Hairdresser & Salon Network × Men's Beauty KOL Fusion — Mazeru Share Co., Ltd. × Sharing Beauty Co., Ltd. (SHB) Form Strategic Alliance

Mazeru Share Co., Ltd. (Headquarters: Sakuragaoka, Shibuya-ku, Tokyo; Representative: Hiroyuki Matsukura; hereinafter "Mazeru Share") and Sharing Beauty Co., Ltd. (Headquarters: Daikanyama, Shibuya-ku, Tokyo; Representative Director: Kozo Sakamoto; hereinafter "SHB") are pleased to announce the signing of a strategic alliance agreement for marketing support aimed at beauty manufacturers, effective May 13, 2026.

Mazeru Share operates the industry's first men's beauty-focused KOL production, providing end-to-end support from communication planning to PR and event planning. SHB possesses an overwhelming real-world foundation, including 28 directly managed salons nationwide, 28,000 registered stylists, and the beauty media "HAIR" with 1 million monthly unique users. By integrating the strengths of both companies, we will establish Japan's first total marketing support system for beauty manufacturers, combining "reliable appeals via hairdressers and salons" with "SNS consumer touchpoints via men's KOLs."

Background and Purpose of the Alliance

In recent years, while both female and male segments of the beauty market have shown rapid growth, no partner has existed in the industry that could comprehensively cover both offline (salons/dealers) and online (SNS/influencers/KOLs) across these two markets.

Preempting the industry, Mazeru Share launched a men's beauty-focused KOL production and has been advancing communication design from a consumer perspective, centered on TikTok and Instagram, while strengthening its event and PR capabilities. Meanwhile, SHB has a track record of supporting over 300 brands and specializes in OMO (Online Merges Offline) marketing rooted in hairdressers and salons.

By partnering, the "professional credibility appeal" centered on hairdressers and salons and the "consumer empathy appeal" through men's KOLs will be integrated, enabling unprecedented comprehensive marketing support for manufacturers.

Strengths and Roles of Both Companies

◆ Strengths of Mazeru Share Co., Ltd.: Men's Beauty KOL Axis

Mazeru Share operates "Soft Drink," the industry's first men's beauty-focused KOL production. We offer one-stop solutions to corporate communication challenges, from influencer/KOL management to communication planning, PR strategy development, event planning, video production, and web advertising operations. We also conduct regular surveys and media outreach in men's beauty, further strengthening our PR domain. We have extensive experience with national manufacturers in the beauty, cosmetics, and food sectors. Furthermore, we annually host "Men's Beauty Festival," Japan's largest men's beauty event, which last year garnered sponsorship from 42 brands and attracted 2,200 attendees. (Reference) Men's Beauty Festival 2026: https://prtimes.jp/main/html/rd/p/000000017.000108728.html

◆ Strengths of Sharing Beauty Co., Ltd. (SHB): Hairdresser & Salon Axis

SHB is a comprehensive beauty trading company driving DX in the beauty industry with a "digital × real" approach. We directly manage 28 salons nationwide and boast 28,000 registered stylists, the beauty media "HAIR" with 1 million monthly unique users, and 3 million friends on our LINE official account. In our advertising business, we offer a full lineup of manufacturer-oriented measures, including influencer marketing (ALLRY), hairdresser sampling (ISP), UGC advertising, and salon POP displays. With a track record of supporting over 300 brands, our greatest strength lies in our ability to execute integrated online and offline OMO strategies.

Growth Strategy Roadmap (3-Phase Concept)

Both companies will progressively expand their manufacturer support system over the following three phases.

Phase 1: Full-scale launch of manufacturer support through mutual utilization of both companies' strengths.

Provide one-stop, gender-spanning support by combining the hairdresser/salon network with men's KOL and PR capabilities.

In the first phase, both companies will mutually leverage their existing resources to offer integrated plans that combine "hairdresser/salon-centric measures" and "men's KOL measures" to the same manufacturers, thereby reaching target audiences that were previously inaccessible.

・Maximize the scope of target appeal by jointly offering SHB's hairdresser/salon-oriented measures (ISP, salon sampling, UGC advertising) and Mazeru Share's men's KOL measures to the same manufacturers.

・Execute "pro-recommended × consumer UGC" hybrid recognition measures by combining SHB's 100-hairdresser survey and casting functions with Mazeru Share's KOL management.

・Mazeru Share's communication...