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Kinohimitsu (木の秘密, Kinohimitsu) is a functional beauty and health brand owned by Kino Biotech, a leading integrated bio-nutraceutical and cosmeceutical public listed company in the Taiwan`s GreTai Securities Market (GTSM) with its head office in Singapore. According to Euromonitor International, Kinohimitsu was the top selling beauty drink and collagen drink in Malaysia and Singapore between 2008 and 2010. The brand name, (木の秘密) means the secret of Nature. The brand name stays true to the company’s practices in using natural ingredients in its products.
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Yoka.com awarded Kinohimitsu Collagen its "YOKA 2010 Most Popular Beauty Drink Award". Kinohimitsu was the winner of the "Best Digestive Health Drinks Award" in 2012 for its D'Tox Plum Juice.
Business
Kinohimitsu has a distribution network of more than 5,000 points of sales in Asia, namely China, Singapore, Malaysia, Vietnam, Thailand, Cambodia and Indonesia, catering to more than 1.5 billion consumers. Kinohimitsu’s products are sold in pharmacies, supermarkets and convenience stores.
In 2014, Kinohimitsu opened its first beauty counter in Singapore at OG Orchard Point.
Kinohimitsu’s Beauty Bar is their brand’s iconic element which can be seen in their beauty counters.
History
Kinohimitsu was established in 1998 and its Healthpad was the first product to be launched by Kino Biotech, which then was certified by US FDA as a medical device. Following the success of Healthpad, Hot Health Pad with Far Infra-Red was launched.
In 2001, Kinohimitsu launched Beauty Drink 2500 mg, which was the first collagen drink in Southeast Asia.
Kinohimitsu Collagen Diamond 5300 mg is most widely known, and it remains the company's best-selling product with over 1 million bottles sold worldwide.
Famous celebrities such as China’s Vicki Zhao, Hong Kong’s Tavia Yeung and Singapore’s Phua Chu Kang and Carrie Wong have also endorsed for Kinohimitsu.
Collagen Day
Kinohimitsu became the first to host Collagen Day, held on 28 April annually. It is a movement organised by Kinohimitsu Singapore to raise awareness about the importance of collagen and to empower women to feel happier, healthier and more confident in their own body. It serves to help women look past society’s beauty standards and embrace each of their own uniqueness and find beauty in their own flaws. Free collagen drinks are distributed at all Kinohimitsu beauty counters islandwide on this day annually.
The first Collagen Day was held on 28 April 2016. Singapore’s local actress and Kinohimitsu’s ambassador, Carrie Wong graced the beauty event with over 100 guests.
Awards
Kinohimitsu and its products have won numerous awards, including accolades conferred by the media, business associations and partner retailers.
From Euromonitor Research House, during 2008 to 2010, Kinohimitsu was named the No. 1 Brand, occupying 60% of the market share in the Beauty Functional Drink category.
In 2015, the company was the winner of the Most Improved Local Brand at the 11th Singapore Media Awards 2015, emerging tops amongst brands like Mount Elizabeth Hospital and M1. It was also one of the finalist for the Strongest Brand category.
Kinohimitsu was also named the Best Growth Brand of the Year and the No. 1 Inner Beauty Brand at Watsons’s HWB Awards 2015. It also secured the top spot for the Best Brand Award at the Unity People Choice Awards 2015.
Kinohimitsu is also the first and only Singapore company to win “Monde Selection Gold Award 2016” for its heart health supplement – Kinohimitsu Be Choless.
The company has also received the Service Class certification for delivering seamless and enhanced service to its customers. Kinohimitsu was quick to adopt omni-channel retail platforms, and leverage technology to improve its understanding of customers’ needs. By being nimble and embracing new technologies, Kino Biotech has been able to customise products based on customers’ lifestyles and preferences.