MTG has outlined a policy of creating a new category, “oral beauty care,” in the oral care market, based on the trust of dental professionals, with an emphasis on sales to dental clinics and sharing research data. While expanding into other fields, ReFa is developing the oral care market without moving too quickly.
MTG has adopted a strategy of creating “oral beauty care” as a new category in the oral care market. It is limiting sales outlets to dental clinics and taking care to communicate research data and the technological background at academic conferences and exhibitions.
The beauty brand ReFa has grown sales through rapid launches to date, but in oral care it is prioritizing the gradual building of trust and placing importance on first gaining the understanding and evaluation of professionals. As a result, cumulative sales for the fiscal year ending September 2026 reached ¥74.9 billion in the first 3 quarters, continuing high growth with a 42% increase year on year.
Market development through building trust among professionals is central to the strategy, including the initial introduction of an oral care item in August this year, the policy of limiting sales outlets to dental clinics, and explanations of the products’ background using research data.