Asahi Group adds two new beauty supplements to rapidly growing Dear-Natura brand

By Guan Yu Lim

- Last updated on GMT

Asahi Group Foods launches two new FFC beauty supplements ©Asahi
Asahi Group Foods launches two new FFC beauty supplements ©Asahi

Related tags Asahi Beauty from within Supplements Japan

Asahi Group Foods has released two new food with function claims (FFC) labelled beauty supplements, Dear-Natura Style Placenta x Collagen and Dear-Natura Style Iron x Collagen.

According to Yoshiie Horii, external public relations at Asahi Group Holdings: “More Japanese people are gradually willing to manage health maintenance by themselves, and this includes nutricosmetics​.”

Yoshiie said that the series supplement market in Japan – products with multiple variations - reached JPY 51.6 billion (US$480m) in 2018, a 10% increase than the previous year.

Its Dear-Natura brand raked in 122% increase in annual sales in 2018, with the growth attributed to the launch of several new products, and promotional advertising.

According to the firm, the brand had achieved continuous sales growth since its launch in 2007.

Placenta and collagen

The two new beauty supplement products were released at the end of August.

The placenta x collagen supplement contain 4,015mg of pig placenta extract, and 1,000mg of collagen. In addition, it also contains 1mg hyaluronic acid, 100mg vitamin C, vitamins B1, B2, and B6 for “those who want to increase skin elasticity​,” the firm said.

The estimated daily intake is three capsules a day. A bottle (180 tablets) retail at JPY 2,980 (US$27) without tax.

Iron and collagen

The iron x collagen supplement contains 6.8mg of iron, 100mg of vitamin C and 100mg of collagen.

Similar to the previous product, it also contains vitamins B1, B2, and B6, which the firm said help to maintain healthy skin and mucous membranes.

The recommended daily intake is one capsule a day. A bottle (20 tablets) retail at JPY 480 yen without tax.


According to the company, supplements made under the Dear-Natura brand contain no colouring and preservatives.

The supplements are sold online at Rakuten, Amazon and Dokodemo nationwide.

The Dear-Natura brand currently has 65 products including soy and whey protein powder, DHA tablets, and multivitamins supplements.

Yoshiie said the firm was projecting for steady growth in the nutricosmetics market in Japan over the next few years.

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