V Holdings

V Holdings, Inc. (株式会社V Holdings) is a Tokyo-based holding company established in May 2022 to integrate the management of MNC New York Inc. and Be-A Japan Inc. Its stated business is the management of group companies and related activities. The group is headquartered at 5-1-7 Jingumae, Shibuya-ku, Tokyo, one minute from Omotesando station, and reports 28 consolidated employees. Mizuho Bank is listed as its main banking partner.

The group operates three brands. SIMPLISSE, launched in July 2009 under MNC New York, is a wellness and beauty line based on dermatological principles that offers inner and outer care products across the stages of a woman's life; it added the SIMPLISSE SENSUAL line in October 2019 and, in May 2026, electrolyte-supplement products (Simplis Electrolyte Daily and Simplis Electrolyte Active). Bé-A, launched in July 2020 by Be-A Japan, is a femtech brand of ultra-absorbent sanitary underwear, extended in March 2022 with the junior line Bé-A Petite. CALLi tokyo, announced in June 2019, is an apparel and fashion brand emphasizing functionality.

MNC New York Inc. (capital ¥44,500,000, represented by Minako Yamamoto) manufactures and sells cosmetics, health foods, apparel and accessories, performs OEM manufacturing of cosmetics and health foods, and provides consulting and seminars on beauty and women's health. Be-A Japan Inc. (capital ¥8,000,000, represented by Kumi Takahashi) plans, develops, manufactures, sells, imports and exports underwear, clothing and menstrual products, household and interior goods, bedding, and health foods, cosmetics and beauty devices, and runs consulting and seminars on women's advancement, health and sex education.

Founding story

Minako Yamamoto and Kumi Takahashi, both graduates of UCL, University of London, founded MNC New York Inc. together in March 2009 when they were in their early 30s, with the stated vision of becoming the company that makes women in Japan the happiest. Yamamoto had worked at a trading company and UBS Securities before enrolling at the Atelier Esthetique Institute of New York at 32, graduating top of her class and teaching there; Takahashi had worked at 20th Century Fox and HUGO BOSS. Both were raised by single mothers and cite gender equality and women's empowerment as motivations. In May 2022 they established V Holdings as a holding company to unify MNC New York and Be-A Japan, framing the move as a commitment to treating femtech and wellbeing as durable social change rather than a trend.

Business model

V Holdings itself performs group management; revenue-generating activity sits in its subsidiaries, which develop and sell branded consumer products — cosmetics, health foods, apparel and accessories at MNC New York, and sanitary underwear and related goods at Be-A Japan — primarily through their own online stores, alongside OEM manufacturing and paid consulting and seminar work on beauty, women's health and women's advancement.

Product sales of cosmetics, health foods, apparel and femtech items (notably absorbent sanitary underwear) through brand online stores and retail, supplemented by OEM manufacturing for third parties and consulting/seminar services.

Traction

The group reports 28 consolidated employees. Recognition includes fifth place in the general corporate category for companies under 100 employees at the Forbes JAPAN WOMEN AWARD 2022 and 2022 Good Design Awards for three Bé-A ultra-absorbent sanitary shorts. Bé-A ran a crowdfunding campaign that concluded with a donation report in September 2020, followed by a further donation announcement in November 2020.

Latest developments

In February 2026 Be-A Japan signed a strategic partnership with the United Nations Population Fund (UNFPA) to promote menstrual hygiene and women's empowerment in Ethiopia. In May 2026 SIMPLISSE launched two electrolyte-supplement products, Simplis Electrolyte Daily and Simplis Electrolyte Active. In June 2026 the company posted a recruiting notice for a general affairs/administration role assisting Minako Yamamoto. Daisuke Baku joined as Chief Finance Officer in October 2024.