Rohto officially lists Hada Labo among the skincare brands in its portfolio. Its Indonesian subsidiary describes the brand as skincare developed by Rohto Pharmaceutical Japan under pharmaceutical-oriented quality standards.1

Origins

Hada Labo was created during a period when Japanese consumers were increasingly seeking skincare products built around specific functional ingredients rather than cosmetics marketed primarily through fragrance, packaging, or luxurious imagery.

According to Rohto’s account of the brand’s development, the concept emerged in 2003 when product planner Yuri Muramoto observed growing interest in ingredient-focused cosmetics. Although hyaluronic acid and urea were already appearing in skincare, they remained relatively niche. The team identified an opportunity to build a new brand around the scientific potential of these ingredients.5

Development proceeded unusually quickly. Rohto states that the Hada Labo project moved from initial planning to commercialization in roughly six months, with the R&D team working to create a formula that combined the functional properties of hyaluronic acid with a pleasant cosmetic texture.6

2004 launch

Rohto officially records 2004 as the year it launched Hada Labo as a basic skincare brand.15 The original concept was deliberately distinct from conventional beauty brands. Instead of creating a complicated multi-step luxury experience, Hada Labo focused on simple formulas centered on useful ingredients. This philosophy was eventually summarized as:

“Perfect × Simple”

Rohto describes this approach as selecting what is genuinely necessary for the skin while minimizing elements that are not.2

The Japanese name is written 肌ラボ.

• 肌 (hada) = skin
• ラボ (labo) = laboratory, derived from “laboratory”

Thus, Hada Labo ≈ “Skin Laboratory.”9 The name reflects the brand’s positioning: rather than presenting itself as a glamorous cosmetics label, Hada Labo emphasizes research, ingredients, and skin functionality. This aligns with its parent company’s background. Rohto began as a Japanese pharmacy business in the late 19th century and has since expanded into pharmaceuticals, healthcare, and cosmetics.11

Hada Labo is a brand of Rohto Pharmaceutical Co., Ltd. Rohto’s history dates to 1889, when Yasutami Yamada established a family pharmacy in Osaka. Over subsequent decades, Rohto expanded beyond pharmaceuticals into eye care, dermatological products, cosmetics, skincare, contact-lens products, and consumer healthcare.14

In 1988, Rohto acquired The Mentholatum Company, giving the group a significant international presence in skincare and healthcare.17 Consequently, Hada Labo originates from a company with a stronger pharmaceutical and healthcare heritage than typical independent cosmetics startups.

The central philosophy of Hada Labo is minimalism combined with functionality. The core idea is to give the skin what it needs while avoiding additives that serve little purpose. The brand emphasizes three broad principles:

Simple

Hada Labo avoids turning skincare into an unnecessarily complicated experience, placing focus on the function of the formula rather than luxury presentation.25

Effective

The brand concentrates on ingredients with recognizable skincare functions, particularly moisturizing agents such as hyaluronic acid.4

Reliable

Because Hada Labo comes from Rohto, its branding is closely connected with pharmaceutical-style research, testing, and quality control.24

International brand materials similarly describe the philosophy as ideal, simple, and reliable, emphasizing minimal ingredient lists.3

If one ingredient is most strongly associated with Hada Labo, it is hyaluronic acid. A naturally occurring substance involved in maintaining water within tissues, hyaluronic acid is valued in skincare primarily as a humectant that helps attract and retain moisture. Hada Labo’s original concept was to make this hydration-focused ingredient the centerpiece of an affordable, everyday skincare routine.4

Multiple types of hyaluronic acid

A key selling point has been the use of different forms of hyaluronic acid in certain formulations. Rather than treating hyaluronic acid as a singular moisture source, Hada Labo has experimented with various HA forms to achieve different hydration characteristics. This became prominent in the Gokujyun Premium products; historical materials document the introduction of a Premium formula containing five types of hyaluronic acid in 2015.17

Hada Labo’s exact lineup varies by country and changes over time; Japanese, Philippine, and other international catalogs are not necessarily identical.7 In the Philippines and other markets, Rohto currently lists several major families including Gokujyun, Shirojyun, Gokujyun Alpha, Tamagohada, and related products.1

Gokujyun — hydration

Gokujyun (極潤) is the best-known Hada Labo line, with a primary purpose of moisturization and hydration. Typical products include lotion, milk, face wash, serum, cream, cleansing oil, and sheet masks.22

The Hada Labo “lotion” requires specific understanding because it does not necessarily correspond to what Western consumers traditionally mean by body lotion. In Japanese skincare terminology, it is closer to a hydrating toner or skin conditioner used after cleansing and before subsequent moisturizing steps. Rohto Indonesia explicitly describes its lotion as a hydrating toner.14

Gokujyun Premium — intensive hydration

Gokujyun Premium takes the basic Gokujyun hydration concept and creates richer formulations positioned toward people wanting more intensive hydration. The Premium concept represented an important evolution of Hada Labo’s original HA-focused identity, with Rohto introducing a higher-level moisturizing formulation in 2015.23

Shirojyun — brightening

Shirojyun (白潤) is the brightening-oriented family. Rather than focusing exclusively on hydration, Shirojyun combines moisturizing care with ingredients intended to improve the appearance of uneven tone and dullness. The range includes lotions, face washes, serums, and creams.2021 Importantly, “whitening” in Asian skincare generally refers to brightening and evening skin tone rather than literally changing natural skin color.

Gokujyun Alpha — anti-aging

Gokujyun Alpha is oriented toward mature-skin concerns, combining hydration, firmness, and anti-aging care. Products in various international ranges include lotion, milk, serum, face wash, and other treatments.8

Tamagohada — exfoliation and cleansing

Tamagohada is associated with cleansing and gentle exfoliation, including products designed to remove excess oil, impurities, and dead skin cells. Rohto Indonesia specifically describes the line as a gentle peeling approach.12

One aspect that can confuse new users is the word “lotion.” In typical Western skincare, “lotion” implies a moisturizer. In Japanese skincare, however, “lotion” denotes a hydrating toner or skin conditioner. Therefore, a bottle such as Hada Labo Gokujyun Lotion is generally intended to be applied after cleansing and before a milk, cream, serum, or other moisturizing step.9

Rohto Indonesia explains that its lotion functions as a hydrating toner or pre-moisturizing step, while milk, cream, and gel products serve more directly as moisturizers.14 This terminology is one reason Hada Labo became closely associated with the Japanese skincare routine.

A significant part of Hada Labo’s identity is what it does not emphasize. The brand has traditionally promoted formulas without unnecessary fragrance, colorants, mineral oil, or certain additives. Rohto Indonesia states that its Hada Labo products are formulated without fragrance, colorants, alcohol, and mineral oil, although precise formulations should always be checked product-by-product because formulas can differ between products and markets.10

Hada Labo’s “minimalism” does not mean every product contains exactly the same type of minimalist formula; rather, it describes the brand’s general formulation philosophy.

Hada Labo’s packaging is deliberately understated. Compared with luxury skincare brands, products generally use simple bottles and tubes, restrained colors, large Japanese typography, straightforward labeling, and little elaborate decoration. This supports the proposition that the formula matters more than the packaging. The minimalist appearance has also become part of Hada Labo’s recognizable identity in international skincare communities.26

Hada Labo maintains a significant presence across Southeast Asia, including the Philippines and Indonesia. In Indonesia, operations are conducted through PT Rohto Laboratories Indonesia, established as a joint venture in 1996 as part of the company’s wider Asian expansion.14

The regional portfolio includes products from several major lines such as Gokujyun, Gokujyun Premium, Gokujyun Alpha, Shirojyun, Tamagohada, and Perfect 3D Gel.19 Rohto Indonesia states that local Hada Labo products use ingredients imported from Japan, are manufactured under the supervision of Rohto Japan, and are researched with Asian skin and humid climates in mind.11 The Indonesian site additionally notes that its Hada Labo products have MUI halal certification.12

For Philippine consumers, product availability may differ from neighboring markets due to local regulatory requirements and distribution channels.15

Although Hada Labo originated in Japan, the brand eventually expanded internationally across Asia and other markets, including Southeast Asia, East Asia, the United States, and parts of Europe.27

There are important differences between international versions. For example, Hada Labo Tokyo is an international-market line associated with Mentholatum/Rohto and should not automatically be treated as identical to every Japanese Hada Labo product. Different countries can have different product names, formulations, packaging, and regulatory requirements.7 Hada Labo’s European materials state that the brand entered Europe in 2016, beginning with Poland.24

Hada Labo’s success stems from several converging factors:

1. Simple proposition: The original brand proposition—hydration, useful ingredients, and simplicity—was easy to understand.
2. Hyaluronic acid: As hyaluronic acid gained global popularity, Hada Labo had already built a strong identity around it.
3. Affordable positioning: Sitting closer to mass-market/drugstore skincare than luxury, the brand makes ingredient-focused products accessible without premium pricing.
4. Pharmaceutical heritage: The Rohto name provides credibility distinct from fashion or celebrity-driven beauty brands.
5. Japanese skincare culture: Hada Labo benefited from the international growth of J-beauty, particularly interest in Japanese cleansing, hydration, and layered routines.
6. Strong hero products: The Gokujyun moisturizing lotion became closely associated with the brand, serving as a recognizable “hero product.”29

Hada Labo is best understood as a functional Japanese skincare brand rather than a luxury cosmetics house.

This positioning allows Hada Labo to occupy a middle ground: more ingredient- and science-oriented than conventional mass-market cosmetics, yet more affordable and accessible than prestige skincare.28

The primary distinction is that Hada Labo does not sell beauty fantasy. While luxury skincare often emphasizes indulgence, sensorial experience, and prestige, Hada Labo emphasizes research, ingredients, hydration, simplicity, and everyday skin health. This distinction informs its packaging, product design, ingredient selection, and marketing.13

Hada Labo is often categorized as J-Beauty (Japanese beauty). Its approach fits characteristics commonly associated with Japanese skincare: emphasis on consistent daily care, hydration, gentle cleansing, layering, relatively simple routines, attention to texture and usability, and long-term maintenance rather than dramatic overnight transformation. However, Hada Labo represents one specific philosophy centered on hydration and ingredient minimalism rather than all of Japanese skincare.30

Hada Labo has developed a reputation well beyond Japan, particularly among consumers interested in Asian skincare. Products gained international traction by offering a relatively unusual combination: Japanese formulation philosophy, recognizable ingredients, simple packaging, and affordable prices.

The brand states its flagship hydrating lotion launched in Japan in 2004 and has maintained a strong following since. Hada Labo’s Philippine site cites 15 consecutive years as Japan’s No. 1 skincare brand based on INTAGE unit-sales data for the period 2007–2021.16 This claim should be understood within the methodology and category stated by the source rather than as a blanket assertion that Hada Labo is the largest Japanese beauty company overall.

• 1889 — Rohto’s predecessor begins as a family pharmacy in Osaka.14
• 1988 — Rohto acquires The Mentholatum Company.17
• 1996 — Rohto establishes PT. Rohto Laboratories in Indonesia as a joint venture.14
• 2003 — Rohto begins developing the Hada Labo concept around ingredient-focused skincare and hyaluronic acid.5
• 2004 — Hada Labo officially launches in Japan.15
• 2015 — Rohto introduces the Gokujyun Premium concept with multiple types of hyaluronic acid.17
• 2016 — Hada Labo enters the European market, beginning with Poland.24
• 2024 — Hada Labo reaches its 20th anniversary.2
• Today — Hada Labo remains one of Rohto’s major skincare brands, with different product portfolios across Japan and international markets.18

Hada Labo is a Japanese skincare brand founded by Rohto Pharmaceutical in 2004. Its name means roughly “Skin Laboratory,” reflecting its research-oriented identity. The brand became famous for its minimalist, hydration-centered approach and especially for products containing hyaluronic acid. Its signature philosophy is “Perfect × Simple”: focusing on ingredients and functions useful to the skin while minimizing unnecessary complexity. The Gokujyun line represents its core moisturizing identity, while Shirojyun, Gokujyun Alpha, Tamagohada, and other ranges address different skincare goals.19 In the broader beauty industry, Hada Labo is a pharmaceutical-rooted, Japanese, mass-market skincare brand built around functional ingredients, hydration, simplicity, and accessibility.

1. Hada Labo – Rohto Laboratories Indonesia
2. To express our gratitude for Hada Labo®’s 20th anniversary, we are giving away a limited edition bottle, “Shukujun,” to celebrate turning 20 | News | ROHTO Pharmaceutical Co., Ltd.
3. HADA LABO TOKYO™ – JAPOŃSKI SEKRET MŁODOŚCI – THE WORLD OF HADA LABO – BRAND PHILOSOPHY
4. Hada Labo – Rohto Laboratories Indonesia
5. HADA LABO TOKYO™ – JAPOŃSKI SEKRET MŁODOŚCI – THE WORLD OF HADA LABO – BRAND HISTORY
6. About – Hada Labo
7. Hada Labo Japan Version vs the US Version — They Are Not the Same Prod – Tokyo Shelf
8. Hada Labo Complete Guide: Japan’s Best-Selling Skincare Ranked | SkinScore
9. Hada Labo: Rohto’s Japanese drugstore hydration cult, decoded
10. ハダラボ乳液を比較｜白潤・極潤・薬用ハリの違いと選び方〖ニキビ・乾燥・ハリ悩み別〗 | 肌マッチ
11. Hada Labo: Complete Brand Guide | Tsujimoto Market
12. Hada Labo Skincare Guide: A Complete Introduction to Japanese Hydratio | Kokoro Japan
13. Hada Labo: Every Product Line Explained
14. Hada Labo Lotion: Japanese Lotion Guide – Slow Soak
15. Cult-favorite Japan skincare brand now available in PHL – BusinessWorld Online
16. Page 9155 – BusinessWorld Online
17. Rohto’s Hada Labo range: skin moisture science, with the art of (hyaluronic) acid | DEJAPAN Blog
18. Rohto Laboratories Indonesia
19. Product – Rohto Laboratories Indonesia
20. Hada Labo Shirojyun Premium <br> Ultimate Whitening Lotion – Rohto Laboratories Indonesia
21. Hada Labo Shirojyun Premium Serum – Rohto Laboratories Indonesia
22. Hada Labo Gokujyun<br>Ultimate Moisturizing Lotion – Rohto Laboratories Indonesia
23. Hada Labo Gokujyun Premium <br> Ultimate Moisturizing Lotion – Rohto Laboratories Indonesia
24. Świat marki – HADA LABO TOKYO™
25. Filozofia marki HADA LABO TOKYO™
26. hadalabotokyo.com
27. About Us | Hada Labo Tokyo AU
28. Hada Labo Explained
29. Hada Labo Tokyo Reviews: AI Score and Reviews from 50,000 Beauty Decoders (2026)
30. The best products for oily skin care without clogging pores or excessi – Hada Labo Tokyo