SCALE Inc., known for its haircare brand "en-gender," announces new eyelash brand "en-gender lash"
SCALE Inc., which operates the haircare brand "en-gender," has announced the launch of a new eyelash brand, "en-gender lash." This brand is a "design-based eyelash product" developed from an on-site perspective, focusing on industry challenges such as variations in reproducibility, individual differences in chemical understanding, and technique-dependent finish in eyelash treatments.
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- 📰 Published: May 1, 2026 at 19:00
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SCALE Inc. (Headquarters: Kita-ku, Osaka City, Osaka Prefecture; Representative: Takashi Doi), which operates beauty salons, develops products, and produces salons, is pleased to announce the launch of a new eyelash brand, "en-gender lash," through the joint project "mm. × en-gender" with rohascompany Inc. and ONLYPRODUCTS Inc.
"en-gender lash" is a "design-based eyelash product" developed from an on-site perspective, focusing on industry challenges such as variations in reproducibility in eyelash treatments, individual differences in chemical understanding, and technique-dependent finish.
SCALE Inc. has previously addressed salon work challenges through beauty salon operations, product development, and on-site support. In the eyelash field, in particular, they recognize that treatment structures highly dependent on experience and intuition significantly impact the stability of the finish and the overall quality maintenance of salons.
Born from this background, "en-gender lash" was developed as a brand that aims for highly reproducible treatments by organizing chemical design and treatment processes, rather than relying solely on intuition and experience.
■ Brand Concept
From intuition to design.
Aims for reproducibility of finish with simple chemical design.
"en-gender lash" is an eyelash brand that aims to improve the reproducibility of treatment quality based on theory and design.
It pursues product design that is easy to integrate into salon work, focusing on visualizing chemical understanding, standardizing treatment processes, and considering damage care.
■ Challenges in the Eyelash Industry
The eyelash industry faces challenges where differences in finish, durability, and damage control are easily created not only by individual technician skills but also by chemical understanding and process design.
Specifically, the following challenges are cited on-site:
・Individual differences in chemical understanding
・Difficulty in damage control
・Variations in finish
・Differences in reproducibility due to technical dependency
SCALE Inc. views these not merely as issues of technical education but as structural challenges directly linked to salon management, customer satisfaction, and brand trust.
■ Main Features of "en-gender lash"
1. Visualization of chemical understanding
It aims for a design that makes it easy to understand "why that change occurs" by organizing the chemical actions in the treatment.
2. Standardization of reproducibility
It aims to suppress variations in treatment results by systematizing chemical design and treatment processes.
3. Consideration for damage care
It adopts the following ingredient design to reduce the burden on eyelashes during treatment:
・Mineral alkaline reduced water
・Biokeratin (tentative) *Bio + Keratin
4. Improvement of treatment stability
It aims to improve the overall quality of salon work through consideration for durability, stabilization of finish, and standardization of treatment processes.
■ What SCALE Inc. aims for with "en-gender"
The "en-gender" brand developed by SCALE Inc. is not just a beauty brand but aims to be nurtured as a brand that proposes new value standards based on on-site challenges.
"en-gender lash" is part of this initiative, positioned as a brand that reduces the individual dependency of treatments in the eyelash field, enhances reproducibility, and contributes to the overall quality improvement of salon work.
Moving forward, through "en-gender lash," SCALE Inc. will expand collaborations with導入先 and business partners, mainly in the salon market, to increase brand awareness and enhance the value of the entire en-gender brand.
■ Representative's Comment
Takashi Doi, Representative Director, SCALE Inc.
In the eyelash industry, I have felt that differences in reproducibility of results are easily created not only by technical skills but also by chemical understanding and how treatments are structured.
That is why we believe that a "design" approach is necessary to improve quality, rather than relying solely on intuition.
"en-gender lash" is a brand born to address such on-site challenges from both theoretical and product design aspects. Moving forward, we want to nurture it as a brand that is truly useful in salon settings and leads to results.
■ Project Structure
This "mm. × en-gender" project is promoted through the collaboration of the following three companies:
rohascompany Inc.
Cosmetics OEM/manufacturing/sales, licensing business, FC development, etc.
ONLYPRODUCTS Inc.
OEM consignment and manufacturing, finance, marketing, "OEMBANK" brand production business
SCALE Inc.
Beauty salon management, product development, salon production, brand design from an on-site perspective
By combining the expertise of each company, manufacturing technology and salon site
"en-gender lash" is a "design-based eyelash product" developed from an on-site perspective, focusing on industry challenges such as variations in reproducibility in eyelash treatments, individual differences in chemical understanding, and technique-dependent finish.
SCALE Inc. has previously addressed salon work challenges through beauty salon operations, product development, and on-site support. In the eyelash field, in particular, they recognize that treatment structures highly dependent on experience and intuition significantly impact the stability of the finish and the overall quality maintenance of salons.
Born from this background, "en-gender lash" was developed as a brand that aims for highly reproducible treatments by organizing chemical design and treatment processes, rather than relying solely on intuition and experience.
■ Brand Concept
From intuition to design.
Aims for reproducibility of finish with simple chemical design.
"en-gender lash" is an eyelash brand that aims to improve the reproducibility of treatment quality based on theory and design.
It pursues product design that is easy to integrate into salon work, focusing on visualizing chemical understanding, standardizing treatment processes, and considering damage care.
■ Challenges in the Eyelash Industry
The eyelash industry faces challenges where differences in finish, durability, and damage control are easily created not only by individual technician skills but also by chemical understanding and process design.
Specifically, the following challenges are cited on-site:
・Individual differences in chemical understanding
・Difficulty in damage control
・Variations in finish
・Differences in reproducibility due to technical dependency
SCALE Inc. views these not merely as issues of technical education but as structural challenges directly linked to salon management, customer satisfaction, and brand trust.
■ Main Features of "en-gender lash"
1. Visualization of chemical understanding
It aims for a design that makes it easy to understand "why that change occurs" by organizing the chemical actions in the treatment.
2. Standardization of reproducibility
It aims to suppress variations in treatment results by systematizing chemical design and treatment processes.
3. Consideration for damage care
It adopts the following ingredient design to reduce the burden on eyelashes during treatment:
・Mineral alkaline reduced water
・Biokeratin (tentative) *Bio + Keratin
4. Improvement of treatment stability
It aims to improve the overall quality of salon work through consideration for durability, stabilization of finish, and standardization of treatment processes.
■ What SCALE Inc. aims for with "en-gender"
The "en-gender" brand developed by SCALE Inc. is not just a beauty brand but aims to be nurtured as a brand that proposes new value standards based on on-site challenges.
"en-gender lash" is part of this initiative, positioned as a brand that reduces the individual dependency of treatments in the eyelash field, enhances reproducibility, and contributes to the overall quality improvement of salon work.
Moving forward, through "en-gender lash," SCALE Inc. will expand collaborations with導入先 and business partners, mainly in the salon market, to increase brand awareness and enhance the value of the entire en-gender brand.
■ Representative's Comment
Takashi Doi, Representative Director, SCALE Inc.
In the eyelash industry, I have felt that differences in reproducibility of results are easily created not only by technical skills but also by chemical understanding and how treatments are structured.
That is why we believe that a "design" approach is necessary to improve quality, rather than relying solely on intuition.
"en-gender lash" is a brand born to address such on-site challenges from both theoretical and product design aspects. Moving forward, we want to nurture it as a brand that is truly useful in salon settings and leads to results.
■ Project Structure
This "mm. × en-gender" project is promoted through the collaboration of the following three companies:
rohascompany Inc.
Cosmetics OEM/manufacturing/sales, licensing business, FC development, etc.
ONLYPRODUCTS Inc.
OEM consignment and manufacturing, finance, marketing, "OEMBANK" brand production business
SCALE Inc.
Beauty salon management, product development, salon production, brand design from an on-site perspective
By combining the expertise of each company, manufacturing technology and salon site