[Event Report] "whomee" Rebranding Announcement Event Features Makeup Demonstration by Shinobu Igari

WinC Inc. (Representative Director: Momoka Ogihara, Location: Shibuya-ku, Tokyo), a consolidated subsidiary of MUSCAT GROUP Inc. (Headquarters: Shibuya-ku, Tokyo, Representative Director: Ryo Okubo, Securities Code: 195A), which creates exciting products and services with the mission "WinK TO COMMUNITY," held the "whomee New Product Launch Event" following the rebranding of the cosmetic brand "whomee." Many media representatives attended the event, where the new concept "New me. whomee," new logo, and the full lineup of the new base makeup collection were announced, with Rio Hirai serving as MC. In the latter half of the event, a touch-up demonstration by Igari was performed with popular influencer Shiho as the model.

Announcement of the Brand's History and New Message "New me. whomee"

At the event, the brand's journey since its inception in 2018, which has spawned numerous hit words and trends such as "pinbe" and "okikuri," was reviewed with explanations by Igari himself.

Following this, the new brand message "New me. whomee" was announced along with the thoughts behind the rebranding. Momoka Ogihara, Representative Director of WinC Inc., spoke about the shared values between the company's philosophy of "Winking at moments that make your heart flutter" and whomee's long-held sentiment of "Loving yourself more." She stated, "I want people to distance themselves a little from daily noise and fixed ideas of 'what should be,' and to liberate their true selves. We want to be a brand that supports positive changes, allowing people to freely enjoy becoming the person they want to be while embracing their inherent charm."

Introduction to the Development Background of New Base Makeup Items

Regarding the reason for choosing base makeup as the first step in rebranding, Igari commented, "Base makeup is the most important part, forming the foundation of makeup. I wanted to create skin that allows for more freedom in makeup application, while being empathetic to those who struggle with skin imperfections on a daily basis."

He also introduced the development background and specific details of four new base makeup items, developed through repeated trial and error with product development manager Rika Ohtsuki, based on the concept of "hiding colors" rather than concealing.

Touch-up Demo by Shinobu Igari

In the latter half of the event, a touch-up demonstration by Shinobu Igari was held with influencer Shiho. During the demo, Igari introduced his unique makeup techniques and ways to use the items while demonstrating the new base makeup products. The event allowed attendees to closely experience the actual finish and texture, and media representatives were seen watching intently.

POP UP STORE to be Held in Harajuku Starting August 21st, Limited Edition Sets Also Decided!

It was also announced that a POP UP STORE will be held at "SIX GALLERY HARAJUKU" starting August 21st, the same day as the new product launch. This POP UP STORE will not only offer the three products launching in August but will also feature a limited quantity sale of the "New me kit," which allows early purchase of the "Kira Base Oil" launching in October.

Product Name:

・Smooth Skin Base (Makeup Base)

・Illuminate Kira Base (Face Color)

・Milk Foundation (Foundation)

Release Date: August 21, 2026

Product Name: Kira Base Oil (Beauty Oil)

Release Date: October 1, 2026

Sales Locations: POP UP STORE, Official Online Store, Select Variety Stores

(※ Official website is under preparation)

▼ whomee POP UP STORE Details

【Period】August 21, 2026 (Fri) - August 27, 2026 (Thu) *August 21 (Fri) is by invitation only

Weekdays 11:00 - 19:00

Weekends 10:00 - 19:00

*Last day: 11:00 - 18:00 (Last entry 17:30)

【Privileges】

・Novelty gifts will be presented based on purchase amount

・Shinobu Igari Appearance! Touch-up Event Held

・POP UP STORE Limited Edition Set Sale

※Touch-ups will be performed by Shinobu Igari himself or staff.

※Touch-ups by Shinobu Igari himself will be limited in number.

【Access】

SIX GALLERY HARAJUKU

6-32-1 Jingumae, Shibuya-ku, Tokyo

Immediately accessible from Exit 7 of Meiji-jingumae (Harajuku) Station on the Tokyo Metro Chiyoda Line

3-minute walk from JR Yamanote Line Harajuku Station

8-minute walk from Omotesando Station on the Tokyo Metro Ginza Line, Hanzomon Line, and Chiyoda Line

Shinobu Igari Profile

Active in a wide range of fields, including makeup for magazines and advertisements, cosmetic development director, and makeup instructor. Known as a master of creating stylish faces through techniques that suit individuals and unique ideas, she is a hitmaker who continuously sparks trends. Her influence extends beyond Japan, with "#igarimakeup" trending internationally, and she is a popular artist supported by many actresses and models.

About WinC Inc.

WinC Inc. is a company that creates exciting products and services with the mission "WinK TO COMMUNITY." Through the planning and development of various products that align with daily lifestyles, including its flagship brand MiiS, the company delivers moments of excitement to people. Leveraging its expertise in SNS/community management and marketing, it creates new relationships between brands and users.

【Company Overview】

Company Name: WinC Inc.

Location: 20F, Shibuya Mark City West, 1-12-1 Dogenzaka, Shibuya-ku, Tokyo

Representative: Momoka Ogihara (Representative Director)

Business Activities: Development and provision of various brands and services

URL: https://winc.inc/

Company Name: MUSCAT GROUP Inc.

Location: 20F, Shibuya Mark City West, 1-12-1 Dogenzaka, Shibuya-ku, Tokyo

Representative: Ryo Okubo (Representative Director)

Business Activities: Various brand production businesses based on a niche top strategy

URL: https://muscatgroup.co.jp/