Belex, which operates nail salons, reduces new employee turnover by 32.6% year-on-year with the introduction of "Smart Soudan Shitsu"

Smart Soudan Shitsu Co., Ltd. (Head Office: Minato-ku, Tokyo; Representative Director & CEO: Yasuo Fujita), which supports the alignment of individual and organizational growth by addressing the "frustrations" of working people, has published a case study on the introduction of its corporate external consultation service, "Smart Soudan Shitsu," by Belex Co., Ltd. (Head Office: Shibuya-ku, Tokyo; Representative Director & CEO: Hiroshi Hachifuji; hereinafter referred to as "Belex"), a company that operates a nail salon business. As a result of promoting the use of counseling and an opinion box, Belex saw a 32.6% decrease in new employee turnover in fiscal year 2025 compared to the previous year. The service has also contributed to improving employee motivation, providing mental care for customer harassment, and enhancing the work environment.

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Business Challenges and Reasons for Introducing "Smart Soudan Shitsu"

The nail salon industry demands high levels of expertise, and the psychological burden of interacting with customers one-on-one for extended periods, along with interpersonal issues, tends to lead to high turnover rates. Belex had previously implemented an in-house consultation form and regular interviews, but employees often felt psychological resistance to speaking frankly with internal staff, and by the time problems surfaced, their decision to resign was often firm. To break this cycle and create an environment where employees do not have to bear their worries alone, they decided to introduce "Smart Soudan Shitsu," which allows consultation with external experts.

Introduction Effects

1 New Employee Retention: Turnover reduced by 32.6% through increased counseling utilization

Belex ensured that all new employees received counseling sessions during work hours at the "third week of joining," a critical period when employees are prone to mental and physical fatigue. By making it a "mandatory step for everyone," not just for those who are struggling, the company lowered the barrier to consultation and promoted its use. As a result, the number of new employees who left within their first year of employment decreased from 52 in 2024 to 35 in 2025, a reduction of 32.6%. Many staff members who used the service provided positive feedback, such as "I felt lighter."

2 Change in Existing Employees' Mindset: Overcoming challenges and growing into key figures leading their stores

Positive changes have also been observed in existing employees. One employee who strongly desired a transfer to another store due to interpersonal issues was able to objectively re-evaluate their situation through counseling. As a result, they did not transfer and are now playing a central role in driving sales at their store.

3 Countermeasures Against Customer Harassment: Fostering a sense of security for frontline workers

The service has also proven effective in combating customer harassment (kasuhara). Establishing a system where employees can immediately receive mental care during work hours after experiencing customer harassment through "Smart Soudan Shitsu" has led to a significant sense of security for frontline workers.

4 Organizational Improvement: On-site driven HR initiatives sparked by the anonymous opinion box

The "opinion box" feature, which guarantees anonymity, has led to more active communication from employees. Belex sincerely considers the real voices from the front lines submitted through the opinion box and promotes HR initiatives that are in line with the actual situation, such as "revising the bereavement leave regulations" and "reviewing break times in stores." This has also greatly contributed to improving employee engagement by fostering a sense that "the company changes through our voices."

Smart Soudan Shitsu will continue to resolve the "frustrations" of each working individual early on, not only preventing turnover but also maximizing individual potential and contributing to the sustainable growth of companies.

Comments from Person in Charge

In the beauty industry, it is not uncommon for people to "quit without being able to consult." With the introduction of "Smart Soudan Shitsu," I feel we have been able to provide staff with the peace of mind that they "don't have to bear it alone." We will continue to strive to create an environment where each staff member can work with peace of mind for a long time.

We expect "Smart Soudan Shitsu" to support the steady career advancement of each individual through professional training (self-care, leadership, etc.), enabling new employees to thrive as nail technicians and eventually become mentors to junior staff.

Ms. Emi Karaki

Manager, Education Department

Belex Co., Ltd.

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Overview of "Smart Soudan Shitsu" Corporate External Consultation Service

"Smart Soudan Shitsu" is a corporate external consultation service that anyone can easily consult about anything, anytime. In addition to counseling and physician consultations, it offers a wide range of functions, from stress checks and harassment hotlines to comply with legal requirements, to coaching and individual training for talent development. With over 200 experts on staff, it carefully supports each individual's worries and challenges. By resolving minor worries and anxieties before they escalate into mental health issues, it prevents mental health problems and contributes to corporate health management and the mental well-being of employees.

"Smart Soudan Shitsu" Service Site: https://smart-sou.co.jp/counseling

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Functions of "Smart Soudan Shitsu"

Counselor Consultation

Physician Consultation

Coaching

Individual Training

Harassment Hotline

Self-Stress Diagnosis

Stress Check

Industrial Physician Consultation Arrangement

Opinion Box

AI Concierge

eNPS

User Guide

◼ About Smart Soudan Shitsu Co., Ltd.

With the mission to "resolve the "frustrations" of working people and align "individual growth" with "organizational growth,"" the company develops and operates an online interpersonal support platform for corporations. Founded in February 2021 by Yasuo Fujita, who spent 10 years in new business development and organizational management at a healthcare business company, the company offers "Smart Soudan Shitsu," an external consultation service that supports corporate health management by preventing mental health issues, and "Smart My Coach," a coaching service that maximizes individual potential and accelerates corporate human capital management. Smart Soudan Shitsu is a group company of SmartHR.

◼ Company Profile

Company Name: Smart Soudan Shitsu Co., Ltd.

Representative Director & CEO: Yasuo Fujita

Established: February 1, 2021

Location: Sumitomo Fudosan Roppongi Grand Tower, 3-2-1 Roppongi, Minato-ku, Tokyo

Company URL: https://smart-sou.co.jp/company

Business Activities: Development and operation of an online interpersonal support platform for corporations

Smart Soudan Shitsu: https://smart-sou.co.jp/counseling

Smart My Coach: https://smart-sou.co.jp/coaching

* Product names, company names, and service names listed are trademarks or registered trademarks of their respective companies.

* Information is current as of the date of announcement. Please note that information is subject to change without notice.