DINETTE

DINETTE Inc. is a direct-to-consumer (D2C) company operating in the Japanese beauty and wellness market. The firm was established in March 2017 by Miki Ozaki, who founded the company during her fourth year at university. Ozaki's background in media activities during her student years gave her insights into the beauty industry, which she leveraged to start the business. Her leadership was recognized in 2020 when she was named in the "Forbes 30 Under 30 Asia" list for Retail & Ecommerce.

The company's business model is centered around a media-to-brand commerce strategy. It began with the launch of the beauty media platform "DINETTE" in April 2017, which provides cosmetic information and beauty content, primarily through Instagram, where it has amassed a significant following. This community-driven approach allows the company to gather direct feedback and insights from its user base. This data, in turn, informs the product development for its private-label brands. Revenue is generated through the online sale of its products and likely through advertising on its media platforms.

DINETTE has successfully launched two distinct brands. The first, "PHOEBE BEAUTY UP," was introduced in February 2019. This brand originated from user feedback on the "DINETTE" media platform and offers a range of skincare and makeup products, with its eyelash serum being a flagship item. The second brand, "LUMERE BEAUTY," was launched in January 2023, catering to the femcare market with products designed to address women's delicate wellness needs. The company has secured funding from various investors, including Ceres, Kao, Daiwa Corporate Investment, and MTG Ventures, to fuel its growth.

Keywords: D2C cosmetics, beauty media, influencer marketing, femtech, skincare, private brand, Japanese beauty, Miki Ozaki, PHOEBE BEAUTY UP, LUMERE BEAUTY, e-commerce, social media commerce, community-driven brand, eyelash serum, femcare, online retail, beauty startup, user-generated content, direct-to-consumer, cosmetics, wellness