istyle Wins 'Global Beauty Exchange Contribution Award' at China Beauty Expo (CBE), Asia's Largest Cosmetics Exhibition; Collaborates with CBE and 11 Partner Brands to Host '@cosme Experience Exhibition'

istyle Inc.'s consolidated subsidiary, istyle trading Inc. (President & CEO: Yoshihisa Kaneko), is hosting an experiential event, the '@cosme Experience Exhibition,' to showcase the appeal of J-Beauty, Japanese beauty brands. The event is held in collaboration with the organizer CBE (CHINA BEAUTY EXPO) at the 30th China Beauty Expo, one of Asia's largest beauty-related exhibitions, in Shanghai, China, from May 12 (Tue) to May 14 (Thu), 2026. Additionally, istyle's President and CEO, Mune Endo, took the stage at the opening ceremony of the exhibition and received the '全球美妆交流贡献奖 (Global Beauty Exchange Contribution Award)'. This award highly recognizes our company's activities as a bridge connecting excellent Japanese brands to the world. The istyle group supports the overseas expansion of Japanese brands by leveraging assets such as the product database, reviews, and overseas partner network accumulated by @cosme, from aspects like regulatory compliance, local partnerships, purchasing channels, and reliable information dissemination. These are areas where individual companies have limitations, and the interim report of the Ministry of Economy, Trade and Industry's study group on strengthening the competitiveness of the cosmetics industry has also proposed that the industry as a whole should promote them. Our company will contribute to the realization of the common goals of the cosmetics industry: establishing 'J-Beauty' as a symbol of Japanese beauty brands and achieving 2 trillion yen in exports by 2033. ◆ [CBE Activity Report] '@cosme Experience Exhibition' Co-created with 11 Partner Brands (1) What is the China Beauty Expo? The China Beauty Expo, held in Shanghai, China, is one of the world's leading beauty events and the largest in Asia. With over 3,200 exhibitors, the event is expected to attract about 500,000 visitors. It serves as a global hub for industry professionals, bringing together a diverse range of players supporting the beauty business, from finished product manufacturers of cosmetics, beauty appliances, and fragrances to suppliers of OEM, raw materials, and packaging. (2) @cosme Experience Exhibition Overview At this '@cosme Experience Exhibition,' we are delivering J-Beauty to Chinese consumers, starting from the @cosme experience. It has been bustling with many visitors from the first day. ① Reproduction of the Best Cosmetics Tower We have reproduced the Best Cosmetics Tower, a symbol of '@cosme TOKYO'. We are exhibiting and introducing award-winning products from the '@cosme BEST COSMETICS AWARDS,' which are born from the vast amount of review data submitted by consumers. This award, which visualizes the support of Japanese consumers based on data, is attracting high attention locally as content that symbolizes the reliability of J-Beauty. ② Joint Development with 11 Partner Brands In collaboration with 11 Japanese brands, we are creating a place for local consumers to experience the products directly. We will promote a co-creation type overseas expansion model that delivers the value of J-Beauty to the world together, beyond the boundaries of brands. anummy, Attenir, club, CipiCipi, KANEBO, Kanso-san, muice, SEKKISEI, Oh!Baby, PHARMA 21, Wonjungyo ③ Experience-based Marketing We are developing a 'Tester Bar' where visitors can freely try products while looking at reviews from @cosme in Japan. 2. [Comment] Mune Endo, President and CEO, istyle Inc. I am honored to receive the 'Global Beauty Exchange Contribution Award' from CBE. Through this '@cosme Experience Exhibition,' being able to convey the passion of J-Beauty on-site together with our 11 partner brands has been an opportunity to reaffirm the role our platform should play. istyle will further strengthen the data and network accumulated over 25 years to make it a 'common infrastructure for the industry,' create an environment where brands can challenge the world more easily than ever before, and pioneer a new era of J-Beauty together.