Hair regrowth treatments
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.
treatments in Japan
market share in Japan
lifestyle drug in Japan
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.