Hook Inc. is led by the CEO Yoko Tomiyasu and her daughter
Since 2010 we have provided sales of health food products and cosmetics.

Our family often wonders, what is it to be happy? What kind of people "shine?"
This is what we talk about, while commuting, at home.
All people are given a limit of 24 hours to use in a day.
so that within those time limits, we can perform our work, our housework, and raise our children.
but in our spare time, there are lots of things we can do every day, such as engaging in hobbies and interests.
In any case, in modern times we are very busy, and it is said that the kanji character for "busy" means "to lose one's soul,"
we often see people who are terribly busy, and burdened with stress.
Our family as well has experienced many days of not getting enough sleep, and being unable to eat proper meals.
We were feeling fatigued from the accumulated strain of balancing job stress and housework.

One day, we were confident that we had discovered the answer to the questions: What is happiness? What does it mean to "shine?"
The closest people in our lives are our family, and we want to keep them in good health at all times,
we believe that, if we can enrich our spirits, we can continue to be happy and smile.
and we want to build a better world, with more healthy families.
And so, we created products to supply nutrition safely and conveniently,
our business is based on a strong conviction that we want to be involved in work that can help make the spirit healthy.
We have started the sales of health food products with a particular emphasis on natural ingredients.

Photo of Yoko Tomiyasu

Yoko Tomiyasu

Product line-up

Biteki Nouveau

Contains a high load mixture of 27 vitamins and minerals, DHA and EPA. Highly recommended as a folic acid supplement during pregnancy and nursing!


Biteki Nouveau

A new for-men product from the Biteki Nouveau series! Plus 4 energy-adding ingredients such as L-arginine/guarana to boost power and aid anti-aging care!


Biteki Nouveau, with vitamins and minerals

Monde Selection 2015 Gold Award ☆ model, a super supplement(with tangible results) very popular among actresses!


Natural 3IN1
Protect Cream

Sunscreen, moisturizing care, and outdoor aroma in one product♪ A gentle UV skin cream that's great for everyone from babies to all family members.


Peach and collagen
Biteki herbs

A herbal tea containing concentrated beauty ingredients such as collagen, hyaluronic acid, and coenzyme Q10. Also contains candle bush. Delicious and at 0 kilocalories, is very easy to drink. Highly recommended.


Biteki enzyme

An enzyme drink naturally fermented in Japanese cypress barrels, using 103 different types of plants - each sourced with dedication and care from local regions, using absolutely no water or heat.


Sales information

Biteki Town

From the moment we begun sales, Biteki Town has offered health products such as Biteki Nouveau, which has broken through total sales of 10 million for the product series.


Shop List

Available at stores nationwide, such as Loft, ROSEMARY, Biople by Cosme Kitchen, CoLe Colle, and petit*colle.