Hair regrowth treatments
RiUP series
For thick, healthy hair
Released in 1999, the RiUP series is a hair regrowth treatment for those suffering common baldness. It can also slow the progression of hair loss. Its main ingredient is minoxidil, which helps restore disrupted hair cycles and maintain a thick, healthy head of hair.
![](img_lipovitan_series/photo_base.jpg)
1st
hair regrowth
treatments in Japan
![1st hair regrowth treatments in Japan](img/riup_series_fig_01.png)
Over 35%
market share in Japan
![Over 35% market share in Japan](img/riup_series_fig_02.png)
1st
lifestyle drug in Japan
![1st lifestyle drug in Japan](img/riup_series_fig_03.png)
Japan’s first direct-to-OTC drug
RiUP was developed directly for over-the-counter sales, with no intervening pharmaceutical phase. It was Japan’s first direct-to-OTC drug, and the country’s first lifestyle drug as well. Marketed as a remedy that consumers could purchase for themselves over the counter if they felt it would improve their quality of life, it was a great success.