V10 Plus

V10 Plus is a Japanese skincare company founded in 2007 by Akiko Yokota in Toyohashi, Japan [2]. It is known for concentrated single-purpose serums that the company markets as "skin supplements" — focused formulas meant to complement, rather than replace, an existing routine. The brand remains active, with a news blog that published its most recent post in June 2026 and an archive spanning dozens of pages, and its products are sold across Asia and Europe.

The founding year is not entirely settled: the company's own About page dates the brand to 2007 [2], while a third-party review records 2005 [8]. The earlier date rests on a single non-brand summary; the 2007 figure comes from V10 Plus itself.

According to the company, V10 Plus grew out of founder Akiko Yokota's childhood memories of her grandmother's skincare ritual using rice water, and developed further through a personalised skin-analysis approach she worked on with her sister [2]. The brand describes Yokota as a Japanese beauty expert, and its About page names her twin daughters, Aiko and Yuiko, as the next generation.

There is some ambiguity over where the brand belongs geographically. V10 Plus states a Japanese origin, citing Toyohashi as its home and describing its products as "Made in Japan" [2]. A third-party review instead associates the brand with Singapore [8] — a link that most likely reflects a regional distribution hub for Asia, since the brand's own site prices products in Singapore dollars. The company's stated origin is Japanese.

V10 Plus builds its identity around the idea that, as the company puts it, "beautiful skin is clean, radiant, healthy-looking skin — without the need to hide behind heavy makeup" [2]. Rather than sell broad, standardised products, it positions its range as targeted serums for specific concerns. The French retailer Browlab, in an editorial profile, described the approach as customisable skincare that pairs concentrated actives with particular skin needs [7].

The company frames its mission as delivering high-quality Japanese skincare that addresses diverse skin needs through ongoing innovation and formulation work [2]. It also lists a set of formulation principles: no parabens, artificial fragrance, colourants or mineral oil; water-based formulas; dermatologist-tested products; and packaging built around a "colour therapy" concept of coloured bottles.

The serum line is the core of the brand. V10 Plus lists among its best sellers a Hyaluronic Acid Serum, Biocell Serum, Collagen Serum and a Water Based Peeling. Its Onsen Series — named for the Japanese hot-spring tradition — includes the RB 3+ Hydration Onsen Serum and RB 7+ Hydration Onsen Cream, and the brand's blog ties this line to onsen-inspired hydration and lamellar formulation.

Across its serums, the ingredients the brand and press highlight include hyaluronic acid, collagen, vitamin C, vitamin A, ceramides, licorice and Pycnogenol [7]. On its homepage, the company makes a "visible result in just 10 days" claim and describes its products as dermatologist-tested.

V10 Plus markets itself as "award-winning," though the specific awards were not available from its awards page. In 2024, the French retailer Browlab published an editorial profile of the brand, describing its customisable concentrated-serum approach and placing it within the wider J-beauty (Japanese beauty) trend [7].

The brand is active. Its news blog published a post in June 2026, the day before this record was compiled, and the archive runs to dozens of pages, indicating a steady publishing cadence [5]. V10 Plus is a Japanese-origin brand sold across Asia and Europe, reaching European buyers through retailers such as Browlab.