A Precious Discovery:
The Birth Story of Saunality
"The company might go bankrupt next month."
Here, we share the story of the "treasure" born from desperate circumstances.
From Rock Bottom to the Final Challenge:
A True Story of Us
OMOTENASHI SELECTION 2023-2024 Consecutive Awards
Featured in ANA's In-flight Magazine
Our treasure, born out of hardship.
This is the unique birth story of "Saunality,"
unlike any typical cosmetics creation tale.
CHAPTER 01
It All Began.
With a Small Salon in Front of the Station.
Backroom office at the time of establishment
Our journey started with a relaxation salon in front of Futamatagawa Station in Yokohama, Japan.
Founder Munemasa faced unemployment after several job changes, and co-founder Matsuura had to close his salon due to the COVID-19 pandemic.
Amid despair, they resolved to make a comeback and started a small salon.
With a vision of "Creating a Bright and Happy Future," Soltelas Co., Ltd. was established.
Fortunately, we gained the support of many customers, and the number of smiles kept increasing.
With a bright future ahead and a growing number of employees, we steadily expanded our salons and business.
Co-founders CEO Munemasa and COO Matsuura
CHAPTER 02
Overextended Business Expansion.
The Worst Failure Brings Us to the Brink of Bankruptcy...
A 24-hour gym opened in Aobadai
What Does "Creating a Bright and Happy Future" Mean?
We thought the best way of our business was "beauty and health of the mind and body".
To achieve this, we envisioned creating a bathing facility.
With this in mind, we rapidly expanded businesses like "relaxation salons" and "fitness gyms" (which share commonalities with bathing facilities like showers).
However, this decision was a worst mistake. We expanded our business too quickly, beyond our means.
We deviated by also opening beauty salons and recklessly increasing staff and stores.
As a result, problems arose one after another, from interior design and equipment to systems and working conditions.
The rapidly inflated balloon burst.
Consequently, 90% of the employees resigned.
The store closed down within a month of opening.
CHAPTER 03
Giving Our All for a Comeback.
A Reattempt from the Bottom.
The two founders themselves are on-site, working in store.
Returning to basics and working to revitalize the business
Although only the original salon survived, we were at rock bottom.
Our dream of creating a conceptual bathing facility for a "bright and happy future" remains unchanged.
Reflecting on our mistakes, we reconsidered everything.
Instead of rapid, overextended expansion, we decided to focus on steady efforts and what we can achieve now.
Munemasa, specializing in pharmacology and biochemistry, and Matsuura, a former rugby player with expertise in physiotherapy and physiology, redefined the business together.
They focused on cosmetics and fitness.
Utilizing feedback from fitness gym members and leveraging their expertise, they planned and developed cosmetics aimed at true "beauty and health."
Munemasa CEO During His Student Days
He was deeply engrossed in anticancer drug and biochemistry research.
(Photo taken at Tokyo University of Science in 2005)
Gym equipment moved from the closed gym to the new suburban store
Body Forward 24 and Head Office
We sold all our salons, including the original one, to raise funds for business revitalization and established a gym with a cosmetics development lab in the suburbs.
Though small and narrow, our gym had a warm atmosphere, and the number of members gradually increased.
We developed cosmetics late at night after finishing the reception duties. Despite the demanding workload, the smiles of our customers brought us the greatest joy.
During the hardships of business revitalization, our support for both mind and body was found in Onsens and saunas.
One day, while moisturizing with lotion after a sauna, we realized,
"I cleaned my skins in the bath, but this emulsion clogs my pores! " "The oils in moisturizers seems to be difficult for beauty ingredients to penetrate."
This realization led us to decide to develop skincare that is perfect for freshly cleansed skin after a sauna or bath.
To ensure sufficient budget for development costs
I bought props online and took my own product photos.
Launched in May 2023: Japan's first medicated emulsion for sauna use
The first product is "saunality medicated milk lotion"
Fortunately, our gym had shower facilities, providing an environment where many members could assist in the development.
It was the moment when our expertise, fitness gym, and cosmetics all came together.
In order to have the world-class quality, we decided to manufacture in Karatsu City, Saga Prefecture of Kyushu Island.
Finally, we introduced Japan's first "medicated emulsion for saunas" to the world.
CHAPTER 04
The beginning of a new story.
From Yokohama to the World.
Has won numerous awards , including "OMOTENASHI SELECTION"
Also featured in ANA's in-flight magazine "Tsubasa no Okoku" March 2024 issue
The "Saunality" that was thus born is a treasure created together with our customers.
Thanks to everyone's support, we have received various positive reactions and praise from many people.
Within just one year of its release in May 2023, it has won four awards and appeared in in-flight magazines. On Amazon, it consistently ranks among the top 100 alongside other famous products.*
*Amazon best-selling ranking: "Body Lotion/Milk"; Estimated total number of products in the category is approximately 4,000.
Fortunately, our treasure has started to sprout little by little.
As the only cosmetics manufacturer in Seya Ward, Yokohama, we have achieved a first by introducing sauna skincare at Narita Airport.
With the support of everyone, we are finally spreading our wings to the world.
In July 2024, we will make our debut at "Little Japan" in Narita Airport T-2.
A groundbreaking achievement for a sauna skincare brand.
The Full Lineup of the "Saunality" Series.
The Largest Number of Products in Japanese Sauna Skincare Market.
In the summer of 2024, "Saunality" will undergo an evolution.
Including lotions, emulsions, creams, and hair growth tonics, it will evolve into the "No. 1 Sauna Skincare Brand in Japan."
For the smiles of all bath and sauna lovers in Japan and around the world, we will continue to take on new challenges.
*As of May 2024, based on research by Nobukimi Co., Ltd. The number of product lineups claiming to be sauna skincare brands in the domestic market (excluding volume variations of the same product).
*This story is based on interviews with members of our development team and is not intended to promote the effects or efficacy of any products.
