Introducing femcAfe: A New Wellness Media Platform Born from Women's Insights, Gently Healing Body and Mind as Your Everyday Companion

ARATA Co., Ltd. (Headquarters: Koto City, Tokyo; President and CEO: Seiichi Higashikaze, hereinafter "the Company"), a wholesale distributor of daily necessities and cosmetics, has launched its owned media platform "femcAfe" on Thursday, July 9, 2026. Designed to support women through life-stage-specific challenges, femcAfe serves as a trusted hub for health and well-being, empowering women to thrive authentically.

Guided by our management philosophy of "continuously contributing to society," we have long supported people's enriched daily lives through essential everyday products.

With the new media platform "femcAfe," we leverage our extensive expertise in lifestyle curation and broad product network developed as a distributor of daily goods and cosmetics. In today's information-saturated world, we aim to contribute to a society where everyone can access the right knowledge and optimal products for themselves, embracing physical and emotional changes with confidence.

Background and Concept: Why femcAfe Was Created

Women's bodies and minds follow both monthly rhythms and lifelong transitions.

Adolescence, reproductive years, menopause, and older age—life unfolds across four seasons, each bringing its own changes and challenges.

"I want to focus on my work, but my body won't keep up." "Which information online can I actually trust?"

These feelings of uncertainty and anxiety, often borne alone, are real challenges faced daily by women—and by our own female team members.

Through daily exposure to countless products and cutting-edge trends, and by listening to voices at the front lines of retail, we have developed a strong conviction: we don't just want to share information—we want to deliver what truly benefits the body and trustworthy choices.

In today's world overflowing with information, delivering accurate knowledge together with carefully selected, optimal products is our role—rooted in our mission of supporting people's lives through retail.

No matter which season of life you're in, we hope you can bloom comfortably.

Like taking a peaceful breath at your favorite café, we will gently accompany you through every season of your life.

The Meaning Behind the Name and Logo: A Starting Point Toward a New You

"femcAfe" was named with the image of "a café where a single flower gently accompanies you." The prominent "A" at the center of the logo symbolizes both the first letter of our company name (ARATA) and the project team's aspiration for this media platform to become a starting point toward a "new self" (change and new growth) for readers who nurture themselves here.

Three Promises femcAfe Delivers

In today's information-rich world, femcAfe supports your daily life through three key approaches, helping everyone find the right care for themselves.

- Seeds of Wisdom: Turning Anxiety into Reassurance Combining scientific evidence from doctors and experts with real voices from retail locations nationwide, we transform physical concerns into genuine peace of mind by integrating professional knowledge with on-the-ground trends.

- Discovering the Kindness Behind Products Beyond seeing products as mere objects, we uncover the care, new perspectives for body wellness, and previously unknown comfort tips embedded within them. From our wide distribution network, we recommend daily companions that truly support you.

- A Space Where the Flower of "Your True Self" Blooms Through femtech, beauty, and wellness care, we help connect your individuality to confidence. Rather than comparing yourself to others, we walk alongside each person in discovering the lifestyle that feels most comfortable for them.

Key Content Offerings

- Body Prescription: Self-check tools and explanatory articles supervised by experts - Found it!: Introducing helpful items that become your trusted daily companions - Bloom Lounge: Interview series and stories featuring forward-thinking individuals - Green Terrace: Sharing the Company's ESG initiatives and unique internal programs

ARATA's Initiatives in Femcare and Well-being

Since 2020, ARATA has been a pioneer in promoting "Category Merchandising (Cross-MD)" for femcare, leading retail space development nationwide. Leveraging our infrastructure and expertise as a wholesale distributor of daily goods and cosmetics, we are advancing diverse initiatives—including this media launch—through the following approaches:

- Retail Space Proposals via Cross-Merchandising We challenge the creation of new femcare retail spaces that transcend traditional categories, aligning with consumers' shopping journeys and life-stage concerns.

- Operation of Official SNS "@hibiplus_arata" We continue sharing information and building communities through platforms like Instagram, integrating femcare perspectives into beauty media to support consumers' authentic lifestyles.

- Development and Expansion of Our Own Femcare Brand "MOIDITE" Leveraging our expertise in daily goods and cosmetics, we advance the development of in-house products and lifestyle proposals that support women's everyday lives.

- Support for Emerging Manufacturers We support the growth of new femcare and femtech manufacturers by leveraging our unique distribution network as a wholesaler, helping nurture and promote innovative brands.

- Advancing Internal Health Literacy We promote workplace environments where everyone, regardless of gender or age, can support each other in health matters through seminars and workshops.

Femcare and Well-being Information Channels

- Official Website "femcAfe (Femcafe)" https://www.my-selfcare.jp

- Official Instagram "hibiplus__arata | ARATA's Official Beauty Media" https://www.instagram.com/hibiplus_arata/