Business Concept


istyle was founded in 1999, a time when the mere idea of "big data" did not even exist. Yet we took an early interest in data and its use, and launched @cosme as a dedicated reviews site for cosmetics. Over these twenty years, we have built up a database that allows us to integrally analyze consumer behavior throughout the lifecycle.

From the left President and Chief Executive Officer:Tetsuro Yoshimatsu,
Director and Chief Financial Officer:Kei Sugawara, Director:Meyumi Yamada

Using this database, @cosme has evolved into a universal marketing platform for the cosmetics industry. Furthermore, we have achieved a globally unique business model in which we fuse media, Online Retail (E-commerce), and brick-and-mortar shops into one unified approach.

Going forward, we intend to actively expand both in Japan and throughout the world, moving beyond cosmetics and into the wider beauty vertical and creating contexts for all people, places, experiences, and things relating to beauty to come together in one place.
Our vision is the creation of a consumer-oriented market. We will be unstinting in making this vision a reality.

figure:Business model image

Five keywords to understanding istyle

istyle as a company can be broadly understood through the five concepts below.