Mashiro is looking beyond Japan’s mature beauty and wellness market for growth, with Southeast Asia emerging as a key focus for its collagen and placenta-based drinks.
Founded in 2016, Mashiro has developed a portfolio of collagen drinks. This includes Misaki Collagen, which was launched globally earlier this year, targeting working women concerned about skin health, sleep and stress.
Beauty sleep
The drink is aimed at working women in their 30s to 50s who Mashiro says may wake feeling unrefreshed or notice changes in how make-up sits on their skin, including dryness, roughness and loss of firmness.
Branded as Misaki Collagen, the drink is positioned as a nighttime beauty beverage designed to be consumed before sleep.
Each 500ml bottle contains 2,000mg GABA (Gamma-Aminobutyric Acid) and 120,000mg fish collagen peptides. With a daily recommended dosage of 20ml, it provides 80mg GABA each day and 4,800mg collagen.
The drink also contains hyaluronic acid and elastin peptides. Mashiro does not disclose their dosages for proprietary reasons, but says the ingredients are combined in a “golden ratio” to support skin health.
Priced at JPY11,000 (US$69.75), each bottle lasts for about 25 days.
“This is a beauty drink. The concept is, you can be beautiful even when you are sleeping. GABA and collagen work while you sleep,” said Mashiro Director Eshima Masaru.
The beverage is flavoured with Japanese Muscat grapes. It also contains Kumazasa bamboo sourced from Hokkaido, which Mashiro says is traditionally associated with antioxidant and soothing properties.
Misaki Collagen follows Mashiro’s placenta collagen range, one of the company’s original product lines.
Targeted marketing for different demographics
Mashiro has developed different formulations, formats and price points to target consumers across Southeast Asia’s diverse beauty and wellness markets. Its products also lean heavily on the food-as-medicine trend.
Its placenta collagen range contains a curated mix of 82 distinct botanical ingredients that underwent fermentation – a process that the firm said can maximise nutritional absorption, boost metabolism, and improve gut health.
This range has three distinct product tiers.
The 500ml 82X Sakura Placenta Premium contains 450,000mg of porcine placenta sourced from Specific Pathogen-Free (SPF) pigs in Japan. Mashiro positions the product around concerns including hormonal balance, pore appearance and uneven pigmentation. It also contains African mango seed extract and cherry blossom extract, which the company associates with fat-management and anti-glycation benefits. The daily recommended dosage is 15ml.
The regular-tier 500ml 82X Classic Collagen excludes the fat-burning and anti-glycation additions, with a daily recommended dosage of 25ml.
To cater to younger or more budget-conscious consumers, the Koharu (500ml lower concentration pour bottle) and Shiharu (50ml vial shots) versions contain lower dosages of porcine placenta.
An even more affordable choice is the Pink Collagen that contains 1,000mg marine collagen in each 100ml bottle, and is positioned as a preservative-free wellness drink with zero fat and no added sugar.
The pricing can vary across platforms and regions. The 82X Collagen Classic costs JPY10,500 (US$ 66.64) within Japan but can cost up to US$125 when purchased via cross-border online channels.
As for the Pink Collagen, it can cost JPY3,600 (US$ 22.84) for 10 bottles within Japan, and around $29.15 in Southeast Asia.
Such differentiated tiers can help the firm better manage competition from competing brands in the region, which include South Korean products that are also popular due to the influence of K-pop culture.
In the face of competition, it makes sense that Mashiro packages its products in popular beverage formats with fruity flavour profiles.
Its premium offerings are packaged like wine bottles, which can appeal to those who seek an alternative to alcoholic beverages, providing relaxation and indulgence before bed.
On the other hand, the more affordable range like the Shiharu Placenta is packaged in 50ml bottles for portability and convenience.
Such positioning, which targets common pain points like sleep, appearance, and product accessibility, resonates with those who are increasingly focused on beauty-from-within products, a category that is growing worldwide.
Growth strategy
Mashiro has exported to the US since its founding in 2016 and is pursuing additional US regulatory clearance by the FDA to strengthen its market presence.
It also has a small sales presence in Europe.
Eshima is currently focused on Southeast Asia, citing its geographical proximity to Japan and growth potential.
The firm relies on major e-commerce platforms including Amazon, Lazada and Shopee, while local cross-border beauty distributors handle fulfilment.
“We export to Vietnam, Philippines, Taiwan, and Hong Kong. In Vietnam, our placenta collagen drinks are very popular, it is also well-known in the Philippines,” said Eshima.
Mashiro’s growth plans reflect the growing opportunities in the beauty and wellness sector, a space to watch especially in Asia, where market analysts see a lot of potential.
Opportunities in the beauty and wellness space
Mashiro’s strategy reflects a wider shift towards ingestible beauty products, with supplements increasingly appearing in formats designed to fit everyday food and drink occasions.
A 2025 Euromonitor report stated that “beauty from within” is expected to lead Asia Pacific supplement positioning up till 2030. It added that emerging innovative formats and modernisation of traditional herbs are expanding the market. This growth is also aided by the e-commerce boom, which led to online sales penetration for such products to grow from 32% to 46% from 2020–2025.
Similarly, Mintel observed that ingestible beauty is increasingly seen as a healthy ageing solution.
“The demand for healthy ageing is expanding into broader demographics from seniors to the middle-aged and Millennials. This is driven by the rise of preventive health and heightened self-care and active lifestyle practices,” said Mintel’s Associate Principal-Manager for Global Food and Drink Michelle Teodoro.
“Collagen is an on-trend beauty wellness ingredient and is seen as having a positive effect on complexion and supporting a more youthful appearance. While collagen is still the trendiest beauty ingredient on the market, hyaluronic acid is gaining interest, which is known to trap water inside tissue cells, keep the eyes moist, the joints lubricated, and the skin hydrated and youthful. Coupling hyaluronic acid with more established beauty ingredients such as collagen could drive awareness, as consumers are already more familiar with the latter’s beauty benefits.”
