From the very beginning, Maypro has acted as a bridge between the U.S. and Japanese nutraceutical markets. It has expanded and developed a lot since its inception in 1977 in Japan; how do you define its business focus and global presence today?
Maypro is American-born, founded in New York by a Japanese immigrant. Japan’s institutions, like the University of Tokyo and Hokkaido, lead in areas like polyphenol and probiotic research, but their global recognition is limited due to language barriers in publishing. The idea was therefore to bring ingredients to America that already have a heritage of traditional usage in Asia. Notably, we introduced CoQ10, and have worked with major Japanese companies like Asahi, Amino Up, Tokiwa and Morinaga Milk.
While the U.S. remains our primary market, we have also started exporting American and European ingredients into Japan. This has positioned us as leaders in leveraging global trends because the U.S. drives much of the innovation in this sector. Beyond the U.S. and Japan, our products – particularly our premium and innovative ingredients - have gained traction in Latin America, Europe, Southeast Asia, and China.
How do consumer preferences differ between those regional markets?
Each market has distinct preferences, which often influence and catch up with one another, creating new opportunities globally. Broadly speaking, Japan has been the pioneer in beauty, skin health, and visceral fat reduction; the U.S. has led in sports nutrition, cognitive function and mental health; and other regions like Southeast Asia and Latin America often adopt trends inspired by Japan and the U.S..
For example, in Japan, ingredients like AmealPeptide are popular for blood pressure management, but in the U.S., where drugs are more common for this indication, we have repositioned it as VasoDrive-AP, a pump ingredient for pre-workout supplements. Similarly, Lychee Polyphenol, Oligonol(™), used historically in Japan for skin beauty and visceral fat reduction, has transitioned into sports supplements in the U.S., with leading pre-work out products such C4®, for improved blood flow. Products like the Morinaga BB536 probiotics are also adapted globally for several different conditions.
Where in Maypro’s branded ingredients portfolio are you seeing particularly strong demand?
Our biggest strength has been AHCC®, a unique cultured shiitake extract we introduced over 25 years ago. It was ahead of its time, showcasing the immunomodulatory effects of mushrooms. In Japan, AHCC® has been used in integrative oncology, but as an adjuvant nutritional product rather than a drug. AHCC has been extensively studied, with over 30 human clinical studies and long-term use in the doctor channel across Asia. In the U.S., it is available via Quality of Life Labs and is referenced by institutions like the Memorial Sloan Kettering Cancer Center and UT Health Services.
Another area of growth is our MicroActive® line, which focuses on improved bioavailability and other functional benefits. For example, MicroActive melatonin offers seven-hour sustained release, ideal for uninterrupted sleep. Additionally, we see growing interest in dermatology-focused women’s health supplements, such as the HydroPeach® ceramides from Japanese white peaches and Florabella® sakura-based extracts. These combine cultural appeal with strong science, addressing skin health and gut-skin connections. Products like Venetron®, which encourages relaxation during periods of occasional stress, are also gaining traction, especially for women’s health.
Maypro validates its ingredients via an initiative called Quality of Life Labs. How did that system come about, and which partners are involved?
Quality of Life Labs was born out of a commitment to ensure every ingredient is backed by human data and that what is in the bottle matches what is on the label. Along with our Japanese partner, Amino Up, we rely on collaborative research with renowned institutions like UC Davis, Yale, and the University of Ottawa to validate our ingredients. For example, AHCC has been studied for HPV clearance, integrative oncology, immune support against specific viral and bacterial infections, and liver health. In Japan, we rely on supporting research from institutions such as Tokyo University and the University of Hokkaido, especially in polyphenol and probiotic research.
Using these resources, Quality of Life Labs focuses on formulations backed by human clinical studies with ingredient dosages that match those trials. In other words, we follow the standard of Western medicine. We then provide our consumers with access to educational resources so they can learn about the ingredients and the supporting research for themselves. Additionally, we work with highly reputable testing labs like Alkemist labs to monitor quality and actively address issues of counterfeit products and fraud, which we see increasingly online.
Where does innovation come from in the relationship between ingredient makers and formulators?
It is a two-way process. The first driver of innovation is market demand. We collaborate closely with suppliers and formulators, exploring new technologies and delivery systems that resonate with consumers emotionally and functionally. It is a creative process, much like designing with fabrics—you start with the material’s potential and craft something magical for the target audience. Our second driver is what we refer to as “feelability” – how the consumer feels the product working – which is driven by both its functional properties and its perception.
Think of it like making premium chocolates—there is magic in the formulation and how it makes you feel. For instance, Oligonol warms your hands, and AHCC helps your body to quickly respond to a cold. Formulators experience these effects and then tailor products to specific markets, like gummies for kids or premium capsules for adults.
Is the gap between nutraceuticals and pharmaceuticals narrowing?
Having worked in pharmaceuticals, I have seen both sides. Back in 2010, when the immune cascade was still not well understood, Maypro was already selling AHCC for immune modulation. Today, COVID and advances in cancer drugs, like those triggering cytokine storms, have brought attention to our adaptive and innate immune systems. Some nutraceuticals can work to support the innate or the adaptive immune system either preventatively or complimentarily, while pharmaceuticals deliver strong interventions after the onset of the illness.
So, the science is catching up, but funding remains a challenge for nutraceuticals. Without the robust patent protections enjoyed by pharmaceutical drugs, there is limited R&D investment and since successful studies can be replicated, you can’t raise capital to fund very large studies like big pharma.
How will Maypro evolve in 2025?
2025 will be a major year of expansion, supported by our recent investment from Itochu, Japan’s 5th largest corporation. Internationally, we aim to deepen our presence in Europe, Latin America, and Southeast Asia. In Japan, we will continue selling online to China and Southeast Asia. In the U.S., we will expand innovative marketing for our final products in several categories, especially in women’s health. We are planning creative campaigns focused on doctor-influenced messaging, particularly in sports, mental wellness, probiotics, and postbiotics.
The pandemic shifted consumer awareness in the U.S. toward preventative care, which drove growth in supplements focused on longevity, sleep, stress, cognition, and beauty. Americans are now "hacking the system" to live healthier, longer lives, and that innovation complements Asia’s long-standing tradition of using natural ingredients medicinally. Expect ingredient innovation across sports performance, cognitive health, women’s health, sleep, mood, and gut health, with a focus on the microbiome’s impact on overall well-being.
