Diana Co Ltd Review and Profile

Diana Co., Ltd. is a Japanese beauty and wellness company whose operating history dates to July 1986, when founder Itsuo Ohara established the company in Kyoto. Diana built its business around what it calls "proportion making," combining personal body-shape consulting with corrective undergarments and related beauty and nutrition products. The company joined the Japan Franchise Association in 1997. In 2006, Advantage Partners and company management completed an MBO, and Mitsutaka Tokuda became president in 2009. A second management buyout followed in February 2014, when a management-controlled holding company acquired all Diana shares held by Advantage Partners.
Diana underwent a significant corporate restructuring in 2023â€"2024. The original 1986 Diana corporate entity was renamed Dstyle Holdings Co., Ltd., while a new Diana Co., Ltd. was established to operate the proportion-making and franchise business. Beginning January 1, 2024, the broader organization began operating as Dstyle group., with Dstyle Holdings serving as Diana's parent company and providing group management and shared services. Mitsutaka Tokuda remains the senior executive; Diana's January 2026 franchise disclosure lists Mitsutaka Tokuda, Representative Director/CEO, and Yoshihiro Shiozawa, Representative Director/COO.
The company's core products include DianaGenne corrective lingerie and shapewear, body-care products, skin-care and cosmetics, nutritional supplements, meal-replacement and weight-management foods, hosiery, wigs, and other beauty and wellness products. Diana's current online catalog has expanded into femtech, hair care, men's products and general beauty/lifestyle merchandise. Customers traditionally receive consultations, measurements, fitting assistance and follow-up through independently operated Diana salons. The company says it has provided proportion-related consulting to more than 950,000 customers.