Hairdressers & Salon Network × Men's Beauty KOLs Unite — Sharing Beauty Inc. (SHB) × Mazeru Share Inc. Conclude Strategic Alliance

Sharing Beauty Inc. (Headquarters: Daikanyama, Shibuya-ku, Tokyo; Representative Director: Kouzo Sakamoto; hereinafter "SHB") and Mazeru Share Inc. (Headquarters: Sakuragaoka, Shibuya-ku, Tokyo; Representative: Hiroyuki Matsukura; hereinafter "Mazeru Share") are pleased to announce that they have concluded a strategic alliance agreement for marketing support aimed at beauty manufacturers, effective May 13, 2026.

SHB, with its overwhelming real-world foundation including 28 directly managed salons nationwide, 28,000 registered stylists, and the beauty media "HAIR" with 1 million monthly unique users, and Mazeru Share, which boasts the industry's first male beauty-specialized KOL production and provides comprehensive support from communication planning to PR and event planning. By integrating the strengths of both companies, they will establish Japan's first total marketing support system for beauty manufacturers, combining "credible appeals through stylists and salons" with "consumer touchpoints via male KOLs on social media."

Background and Purpose of the Alliance In the recent beauty market, while both female and male segments are rapidly growing, there has been no partner in the industry capable of providing seamless coverage across both markets, from offline (salons, dealers) to online (SNS, influencers, KOLs).

SHB has a track record of supporting over 300 brands and specializes in OMO (Online-Merge-Offline) marketing originating from stylists and salons. Mazeru Share, on the other hand, was a pioneer in launching a male beauty-specialized KOL production and has been advancing consumer-centric communication design, primarily on TikTok and Instagram, as well as strengthening its event and PR areas.

By partnering, the "professional credibility appeal" centered on stylists and salons and the "consumer empathy appeal" by male KOLs will be integrated, enabling unprecedented comprehensive marketing support for manufacturers.

Strengths and Roles of Both Companies

◆ Strengths of Sharing Beauty Inc. (SHB): Stylist and Salon Axis SHB is a comprehensive beauty trading company promoting DX in the beauty industry with a focus on "Digital × Real." It directly manages 28 salons nationwide and boasts 28,000 registered stylists, the beauty media "HAIR" with 1 million monthly unique users, and 3 million LINE official account friends. In its advertising business, SHB offers a full lineup of measures for manufacturers, including influencer marketing (ALLRY), stylist sampling (ISP), UGC advertising, and salon POP displays. With a track record of supporting over 300 brands, its greatest strength is its ability to execute online × offline integrated OMO strategies.

◆ Strengths of Mazeru Share Inc.: Men's Beauty KOL Axis Mazeru Share operates "Soft Drink," the industry's first male beauty-specialized KOL production, offering one-stop solutions for corporate communication challenges, from influencer/KOL management to communication planning, PR strategy development, event planning, video production, and web advertising operations. It also conducts regular surveys and media outreach in men's beauty, further strengthening its PR domain through business collaboration. The company has extensive experience, primarily with national manufacturers, in the beauty, cosmetics, and food sectors. Furthermore, it annually hosts "Men's Beauty Festival," one of Japan's largest men's beauty events, which last year attracted 42 sponsoring brands and approximately 2,200 attendees. (Reference) Men's Beauty Festival 2026: https://prtimes.jp/main/html/rd/p/000000017.000108728.html

Growth Strategy Roadmap (3-Phase Concept) Both companies will gradually expand their support system for manufacturers over the following three phases.

Phase 1: Full-scale launch of manufacturer support through mutual utilization of both companies' strengths Combining hairdresser/salon networks with male KOL/PR power to provide gender-neutral one-stop support.

In the first phase, both companies will mutually leverage their existing resources to offer integrated plans to manufacturers, combining "stylist/salon-centric measures" with "male KOL measures," thereby enabling outreach to previously unreached target segments.

- Maximizing the breadth of target appeals by integrating SHB's stylist/salon-oriented measures (ISP, salon sampling, UGC advertising) with Mazeru Share's male KOL measures for the same manufacturer. - Executing "professional recommendation × consumer UGC" hybrid awareness measures by combining SHB's 100 stylist survey/casting functions with Mazeru Share's KOL management. - Ma