To earn sustained trust in Asia’s highly competitive beauty and wellness industry, where standards continue to rise year after year, is a mark of substance rather than momentary success. Established in 2008, Coeur Joli, under Corporation Coeur Joli, has systematically built its presence across cosmetics, quasi-drugs, and health nutrition supplements, guided by a clear focus on “Medicine × Beauty Technology.” Through this direction, the brand has developed a mature operational framework that balances corporate governance, scientific research, and market responsibility. Supported by Japan’s stringent GMP standards and a highly transparent management system, Coeur Joli has consistently earned international trust through product quality, service commitment, and corporate culture, securing its standing as a representative professional brand in the Asian market. Steering this system with long-term vision and values is the company’s Co-Founder and Director, Seira Eguchi.

The strength behind Coeur Joli’s sustained growth lies not in a single product advantage, but in a rigorously executed, integrity-driven corporate structure. Corporation Coeur Joli upholds openness, transparency, and traceability as fundamental operating principles. From product planning and ingredient selection to research protocols, manufacturing, and market communication, every decision is grounded in verified scientific evidence, free of exaggeration or misleading claims. All products are manufactured in Japan GMP-certified facilities, strictly adhering to quality and safety standards, with ingredient information and testing data proactively disclosed. The brand firmly believes that only by embedding integrity into institutional systems can long-term, globally sustainable growth be achieved.

This same sense of responsibility extends to customer protection and service experience. Coeur Joli operates a structured, multilingual customer service system in Japanese, Chinese, and English, providing professional consulting and after-sales support worldwide. Each product carries a clearly identifiable batch number, allowing full traceability of raw materials, manufacturing processes, and testing records. Consumer feedback is not treated as an afterthought; it is directly incorporated into product improvements and research decisions. Through strict review of advertising language, regular customer satisfaction surveys, and continuous optimisation of the user experience, Coeur Joli positions integrity in service as an inseparable pillar of its brand identity.

The name “Coeur Joli,” derived from French and meaning “a beautiful and kind heart,” reflects the brand’s belief that beauty and goodwill can be a source of strength for others. This philosophy is rooted in Founder Seira Eguchi’s long-standing commitment to integrating medicine and beauty. With nearly two decades of experience in Japan’s cosmetics and wellness industry, she believes that true beauty should not be confined to surface aesthetics but should arise from physical balance, health, and inner confidence. In her view, a company's role extends beyond product creation to accompany individuals throughout a “100-year life” with science, honesty, and responsibility.

From the brand’s inception, Seira Eguchi established clear, uncompromising principles: all products and external communications must withstand factual verification, professional scrutiny, and the test of time. In practice, she insists that every product be manufactured in Japan’s GMP-certified facilities, even when this entails higher costs and more complex processes, and has never lowered standards in response to market pressure. Advertising claims must align precisely with experimental data; restraint is preferred over exaggeration. Through long-term self-discipline and leadership by example, Coeur Joli’s integrity is not dependent on personal reputation, but is transformed into a system that is verifiable, repeatable, and enduring.

Within the organisation, Coeur Joli places trust, respect, and growth at the core of its leadership philosophy. Open communication and collaborative creation are encouraged, employee perspectives are valued, and continuous professional training and brand-value sharing are prioritised. This approach has cultivated a team culture defined by global perspective, responsibility, and creativity. By balancing discipline with warmth, the principles of integrity, quality, and innovation are naturally embedded into every level of the organisation.

If corporate systems form the foundation of integrity, then products provide its most tangible proof. Built upon years of research and development in NMN-based health and skincare solutions, Coeur Joli has established a comprehensive product portfolio centered on cellular vitality, long-term wellness, and scientific credibility. Among this portfolio, NMN Gold Star is the brand’s flagship integrity product, developed specifically for children in their growth stage and produced in Japan’s GMP-certified factories. Its core ingredient, lactic-acid-fermented oyster extract, holds dual patents in Japan and the United States and has been clinically validated for its growth-supporting benefits. The formulation integrates six research-grade ingredients, including plant-based iron (Mame-Tetsu®), Polycan® natural beta-glucan, Protetite collagen-mineral complex, egg yolk peptides, and marigold lutein, to comprehensively support bone development, immune function, vision health, and concentration. The product is personally supervised by a medical doctor who is the supervising physician for Morinaga’s “E-Akachan” infant formula, ensuring that safety and scientific credibility are equally prioritised.

Coeur Joli’s integrity-driven approach has earned international recognition. Multiple products have received Monde Selection Silver Awards. At the same time, Gold Star’s core ingredient holds dual patents in Japan (Patent No. 6909511) and the United States (Patent No. US10980842), supported by clinical trial validation. Maintaining a repurchase rate exceeding 70%, Gold Star has also gained strong consumer trust through department store pop-up exhibitions across Japan, clear evidence of the brand’s long-term commitment to authenticity and quality.

Beyond commercial success, Coeur Joli views social contribution as an essential responsibility. Guided by the belief that beauty and health can benefit society, the brand actively participates in public welfare initiatives and international cultural collaborations. It has served as the official sponsor of the Elite Model Group Japan establishment ceremony, supporting women’s professional development, and as an official supporting sponsor of Tokyo Children’s Day celebrations (with backing from the Chinese Embassy), contributing to children’s health and education. In parallel, Coeur Joli collaborates with international influencers to promote confidence and wellness among Asian women. She has formally become an official sponsor of the Miss Global Japan 2026 competition, providing comprehensive health and beauty support for contestants.

Integrity is also reflected in production and design. Coeur Joli adopts Japan-exclusive washi-style packaging, produced by a single authorised manufacturer nationwide. This approach not only aligns with environmental sustainability goals but also effectively prevents counterfeit circulation, safeguarding brand authenticity and consumer rights. Such attention to detail underscores the brand’s commitment to responsibility from source to end user.

As a brand at the intersection of medicine and beauty technology, Coeur Joli actively embraces its industry responsibilities. The company insists on transparent labelling and truthful communication, rejects exaggerated claims, and advocates for GMP standardisation and functional ingredient verification, seeking to elevate industry practices through its own example.

Looking ahead, Corporation Coeur Joli will continue to anchor its operations in Japan while steadily expanding across Asia, with plans to enter the Malaysian market and further extend into Southeast Asia, the Middle East, Europe, and the United States. The brand will also introduce new NMN-based skincare formulations and men’s health product lines. Guided by scientific innovation and integrity in equal measure, Coeur Joli remains committed to fulfilling the long-term promise of a “100-year life.”

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