Takeshi Fujiwara: A Global Leader of Dermatology and Aesthetics Devices

Meet Takeshi Fujiwara, the General Manager of Cutera, a leading global aesthetics device company with a comprehensive product portfolio and a global distribution footprint. Mr. Fujiwara began his professional career as an engineer specializing in the design of automated machinery. His early work at a design engineering firm laid the foundation for his deep technical knowledge. He then transitioned to a client company based in Germany, which manufactured floppy disks and photographic film, working within their engineering department.

After several years abroad, he returned to Japan, taking on the role of manufacturing plant manager for a Swedish medical device company. This marked his entry into the healthcare sector and his first professional engagement with medical practitioners. His performance eventually led to his promotion to President, beginning a trajectory of executive leadership in the global medical device field.

“I’ve served as president at four international medical device companies based in Sweden, Germany, and the United States, including my current role at Cutera,” Mr. Fujiwara explains. “One of my proudest achievements has been obtaining regulatory approval for two Japan-originated therapeutic medical devices. Most recently, at Cutera, we’ve secured approval for a new laser-based acne treatment device, marking another important milestone in our contribution to healthcare innovation.”

Motivated by Purpose

Mr. Fujiwara’s motivation stems from meaningful communication with his team, medical professionals, and the patients they ultimately serve.“It’s when I hear words of appreciation for our products or services from doctors, patients, and team members that’s when I feel most motivated,” he shares.

One of the most rewarding aspects of his work has been collaborating with leading KOL (Key Opinion Leaders) doctors to gain approval for new medical devices and treatments. These breakthroughs provide access to care for previously underserved patients, reinforcing the purpose behind his work.

Mr. Fujiwara is also very proud of Japan’s robust healthcare system, including universal medical insurance, which has helped the country to be a global leader in life expectancy. “The development of medical technology has also contributed to this,” he explains.

Beyond physical health, Mr. Fujiwara emphasizes the importance of mental and emotional well-being, areas where he believes aesthetic medicine can make a subtle yet meaningful difference. “There are many patients with mental illnesses, and I think aesthetics is slightly related to mental illnesses,” he notes.

In recent years, the demand for cosmetic medicine has grown rapidly in Japan, and Mr. Fujiwara has witnessed transformative stories of individuals who, after receiving aesthetic treatments, have gained more self-confidence and experienced a change in personality, becoming more positive and proactive. “There are stories of people who have changed their personalities and become more proactive through cosmetic medicine. I think that has the common goal of making people happy and joyful,” he says.

The Steadfast Leader

Mr. Fujiwara has shaped his leadership style through decades of hands-on experience and executive roles across diverse global organizations. In the early stages when a winning organization is not yet in place. He was deeply involved in both field operations and back-office functions, leading by example and motivating his teams with a supportive, inclusive approach.

“We must win the corporate wars (We call competitors) so that’s the way we’ll go until we become a winning people and organization,” Mr. Fujiwara says. For him, a winning organization is defined by its culture of ownership and professionalism. He firmly believes that the most successful organizations are those where employees themselves have a sense of management and keep professionalism at the top of their minds, think for themselves, come up with ideas, and execute them.

Mr. Fujiwara’s management philosophy is anchored in four principles: Open, Honest, Trust, and Walk & Talk, emphasizing transparent communication and direct engagement. He aligns with Jack Welch’s 4E Leadership Framework (Energy, Energize, Edge, and Execute) and adds a fifth “E”: Ethics, which he sees as indispensable in today’s business landscape. Above all, he places high value on teamwork as the backbone of sustainable success.

Emphasizing on Basics

Mr. Fujiwara believes that his leadership today has been shaped by all his experiences, both successes and setbacks. However, he consistently emphasizes the importance of returning to the fundamentals, which include a clear vision and mission, especially in the field of medicine, where the quality of life is paramount.

Even when corporate directives stray from these core values, Mr. Fujiwara remains grounded. He makes it a point to stay aligned with these guiding principles, ensuring that his decisions reflect both self-assurance and reasonableness. This kind of steadfast commitment helps people around him see not only a proactive leader but also someone who is deeply rooted in integrity and authenticity.

Fostering Innovation

“As long as we are in healthcare, the rules must be strictly enforced,” says Mr. Fujiwara. However, he believes that when certain regulations no longer reflect contemporary realities, it’s essential for industry organizations to engage in dialogue with the government to advocate for meaningful and timely reforms.

Transparency and team alignment are foundational factors within Cutera. “In terms of the team as a whole, we have an all-employee meeting once a month to recognize and check the progress of each goal,” he explains.

Additionally, Cutera prioritizes continuous education and communication. As new information becomes available, it is promptly shared across the company. Special attention is given to training newcomers to ensure they understand the cosmetic medicine that Cutera offers, enabling all employees to stay attuned to market trends. Furthermore, Cutera instructs on the use of AI during all employee meetings as well.

Staying a Step Ahead

Cutera consistently stays updated on emerging technologies and market trends to remain informed about industry developments. The pico-laser has achieved the top position in the stain removal market in Japan. Furthermore, it has recently obtained regulatory approval for the first laser treatment for acne in Japan. Mr. Fujiwara highlights that in a fiercely competitive environment, it is crucial for a company to maintain its leadership in the industry and to prioritize innovation in its business practices.

“If you are running at the top of your field, you will see new opportunities, and if you are number two, you will only see the butt of number one,”– he emphasizes.

Emerging Technologies and Healthcare

Mr. Fujiwara believes that AI, robotics, smart diagnostics, and various other technologies will evolve independently. The progress of AI has been extraordinary. He asserts that every emerging technology will advance, leading to the creation of new devices that integrate these technologies. As a manufacturer, Mr. Fujiwara believes it is essential to integrate such innovative technologies into the equipment, aiming to produce devices that improve the quality, safety, usability, and efficacy of treatment. Nevertheless, the concept of beauty is predominantly rooted in human emotions.

Despite the potential for significant technological advancements, Mr. Fujiwara believes that the interpersonal relationships between the medical device supplier and the medical professionals and the medicals professionals and their patients will remain crucial. He further asserts that the evolution of home care will be influenced with the development of digital communication between the clinic and the patient.

Safety First

At present, laser therapy demands a significant level of skill, and its effectiveness is contingent upon the practitioner. In the future, Mr. Fujiwara believes it is essential to enhance the safety and efficacy of laser therapy by enabling control of the instrument, ensuring that consistent results can be achieved irrespective of the practitioner administering the treatment. Additionally, he advocates for equipping the instrument with a feedback mechanism to verify that the treatment is conducted accurately.

Opportunity in the Global Market 

In Japan, the impact of Korean cosmetic medicine and K-POP has resulted in decreased resistance to cosmetic procedures compared to previous years. This indicates that there remain opportunities for the advancement of aesthetic medicine in Japan. Likewise, Mr. Fujiwara and his team at Cutera believe that numerous other nations are still in the developmental phase of cosmetic medicine, and it is crucial for globalization to nurture KOLs worldwide by CUTERA.

The Future Roadmap

Mr. Fujiwara believes that aesthetic clinics are expected to become more common. As competition in the market intensifies, it is expected to see lower prices. “We believe that this will lead to a bifurcation of high-end clinics and low-cost clinics,” he says. “Therefore, we will need to be prepared to provide equipment that meets the needs of each.”