YOLU Achieves Milestone with Over 100 Million Units Sold Since Launch

YOLU Achieves Remarkable Milestone: Over 100 Million Sales

In a remarkable achievement, YOLU, the night care beauty brand developed by i-ne Co., Ltd., based in Osaka, Japan, has announced that it has surpassed a total of 100 million units sold in just about four and a half years since its inception in August 2021. This figure underscores the brand's leadership in the hair care market and its remarkable popularity among consumers.

In addition to the impressive overall sales, YOLU has also secured the position of the top-selling brand in Japan for high-value shampoos priced over 1,000 yen, specifically with their 'YOLU Calm Night Repair' refills. According to data compiled by True Data, they achieved this position from February 2025 to January 2026 based on unique criteria for high-value shampoos. Furthermore, YOLU has also been crowned the top-selling brand in the treatment category for two consecutive years, reflecting the brand's strong consumer loyalty and satisfaction.

The Three Key Reasons Behind YOLU's Popularity

YOLU's success can be attributed to three main factors that resonate deeply with its consumer base:

1. Relatability of Night Beauty Routine

The concept of 'night beauty' has struck a chord with many individuals seeking to incorporate an easy yet thorough care regimen into their busy lives. As interest in well-being and quality sleep rises, the habit of utilizing nighttime for beauty routines has gained traction. This innovative approach addresses common concerns like dryness and friction experienced during sleep, making it easier for people to care for their hair during the night hours.

2. Commitment to Formulation, Fragrance, and Design

Customers have shared positive feedback, stating things like, "My hair feels smooth and hydrated until morning," as well as praising the elegant fragrances that create the perfect relaxation atmosphere. YOLU has received an impressive satisfaction rate of 97.6% in user experiences.1 The in-house team has created beautifully designed packaging and soothing scents that contribute to transforming daily bath time into a rejuvenating experience, fostering ongoing brand loyalty.

3. Limited Edition Series and Expanding Range

In addition to their main product line, YOLU offers seasonal limited edition series that address specific hair and skin issues. For instance, the 'Sakura Hair Care' limited edition line, which caters to dryness and static, has achieved record sales as the top brand for seasonal products two consecutive years running.2 The brand continues to expand beyond hair care, introducing body soaps and bath tablets, thereby enhancing its offerings and supporting more consumers during their evening routines.

With such dynamic growth and a strong consumer connection rooted in innovative nightly care, YOLU is poised to continue its journey as a beloved nighttime beauty brand. As they expand their product range and seasonal offerings, their mission to cater to the diverse needs of consumers at night resonates strongly in today’s wellness-driven world.

1 Internal research: Based on responses from 123 individuals who purchased and used YOLU shampoo and treatment (renewed products) in May 2025, 97.6% reported satisfactory experience with terms like "very satisfied," "satisfied," or "somewhat satisfied."

2 Based on brand-specific sales data regarding seasonal limited editions in the 'in-bath hair care' category from True Data, covering the period October 2023 to March 2024 and October 2024 to March 2025, YOLU was ranked number one among brands.