MTG’s beauty brand ReFa has announced the new ReFa Treatment Iron. Centered on the ¥38,500 product, the company will introduce a recurring-purchase model for consumable serum and plans to strengthen efforts to attract new customer segments, including people in their 40s to 60s, and expand overseas.
Beauty equipment manufacturer MTG has unveiled a new product and brand strategy centered on its flagship ReFa brand. Business performance is strong, with consolidated net profit for the fiscal year ending September 2026 forecast at ¥11 billion. ReFa, along with the EMS device brand SIXPAD and recovery-wear brand ReD, is driving sales growth.
Priced at ¥38,500, the new ReFa Treatment Iron will be developed as part of a new category called “Neo Treatment,” combining a hair iron with a treatment product. Designed with ease of use in mind, it can be used simply by combing the hair like a brush, with the aim of overcoming the difficulty of using conventional irons.
Its key feature is the use of a dedicated serum. The serum contains the hair-repair ingredient Tostea and is delivered into the hair through a delivery system that uses ultrasound to break the serum into fine particles and sprays it as a mist. The temperature can be adjusted across 5 settings from 120°C to 200°C, allowing styling and hair repair to be performed at the same time.
The sales model bundles the main unit with the consumable serum and is based on continued purchases of separately sold serum. Unlike the company’s conventional one-off sales model, it aims to establish a long-term revenue base, although the value customers will perceive relative to the price remains uncertain.