Eyelash Brand "en-gender lush" Born from "mm. × en-gender" Collaboration
Three companies—rohascompany, ONLYPRODUCTS, and SCALE—have launched the new eyelash brand "en-gender lush" from their collaborative project "mm. × en-gender." This brand offers "design-based" products that do not rely on individual skill, addressing industry challenges such as inconsistent reproducibility in eyelash treatments and varied understanding of chemicals.
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- 📰 Published: April 28, 2026 at 00:10
- 🔍 Collected: April 27, 2026 at 15:32
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rohascompany Co., Ltd. (Headquarters: Kurashiki City, Okayama Prefecture; Representative Director: Keigo Nakabayashi), which operates OEM consignment and cosmetic development businesses, ONLYPRODUCTS Co., Ltd. (Headquarters: Kashiwara City, Osaka Prefecture), and SCALE Co., Ltd. (Headquarters: Kita-ku, Osaka City, Osaka Prefecture), which operates beauty salons, product development, and beauty salon consulting, are pleased to announce the launch of the eyelash brand "en-gender lush" from the joint project "mm. × en-gender" by the brands "mm." and "en-gender."
This brand was developed as a "design-based eyelash product" that does not rely solely on technique, focusing on industry challenges such as variability in reproducibility during eyelash treatments and individual differences in understanding chemicals.
"Care" changes, and "life" changes. The beauty industry changes with the times, but problems remain. With "en-gender," you can change them. *Professional-exclusive product en-gender
Haircare brand "mm." for cross-selling to existing haircare brands. *Professional-exclusive product mm.
■ Background of Brand Launch
"en-gender lush" was born from the "mm. × en-gender" project.
This project is composed of a collaboration between the following three companies:
* rohascompany Co., Ltd.: OEM, cosmetics development, and manufacturing base
* ONLYPRODUCTS Co., Ltd.: Supply, operations, and business development
* SCALE Co., Ltd.: Beauty salon operation, on-site product development
By combining their respective expertise, they aim to integrate on-site perspectives with manufacturing technology to solve structural issues in the eyelash industry.
*Lash lift agent based on mineral alkaline reduced water *1st agent / 2nd agent sales
■ Brand Concept
"A brand that elevates beginners to intermediates to top-level, moving from intuition to design."
~ Aiming for reproducibility in finishes with simple chemical design ~
en-gender lush is an eyelash brand that aims to improve treatment reproducibility based on theory and product design, rather than relying on experience and intuition during procedures.
■ Main Challenges in the Eyelash Industry
* Individual differences in chemical understanding
* Difficulty in damage control
* Variability in finishes
* Differences in reproducibility due to technique dependence
■ en-gender lush Initiatives
1. Visualization of Chemical Understanding
* Aims to organize the chemical effects during treatment and design for an easy understanding of "why that change occurs."
2. Standardization of Reproducibility
* Systematizes chemical formulation and treatment processes to design for reduced variability in treatment results.
3. Consideration for Damage Care (Key Ingredients)
* Mineral alkaline reduced water
* Biokeratin (tentative) *Bio + Keratin
* These ingredient designs ensure consideration for the burden on eyelashes during the treatment process.
4. Improved Treatment Stability
* Consideration for durability, stabilization of finishes, standardization of treatment processes.
* This aims to stabilize overall salon operations.
■ Brand Positioning
en-gender lush proposes a new standard in the eyelash industry as a "brand aiming to reduce dependence on individual skill and improve reproducibility through design."
■ Future Development
Going forward, the brand will primarily expand in the salon market, promoting the widespread adoption of reproducibility-focused eyelash design and expanding its product line.
■ History of rohascompany Co., Ltd.
* 2011: Founded as a beauty salon business
* 2015: Developed exclusive cosmetic product "yakujo"
* 2018: Started rohas hair FC expansion
* 2022: Capital increased to 70 million JPY, started collaboration business
* 2023: Ecocert certified factory completed, OEMBANK started
* 2023: Capital increased to 100 million JPY
* 2024: Issued bank private placement bonds (1st to 3rd series)
* 2025: Issued bank private placement bonds (4th series)
* 2025: Released "FUHE" and "mm."
* 2026: Issued bank private placement bonds (5th series)
* 2026: Evolved into a brand co-creation business
■ Company Overview
* rohascompany Co., Ltd.
* Location: Trust Building, 1-53-3 Kojima Ekimae, Kurashiki City, Okayama Prefecture
* Representative Director: Keigo Nakabayashi
* Capital: 100 million JPY
* Business Activities: Cosmetics OEM, manufacturing, sales, licensing business, FC expansion, etc.
* Official Website: https://rohas-company.com
* ONLYPRODUCTS Co., Ltd.
* Location: 2-6-8 Hongo, Kashiwara City, Osaka Prefecture
* Representative Director and President: Tomohiro Gonbi
* Business Activities: OEM consignment, business development, M&A support, marketing support, etc.
* Official Website: https://onlyproducts
This brand was developed as a "design-based eyelash product" that does not rely solely on technique, focusing on industry challenges such as variability in reproducibility during eyelash treatments and individual differences in understanding chemicals.
"Care" changes, and "life" changes. The beauty industry changes with the times, but problems remain. With "en-gender," you can change them. *Professional-exclusive product en-gender
Haircare brand "mm." for cross-selling to existing haircare brands. *Professional-exclusive product mm.
■ Background of Brand Launch
"en-gender lush" was born from the "mm. × en-gender" project.
This project is composed of a collaboration between the following three companies:
* rohascompany Co., Ltd.: OEM, cosmetics development, and manufacturing base
* ONLYPRODUCTS Co., Ltd.: Supply, operations, and business development
* SCALE Co., Ltd.: Beauty salon operation, on-site product development
By combining their respective expertise, they aim to integrate on-site perspectives with manufacturing technology to solve structural issues in the eyelash industry.
*Lash lift agent based on mineral alkaline reduced water *1st agent / 2nd agent sales
■ Brand Concept
"A brand that elevates beginners to intermediates to top-level, moving from intuition to design."
~ Aiming for reproducibility in finishes with simple chemical design ~
en-gender lush is an eyelash brand that aims to improve treatment reproducibility based on theory and product design, rather than relying on experience and intuition during procedures.
■ Main Challenges in the Eyelash Industry
* Individual differences in chemical understanding
* Difficulty in damage control
* Variability in finishes
* Differences in reproducibility due to technique dependence
■ en-gender lush Initiatives
1. Visualization of Chemical Understanding
* Aims to organize the chemical effects during treatment and design for an easy understanding of "why that change occurs."
2. Standardization of Reproducibility
* Systematizes chemical formulation and treatment processes to design for reduced variability in treatment results.
3. Consideration for Damage Care (Key Ingredients)
* Mineral alkaline reduced water
* Biokeratin (tentative) *Bio + Keratin
* These ingredient designs ensure consideration for the burden on eyelashes during the treatment process.
4. Improved Treatment Stability
* Consideration for durability, stabilization of finishes, standardization of treatment processes.
* This aims to stabilize overall salon operations.
■ Brand Positioning
en-gender lush proposes a new standard in the eyelash industry as a "brand aiming to reduce dependence on individual skill and improve reproducibility through design."
■ Future Development
Going forward, the brand will primarily expand in the salon market, promoting the widespread adoption of reproducibility-focused eyelash design and expanding its product line.
■ History of rohascompany Co., Ltd.
* 2011: Founded as a beauty salon business
* 2015: Developed exclusive cosmetic product "yakujo"
* 2018: Started rohas hair FC expansion
* 2022: Capital increased to 70 million JPY, started collaboration business
* 2023: Ecocert certified factory completed, OEMBANK started
* 2023: Capital increased to 100 million JPY
* 2024: Issued bank private placement bonds (1st to 3rd series)
* 2025: Issued bank private placement bonds (4th series)
* 2025: Released "FUHE" and "mm."
* 2026: Issued bank private placement bonds (5th series)
* 2026: Evolved into a brand co-creation business
■ Company Overview
* rohascompany Co., Ltd.
* Location: Trust Building, 1-53-3 Kojima Ekimae, Kurashiki City, Okayama Prefecture
* Representative Director: Keigo Nakabayashi
* Capital: 100 million JPY
* Business Activities: Cosmetics OEM, manufacturing, sales, licensing business, FC expansion, etc.
* Official Website: https://rohas-company.com
* ONLYPRODUCTS Co., Ltd.
* Location: 2-6-8 Hongo, Kashiwara City, Osaka Prefecture
* Representative Director and President: Tomohiro Gonbi
* Business Activities: OEM consignment, business development, M&A support, marketing support, etc.
* Official Website: https://onlyproducts