Elumild

Elumild (イルミルド株式会社) is a Japanese beauty and cosmetics company headquartered in Osaka, Japan, that develops, brands, and sells multiple personal care product lines through e-commerce channels, primarily Amazon Japan and Rakuten. The company was established in October 2014 (originally as ANDEAVOR, later renamed Elumild Pharmaceutical Co., Ltd., then Elumild Co., Ltd.) and is led by CEO Tosihiko Nishi. Elumild's portfolio includes ALLNA ORGANIC (natural organic hair and skincare), WHITH WHITE (skincare), and HMENZ (men's grooming), among other brands, with over 200 products developed to date and annual sales volume exceeding 2.3 million units. The company applies a rigorous R&D methodology using EC customer feedback and a 150-point product design checklist reviewed by in-house beauty professionals. It has received recognition including the Financial Times Asia-Pacific High-Growth Companies ranking (Retail sector, 6th place in 2023), Amazon annual category ranking #1 (HMENZ), and multiple Rakuten Shop of the Year awards. Elumild employs approximately 24 staff across product development, Amazon/Rakuten sales, product management, customer service, and design functions.