Our History

1977

Natural Calcium launched
Vitamin C launched
Natural Vitamin E launched

• Supplements launched to support the health of mothers and babies.
• Recognized as recommended products by healthcare institutions; sales to expectant and new mothers began.

1993

Youth Skin Cream madonna launched

• Japan's first domestically produced stretch mark prevention cream launched.
• Recognized as a recommended product by healthcare institutions; sales to expectant mothers began.
• Awareness campaigns on stretch mark prevention began in Japanese maternity magazines.

1996

Body Gel madonna launched

• Japan's first skin-firming gel developed specifically for maternity care launched.

1997

Japan's first paper on stretch mark prevention published in a medical journal

• Title: Skin Changes and Beauty Care During Pregnancy and the Postpartum Period: Focusing on Stretch Mark Care
  Author: Naoki Yamada, Madonna Inc.

1998

Research and development of organic skincare began

1999

Breast Pure madonna launched

• Japan's first nipple gel cream specifically for maternity care launched.

2000

Baby bayu madonna launched

• Japan's first natural horse oil cream containing organic palmarosa launched.

2003

Folic Acid + Heme Iron + DHA (90 capsules) launched

• A supplement containing folic acid, heme iron and DHA, nutrients needed during pregnancy, launched.

2005

Maternity supplement range renewed

• The first switch in Japan from gelatin capsules to plant-based capsules.

2006

Baby Lotion madonna launched
Baby madonna Body Wash launched
Baby madonna Bath Emulsion launched

• A baby skincare range containing natural horse oil launched.

2007

Skin Cream madonna Premium launched

• A premium cream launched to celebrate our 30th anniversary.

2008

Breast Pure madonna relaunched

• Reformulated with 95% organic moisturizing ingredients.

Baby Cream madonna launched

• A baby cream with 62% organic moisturizing ingredients launched.

Organic Shea Butter madonna launched

• An organic cream made with 100% organic shea butter launched.

2009

Baby Lotion madonna relaunched

• A baby lotion with 90% organic moisturizing ingredients launched.

Baby bayu madonna Soap launched

• Handmade horse oil soap made using the cold process method launched.

Baby madonna Sun Milk launched

• Japan's first organic sunscreen cream for babies launched.

2010

Organic madonna Aroma Guard Mist launched

• Japan's first organic insect-repellent mist free of DEET and alcohol launched.
  Its original design earned international recognition.

2011

Organic madonna Body Serum Superior launched

• Japan's first domestically produced stretch mark prevention cream with a high proportion of organic moisturizing ingredients launched.

Organic madonna Body Serum Oil launched

• Japan's first domestically produced stretch mark prevention oil with a high proportion of organic moisturizing ingredients launched.

Organic madonna Bust Serum Gel launched

• Japan's first domestically produced bust care gel with a high proportion of organic moisturizing ingredients launched.

Organic madonna Body Firming Gel launched

• Japan's first domestically produced skin-firming gel with a high proportion of organic moisturizing ingredients launched.

Organic madonna Aroma Sun Milk launched

• A sunscreen cream with 62% organic moisturizing ingredients launched.

Organic madonna Aroma Hand Cream launched

• A hand cream with 97% organic moisturizing ingredients launched.

Organic madonna Aroma Pure Lip launched

• A lip balm made with 100% organic moisturizing ingredients launched.

Organic madonna baby Pure Milk launched

• Japan's first domestically produced baby lotion with a high proportion of organic moisturizing ingredients launched.

Organic madonna baby Pure Cream launched

• Japan's first domestically produced baby cream with a high proportion of organic moisturizing ingredients launched.

2012

Organic madonna baby Pure Lip launched

• Japan's first domestically produced baby lip balm with a high proportion of organic moisturizing ingredients launched.

Dandelion Coffee (30 bags, teapot size) launched

• A natural herbal tea made with 100% dandelion root using a carefully selected roasting method launched.

Organic madonna Extra Virgin Olive Oil launched

• An organic oil made with 100% carefully selected organic extra virgin oil was launched.

Madonna Sesame Oil launched

• Sesame oil made with 100% natural moisturizing ingredients for healthcare professionals launched.

Madonna Pure Bees Lip launched

• A natural beeswax-based lip balm made with 100% natural moisturizing ingredients launched.

2013

Organic madonna Pure Guard Sun Milk launched

• An organic UV cream with two benefits in one and 62% organic ingredients launched.

Organic madonna Aroma Hand Cream fragrance renewed

• The rose fragrance was replaced with a refreshing citrus fragrance.

Organic Cotton Maternity Belly Band launched

• A maternity belly band made with 100% organic cotton grown without pesticides launched.

Organic Cotton Children's Belly Warmer launched

• A baby and children's belly warmer made with 100% organic cotton grown without pesticides launched.

Organic madonna Aroma Deo Mist launched

• A deodorant mist with 97% organic moisturizing ingredients launched.

Organic madonna Serum Oil 400 ml (pump bottle) launched

Organic madonna baby Pure Milk 450 ml (pump bottle) launched

2014

Dandelion Coffee (20 bags, teacup size) launched

• A natural herbal tea made from 100% carefully roasted dandelion root launched.

2015

Organic madonna Aroma Guard Mist 200 ml value size launched

Baby bayu madonna Cream 45 g launched

• A baby cream based on our popular natural horse oil, with 97% natural moisturizing ingredients, launched.

2016

Skin Cream madonna Plus relaunched

• Relaunched with a new fragrance and formula.

Organic madonna Argan Oil launched

• An age-care oil made exclusively with organic argan oil launched.

Baby bayu madonna Oil launched

• A 100% natural baby oil containing our popular horse oil launched.

Baby bayu madonna Plus launched

• A horse oil cream in a tube, combining Baby bayu with plant extracts and oils, launched.

Baby bayu madonna Lip launched

• A 100% natural baby lip balm based on natural horse oil launched.

2017

Baby bayu madonna Lotion launched

• A baby lotion containing our popular natural horse oil launched.

2018

Baby madonna Peach Leaf Lotion launched

• A baby peach leaf lotion combining natural peach leaf extract and horse-derived ceramides launched.

Baby bayu madonna Body Wash relaunched

• A baby body wash containing natural horse oil and natural peach leaf extract launched.

Baby bayu madonna Bath Emulsion relaunched

• A baby bath emulsion containing natural horse oil and natural peach leaf extract launched.

Organic Cotton Leg Warmers launched

• Leg warmers made with 100% organic cotton grown without pesticides launched.

Organic Cotton Socks launched

• Socks made with 100% organic cotton grown without pesticides launched.

Organic Cotton Baby Socks launched

• Baby socks made with 100% organic cotton grown without pesticides launched.

2020

Baby madonna Peach Leaf Body Wash launched

• A baby body wash based on natural peach leaf extract launched.

2021

Baby bayu madonna 50 g (overseas markets only)

• Baby bayu madonna launched exclusively for overseas markets.

Baby Lotion madonna 200 ml (overseas markets only)

• Baby Lotion madonna launched exclusively for overseas markets.

Baby madonna Peach Leaf Body Wash 280 ml (overseas markets only)

• Baby madonna Peach Leaf Body Wash launched exclusively for overseas markets.

2022

Baby bayu Silky Cream 50 g (overseas markets only)

• Baby bayu Silky Cream, with a soft feel, launched exclusively for overseas markets.

2023

Organic Dandelion Coffee (8 bags) launched

• An organic herbal tea certified under Organic JAS launched.

Baby bayu madonna 15 g (mini size) launched

• A convenient, portable 15 g mini size of Baby bayu launched.

2024

Private-label products launched with Benesse Corporation

• Private-label Folic Acid + Heme Iron + DHA (30 and 90 capsules) launched