MASH GROUP's Popular Fashion & Beauty Event "MASH SUMMER WEEK 2026" Across 18 Brands Set to be Held Again This Year! Second Edition Navigated by "Sanrio Characters"!

Mash Holdings Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President and Representative Director: Hiroyuki Kondo), which operates businesses in fashion, beauty, and food, will hold "MASH SUMMER WEEK 2026" from Saturday, August 1st to Wednesday, August 5th, via the Mash Group's official app "MASH STORE" and the official online stores and nationwide shops of Mash Style Lab Co., Ltd. and Mash Beauty Lab Co., Ltd.

To commemorate the second year of this event, Sanrio Co., Ltd.'s characters will navigate "MASH SUMMER WEEK 2026" this summer.

We have prepared a variety of special plans where you can enjoy summer fashion and limited content with Sanrio characters, including collaboration items available only here and limited-time pop-up stores.

The second edition will be navigated by "Sanrio Characters"!

Want to enjoy this summer with exceptional cuteness and style!

Encounters with heartwarming fashion and cosmetics, and moments where you gain confidence just by wearing them.

The five days of MASH SUMMER WEEK, where your individuality shines, will begin.

To commemorate the second year, "Sanrio Characters," loved worldwide, will navigate this summer! Enjoy special content with a total of 8 characters: Hello Kitty, My Melody, Kuromi, Cinnamoroll, Pochacco, Pompompurin, Little Twin Stars, and Hangyodon!

A special page navigated by Sanrio characters will be available on MASH STORE starting Wednesday, July 22nd.

Sanrio Characters x MASH 9 Brand Collaboration Items

Nine popular brands from Mash Group, including SNIDEL and GELATO PIQUE HOMME, will release charming collaboration items with Sanrio characters, each embodying their unique world, starting Saturday, August 1st.

It's exciting to choose which character to go with! These are limited collaboration items available only here.

[Participating Brands]

SNIDEL, FRAY I.D, LILY BROWN, Mila Owen, FURFUR, CELFORD, SNIDEL HOME, GELATO PIQUE HOMME, Cosme Kitchen

[Release Date/Sales Channels]

Official Online Store: Available from 0:00 on Saturday, August 1st MASH STORE: Available from 0:00 on Saturday, August 1st

Seibu Shibuya Limited-Time Pop-up Store: Available from 10:00 on Saturday, July 25th

Shops: Available from the opening time of each commercial facility on Saturday, August 1st

*Some shops may not carry these items.

Click here for the product list

URL: https://app.mashstore.jp/qxSO/heu4grk7

Sanrio Characters x MASH STORE Collaboration Items

MASH STORE will release special collaboration items featuring a collection of Sanrio characters starting Saturday, August 1st.

The lineup includes tote bags, camisoles, and T-shirts in cute, summery colors with Sanrio characters and heart motifs.

[Release Date/Sales Channels]

MASH STORE: Available from 0:00 on Saturday, August 1st

Seibu Shibuya Limited-Time Pop-up Store: Available from 10:00 on Saturday, July 25th

Click here for the product list

URL: https://app.mashstore.jp/qxSO/018lg3sl

Advance Sales Also Available! Limited-Time Pop-up Store Opens at Seibu Shibuya

A limited-time pop-up store, "MASH SUMMER WEEK 2026 LIMITED STORE," will open at the special venue on the 1st floor of the B Building at Seibu Shibuya from Saturday, July 25th to Wednesday, August 5th.

In commemoration of the opening, collaboration items with Sanrio characters will be available for advance sale starting Saturday, July 25th.

This is the only special pop-up store where you can see the full lineup, including online-exclusive colors, in person.

There will also be plenty of special content, including novelty gifts and photo spots! We look forward to your visit.

Event Period: Saturday, July 25th, 2026 - Wednesday, August 5th

Business Hours: 10:00 - 20:00

*Wednesday, August 5th will close at 18:00.

Venue: Special Venue, 1st Floor, B Building, Seibu Shibuya

Address: B Building, 21-1 Udagawa-cho, Shibuya-ku, Tokyo

Sanrio Characters Limited Design Novelty Gifts

<Official Online Store & MASH STORE Exclusive>

Original Sanrio Characters stickers will be presented to customers who make a purchase between Wednesday, July 22nd and Wednesday, August 5th!

*Available while supplies last.

*All items except pre-order items are eligible.

[Eligible Online Stores]

SNIDEL, gelato pique, FRAY I.D, LILY BROWN, Mila Owen, FURFUR, emmi, CELFORD, SNIDEL HOME, MIESROHE, UNDERSON UNDERSON, GELATO PIQUE HOMME, MUCHA, JAMIE KAY, MASH GO GREEN STORE, MASH STORE

Customers who spend ¥16,000 or more (tax included) between Saturday, August 1st and Wednesday, August 5th will receive an original Sanrio Characters multi-pouch!

Additionally, there's a chance to win a limited design when you purchase from MASH STORE!

*Available while supplies last.

*Characters will be selected randomly.

*All items except pre-order items are eligible.

*Distribution will also begin on Saturday, July 25th at the special venue on the 1st floor of the B Building at Seibu Shibuya.

[Eligible Online Stores]

SNIDEL, gelato pique, FRAY I.D, LILY BROWN, Mila Owen, FURFUR, emmi, CELFORD, SNIDEL HOME, MIESROHE, UNDERSON UNDERSON, GELATO PIQUE HOMME, MUCHA, JAMIE KAY, MASH GO GREEN STORE, MASH STORE

<Shop Exclusive>

Original Sanrio Characters fans will be presented to customers who make a purchase between Wednesday, July 22nd and Wednesday, August 5th!

*Available while supplies last.

*Distribution will also begin on Saturday, July 25th at the special venue on the 1st floor of the B Building at Seibu Shibuya.

[Eligible Brands]

SNIDEL, FRAY I.D, LILY BROWN, Mila Owen, FURFUR, CELFORD, SNIDEL HOME, GELATO PIQUE HOMME, Cosme Kitchen

*Some shops may not carry these items.

Original Sanrio Characters shoppers will be sold between Wednesday, July 22nd and Wednesday, August 5th!

*Will be sold for ¥55 at the time of product purchase.

*Available while supplies last.

*Sales will also begin on Saturday, July 25th at the special venue on the 1st floor of the B Building at Seibu Shibuya.

[Eligible Brands]

SNIDEL, gelato pique, FRAY I.D, LILY BROWN, Mila Owen, FURFUR, emmi, CELFORD, SNIDEL HOME, MIESROHE, SORIN, GELATO PIQUE HOMME, JAMIE KAY

*Some shops may not carry these items.

Details on other content, campaign information, and pop-up stores will be announced on Wednesday, July 22nd. Please look forward to it.

About MASH STORE

MASH STORE is the official app that allows you to enjoy shopping across Mash Group's fashion and beauty brands in a cross-sectional manner.

It offers a total of 35 brands, including fashion brands like "SNIDEL" and "gelato pique," as well as the natural & organic select shop "Cosme Kitchen" and the total beauty brand "Celvoke."

While the official online stores operated by each brand will continue to deliver the brand's world, the official app aims to create further synergy between the group and brands by establishing an environment where customers can shop across all original brands.

MASH STORE Download URL

https://app.mashstore.jp/qxSO/30m9pigs

*App download is free.

Brands Handled

<Fashion>: 20 brands

SNIDEL, gelato pique, FRAY I.D, LILY BROWN, Mila Owen, FURFUR, emmi, CELFORD, SNIDEL HOME, MIESROHE, SORIN, UNDERSON UNDERSON, GELATO PIQUE HOMME, WAVE, AOURE, MUCHA, SESAME STREET MARKET, JAMIE KAY, Sanrio house, Ballelite

<Beauty>: 15 brands

Cosme Kitchen, Biople, Celvoke, to/one, SNIDEL BEAUTY, Mitea ORGANIC, F ORGANICS, O by F, FEMMUE, Naturaglace, Trilogy, ecostore, nahrin, giovanni, soel

(As of July 2026)

About Mash Holdings Co., Ltd.

Mash Group operates a wide range of businesses, primarily in fashion, beauty, and food, with the corporate philosophy of "Bringing our ideas to life and delivering happiness to people," and the group slogan of "Wellness Design," aiming to deliver happiness and smiles to people's 24 hours.

Founded in 1998 as a CG production company, the company entered the fashion business in 2005. It operates fashion brands such as "SNIDEL" and loungewear brand "gelato pique." In the beauty business, entered in 2010, it operates select shops for natural & organic cosmetics such as "Cosme Kitchen" and "Biople." Furthermore, it is involved in the development of new original brands such as total beauty brands "Celvoke," "to/one," and "SNIDEL BEAUTY."

© 2026 SANRIO CO., LTD. APPROVAL NO. L670982