Hakugen Earth

Hakugen Earth is a Japanese consumer products company focused on household, hygiene, and seasonal wellness products rather than prescription therapeutics. The company manufactures and sells masks, bath additives, dehumidifiers, insect-control products, deodorizers, cooling products, and other daily-use health and sanitation items under brands such as Ice Non, Be-style, and Mrs. Lloyd. Hakugen Earth operates research, manufacturing, and sales sites across Japan and is a wholly owned subsidiary of Earth Corporation. It was created in 2014 as the vehicle through which Earth Corporation acquired the operating business of Hakugen, excluding certain legacy operations, and it remains an active commercial business.