LIBERTA CO.,LTD.
4935・Standard Market・Chemicals
Business
Liberta Co., Ltd. operates under the corporate philosophy of "planning joy to make the world more interesting," and is a fabless manufacturer that plans and sells original products across five genres: Cosmetics, Toiletries, Functional Apparel, Water Purifiers and Medical Devices, and household goods and appliances. In addition to approximately 42,350 physical stores in Japan, including mass retailers, drugstores, and convenience stores, the company also operates EC and mail-order channels. Overseas, it exports to more than 60 countries and is advancing the North American expansion of FREEZE TECH through its US subsidiary, LIBERTA USA INC., established in March 2024. In June 2025, the company made Seiwa Co., Ltd. a subsidiary, gaining test marketing capabilities in the Kyushu region, and continues to expand its business scope through M&A. Its major customer is Arata Corporation (accounting for 17.2% of net sales).
Business Model
The company owns no production facilities of its own, instead outsourcing manufacturing to partner factories in Japan and overseas under a fabless approach. Through its proprietary 'Test & Roll Marketing Scheme,' it builds a sales track record via test marketing before pursuing No.1 initiatives to secure advantageous negotiations and shelf space. Promotion, package design, and customer relations are handled in-house to ensure agility. The gross profit margin improved 2.0 percentage points year on year to 40.6% in FY2025.
Company Strengths
The company has established a "Test & Roll Marketing Scheme" that uncovers niche needs through proprietary analysis of past hit-product data, builds a track record via test marketing, and then rolls out products in full scale. In FY2025, this approach demonstrated a high success rate, with Hedoro Tornado driving Toiletries (Hedoro Tornado / Kabi Tornado, etc.) segment sales of ¥2,636 million (up 79.9% year on year) in its first year of launch.
In addition to approximately 42,350 domestic stores including department stores, mass retailers, drugstores, and convenience stores, the company maintains diverse channels such as e-commerce, mail order, consumer cooperatives, and fire departments. Overseas, it has expanded into more than 60 countries through direct trade with local agents, bypassing trading companies. In FY2025, sales to its major customer ARATA Corporation expanded to ¥1,726 million (approximately 2.4 times the previous period).
Since 2022, the company has carried out four M&A transactions: Family Service Eiko Co., Ltd. (water purifiers, medical devices, and consumer cooperative sales channels), Fuji and Cherry Co., Ltd. (Amazon sales expertise), Afra Co., Ltd. (cosmetics for salons), and Showa Co., Ltd. (test marketing and wholesale functions in the Kyushu region). The company has expanded its sales channels and functions by incorporating the strengths of each acquired company.
ENVALITH's Perspective
Performance Trend
Revenue grew for five consecutive periods, from ¥5,029 million in FY2021 to ¥10,032 million in FY2025, and the full-year forecast for FY2026 (ending December 2026) stands at ¥13,200 million (up 31.6% year on year), indicating accelerating growth. Meanwhile, in Q1 of FY2026 (ending December 2026), revenue was ¥1,857 million (up 16.0% year on year), but the operating loss stood at ¥415 million, ordinary loss at ¥427 million, and quarterly net loss at ¥246 million, with the loss margin expanding substantially from the same period of the previous year. The main cause was a sharp increase in SG&A expenses (up 32.5% year on year), and as an external factor, rising costs of imported raw materials due to the continued weak yen also weighed on profitability. For the full year, operating profit of ¥350 million and ordinary profit of ¥250 million are forecast, which presuppose a substantial profit recovery in the second half.
Growth Strategy
Pursuing five strategies and M&A to achieve net sales of ¥30 billion and ordinary income of ¥2 billion for FY2030 (ending December 2030)
Continuing promotional investment in core brands such as Dentiss, FREEZE TECH, Hedoro Tornado, and Sayonara Danny, aiming to expand repeat demand and increase the number of retail outlets. In the first quarter of FY2026 (ending December 2026), multiple brands grew simultaneously, with Cosmetics up 3.5%, Functional Apparel up 47.0%, and Toiletries up 33.3%.
Acquired Claire Co., Ltd. (a fabless skincare manufacturer, producer of the medicated deep cleansing product "SANTA MARCHE," etc.) as a wholly owned subsidiary effective April 1, 2026, at an acquisition cost of ¥842 million. The acquisition secured drugstore and variety shop sales channels and skincare product development know-how, strengthening the Cosmetics category and expanding the business domain.
Aiming to expand overseas sales by leveraging the existing sales network spanning more than 60 countries. The weak yen trend is, as an external factor, a tailwind for export competitiveness in some respects, but attention must be paid to the offsetting effect of rising imported raw material costs. Specific progress figures are not disclosed in this financial results report.
It has been confirmed that strong e-commerce sales of Dentiss contributed to the increase in Cosmetics category revenue in the first quarter of FY2026 (ending December 2026), demonstrating tangible results from strengthening e-commerce channels. The company aims to diversify sales channels and improve profit margins by expanding direct sales channels.
Hedoro Tornado (launched in April 2025) has significantly exceeded initial budget expectations at major chains, demonstrating strong new product development capabilities. The company has also rolled out a new flavor of Dentiss, "Muscat Mint," and special products commemorating the brand's 20th anniversary. The company aims to boost sales by category through continuous introduction of new products.
Last updated: July 17, 2026