At Aishitoto, we have always been guided by a simple yet profound philosophy: to make people around the world smile. Since our founding, our commitment has been to deliver health, beauty, and happiness to every customer we touch. It is this dedication that has made Aishitoto Japan a trusted leader in collagen jelly and beauty supplements for over two decades.
Our journey began with a dream to create products that not only enhance beauty but also embody convenience and sustainability. Through relentless innovation, we have proudly held the title of Japan’s No. 1 collagen jelly brand since 2009, with a repurchase rate of 73%—a testament to the trust and satisfaction of our customers.
At the heart of Aishitoto is a deep respect for people, culture, and the environment. This philosophy has guided us to ensure that our products meet the highest standards of quality and safety, including Halal certifications, to serve customers from diverse backgrounds.
Beyond products, Aishitoto is a company built on the values of appreciation, collaboration, and community. We strive to create a workplace where employees feel at home, and we extend this spirit of care and inclusivity to the world.
As we expand globally, we are proud to share the essence of Japanese quality and innovation with the international community. Our efforts are rooted in giving back to society and fostering empowerment, as seen in our support for women’s development, regional revitalization, and youth initiatives such as the World Football Festival.
Together, with our valued partners, employees, and customers, we will continue to grow, inspire, and make a positive impact on the world. Thank you for being part of the Aishitoto family. We look forward to sharing the journey ahead with you.

As part of Aishitoto’s leadership team, I am deeply committed to upholding the values that have shaped our company’s legacy: integrity, innovation, and a passion for bringing smiles to people worldwide.
Building on the foundation established by our Founder and CEO, my mother, Hatsue Iwamoto, I strive to lead Aishitoto into a future of global growth while maintaining the exceptional quality and trust that our customers have come to expect. Our mission is not just to deliver products, but to create meaningful connections and make a positive impact on lives across cultures and communities.
As a family business, Aishitoto represents more than just commerce—it reflects our dedication to promoting health, beauty, and well-being in a sustainable and inclusive way. We take pride in our commitment to excellence and in sharing the essence of Japanese quality with the world.
Thank you for being part of the Aishitoto journey. Together, we will continue to innovate and inspire, making a lasting difference in the lives of our customers and partners.
With gratitude,