021, added a 600g one-month size in December 2021 and began in-store sales at @cosme TOKYO in January 2022; one company-profile source reports approximately 85,000 sachets sold in the seven months after launch. SONOMAMA MADE opened its brand website in December 2019 with Miki Fujimoto as ambassador and received an interview feature in Sponichi's newspaper and web article, and was cited as a recommended serum by the beauty media outlet RecoRepo in May 2020. Headcount is reported at roughly 10 or fewer.
Latest developments
Company news listings end with the January 2022 start of @cosme TOKYO in-store sales for La protein. Third-party business databases updated in 2025 and 2026 continue to list the company as unlisted and operating with about 10 or fewer employees, capital of 35.51 million yen, and a product line-up that includes La protein, iDIMPLE, Cinderella, Atelier UNO and SONOMAMA MADE, plus consulting, casting and promotion services.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
A small early-stage Japanese player in the P2C/D2C beauty and wellness segment, classified by third-party databases under retail, food, beauty and B2C, and under manufacturing (household goods and cosmetics). Its portfolio spans protein, colour cosmetics, innerwear and skincare rather than a single category.
The company positions itself as a bridge between the entertainment industry and digital/e-commerce execution, arguing that few players combine talent relationships with the technology and marketing capabilities needed for direct-to-consumer product businesses. Its stated concept in 2019 was to "innovate selling with celebrities and technology," turning a celebrity's own preferences into products, and it has recruited executives from entertainment management and listed-company finance backgrounds.
Technology
Product-level technical positioning centres on cosmetic formulation, including domestically produced human stem cell ingredients and skin-flora-based skin-conditioning in the SONOMAMA MADE line. Operationally the company emphasises digital channels — live streaming and live commerce, social media operation and ad distribution — and channel-launch support on YouTube and TikTok.
Go-to-market
Products are built around named creators and celebrities and marketed through their audiences and social channels: La protein was produced with creator Yukos (ゆうこす), and SONOMAMA MADE named Miki Fujimoto as brand ambassador. Distribution combines brand websites with retail store sales, and promotion services include live commerce, live streaming, paid advertising, SNS operation, events and mook books.
Consumers interested in beauty and health, particularly women, for its own brands; and companies, creators, entertainers and talent agencies for its P2C support and entertainment DX services.
Geography
Operations and sales are focused on Japan, with headquarters in Shibuya-ku, Tokyo; earlier corporate materials list a Minato-ku (Minami-Aoyama) address.
History
Founded in February 2018, Beautydoors announced in October 2019 the appointment of Koki Sato as director/CTO (Chief Talent Officer), previously more than 20 years in Avex's management division and an executive officer at Avex Vanguard, and Hironori Zoda as CFO, a certified public accountant formerly at Tohmatsu, a director at Drecom through its TSE Mothers listing, and CFO of Novot; the corporate logo and website were renewed at the same time. Its first celebrity-backed product, SONOMAMA MADE, was announced for December 2019 release, with the brand site and ambassador Miki Fujimoto revealed in December 2019. In April 2020 the company began a business supporting celebrities and talent in opening YouTube and TikTok channels, starting with "ナイツ塙の自由時間." La protein launched in April 2021, gained a larger size in December 2021 and entered @cosme TOKYO stores in January 2022. Later materials describe the business as three pillars — P2C brands, P2C support and entertainment DX — with additional brands iDIMPLE, Cinderella and Atelier UNO.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 7
launches, deals, and filingsThe La protein brand started retail store sales at @cosme TOKYO.
A larger 600g one-month supply size of the La protein powder was released.
Beautydoors launched La protein, a protein product produced with "mote creator" Yukos, positioned to support women's beauty and health.
The company started a business supporting celebrities and talent in opening YouTube and TikTok channels, with the channel "ナイツ塙の自由時間" as the first project.
Miki Fujimoto was announced as brand ambassador for the SONOMAMA MADE skin-conditioning aging-care line; she is also described as a co-developer in a Sponichi newspaper and web interview published 2019-12-01.
The company announced SONOMAMA MADE, a skin-conditioning aging-care line using domestically produced human stem cell cosmetics and skin-flora technology, as the first product of its celebrity-based D2C business, with a December 2019 release. The brand website opened on 2019-12-03.
Beautydoors announced that Koki Sato, previously more than 20 years in Avex's management division and an executive officer at Avex Vanguard, became director and Chief Talent Officer, and that certified public accountant Hironori Zoda, formerly of Tohmatsu, Drecom and Novot, became CFO. The corporate logo and website were renewed at the same time.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- Beautydoorsbeautydoors.jp · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Beautydoors do?
- Japanese company that develops creator- and celebrity-led P2C beauty and wellness brands and supports other firms doing the same.
- Who founded Beautydoors?
- Beautydoors was founded by 栄井 トニー 徹.
- Who are Beautydoors's investors?
- Beautydoors's investors include NOW Japan.
- Where is Beautydoors headquartered?
- Beautydoors is headquartered in Tokyo, JP.