Basic Approach
We want to make the world more baby-friendly by furthering our commitment to understanding and addressing babies’ unique needs. A newborn babyʼs skin is about half the thickness of an adultʼs, making it more susceptible to external stimuli, while having a similar number of sweat glands to adults, which makes babies prone to sweating. In addition, from around three months of age, babies have less sebum to protect their skin from dryness, making them the most susceptible to dry, flaky skin throughout their lifetime. It is well-known that many children develop atopic dermatitis, commonly known as eczema, during the period when their skin barrier is immature. Based on the mechanisms of a babyʼs skin health and development, we support healthy baby skin development by supplementing and nurturing the skin barrier function to ensure its healthy growth, while carefully considering moisturizing capabilities and sensitivity.
Strengths of the Pigeon Group
The Pigeon Group has established research centers in Japan and China, conducting foundational research specialized in baby skin for decades. In addition to Japan and China, we have our own factories in Indonesia. By leveraging our knowledge and technology in research and development for commercialization and mass production, we differentiate ourselves from competitors.
In 2025, we unveiled the world’s first iPS cell-derived “3D Infant Skin Model.” We established a technology to evaluate nine skincare functions in combination with machine learning models, leading to the development and launch of our new Vernix Skincare Series.
Pigeon began selling baby skincare products in 1974 and celebrated its 50th anniversary in 2024. We will continue to develop products by constantly thinking about what delicate baby skin truly needs, building upon our research accumulated over more than half a century.
Skin(Dermatology) Research by the Pigeon Group
Skin Care Basic Policy
While baby skin care is a growing market worldwide, it is a highly competitive category with many competing brands both globally and locally in each market. As of the end of 2022, our market share*1 in Japan is about 30%, and our market share*2 in China is about 10%, leaving ample room for further business expansion in all markets where we operate, including Japan and China. Although the current market share in the major countries overseen by the Singapore operation is small, we recognize that there are very promising growth opportunities for the future. We will enhance the presence of our brands by developing and rapidly launching high value-added product lineups that are backed by evidence and that provide optimal skincare for babies, tailored to the needs of each market.
Furthermore, in our 9th Medium-Term Management Plan (2026–2028), we have positioned skincare as a product category with high expectations for age-up expansion. In addition to baby products, we will expand our target audience to include kids' products, thereby maximizing Customer Lifetime Value (LTV).
*1 According to our own research (Intage POS nationwide baby stores and drugstores combined expansion estimates)
*2 Share among our target customers, according to our own research
Specific initiatives (Japan)
Pigeon’s baby skincare is designed based on the mechanisms of baby skin health and growth; it balances moisturizing power and mildness while supplementing and nurturing the skin barrier function to ensure its healthy development. The Basic Skincare Series was born from Pigeon’s long-standing research, featuring products formulated with Pigeon Baby Lipid—an ingredient inspired by the natural vernix that protects a baby's skin. Furthermore, since 2024, Pigeon has recommended the "Uru-hada Wash" (Moisture-Rich Wash) routine. This method washes while replenishing ceramide—crucial for locking in moisture—and is based on a survey of expectant and new mothers regarding baby bathing, combined with verification results from an experimental plan designed primarily by dermatologists. The key to "Uru-hada Wash" is choosing a ceramide-formulated, weakly acidic, and low-irritation body wash, and gently cleansing by enveloping the baby's skin in fluffy foam without rubbing. While ceramide is a common household name today, Pigeon has been formulating it into our products for nearly 30 years. Today, focusing on "Ceramide NP"—which tends to be especially lacking in baby skin—and inspired by the natural moisture components originally found in babies' skin, we offer products containing our proprietary moisturizing ingredient, "Pigeon Natural Moisture*."Furthermore, by measuring the actual pH of baby skin and recognizing its mildly acidic nature, Pigeon has remained dedicated to mildly acidic formulas—long before the concept became widely known to the public. Our Foaming Body Wash and Foaming Shampoo are designed assuming situations where a mom or dad has to bathe the baby all by themselves. They feature fine, long-lasting foam that allows for a gentle yet thorough wash.
*Moisturizing ingredients: Ceramide NP + Phytosteryl Isostearate
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Basic Series
Specific initiatives (China)
In 2025, we unveiled the world’s first iPS cell-derived “3D Infant Skin Model” in China. An application of iPS cell technology, which was recognized with a Nobel Prize, the model uses genetic engineering and other techniques to minutely recreate the characteristics of infant skin. It allows nine skincare functions to be tested, including barrier restoration, moisturizing, and anti-allergenic properties, and has been combined with a machine learning model to create a baby skincare safety verification technology. Building on this “3D Infant Skin Model” technology, we conducted further development and have launched our new product line, the Vernix Skincare Series. Moving forward, we will continue to expand the scope of application for the “3D Infant Skin Model.”
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Vernix Skincare Series
Specific initiatives (Age-up)
In addition to China, where we have already been selling kids' skincare products, we have now launched our kids' skincare lineup in Japan. In November 2025, Pigeon Corporation announced its full-scale entry into the kids' market with the launch of its new brand, “Pigeon Kids.” Pigeon has set sales targets for the brand at 2 billion yen for 2030 and 4 billion yen for 2035, outlining a strategy to roll out new products annually and nurture this line into a new revenue pillar for the Pigeon Group over the medium to long term. As the first step in this strategy, we launched Magic Awa-Awa Body Wash and Shampoo in February 2026. Magic Awa-Awa Body Wash and Shampoo is a fun product designed to help kids enjoy washing all by themselves. By leveraging light reflection, the colored foam is designed to change color as it is rubbed, trapping air to become fine, white bubbles. Formulated without any harsh chemical agents, it retains the same gentle standard as our baby products while boosting cleansing power just for kids. We will continue to roll out kids' skincare across various countries as a high-potential product category for next-stage growth.
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Magic Awa-Awa Body Wash and Shampoo