Shining Together in a Diverse Future – An interview with NAMOW CEO & Founder Tomomi Ito
—— Please tell us about the origin of your company name. NAMOW (pronounced na-mor)—what is the story behind this striking name?
Tomomi: Try reading the name backward. It reveals the word “WOMEN.” Today, dual-income households are the norm. Many women work full-time while raising children, pushing themselves to the limit to handle a mountain of multi-tasking every single day. I believe these women are often so focused on fighting their battles alone that they don’t have enough time to look back and truly care for themselves.
I’ve had my own periods of struggling to survive, balancing roles as a researcher, an entrepreneur, and a mother, often with a workload far exceeding my capacity. I wanted to be part of the support system behind those “modern-day Joan of Arcs”, the people who are out there fighting every day. The name NAMOW embodies that resolve to turn the struggle around for women.
—— You specialized in genetic engineering in graduate school and had a successful career at a major cosmetics and health food company. What led you to go independent and start your own manufacturing?
Ito: In university and graduate school, my fascination with the human genome led me to specialize in genetic engineering, where I studied microbial gene analysis and genetic recombination to research the practical applications of microorganisms. After graduation, I joined FANCL Corporation. I was involved in the front lines of cosmetics and health food research and development, from clinical and basic research through to manufacturing technology, packaging development, and total product design.
At FANCL, I learned the solid foundation of safety and additive-free formulation. However, I realized that large corporations often struggle to meet specific, niche needs that fall through the cracks. I decided I wanted to create products that were finely tuned to each individual, something only a small company can do. That’s when I took the leap to establish NAMOW.
—— Your brand, “Beauté de Pivoine (BdP),” is very unique with its Halal and Vegan certifications and its simple 2-step routine. How did you come up with this concept?
Ito: It started when I heard from a friend of my daughter, who is Muslim. She said there were no skincare products in Japan she felt safe using, so she had to stock up every time she went back to her home country. I’ve heard similar stories from those who follow a Vegan lifestyle—there are very few options that align with their values. I wanted to create a “Clean Beauty” brand from Japan that is both Halal and Vegan yet offers uncompromising performance and results.
—— Could you tell us more about “uncompromising performance”? What were the specific challenges or areas where you refused to compromise?
Ito: I desperately wanted to break the common myth that “gentleness” and “effectiveness” are incompatible. As a researcher, this is a challenge I’ve been facing since my previous career. In products used daily on the skin, if you design for gentleness as the top priority, achieving high effectiveness to improve the skin’s condition becomes difficult.
A prime example is the balance between gentleness and cleansing power. In fact, there is one aspect we intentionally chose to compromise on with the BdP Cleansing Gel: it won’t fully remove heavy waterproof eyeliner or mascara on its own. For those products, we recommend using a point makeup remover alongside it.
This isn’t a weakness; it’s a conscious choice of “gentleness.” Rather than using harsh surfactants that destroy the skin barrier for the sake of extra cleansing power, we chose ingredients that “don’t over-cleanse” to protect the skin ten years from now. This decision reflects my integrity as a developer, and my commitment to supporting women in their beauty journey.
—— Finally, what is the vision for NAMOW?
Ito: Our core belief is to “Creating a Future that Shines with Diversity.” Beyond just women, we want to provide a sense of belonging and value to everyone who feels a sense of “difficulty in living” due to their religion, values, or environment.
While our primary business is manufacturing and selling BdP and supporting overseas expansion, we also use a portion of our profits for “My Choice Terakoya”, a local community project providing a safe space and learning opportunities for single mothers and children.
We want to be a source of strength for women living their lives to the fullest as they overcome life’s challenges. NAMOW will always stand beside you as your strongest support, so that everyone who chooses to live positively can love themselves and move forward with pride.
Learn more about us on our Company Profile page and visit our Beauté de Pivoine Official Store.
