Live Commerce-Exclusive EC Mall App "WABE" Holds Inaugural Live Commerce Event "WABE BEAUTY WEEK" Focused on Beauty

Cellest Inc. (Headquarters: Osaka, Japan; CEO: Hiroshi Sasaki), aiming to become the infrastructure for live commerce in Japan, will hold its first live commerce event focused on beauty, "WABE BEAUTY WEEK," from Wednesday, July 1, 2026, to Tuesday, July 7, 2026, on its live commerce-exclusive EC mall app "WABE." This event is a collaborative effort between Shinbishing Co., Ltd. (Representative: Jun Uda), which handles the distribution of beauty products; CHAINON Entertainment Inc. (Representative: Takatoshi Sakaguchi), which has a broad network in the beauty industry; and our company, which operates the live commerce platform "WABE." By uniting "distribution x beauticians x live commerce," the event aims to expand awareness and sales of beauty products that have historically struggled with broad reach.

The Challenge of "Difficult Reach" for Beauty Products

Beauty products, especially those distributed through salons and beauticians, have a characteristic of reaching consumers only through limited touchpoints within a multi-layered commercial flow: "Manufacturer → Wholesaler → Dealer → Salon/Beautician → Customer." Even for products with high specialization and excellent quality, there has been a challenge in widely disseminating their appeal due to limited opportunities for information dissemination and promotion on EC sites and social media.

Attacking with a Three-Pronged Approach: Distribution, Beauticians, and Live Commerce

"WABE BEAUTY WEEK" is an initiative that combines live commerce with the existing beauty product distribution channels. Shinbishing Co., Ltd. will ensure a stable supply of products, beauticians and salons led by CHAINON Entertainment Inc. will provide demonstrations and proposals from a professional perspective, and our company will offer the sales infrastructure and know-how for live commerce, with all three parties bringing their respective strengths. A system will be established where beauticians can focus on sales through direct shipping from dealers, without the burden of inventory or logistics, thereby elevating beauty products to a "place where they are widely known and sold."

A New Purchasing Experience for Viewers

Through real-time product introductions by beauty professionals, viewers can experience textures, color development, and actual usage effects that are difficult to convey through images and text alone, all through their screens. Furthermore, they can consult in real-time about whether a product suits their skin type or concerns, choose items that are right for them with confidence, and make purchases. This offers a purchasing experience that combines the best of physical stores and EC, allowing viewers to "receive professional customer service from home."

Future Development

Following this inaugural "WABE BEAUTY WEEK," our company plans to hold similar events monthly. By creating continuous sales opportunities specialized in the beauty genre and focusing on the collaboration between distribution, beauticians, and live commerce, we aim to establish new sales channels for beauty products. Starting with the collaboration of these three companies, we aim to revitalize the entire beauty industry and further develop the live commerce market.

"WABE BEAUTY WEEK" Overview

Name: WABE BEAUTY WEEK

Event Period: Wednesday, July 1, 2026 - Tuesday, July 7, 2026

Venue: Live commerce-exclusive EC mall app "WABE"

Content: Live streaming sales event focusing on beauty genre products

Promotional Structure:

- Shinbishing Co., Ltd. (Distribution and supply of beauty products)

- CHAINON Entertainment Inc. (Beauty industry/beautician network / Takatoshi Sakaguchi)

- Cellest Inc. (Operation of live commerce platform "WABE")

* Detailed streaming schedules will be announced sequentially within the "WABE" app.

About CHAINON Entertainment Inc.

This is a rapidly growing hair salon and beauty salon group based in Osaka with a nationwide presence. It has garnered attention for its unique business model that breaks industry norms, such as its production-style management that treats beauticians as "talents" and its business partnerships with top Korean salons. Representative: Takatoshi Sakaguchi.

Corporate Site: https://chainon-entertainment.co.jp

About Shinbishing Co., Ltd.

This is a beauty trading company headquartered in Osaka, primarily engaged in the wholesale and sale of beauty products. It also plans and develops beauty products, provides consultations and proposals to beauty dealers, and regularly holds various training sessions to support salon openings. Its strength lies in providing total support specialized for beauty that meets market and customer needs, focusing on creating value for a new type of beauty product wholesale company. Representative: Jun Uda.

Corporate Site: https://www.b-shin.com/

Live Commerce-Exclusive EC Mall App "WABE" Overview

App Name: WABE

Supported OS: iOS / Android

Service Site: https://wabelive.com/?utm_source=press

App Download URL: https://app.adjust.com/1pew8384

About Cellest Inc., Aiming to Be the Infrastructure for Live Commerce in Japan

Our company is a startup aiming to become the infrastructure for live commerce. We entered the industry in 2017 and are developing and operating the live commerce-exclusive EC mall app "WABE," as well as running "Tokibana," a specialized live commerce agency that produces and manages live streamers. Live commerce offers a new purchasing experience that allows customers to confirm products in real-time before buying, solving the problem of "different from what I expected" in traditional online shopping. We aim to establish a live commerce culture and realize a society where shopping is more enjoyable and convenient.

Company Overview

Company Name: Cellest Inc.

Address: PMOEX Honmachi 11F, 3-1-10 Honmachi, Chuo-ku, Osaka, Japan

Established: July 31, 2019

Representative: Hiroshi Sasaki

Business Activities: Live commerce management business, Live commerce platform business

Corporate Site: https://cellest.co.jp/

Live Commerce Agency "Tokibana": https://tokibana.com/

Live Commerce-Exclusive EC Mall App "WABE"

- Service Site: https://wabelive.com/?utm_source=press

- App Download: https://app.adjust.com/1pew8384

Representative's Official X: https://x.com/hiroza1220

Corporate Official X: https://x.com/Cellest_co

Corporate Official Note: https://note.com/cellest/

Live Commerce Research Institute Official Note: https://note.com/livecommercelab