mandom corp.

Company Information

Company Profile



Our VISION2027

A cosmetics company possessing unique strengths in specialized areas
(not an "all-rounder")

  1. 1 Authentic proposals

  2. 2 Global and 'Only One'

  3. 3 Exciting & Excellent


Use our 'Only One' strengths to provide Dedication to Service (Oyakudachi) to a billion people around the world.


  1. 1 Leverage Asia's economic growth to evolve into a truly global company.

  2. 2 Display greater Dedication to Service (Oyakudachi) in the men's business segment and invest aggressively to expand our women's segment.

  3. 3 Provide authentic products and services to develop a MANDOM WORLD inspired by the concept of stock-oriented management (the idea of strengthening or "stocking up" various assets including ties with our stakeholders by providing authentic and valuable products and services.)

Middle-Range Planning


(April 1, 2021 - March 31, 2024)


Changes/challenges to realize VISION2027

Basic management policies

  • Developing and introducing category strategy and innovating company-wide marketing to ensure improved brand value in the age of New Normal
    • Quickly building a company-wide system to accelerate overseas business and women's categories
    • Improving values of global brands (GATSBY and Bifesta) across Asia
    • Improving quality and expanding the area of Dedication to Service (Oyakudachi) in the age of With/After Corona
  • Completing recovery of Indonesian business quickly and innovating overseas business model
    • Building and operating a system promptly to solve problems about Indonesian business
    • Accelerating growth and improving management efficiency by strengthening cooperation with overseas countries and the marketing function
  • Changing to a new-value-creating company through digitalization and open innovation
    • Creating success in DX (Digital Transformation) that leads to the realization of wellness
    • Creating and spreading grooming culture by making use of external knowledge
  • Enhancing corporate value and promoting Dedication to Service with sustainable management at the core
    • Promoting business development to solve social issues (ESG and SDGs)
    • Evolving 'Only-One' value creation capability and improving corporate branding capability

Basic management targets

Growth Potential

  • Consolidated Net Sales
    in the final year of MP-13

    81.5 Billion yen

    Average annual growth rate

    10.7 %

  • Men's business

    Average annual growth rate

    6% or more

  • Women's business

    Average annual growth rate

    16% or more

  • Overseas

    Average annual growth rate

    17% or more


  • Consolidated Operating Profit Margin

    8.0% or more

  • ROIC (return on invested capital) of



Response to social issues

  • Promoting environmental consideration in products

  • Mandom (Japan)

    Achieving a self-imposed target requesting that
    60% of domestic products are environmentally friendly

  • Mandom (Indonesia)

    Reducing use of plastic packaging by
    (compared with FY2016)
    Reducing plastic waste by
    10% (compared with FY2016)