Achieving 2nd Place in New Arrivals within 5 Days of Launch: Home IPL Hair Removal Brand "BEPLEA"'s Amazon Breakthrough
Home IPL hair removal brand "BEPLEA"'s device, "BEPLEA BEP-NBL729," achieved 2nd place in Amazon.co.jp's new arrivals ranking for home hair removal devices just 5 days after its launch. Praised for its high power, cooling performance, and cost-effectiveness, it has made an exceptional start.
📋 Article Processing Timeline
- 📰 Published: May 7, 2026 at 19:00
- 🔍 Collected: May 7, 2026 at 10:31
- 🤖 AI Analyzed: May 7, 2026 at 10:54 (22 min after Collected)
BEPLEA Inc., which operates the home light beauty brand "BEPLEA," announced that its home IPL hair removal device "BEPLEA BEP-NBL729," launched on Amazon.co.jp on April 28, 2026, achieved 2nd place in the new arrivals ranking for "Home Hair Removal Devices" on Amazon on May 3, 2026, just 5 days after its release.
Simultaneously, it reached 15th place in organic search results for the big keyword "hair removal device," which has over 28,260 monthly searches, and 107th place in the Amazon Best Seller Ranking (BSR). With an average review rating of ★4.6 (as of 8 reviews, May 6, 2026), it has received high praise, marking an unusual start for its first week.
■ Background to Achieving 2nd Place in New Arrivals
On May 3, 2026, the product secured the 2nd position in Amazon's new arrivals ranking for "Home Hair Removal Devices." As a mid-price product (¥28,700), BEPLEA distinguishes itself from lower-priced competitors by emphasizing "High Power × Cooling Performance × Cost-Effectiveness."
Reaching these figures in just 5 days since launch has been a significant event, allowing our company to truly feel the high level of customer interest.
■ Why it received positive evaluations in a short period
BEPLEA was developed around three differentiators in the home light beauty market.
【① 26J※1 High Power Output】
Achieves an output of 26J※1 when using Level 5 in HIGH mode. With a double irradiation structure (equipped with two flash tubes), it delivers uniform light over a wide area in a single shot.
【② Sapphire Cooling to Below 7.8℃ within 5 Seconds※2】
The sapphire cooling system installed in the irradiation head rapidly cools the head surface temperature to below 7.8℃ within just 5 seconds※2 of activation (STC certified). It maintains a temperature below 13.5℃ for over 30 minutes, allowing for comfortable care across the entire body, including the face, armpits, and legs.
【③ Fastest 0.35 Second※3 Continuous Firing Speed】
When using Level 1 in FAST mode, continuous firing is possible at intervals as fast as 0.35 seconds※3. Combined with an irradiation area of approximately 3.9cm², this significantly shortens the time required for full-body care.
The price is set at ¥28,700, which is approximately half to two-thirds the price of major competing brands. Customers have praised it for its three key aspects: "High Power × Comfortable Usage × Sustainable Price."
■ User Evaluations
As of May 6, 2026, it has achieved an average rating of ★4.6. Reviews frequently mention the cooling function, firing speed, and cost-effectiveness.
In a 28-day usage test on forearms conducted by the international certification body CVC (32 subjects), 96.88%※4 reported a real feeling of skin care improvement. This result is substantiated by both in-house test data and customer reviews.
■ The BEPLEA Brand
The name "BEPLEA" (pronounced Bee-PLEA) incorporates three elements: Beauty, Technology, and Place. Our mission is to "provide women who had given up due to cost or busyness with the option to solve their skin concerns at their own pace," offering a sustainable at-home solution for those who could not afford the time or expense of salon treatments.
The brand's worldview, "Facing your skin on your own time, at your own pace," is also conveyed through its official Instagram account (@beplea.jp).
■ Product Specifications
Product Name: BEPLEA Home IPL Hair Removal Device
Model Number: BEP-NBL729
Irradiation Method: IPL (Intense Pulsed Light)
Maximum Output: 26J※1 (HIGH mode, Level 5)
Cooling Function: Sapphire cooling (below 7.8℃ within 5 seconds※2, STC certified)
Irradiation Modes: FAST (fastest 0.35 sec※3) / DUAL / HIGH (26J※1)
Automatic Irradiation Mode: Included (activates by long-pressing the irradiation button, compatible with all modes)
Number of Shots: Approximately 500,000 shots
Irradiation Area: Approximately 3.9cm²
Output Levels: 5 levels
Size: Approximately 196 × 65 × 45mm
Power Source: AC adapter DC24V 2A
Accessories: AC adapter, protective glasses, razor, instruction manual, warranty card
Warranty Period: 1 year from purchase date
Target: Unisex, full-body compatible (face, VIO, beard, legs, arms, etc.)
■ Price and Sales Channels
Standard Retail Price: ¥28,700 (tax included)
Sales Channels:
・Amazon.co.jp: https://www.amazon.co.jp/dp/B0GNK15VKJ
・Rakuten Ichiba: Full-scale launch planned from July 2026 onwards
・Official Website: https://beplea.jp
■ Comment from Representative
Masao Urakawa, Representative Director of BEPLEA
Simultaneously, it reached 15th place in organic search results for the big keyword "hair removal device," which has over 28,260 monthly searches, and 107th place in the Amazon Best Seller Ranking (BSR). With an average review rating of ★4.6 (as of 8 reviews, May 6, 2026), it has received high praise, marking an unusual start for its first week.
■ Background to Achieving 2nd Place in New Arrivals
On May 3, 2026, the product secured the 2nd position in Amazon's new arrivals ranking for "Home Hair Removal Devices." As a mid-price product (¥28,700), BEPLEA distinguishes itself from lower-priced competitors by emphasizing "High Power × Cooling Performance × Cost-Effectiveness."
Reaching these figures in just 5 days since launch has been a significant event, allowing our company to truly feel the high level of customer interest.
■ Why it received positive evaluations in a short period
BEPLEA was developed around three differentiators in the home light beauty market.
【① 26J※1 High Power Output】
Achieves an output of 26J※1 when using Level 5 in HIGH mode. With a double irradiation structure (equipped with two flash tubes), it delivers uniform light over a wide area in a single shot.
【② Sapphire Cooling to Below 7.8℃ within 5 Seconds※2】
The sapphire cooling system installed in the irradiation head rapidly cools the head surface temperature to below 7.8℃ within just 5 seconds※2 of activation (STC certified). It maintains a temperature below 13.5℃ for over 30 minutes, allowing for comfortable care across the entire body, including the face, armpits, and legs.
【③ Fastest 0.35 Second※3 Continuous Firing Speed】
When using Level 1 in FAST mode, continuous firing is possible at intervals as fast as 0.35 seconds※3. Combined with an irradiation area of approximately 3.9cm², this significantly shortens the time required for full-body care.
The price is set at ¥28,700, which is approximately half to two-thirds the price of major competing brands. Customers have praised it for its three key aspects: "High Power × Comfortable Usage × Sustainable Price."
■ User Evaluations
As of May 6, 2026, it has achieved an average rating of ★4.6. Reviews frequently mention the cooling function, firing speed, and cost-effectiveness.
In a 28-day usage test on forearms conducted by the international certification body CVC (32 subjects), 96.88%※4 reported a real feeling of skin care improvement. This result is substantiated by both in-house test data and customer reviews.
■ The BEPLEA Brand
The name "BEPLEA" (pronounced Bee-PLEA) incorporates three elements: Beauty, Technology, and Place. Our mission is to "provide women who had given up due to cost or busyness with the option to solve their skin concerns at their own pace," offering a sustainable at-home solution for those who could not afford the time or expense of salon treatments.
The brand's worldview, "Facing your skin on your own time, at your own pace," is also conveyed through its official Instagram account (@beplea.jp).
■ Product Specifications
Product Name: BEPLEA Home IPL Hair Removal Device
Model Number: BEP-NBL729
Irradiation Method: IPL (Intense Pulsed Light)
Maximum Output: 26J※1 (HIGH mode, Level 5)
Cooling Function: Sapphire cooling (below 7.8℃ within 5 seconds※2, STC certified)
Irradiation Modes: FAST (fastest 0.35 sec※3) / DUAL / HIGH (26J※1)
Automatic Irradiation Mode: Included (activates by long-pressing the irradiation button, compatible with all modes)
Number of Shots: Approximately 500,000 shots
Irradiation Area: Approximately 3.9cm²
Output Levels: 5 levels
Size: Approximately 196 × 65 × 45mm
Power Source: AC adapter DC24V 2A
Accessories: AC adapter, protective glasses, razor, instruction manual, warranty card
Warranty Period: 1 year from purchase date
Target: Unisex, full-body compatible (face, VIO, beard, legs, arms, etc.)
■ Price and Sales Channels
Standard Retail Price: ¥28,700 (tax included)
Sales Channels:
・Amazon.co.jp: https://www.amazon.co.jp/dp/B0GNK15VKJ
・Rakuten Ichiba: Full-scale launch planned from July 2026 onwards
・Official Website: https://beplea.jp
■ Comment from Representative
Masao Urakawa, Representative Director of BEPLEA