Kitanotatsujin launches “MOUDAS” medicinal hair regrowth stimulant, the only one of its kind available in Japan

Kitanotatsujin launches "MOUDAS" medicinal hair regrowth

stimulant, the only one of its kind available in Japan

Offering all of the 13 types of actions officially confirmed in Japan

to have a hair regrowth stimulating effect

Simultaneous launch of "MOUDAS" medicinal shampoo and supplement

Kitanotatsujin Corporation (the "Company") hereby announces the launch of "MOUDAS Medicinal Hair Regrowth Stimulant" on October 19, 2021, which offers all of the 13 actions

that have officially been confirmed in Japan to have a hair regrowth stimulating effect.

This product is a hair regrowth stimulant developed for the mass market, which contains five active ingredients that cover all the actions that have been confirmed to contribute to stimulating hair regrowth, and thus can address a broad range of problems with hair growth, such as thinning hair and hair loss.

The Company also launched on the same day "MOUDAS Medicinal Shampoo," which improves the condition of the scalp to help the penetration of hair regrowth stimulant, and "MOUDAS Supplement," which provides support from inside the body to stay in peak physical condition.

Market environment and the development of MOUDAS

As causes of issues with hair growth, such as thinning hair and hair loss, have been identified, there are a vast variety of products and services available in the market to address them. The actions of medicinal hair regrowth stimulants that have officially been confirmed to have a hair regrowth stimulating effect can be categorized into 13 types. The hair regrowth stimulants currently sold in the Japanese market only adopt a subset of these 13 types of actions.

Under these circumstances, the Company undertook the development of a "hair regrowth stimulant that encompasses all the actions that contribute to promoting hair regrowth" to meet the needs of customers who are seeking improvement but cannot find products compatible with their hair, or who are unsure of what product to use. This endeavor led to the launch of "MOUDAS Medicinal Hair Regrowth Stimulant" for the mass market.

The market for scalp care and hair regrowth products, which address long-term male hair concerns, has grown significantly as these products satisfy demand from customers in their 20s to 50s, including those who use them for the prevention of hair issues. Demand has gathered momentum amid the COVID-19 pandemic, with an increase in video conferencing resulting in people seeing their own hair more frequently on computer monitors. The market is estimated to have reached approximately 85 billion yen in 2020 (according to "Market Trends Survey on Scalp Care and Hair Regrowth Products," January 19, 2021; Fuji Keizai Group Co., Ltd.), and is expected to grow further going forward.

Offering this steadily growing market the "MOUDAS" series, which broadly addresses complex and deep hair concerns, the Company will work to gain new customers and further increase sales.

The effect of the launch of the "MOUDAS" series on the Company's financial performance has been included in the forecast of consolidated and non-consolidated financial results for the year ending February 28, 2022, announced on April 14, 2021. If any matter requiring disclosure arises due to, among other reasons, progress in gaining new customers, the Company will provide immediate disclosure.