First 'Natural Eyelash Beauty Awards' Held; Honda Miyu, Chiga Kenei, and Yada Akiko Win 'Natural Eyelash Beauty Icon'

Armada Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative Director: Jun Ando) held the 'Natural Eyelash Beauty Awards' ahead of June 6, which they have designated as 'Natural Eyelash Care Day.'

This award honors beauty salons' efforts to 'support each individual and grow natural eyelashes together,' while also recognizing iconic celebrities who possess beautiful natural eyelashes and convey their appeal and new beauty values.

Representative Ando (Armada Co., Ltd.), Yada Akiko, Chiga Kenei, Honda Miyu

What are the 'Natural Eyelash Beauty Awards'?

Armada Co., Ltd., which manufactures and sells the salon-exclusive eyelash serum 'EGUTAM' with cumulative shipments exceeding 9 million units, designated June 6 as 'Natural Eyelash Care Day' to widely communicate the importance of 'growing eyelashes you can be confident in even without makeup.'

The 'Natural Eyelash Beauty Awards' were established ahead of that anniversary to enhance the value of natural eyelash care and develop beauty culture.

In its first edition, two categories were implemented: the 'You-Raised Natural Eyelash Grand Prix,' which honors salons that have sincerely engaged with users and promoted beauty through growing natural eyelashes, and the 'Natural Eyelash Beauty Icon,' which honors individuals who embody the beauty of natural eyelashes and convey its appeal and new beauty values. (As of May 2026)

Natural Eyelash Beauty Icon Winners

Celebrities who embody the beauty of natural eyelashes and convey its appeal and new beauty values were selected.

[20s Category] Winner: Miyu Honda

[20s Category] Winner: Miyu Honda

Winner's comment: Since childhood, I've believed that 'the eyes never lie,' and I've always valued the power of the eyes. So I've taken care of my eyelashes since I was young, using an eyelash curler even as a child actor. Even now, when I use an eyelash curler, it switches me into 'Miyu Honda mode,' so I'm happy that this award recognizes something I've always cherished. I want to continue investing in self-improvement.

[30s Category] Winner: Kenei Chiga (Kis-My-Ft2)

[30s Category] Winner: Kenei Chiga (Kis-My-Ft2)

Winner's comment: These eyelashes are inherited from my mother, so I feel that this award is thanks to her, and I'm grateful. I've often been told I have strong eye presence, and I'm truly happy that it led to an award like this.

[40s Category]

Winner: Akiko Yada

[40s Category] Winner: Akiko Yada

Winner's comment: I really like the phrase 'growing eyelashes' and resonate with it. Eyelashes are something I'm conscious of every day, and I never neglect care. I live with the feeling that I'm growing beauty every day. I want to continue pursuing beauty as I age.

'You-Raised Natural Eyelash Grand Prix' Winning Salons

From beauty salons nationwide, salons were selected that embody the value of 'growing natural eyelashes' not only through technical skill and results but also through customer trust and ongoing support.

[Grand Prix]

The highest award given to a salon that embodies the theme of 'growing natural eyelashes' at the highest level, comprehensively evaluating technique, results, process, and achievements.

Winning Salon: Shinzenbi, Kobe City, Hyogo Prefecture

[Best Partner Award]

Awarded to a salon excelling in 'the ability to connect with each individual,' evaluating customer trust and efforts to build ongoing relationships.

Winning Salon: Jewel Bond, Ichinomiya City, Aichi Prefecture

[Grow Up Award]

Award evaluating the 'growth process,' including changes and growth of eyelashes, daily care proposals, and ongoing support.

Winning Salon: Eyelash Salon Ace, Yokkaichi City, Mie Prefecture

[Best Result Award]

Award focusing on 'accumulated results' such as number of clients and retention rate, given to salons with outstanding achievements.

Winning Salons: Eyes Cream, Kadoma City, Osaka Prefecture; Eternel, Kuwana City, Mie Prefecture; You & Me, Kushiro City, Hokkaido

Yada Akiko (presenter), Jewel Bond, Shinzenbi, Eyelash Salon Ace, Eyes Cream

Armada Co., Ltd. aims to further increase awareness and development of the culture of growing natural eyelashes through this award and the 'Natural Eyelash Care Day' on June 6.

About EGUTAM

'EGUTAM' is a salon-exclusive eyelash serum sold only at authorized salons. It boasts cumulative sales of 9 million units and has been loved for 16 years since its launch in 2010.

While maintaining the base formula of 'EGUTAM,' the company sells the eyelash serum 'EGUTAM PREMIUM,' which incorporates cutting-edge ingredients for enhanced power, and three types of mascara 'EGUTAM Mascara' containing the same serum ingredients, as the 'EGUTAM Series.' (As of May 2026)

Official brand site: https://armada-egutam.com/

Official Instagram: https://www.instagram.com/egutam__armada/

Company Overview

Company name: Armada Co., Ltd.

Address: 9F, Gaien Building, 2-23-8 Minami Aoyama, Minato-ku, Tokyo

Representative: Jun Ando

Established: July 28, 2002

URL: https://www.armada-style.com/

Business: Manufacture and sale of cosmetics and quasi-drugs