The cosmetics industry has been witnessing evolving trends, consumer choices, and groundbreaking innovations. Recently, the demand for organic cosmetics has surged, driven by a global shift toward sustainability and mindful consumption. Yet, amidst the buzz surrounding “natural” and “organic” products, only a few brands truly represent the essence of authenticity. Nature’s Way Co., Ltd. – Japan’s oldest organic cosmetics company, stands as one of the rare pioneers in this space, redefining what it means to create beauty products that are organic, scientifically backed, and ethically responsible.
As we see the beauty industry further transform, Nature’s Way remains unwavering in its commitment to integrity, sustainability, and innovation. With nearly five decades of expertise, an in-house manufacturing facility, and a development department researching raw materials of plant origin, the company has carved out a niche that’s hard to replicate. Under the leadership of Yoshiaki Hagiwara, Nature’s Way is not just keeping up with cosmetic industry trends – it is setting them.
A Legacy of Authenticity in Organic Beauty
Founded in 1974, Nature’s Way Co., Ltd. was ahead of its time in creating products that can be described as true natural organic cosmetics. While many brands today claim to be natural simply by adding a few botanical ingredients, Nature’s Way has taken a more principled approach. The company firmly believes that organic cosmetics should be accurately represented and distinguished from conventional formulations so consumers can make informed choices and engage in correct consumption.
This philosophy sets Nature’s Way apart in an industry where many companies resort to greenwashing and marketing their products as “natural” without adhering to standards.
Innovation Rooted in Science and Sustainability
At the heart of Nature’s Way’s success is its ability to combine traditional botanical knowledge with advanced scientific research carried out in its factory. Most cosmetic companies outsource their production to third-party factories on an OEM basis. Although this approach saves them from the hassles of maintaining expensive factories, it limits their control over ingredients, quality, and sustainable practices.
On the other hand, Nature’s Way takes a more challenging path and maintains its own factory to oversee every aspect of production. This strategic decision is based on the company’s know-how, one of its greatest strengths, and its goal of creating cosmetics that are uncompromisingly natural and organic.
The development department at the company doesn’t just work to incorporate plant-based materials within the products. Yoshiaki says, “We identify the characteristics of plants and develop them in such a way that they can be successfully utilized as raw materials. While the second half of cosmetics development involves proving scientific efficacy at the genetic level, in the early stages of development it is important to observe plants and identify their characteristics. Not many companies can combine the two.”
A Commitment to Ethical and Sustainable Growth
Beyond innovation, Nature’s Way has ingrained sustainability into its very DNA. One of its ambitious projects involves cultivating herbs in its own fields and start developing products, right from the soil. Realizing that the existing fields are contaminated with pesticides, Nature’s Way took the unconventional step of creating its farm. Not all ingredients are grown on its own farm, but the company operates the fields in accordance with the organic farming certification system recognized by the Japanese Government.
The next milestone for Nature’s Way? The company wants to go to RO and create an ecosystem where not just organic herbs are grown, but the presence of its farm makes a positive contribution to the local community.
Additionally, Nature’s Way serves as Japan’s exclusive distributor for Dr. Bronner’s from the USA and WELEDA from Europe. Both brands are widely respected for their pioneering efforts in organic cosmetics, and Nature’s Way has been the longest-established distributor of their products in the world, some of which are developed in-house. This partnership further strengthens the company’s influence in shaping the organic cosmetics and beauty market in Japan.
Navigating Industry Shifts with Agility and Vision
The COVID-19 pandemic was a major disrupting factor for many cosmetic brands. With reduced social interactions and fewer opportunities to wear makeup, there was a big decline in makeup sales worldwide. Nature’s Way too experienced a slowdown.
However, the company analyzed that the reason for low sales was the shift in consumer preferences over the two years. Nature’s Way also identified a deeper change in consumer tastes: consumers sought beauty products that did more than just enhance their appearance; they wanted skincare benefits built into their makeup.
This insight led to the 2025 relaunch of Naturaglace, one of the company’s major brands. Unlike conventional makeup products that focus only on coverage and aesthetics, Naturaglace is formulated with 100 percent plant-derived ingredients that nourish and protect the skin.
The Future: Expanding Beyond Japan’s Borders
With Japan’s population declining, the company has set its sights on international expansion. While Nature’s Way already exports its products, primarily to Asia, there is immense potential for growth in other markets, where demand for truly organic cosmetics is on the rise.
Establishing a global presence will surely come with challenges, but the company is well-positioned to leverage its decades of expertise, cutting-edge research, and strong brand credibility to succeed internationally.
Lessons from a 50-Year Legacy
As a company that has been around for nearly half a century, Nature’s Way offers its take on long-term business growth. The cosmetics industry is competitive, where new brands emerge every year, but a few stand the test of time.
What sets Nature’s Way apart is not just its products but its philosophy. The company does not chase short-term trends or prioritize profits at the expense of authenticity. Instead, it works with a clear vision to create cosmetics that inspire confidence, nurture skin health, and contribute to a better planet.
As Yoshiaki aptly puts it, the key to innovation lies in having a strong sense of purpose or raison d’être. While many businesses rely on conventional frameworks like 3C and SWOT analysis, true industry leaders understand that success is not just about following best practices but defining them.
In an industry where many brands struggle to differentiate themselves, Nature’s Way has built a legacy of authenticity and sustainability. As it embarks on its next chapter, the company is poised to reshape the organic cosmetics industry on a larger scale than ever before.
Yoshiaki Hagiwara: Leading Innovation at Nature’s Way Co., Ltd.
At the forefront of Nature’s Way Co., Ltd. is Yoshiaki Hagiwara, a visionary leader with a deep-rooted commitment to the cosmetics industry. After graduating from a university in Japan, Yoshiaki enrolled in a graduate school in China before embarking on a career with a general trading company in Japan. Later, he was stationed in Taiwan. His journey with Nature’s Way marked a turning point, allowing him to play a pivotal role in advancing Japan’s cosmetics industry.
Today, Yoshiaki’s influence extends beyond his company. He serves as a director for key industry organizations like the Japan Cosmetics Industry Association, Aroma Environment Association, and Aichi Cosmetic Industry Association, which reinforce his dedication to driving innovation in the beauty sector.
