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,QWHUQDWLRQDO'LVWULEXWLRQ㻌ඵඵඵ㻌ඵThe Cool Japan Fund (CJF) has invested in BULK HOMME Co., Ltd. ("BULKHOMME"), a company distributing Japan-made men's skincare products as“BULK HOMME” in Japan as well as in overseas.
BULK HOMME has received an international awards for its high-quality
Japan-made products which contains ingredients that increase moisturizingbalance and enhance radiant skin, as well as for monotone containers with asimple and unified design, in order to achieve "Basic" as a part of their brandconcept.
BULK HOMME was founded in 2017 by Mr. Noguchi to deliver creative
products to men around the world with a mission to attain “the largest market
share in men's skincare in the world”. Thanks to strong digital marketing
expertise by leveraging social media and KOL, they have been accepted bydiverse generations through direct-to-consumer sales channel via its own ecommerce platform as their main market. They have already expanded
beyond Japan to more than 10 countries. BULK HOMME has been pursuingbusinesses eyeing international expansion, such as winning grand prize at
the Cosmoprof Awards 2019 in Europe as the first Japanese men's skincare
brand. 㻌 BULK HOMME will accelerate their business in China withUSHOPAL, a business partner in this round of fund raising, as well as will
expand their business in the countries where they have already entered andplanning to enter.
Through this investment, CJF aims to support increasing and establishingbrand awareness of Japanese men’s skincare products to overseas bydeveloping success stories where high-quality Japan-made men's skincare
products are widely adopted in the world. Considering this investment as amodel case, CJF also hopes that the overall men's skincare market to expandin each country, and consequently shall minimize the market entry barriers
when other Japan-made men's skincare brands are expanding overseas.

Primarily, Japan-made cosmetics for women gained attention as popular CoolJapan products in China and around Asia with its high credibility as the Made inJapan brand underlaying its high functionality, high quality, safety, and reliability.
Hence, overseas expansion of Japan-made men's cosmetics is also expected to be
the same in the future. Men's cosmetics were also considered as one of the future
growth sectors in the Cosmetics Industry Vision* established by the industryuniversity-government.
*The Cosmetics Industry Vision, April 2021, Cosmetics Industry Vision Study Grouphttps://www.meti.go.jp/english/press/2021/0426_001.html

The Cool Japan Fund (CJF) has invested in BULK HOMME Co., Ltd., a company
distributing Japan-made men's skincare products as “BULK HOMME” in Japan aswell as overseas.
Through this investment, CJF aims to support increasing and establishing brandawareness of Japanese men’s skincare products to overseas similar to which
Japanese women's cosmetics have gained popularity in abroad through creating
success stories where high-quality Japan-made men's skincare products are widelyadopted in abroad. Considering this investment as a model case, CJF also hopesthat the overall men's skincare market to expand in each country, and consequently
shall minimize the market entry barriers when other Japan-made men's skincare
brands are expanding overseas.
The BULK HOMME brand was established in 2013 by Mr. Noguchi to deliver creative
products to men around the world with the mission to attain the “largest market sharein men's skincare in the world”. The company was then founded (incorporated) in2017. BULK HOMME has received international awards for its high-quality Japanmade products which contains ingredients that increase moisturizing balance andenhance radiant skin, as well as for monotone containers with a simple and unified
design, in order to achieve "basic" as a part of their brand concept.
Thanks to strong digital marketing expertise by leveraging social media and KOL,
they have been accepted by diverse generations with direct-to-consumer sales via
its own e-commerce platform as their main market. Their uniqueness underlying thefact that they have already expanded beyond Japan to more than 10 countries (asof June 2021). Since BULK HOMME’s foundation, the founders has kept eyeing to
expand its business to overseas markets, and have had success as being the firstJapanese men's skincare brand to win the grand prize with THE SHAMPOO (ashampoo product) in the Hair Product segment of the European Cosmoprof Awards
2019, one of the three largest awards in the cosmetics industry.
In this round of fund raising, BULK HOMME also received an investment fromUSHOPAL, a company widely involved in sales and advertising for Western andJapanese cosmetics brands as well as ESTEE LAUDER and other Western brands
in China. BULK HOMME may accelerate their business in China with business
partner USHOPAL renowned for supporting market entry, as well as expand theirbusiness in the countries where they have already entered and planning to enter inthe future.
About BULK HOMME Co., Ltd.
Founded:May 2017 (brand was established in April 2013)
Head office:Shinagawa-ku, TokyoCEO:
Takuya Noguchi
Details of business Planning and sales of cosmetics
Website:https://company.bulk.co.jp/
Inquiries about this press release:
Cool Japan Fund (PR Representatives: Aikawa/Tanaka) Tel:+81(0)3-6406-7500
Website (https://www.cj-fund.co.jp/en/)(Reference)

Investment in a Japan-made Men's Skincare Product Brand forInternational Distribution
Project Scheme

USHOPAL
ChinaEnhancing brand awareness of Japanese
Men's skincare brand in overseas market
Characteristics of BULK HOMME
1. Renowned for its high-quality Japan-made products which contains ingredientsthat increase moisturizing balance and enhance radiant skin, as well as formonotone containers with a simple and unified design

Package design that not only pursues novelty but
also surely realizes safety and reliability, while
also emphasizing the quality of bulk (content) itself

Shift from plastic cases to environmentally-friendly
paper packaging to strengthen initiatives towards
sustainability

2. Already expanded to more than 10 countries,
and awarded as an international brand
The first Japanese men's brand to win the grandprize with THE SHAMPOO (a shampoo product)in the Hair Product segment of the European
Cosmoprof Awards 2019, one of the threelargest awards in the cosmetics industry