Ancient Queen Rebrands Hair Care Brand "Cleo’s Beauté" in Modern Tokyo; New Statement and Brand Movie "Cleopatra in Tokyo" Released Simultaneously
Boldies' hair care brand "Cleo’s Beauté" relaunches on April 22, 2026, with renewed products, a new statement, and the brand movie "Cleopatra in Tokyo." This rebranding aims to deepen the philosophy that "beautiful hair makes you strong," inspired by Cleopatra's blend of inner intelligence and outer radiance.
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- 📰 Published: April 22, 2026 at 20:00
- 🔍 Collected: April 23, 2026 at 00:02 (4h 2m after Published)
- 🤖 AI Analyzed: April 23, 2026 at 01:45 (1h 43m after Collected)
Boldies Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Chihiro Nakata) announces that its hair care brand "Cleo’s Beauté" (hereinafter referred to as Cleo's Beauté) will implement a brand rebranding starting Wednesday, April 22, 2026. In conjunction with this, we are pleased to announce the renewal of our products, along with the release of a new statement that will serve as the brand's new guiding principle, and the brand movie "Cleopatra in Tokyo."
・Full Brand Movie: https://youtu.be/9mpurSO222w
Background of Rebranding
Since its launch in April 2022, Cleo's Beauté has achieved cumulative sales exceeding 1 million units* and has received significant support. Developed based on the concept that "true beauty and strength emerge when the balance between inner intelligence and outer radiance is achieved," the brand is inspired by "Cleopatra," a symbol of beauty in history.
Cleopatra, the queen who led ancient Egypt over 2000 years ago. Driven by the desire to connect her beauty and strength, which transcend mere legend, to the confidence of people living in the modern era, we have undergone rebranding to further deepen the brand philosophy: "Beautiful hair makes me strong."
New Brand Statement
Brand Movie "Cleopatra in Tokyo"
As a visual representation of the rebranding, we have produced the brand movie "Cleopatra in Tokyo."
Set in modern Tokyo, this movie expresses the message "Beautiful hair makes you strong" through the image of a queen resurrected across time. The movie will be sequentially distributed starting today, April 22nd, on the official website and official social media.
Full Brand Movie Available Here: https://youtu.be/9mpurSO222w
Other Distribution Media:
Official Instagram: https://www.instagram.com/cleosbeaute_official
Official X: https://twitter.com/Cleosbeaute
Distribution Date: Sequentially starting Wednesday, April 22, 2026
Creative Team Staff List
CM Team | Staff List
Creative Director/Planner/Copywriter | Mitsuru Murahashi (Mitsuru)
Art Director | Maiko Oka
Producer | Kenichi Yano (Container)
Production Manager | Nanako Nakazawa (Container)
Producer | Masakaze Kuroda (Hatch)
Production Manager | Sakura Yokoyama (Hatch)
Director | Koudai Kobayashi
Assistant Director | Jeffrey Stockwell (Eye Deal)
Cinematography | Yuki Ohno
Lighting | Kazue Tohya
Stylist | Reimi Kawasaki
Hair & Makeup | Chika Ueno
Location | Masumi Sato (HIGH TIDE)
Rough Editor | Kenichi Hirai (Kujira)
Colorist | James Clayton Daniels (Nomad)
Main Editor | Tamaki Asano (Omnibuss Japan)
Mixer/Simultaneous Recording | Ai Hirata (Omnibuss Japan)
Title Design | Yugo Sato (Futatsume)
Music | Shinji Miyauchi
Singers | Ben Inui / Cony Plankton
Recording & Mix | Bissi
Casting | Tomokazu Yamauchi / Risa Takai (KOSEI)
Cast
Shizuku | Kazue (PUMP management)
Cleopatra | Sakura Endo (Bon Image)
GR (Graphic) Team | Staff List
Producer | Ichiro Eita (ichi)
Photographer | Kenmi Yabuki (W)
Art | Toshiki Aoyama
Retoucher | Kaname Nakamura (thre)
3DCG Director | Shinichi Endo
About Cleo’s Beauté
Cleo’s Beauté is a hair care brand inspired by the beauty and strength of Cleopatra, the queen who ruled ancient Egypt. Since its launch in April 2022, it has been supported by many customers, achieving cumulative sales of over 1 million units*. Based on the concept that "true beauty and strength emerge when the balance between inner intelligence and outer radiance is achieved," the brand pursues a beauty that is not mere external adornment. It employs a "structural design" that densely fills the gaps within the hair, using a unique formulation of 5 types of keratin, including rare "waterbird-derived keratin," leading to hair with genuine luster that reflects light like a jewel. Upholding the philosophy "Beautiful hair makes you strong," it supports each individual's ability to shine forward with their own unique beauty through daily care.
*: 1 million units: Cleo’s Beauté series as of January 2026.
・Full Brand Movie: https://youtu.be/9mpurSO222w
Background of Rebranding
Since its launch in April 2022, Cleo's Beauté has achieved cumulative sales exceeding 1 million units* and has received significant support. Developed based on the concept that "true beauty and strength emerge when the balance between inner intelligence and outer radiance is achieved," the brand is inspired by "Cleopatra," a symbol of beauty in history.
Cleopatra, the queen who led ancient Egypt over 2000 years ago. Driven by the desire to connect her beauty and strength, which transcend mere legend, to the confidence of people living in the modern era, we have undergone rebranding to further deepen the brand philosophy: "Beautiful hair makes me strong."
New Brand Statement
Brand Movie "Cleopatra in Tokyo"
As a visual representation of the rebranding, we have produced the brand movie "Cleopatra in Tokyo."
Set in modern Tokyo, this movie expresses the message "Beautiful hair makes you strong" through the image of a queen resurrected across time. The movie will be sequentially distributed starting today, April 22nd, on the official website and official social media.
Full Brand Movie Available Here: https://youtu.be/9mpurSO222w
Other Distribution Media:
Official Instagram: https://www.instagram.com/cleosbeaute_official
Official X: https://twitter.com/Cleosbeaute
Distribution Date: Sequentially starting Wednesday, April 22, 2026
Creative Team Staff List
CM Team | Staff List
Creative Director/Planner/Copywriter | Mitsuru Murahashi (Mitsuru)
Art Director | Maiko Oka
Producer | Kenichi Yano (Container)
Production Manager | Nanako Nakazawa (Container)
Producer | Masakaze Kuroda (Hatch)
Production Manager | Sakura Yokoyama (Hatch)
Director | Koudai Kobayashi
Assistant Director | Jeffrey Stockwell (Eye Deal)
Cinematography | Yuki Ohno
Lighting | Kazue Tohya
Stylist | Reimi Kawasaki
Hair & Makeup | Chika Ueno
Location | Masumi Sato (HIGH TIDE)
Rough Editor | Kenichi Hirai (Kujira)
Colorist | James Clayton Daniels (Nomad)
Main Editor | Tamaki Asano (Omnibuss Japan)
Mixer/Simultaneous Recording | Ai Hirata (Omnibuss Japan)
Title Design | Yugo Sato (Futatsume)
Music | Shinji Miyauchi
Singers | Ben Inui / Cony Plankton
Recording & Mix | Bissi
Casting | Tomokazu Yamauchi / Risa Takai (KOSEI)
Cast
Shizuku | Kazue (PUMP management)
Cleopatra | Sakura Endo (Bon Image)
GR (Graphic) Team | Staff List
Producer | Ichiro Eita (ichi)
Photographer | Kenmi Yabuki (W)
Art | Toshiki Aoyama
Retoucher | Kaname Nakamura (thre)
3DCG Director | Shinichi Endo
About Cleo’s Beauté
Cleo’s Beauté is a hair care brand inspired by the beauty and strength of Cleopatra, the queen who ruled ancient Egypt. Since its launch in April 2022, it has been supported by many customers, achieving cumulative sales of over 1 million units*. Based on the concept that "true beauty and strength emerge when the balance between inner intelligence and outer radiance is achieved," the brand pursues a beauty that is not mere external adornment. It employs a "structural design" that densely fills the gaps within the hair, using a unique formulation of 5 types of keratin, including rare "waterbird-derived keratin," leading to hair with genuine luster that reflects light like a jewel. Upholding the philosophy "Beautiful hair makes you strong," it supports each individual's ability to shine forward with their own unique beauty through daily care.
*: 1 million units: Cleo’s Beauté series as of January 2026.