Shiona Yukimura

EY Entrepreneurial Winning Women™ Asia-Pacific Class of 2024
CEO, Willumina Inc, Japan

Shiona Yukimura is the owner and CEO of Willumina, a beauty and wellbeing company based in Japan. Willumina was established in 1984 as part of a general trading company and witnessed substantial growth over the years. It develops cosmetic and toiletry products, such as shampoos and conditioners, health foods, and supplements. The company has a strong presence across Japan and employs over 80 people.

Shiona considers herself to be a professional manager whose current mission is to reinvent the traditional company model. She believes that integrating a modern value-creation system into a traditional company can yield exceptional results. For this reason, she joined Willumina in 2021, and started the journey to transform the traditional cosmetics firm to an enterprise which empowers women and provides unwavering support to those who are striving to thrive in the society. 

Before her tenure at Willumina, Shiona held a directorial position at SaveMedical Inc, an enterprise specializing in digital health solutions. Her professional journey also includes a stint at Macnica Corporation, a notable semiconductor trading entity, where she spearheaded new business initiatives and facilitated investments in both local and international startups.

Shiona's career began in 2003 with Rakuten Corporation, where she led the cosmetics and wellness e-commerce division, as well as the sales department. She has been an open innovation advisor at Hiroshima University since 2020.