Mellia株式会社

Mellia株式会社 (Mellia Inc.) is a Tokyo wellness company that develops products and experiences intended to support healthy, self-directed lifestyles. Its main business is the feminine care brand "I'm La Floria" (アイム ラフロリア), which addresses intimate-zone (デリケートゾーン) concerns. All items in the line are formulated so they can be used on the whole body as well as the intimate area, with the stated aim of making intimate care a routine step within ordinary body care. The brand's positioning is expressed through the concepts "Everyday be yourself." and "Step to be lovin'." Company materials also reference the brands Mellia and my-muse alongside I'm La Floria.

The company is registered at THE TERRACE TSUKIJI 6F, 7-2-1 Tsukiji, Chuo-ku, Tokyo (〒104-0045), was established in May 2017 (incorporation date recorded as 2017-05-29), and reports paid-in capital of 60 million yen. It is led by co-CEOs Yuki Hara and Yuki Wada, and lists corporate number 4010001183913. Third-party databases classify it as a private, VC- and corporate-backed B2C company in retail, healthcare, beauty and skincare, with roughly 10 or fewer employees.

Product and channel activity includes direct online sales, seasonal and limited retail distribution (including a FamilyMart limited rollout and distribution via Steams.), and pop-up shops at department stores and station retail such as Kita-Senju Lumine, Lucua 1100, JR Nagoya Takashimaya and Hankyu Umeda Main Store. The company also runs a recurring wellness PR program called "Mellia BOX" and has expanded into hair care, including a refill format.

Founding story

Co-CEOs Yuki Hara and Yuki Wada, childhood friends, founded Mellia株式会社 in 2017 under the idea of "living each day as yourself." Hara had previously led product planning and advertising promotion at a venture cosmetics manufacturer and focused on concerns specific to women and problems arising from hormonal balance; she serves as product developer and concepter for I'm La Floria. Wada spent 11 years at Goldman Sachs Japan in sales, reaching vice president, working on asset management and solution proposals.

Business model

Direct-to-consumer sales of personal care products under the I'm La Floria brand through its own online store, supplemented by offline retail: limited-time distribution deals with retailers and convenience chains, and pop-up shops in department stores and commercial facilities. Databases tag the company as B2C/D2C in cosmetics, supplements, fragrance and toiletries.

Revenue from sales of personal care and cosmetic products (intimate/body care, oils, gels, hair care, trial sets and gift kits) via e-commerce and physical retail placements.

Traction

Startup databases record a post-money valuation of 798 million yen as of 2023-11-05 and a Series B stage. Commercial traction includes a limited FamilyMart rollout, distribution via Steams., repeated department-store pop-ups, ongoing new product launches, and the FRaU Femtech Award "Best Sustainability Prize" in 2024.

Latest developments

Recent activity includes a hair care refill offering (January 2026), the third and fourth installments of the Mellia BOX PR program (February and May 2026), a newly launched cooling delicate body gel and a pre-sale hair care pop-up at Hankyu Umeda Main Store (May 2026), and a fifth Mellia BOX themed around wellness with dogs (July 2026).