YOLU Series Cumulative Sales Surpass 100 Million Units

I-ne Co., Ltd. (headquartered in Chuo-ku, Osaka) announced that its night-care beauty brand YOLU has surpassed 100 million units in cumulative series sales about four and a half years after the brand launched in August 2021. As a brand driving Japan’s recent haircare market, YOLU recorded the No. 1 sales position in Japan in the high-value-added shampoo category priced at 1,000 yen or more. It has also achieved the No. 1 sales position in Japan for two consecutive years in the treatment category. There are three reasons behind the brand’s support and its milestone of 100 million units sold. First is resonance with the habit of “nighttime beauty.” YOLU focuses on dryness and friction during sleep, offering a care concept that fits people who want to incorporate simple yet attentive beauty routines into their busy lives. As interest in well-being and sleep quality grows, the habit of using nighttime to maintain beauty has been widely accepted. Second is the brand’s attention to formulas, fragrance, and design, along with high customer satisfaction. Customers have commented that their hair remains moisturized and smooth to the ends the next morning, that the fragrance is elegant and perfect for relaxation, and that the cute packaging lifts their mood. Satisfaction with the product feel reached 97.6%. Packaging refined by the in-house team and comforting fragrances suited to the end of the day help turn daily bath time into a moment of self-care, encouraging continued use. Third is the brand’s limited-edition series that address seasonal concerns, as well as category expansion. In addition to its standard lines, YOLU’s seasonal limited series responding to hair and skin concerns have also been well received. In particular, its night-sakura-inspired series designed to care for dryness and static electricity recorded the No. 1 sales position in Japan for two consecutive years as a seasonal “sakura haircare” product. YOLU is now expanding beyond haircare into body soaps, bath tablets, and other full-body care products, continuing to evolve as a brand that accompanies more people during their nighttime routines.