#Japan #Tokyo #Marathon Capital #DeaBellus #RinRin

New Franchise Expansion of RinRin Salons

DeaBellus Investment, located in Shinjuku, Tokyo, is collaborating with Marathon Capital Partners and RinRin to officially launch the franchise expansion of the hair removal salons known as "RinRin." Starting from November 10, 2023, the three companies will begin recruiting franchise owners, establishing a robust partnership aimed at fostering growth.

Background of the Initiative

This project stems from Marathon Capital's investment in RinRin through its Marathon No. 1 Investment Business Limited Partnership. As part of this initiative, DeaBellus is responsible for designing the franchise headquarters and developing franchisee relationships, aiming to build a new growth model through collaboration among the three parties.

The Japanese aesthetic salon market is projected to reach approximately 304.3 billion yen in revenue by 2024, as reported by Yano Economic Research Institute. While the market faces structural changes due to closures of hair removal salons and shifts towards aesthetic medicine, new growth opportunities, such as men's beauty services, are emerging.

The franchise rollout aims to rectify the urban-rural beauty access gap and contribute to regional economies by realizing high-quality services at fair prices, emphasizing a local-focused strategy.

Goals of the Initiative

Currently, RinRin operates 52 salons nationwide, including women's exclusive "RinRin" and men's exclusive "REGULUS ZERO." These salons are recognized for their high-quality treatments and affordable pricing, attracting a wide clientele base. This initiative seeks to maintain the high standards established in company-owned locations while expanding business nationally through franchising.

By centralizing the proprietary hair removal equipment, known as "VERTEX," the plan is to deliver high-quality, low-cost treatment experiences at all franchise locations. Furthermore, the expansion considers evolving beauty demands, including a decrease in female hair removal needs and a rise in men's grooming, aiming for sustainable growth through both brands.

Roles of the Three Companies

The franchise expansion will leverage the unique strengths of each company involved:

• - RinRin: Responsible for standardizing treatment quality, providing training, equipment, safety standards, and brand management while sharing operational expertise gained from its 52 company-owned stores with franchisees.

• - Marathon Capital: Focused on enhancing management frameworks, recruiting and training talent, supporting financial planning for new openings, and providing governance assistance.

• - DeaBellus: Tasked with designing the franchise headquarters and overseeing franchise development, which includes system design, standardization of terms, recruiting/disputing processes, and offering post-launch support.

Comments from Company Leaders

Takahiro Tomari, CEO of RinRin:
"We aim to share the quality and operational know-how gained from our company-owned stores with aspiring owners, expanding our presence nationwide to provide a beloved hair removal experience."

Kotaro Wada, Director of Marathon Capital Partners:
"By institutionalizing the franchise headquarters and bolstering human and financial resources, we will support the long-term growth of RinRin while contributing to local employment and the quality of beauty services."

Yuta Ishino, Representative of DeaBellus Investment:
"We strategically design franchise fees, training costs, IT, and marketing to create a model that is easy to enter and continue, achieving simultaneous new openings and sustainable operations."

Invitation for Franchise Owners

As part of this initiative, we are looking for franchise owners for RinRin hair removal salons. We welcome individuals and companies, including those without prior experience or those looking to expand with multiple locations.

We will conduct online briefings to provide detailed information about franchise conditions and financial plans. Interested parties should contact us with the subject line “Request for RinRin FC Information" at the below contact:

Contact Information

DeaBellus Investment, FC Development Department (Attn: Ishino)
TEL: 080-5453-2440
Email: [email protected]

Company Overview

RinRin

• - Location: 2-1-1 Kanayama-cho, Atsuta-ku, Nagoya-shi, Aichi-ken, 456-0002
• - Representative: CEO Takahiro Tomari
• - Established: February 20, 2020
• - Business: Operations of aesthetic salons
• - Brands: Women’s “RinRin” and men’s “REGULUS ZERO” with a total of 52 locations (as of August 2025).

Marathon Capital Partners

• - Location: 21st floor, Shin Marunouchi Center Building, 1-6-2 Marunouchi, Chiyoda-ku, Tokyo, 100-0005
• - Representative: President Toshinori Ono
• - Established: April 1, 2021
• - Business: Formulation, operation, and management of private equity funds.

DeaBellus Investment

• - Location: 2nd floor, Nishi Shinjuku Mizuma Building, 3-3-13 Nishi Shinjuku, Shinjuku-ku, Tokyo, 160-0023
• - Representative: Member Yuta Ishino
• - Business: Franchise headquarters construction, franchise development, M&A support, and more.