"From Toyama to a Leading Visionary Company in Asia" and US Establishes Taiwan Subsidiary, Officially Launching Asian Expansion
and US Co., Ltd., which develops the exclusive beauty salon cosmetic brand "oméme," established its Taiwan subsidiary, "and US Taiwan," in March 2026, officially commencing its Asian expansion. The company made its debut at "Beautyworld Taipei," Taiwan's largest beauty exhibition, where it advocated its "eyelash care theory" and "the essence of counseling," receiving high praise from local beauty professionals.
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- 📰 Published: May 1, 2026 at 19:00
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and US Co., Ltd. (Headquarters: Toyama City, Toyama Prefecture; President & CEO: Shina Hirooka; hereinafter "and US"), which develops the exclusive beauty salon cosmetic brand "oméme," established its local subsidiary "and US Taiwan" in March 2026 as its business base in Taiwan. We also announce that we have completed the application and registration of the Cosmetic Product Information File (PIF) stipulated by the Taiwanese authorities for product distribution in the local market, establishing a legitimate supply system.
In conjunction with this, the company made its debut at "Beautyworld Taipei," Taiwan's largest beauty exhibition, held in March. Beyond merely exhibiting products, and US unveiled its advocated "eyelash care theory" and "the essence of counseling," garnering significant empathy and positive feedback from local beauticians and salon owners who remarked, "This is a perspective we've never encountered before."
■ Background of Taiwan Subsidiary Establishment and PIF Application: Building a "Bridge" of Trust
What and US aims for is not a temporary boom, but the cultivation of a deeply rooted beauty culture in the local market.
Establishment of a local subsidiary
This is a testament to our commitment to providing prompt support to our partner salons and to deeply engaging in problem-solving within the market.
Full compliance with PIF (Cosmetic Product Information File)
By adhering to Taiwan's strict legal regulations, we publicly guarantee the safety of ingredients and quality control. We provide the highest level of assurance, enabling local salon owners to confidently recommend products to their valued customers as "something they can continue to use."
■ Background of Exhibition Participation: With Partners Who Share Our Vision, Towards the Asian Market
The Taiwanese beauty and personal care market is one of the most vibrant in Asia, with steady growth expected towards 2030. and US decided to embark on full-scale cross-border expansion after gaining a valuable partner in this region who deeply resonates with our philosophy.
What we deliver is not just "products." We will bring the very "culture of dialogue" that connects salons and customers deeply, fostering beauty together, to the Taiwanese beauty scene.
■ Response at the Exhibition: "Educational Approach" That Surprised Local Professionals
During the exhibition period, many local salon professionals who visited the and US booth expressed surprise and admiration.
Providing awareness of "why home care is necessary"
Many voices were heard saying, "We didn't have the perspective of eyelash theory or why home care is important. After hearing this presentation, we deeply understood its importance for the first time." and US's educational approach became a catalyst for transforming the awareness of local professionals.
Product lineup supporting professional proposals
The diverse lineup of "oméme," which can offer optimal solutions tailored to each customer's condition, was highly praised as a "system that professionals can confidently propose."
Cross-border empathy for "Tomibi" (Beauty Light)
and US conveyed its value of "supporting people to live healthily through beauty," building deep bonds with local salons. The aspirations that began in Toyama are now spreading a wide circle of empathy in Taiwan.
■ Future Outlook: From Toyama to a Leading Visionary Company in Asia
The main protagonists for and US are always our client beauty salons.
We will not limit this challenge, which began in Toyama, to Japan, but will expand it globally as a "Supportive Company." Leveraging our organizational culture of "awakening the latent potential of those we are connected with," we will create moments of joy – "we can do it, we did it" – in Taiwan and around the world.
Towards a future where everyone can be the protagonist of their own life, with radiance overflowing from within, beyond external beauty. and US aims to become a leading B2B manufacturer in Asia, continuing to light up "Tomibi" in regions worldwide.
■ About and US Co., Ltd.
and US is a "Supportive Company" that develops the exclusive beauty salon cosmetic brands "oméme" and "BIOteA" for beauty salons nationwide, and also supports beauty salons in solving their management challenges. "Supportive" means an attitude of supporting others as the main protagonists. We value creating an environment where salons can continue to grow autonomously, providing hands-on support that goes beyond mere product provision.
Based on the value of "well-aging" (aging gracefully in one's own way), we support people to live healthily and beautifully through beauty. We provide a wide range of support tailored to the challenges and phases of each salon, from private salons run by sole proprietors to large corporate salons. We adopt a "coordinator system" with dedicated coordinators who provide meticulous, personalized support to each salon.
■ and US Co., Ltd. Company Profile
Representative: Shina Hirooka, President & CEO
In conjunction with this, the company made its debut at "Beautyworld Taipei," Taiwan's largest beauty exhibition, held in March. Beyond merely exhibiting products, and US unveiled its advocated "eyelash care theory" and "the essence of counseling," garnering significant empathy and positive feedback from local beauticians and salon owners who remarked, "This is a perspective we've never encountered before."
■ Background of Taiwan Subsidiary Establishment and PIF Application: Building a "Bridge" of Trust
What and US aims for is not a temporary boom, but the cultivation of a deeply rooted beauty culture in the local market.
Establishment of a local subsidiary
This is a testament to our commitment to providing prompt support to our partner salons and to deeply engaging in problem-solving within the market.
Full compliance with PIF (Cosmetic Product Information File)
By adhering to Taiwan's strict legal regulations, we publicly guarantee the safety of ingredients and quality control. We provide the highest level of assurance, enabling local salon owners to confidently recommend products to their valued customers as "something they can continue to use."
■ Background of Exhibition Participation: With Partners Who Share Our Vision, Towards the Asian Market
The Taiwanese beauty and personal care market is one of the most vibrant in Asia, with steady growth expected towards 2030. and US decided to embark on full-scale cross-border expansion after gaining a valuable partner in this region who deeply resonates with our philosophy.
What we deliver is not just "products." We will bring the very "culture of dialogue" that connects salons and customers deeply, fostering beauty together, to the Taiwanese beauty scene.
■ Response at the Exhibition: "Educational Approach" That Surprised Local Professionals
During the exhibition period, many local salon professionals who visited the and US booth expressed surprise and admiration.
Providing awareness of "why home care is necessary"
Many voices were heard saying, "We didn't have the perspective of eyelash theory or why home care is important. After hearing this presentation, we deeply understood its importance for the first time." and US's educational approach became a catalyst for transforming the awareness of local professionals.
Product lineup supporting professional proposals
The diverse lineup of "oméme," which can offer optimal solutions tailored to each customer's condition, was highly praised as a "system that professionals can confidently propose."
Cross-border empathy for "Tomibi" (Beauty Light)
and US conveyed its value of "supporting people to live healthily through beauty," building deep bonds with local salons. The aspirations that began in Toyama are now spreading a wide circle of empathy in Taiwan.
■ Future Outlook: From Toyama to a Leading Visionary Company in Asia
The main protagonists for and US are always our client beauty salons.
We will not limit this challenge, which began in Toyama, to Japan, but will expand it globally as a "Supportive Company." Leveraging our organizational culture of "awakening the latent potential of those we are connected with," we will create moments of joy – "we can do it, we did it" – in Taiwan and around the world.
Towards a future where everyone can be the protagonist of their own life, with radiance overflowing from within, beyond external beauty. and US aims to become a leading B2B manufacturer in Asia, continuing to light up "Tomibi" in regions worldwide.
■ About and US Co., Ltd.
and US is a "Supportive Company" that develops the exclusive beauty salon cosmetic brands "oméme" and "BIOteA" for beauty salons nationwide, and also supports beauty salons in solving their management challenges. "Supportive" means an attitude of supporting others as the main protagonists. We value creating an environment where salons can continue to grow autonomously, providing hands-on support that goes beyond mere product provision.
Based on the value of "well-aging" (aging gracefully in one's own way), we support people to live healthily and beautifully through beauty. We provide a wide range of support tailored to the challenges and phases of each salon, from private salons run by sole proprietors to large corporate salons. We adopt a "coordinator system" with dedicated coordinators who provide meticulous, personalized support to each salon.
■ and US Co., Ltd. Company Profile
Representative: Shina Hirooka, President & CEO