Sparty

About Sparty

Sparty, Inc. operates within the Japanese beauty market, leveraging a direct-to-consumer (D2C) model centered on personalization. The company was established on July 19, 2017, by Yosuke Miyama, who serves as the CEO. Miyama, a Keio University graduate, previously worked at the advertising firm Hakuhodo, where he was involved in digital marketing strategy, a background that directly informs Sparty's data-driven approach to consumer products. He is joined by co-founder Kosuke Sakakibara, who also comes from a background at Hakuhodo and brings experience in sales, marketing, and manufacturing management from his time at WHILL.

The firm's core business involves the planning and sales of personalized beauty and wellness products. Revenue is generated directly from consumers who subscribe to receive customized products. Sparty's business is built on an online platform where customers complete a diagnostic quiz. The collected data is then used to formulate and deliver products tailored to the individual's specific needs and preferences. The company's portfolio includes three main brands: "Medulla" for personalized haircare, "Hotaru Personalized" for skincare, and "Waitless," a personalized body makeup service. This model allows Sparty to cater to a growing consumer demand for tailored experiences in the sophisticated Japanese beauty sector.

A significant milestone in the company's history was securing a minority investment from L'Oréal's corporate venture capital fund, BOLD (Business Opportunities for L'Oréal Development), in May 2022. This event was noteworthy as it marked L'Oréal's first venture capital investment in Japan, signaling confidence in Sparty's business model and its potential for growth both domestically and internationally. The partnership aims to combine Sparty's expertise in personalization with L'Oréal's global market presence to further scale the business.