Beauty for all: Orbis’ latest affordable skin care line aims to democratise anti-ageing

Recognising the impact of rising living costs on consumer spending habits, Japanese beauty brand Orbis saw an opportunity to cater to customers who were becoming more price-sensitive amid the rising cost of living challenges.

The series offers three products ranging from which starts at JPY990 (USD6.60) to JPY1,210 (USD8.06) and address common skin ageing concerns such as dryness, loss of firmness, and dullness.

Despite the cost, the company stressed the range maintains their commitment to technological excellence.

Orbis is owned by Pola Orbis Holdings and affiliated with Pola Chemical Industries, which specialises in cosmetic ingredient research and development.

Leveraging the expertise of the latter, the series uses its proprietary nanoencapsulation technology to deliver ingredients deep into the skin.

The nano-capsules claimed to be 1/1000th the size of a pore, allowing them to penetrate deeply and effectively deliver active ingredients.

These ingredients include niacinamide, rooibos extract, fermented pearl barley extract, and a stable vitamin C derivative.

A widely accessible model

The new series marks a significant shift for the brand, as it is primarily available outside of its traditional direct-to-consumer model.

This includes drugstore chains like Matsumoto Kiyoshi and Cocokara Fine, as well as online through Amazon.

Notably, the company has said it has no current plans to make Orbis Shot Plus available through their own online shop or physical stores, further reinforcing the focus on more external channels for this range.

The departure from traditional spaces like department stores allow the new series to reach new consumers in a wider market.

Specifically, it hoped to attract the segment of consumers typically would shop at the drugstore but had yet to find an effective solution for their anti-ageing needs.

Longevity for everyone

The concept and strategy for Orbis Shot Plus not only expands their customer reach but also contributes to a more inclusive beauty landscape.

This is aligned with the brand’s values and goals to foster a more equitable and inclusive beauty culture.

According to the brand, its consumer research has found that the desire to defy ageing resonated with a broad audience.

The company noted that as society embraces longer lifespans, the concept of beauty is evolving to reflect this longevity

It suggested that people will want beauty solutions that are both effective and financially sustainable in the long term.

These factors informed the brand concept and the product formulations.

According to the firm, early sales figures indicate that Orbis Shot Plus has been well-received by the market.

It said that the products have exceeded initial sales projections, demonstrating strong demand for this concept of affordable, high-performance anti-ageing skincare

Orbis said there were plans to expand the availability of the Orbis Shot Plus series to more drugstores and major e-commerce platforms from 2025 onwards.

The firm also said it was monitoring customer response to the existing products as it explored the possibility of expanding the number of items in product line.