'Lighting up the community with beauty.' And US identifies and corrects 113 unauthorized resales of salon-exclusive brand 'oméme'. A resolution to protect the 'dialogue' between salons and customers.
and US Co., Ltd. has successfully removed 113 unauthorized listings of its salon-exclusive cosmetics brand 'oméme' on e-commerce platforms. The company emphasizes its commitment to protecting the trusted relationship and dialogue between salons and their customers.
📋 Article Processing Timeline
- 📰 Published: April 14, 2026 at 19:00
- 🔍 Collected: April 14, 2026 at 10:31
- 🤖 AI Analyzed: April 19, 2026 at 18:05 (127h 33m after Collected)
and US Co., Ltd. (Headquarters: Toyama City, Toyama Prefecture; President: Nobuya Hirooka), which develops the cosmetics brand 'oméme' exclusively for beauty salons, has implemented thorough corrective measures against unauthorized resale on e-commerce sites and other platforms.
We are pleased to report that through continuous countermeasures over nearly two years starting from June 2024, we have achieved a cumulative total of 113 listing takedowns (*).
The vision of and US is 'Lighting up the community with beauty.' We believe that the true value of beauty lies in the 'communication' where beauty salon owners face each customer individually and propose the optimal products. To protect these important relationships, we will continue to make no compromises against inappropriate distribution and strive to protect legitimate routes. (*Number confirmed by our own investigation)
■ Why are we taking these initiatives?
For and US, the main actors are our clients, the beauty salons. And for the salons, the main actors are the customers who visit them.
'oméme' is a product whose value is maximized only when customers receive proper explanations from professional practitioners and choose what suits them best. However, unauthorized resale on e-commerce sites bypasses this important process of 'proposal and understanding,' circulating products with unknown quality assurance and storage conditions. This is an act that disrespects the expertise of salons and undermines the peace of mind of customers. We will not relax our countermeasures in order to protect the 'trust' that flows between salons and customers.
■ Trajectory of the initiatives
To ensure that our countermeasures do not end up being temporary, and US has intermittently set 'intensive countermeasure periods' since 2024 and conducted thorough monitoring of major e-commerce sites.
Countermeasure implementation periods
June 2024 - January 2025
July 2025 - August 2025
November 2025 - March 2026
Cumulative takedown results: 113 cases
Recent investigation results (November 2025 to end of March 2026)
Identified over 160 listings in total on Rakuten Ichiba, Qoo10, Yahoo! Shopping, etc., and promoted corrections sequentially.
Unique '4-step correction approach'
Dialogue: Identify the seller and request immediate takedown via direct phone call.
Pursuit: Strict urging in a form that leaves a record of sending.
Warning: Sending a formal warning letter by mail.
Rights: Reporting violations to the platform for unauthorized use of images, etc.
During the investigation, cases attempting to evade the identification of distribution routes through clever means have also been confirmed. However, we do not view this as a 'cat-and-mouse game.' We are confident that the more measures are taken, the more the encircling net of and US is reliably closing in.
■ To salons considering introduction: As partners creating the 'future of beauty' together
and US is not just a manufacturer that wholesales products. Salons deliver beauty and confidence to local people, lighting up the town with 'beauty.' That light connects and spreads from the region to all of Japan. We want to create such a rich landscape together with you.
Our goal is to produce 'supportive leaders' across Japan who think for themselves, act, and give a sense of self-importance to the people they connect with. So that a beauty salon continues to be an 'indispensable presence' for the community, rather than just a place to perform treatments. We wish to be a partner who stays close to the thoughts of the owners and walks together with them.
This 'anti-resale measure' is merely the minimum infrastructure development to realize that grand vision. We will responsibly continue to protect an environment where salons can concentrate on counseling with peace of mind and delight customers with pride as professionals.
We sincerely look forward to encountering salons who resonate with our thoughts, spread 'authentic beauty experiences' together, and walk as supportive leaders leading the next generation of the beauty industry.
■ About and US Co., Ltd.
and US is a 'supportive company' that develops the salon-exclusive cosmetics brands 'oméme' and 'BIOteA' for beauty salons nationwide, while also supporting the resolution of management issues for beauty salons. 'Supportive' means an attitude of supporting the other party as the main actor.
We are pleased to report that through continuous countermeasures over nearly two years starting from June 2024, we have achieved a cumulative total of 113 listing takedowns (*).
The vision of and US is 'Lighting up the community with beauty.' We believe that the true value of beauty lies in the 'communication' where beauty salon owners face each customer individually and propose the optimal products. To protect these important relationships, we will continue to make no compromises against inappropriate distribution and strive to protect legitimate routes. (*Number confirmed by our own investigation)
■ Why are we taking these initiatives?
For and US, the main actors are our clients, the beauty salons. And for the salons, the main actors are the customers who visit them.
'oméme' is a product whose value is maximized only when customers receive proper explanations from professional practitioners and choose what suits them best. However, unauthorized resale on e-commerce sites bypasses this important process of 'proposal and understanding,' circulating products with unknown quality assurance and storage conditions. This is an act that disrespects the expertise of salons and undermines the peace of mind of customers. We will not relax our countermeasures in order to protect the 'trust' that flows between salons and customers.
■ Trajectory of the initiatives
To ensure that our countermeasures do not end up being temporary, and US has intermittently set 'intensive countermeasure periods' since 2024 and conducted thorough monitoring of major e-commerce sites.
Countermeasure implementation periods
June 2024 - January 2025
July 2025 - August 2025
November 2025 - March 2026
Cumulative takedown results: 113 cases
Recent investigation results (November 2025 to end of March 2026)
Identified over 160 listings in total on Rakuten Ichiba, Qoo10, Yahoo! Shopping, etc., and promoted corrections sequentially.
Unique '4-step correction approach'
Dialogue: Identify the seller and request immediate takedown via direct phone call.
Pursuit: Strict urging in a form that leaves a record of sending.
Warning: Sending a formal warning letter by mail.
Rights: Reporting violations to the platform for unauthorized use of images, etc.
During the investigation, cases attempting to evade the identification of distribution routes through clever means have also been confirmed. However, we do not view this as a 'cat-and-mouse game.' We are confident that the more measures are taken, the more the encircling net of and US is reliably closing in.
■ To salons considering introduction: As partners creating the 'future of beauty' together
and US is not just a manufacturer that wholesales products. Salons deliver beauty and confidence to local people, lighting up the town with 'beauty.' That light connects and spreads from the region to all of Japan. We want to create such a rich landscape together with you.
Our goal is to produce 'supportive leaders' across Japan who think for themselves, act, and give a sense of self-importance to the people they connect with. So that a beauty salon continues to be an 'indispensable presence' for the community, rather than just a place to perform treatments. We wish to be a partner who stays close to the thoughts of the owners and walks together with them.
This 'anti-resale measure' is merely the minimum infrastructure development to realize that grand vision. We will responsibly continue to protect an environment where salons can concentrate on counseling with peace of mind and delight customers with pride as professionals.
We sincerely look forward to encountering salons who resonate with our thoughts, spread 'authentic beauty experiences' together, and walk as supportive leaders leading the next generation of the beauty industry.
■ About and US Co., Ltd.
and US is a 'supportive company' that develops the salon-exclusive cosmetics brands 'oméme' and 'BIOteA' for beauty salons nationwide, while also supporting the resolution of management issues for beauty salons. 'Supportive' means an attitude of supporting the other party as the main actor.