Breaking News: NELL, a Sleep Brand, Achieves Triple Crown on Rakuten in First Week of Launch! 'Quick Beauty' Haircare 'NELIA' Becomes an Exceptional Hit
Morght Inc., the company behind the NELL mattress, launched its new haircare brand 'NELIA' in March 2026. Within its first week, NELIA secured the #1 spot in three major daily ranking categories on Rakuten, Japan's largest e-commerce shopping mall, including 'Beauty, Cosmetics & Fragrance,' marking an extraordinary hit. This success is attributed to NELIA's unprecedented concept of 'haircare created by a sleep brand' and its focus on minimizing care time to maximize beauty during sleep, resonating deeply with modern women.
📋 Article Processing Timeline
- 📰 Published: March 30, 2026 at 19:00
- 🔍 Collected: March 30, 2026 at 22:56 (3h 56m after Published)
- 🤖 AI Analyzed: April 21, 2026 at 13:33 (518h 37m after Collected)
Morght Inc. (Headquarters: Minato-ku, Tokyo; Representative Director: Hiroki Doi), which operates the "NELL Mattress" with cumulative sales exceeding 220,000 units, announces that its new haircare brand "NELIA," launched in March 2026, has achieved an extraordinary hit. It secured the #1 position in three major daily ranking categories on "Rakuten," Japan's largest e-commerce shopping mall, including "Beauty, Cosmetics & Fragrance," in its first week of launch.
"NELIA" Rakuten Store
https://item.rakuten.co.jp/nell/ne-be/
### Rakuten Ranking Achievements (Daily Rankings as of March 14, 2026)
The unprecedented concept of "haircare made by a sleep brand" generated a significant response, dominating the #1 position in the following three categories:
- #1 in Beauty, Cosmetics & Fragrance Category
- #1 in Haircare & Styling Category
- #1 in Shampoo & Treatment Set Category
### Reason for the Hit: A Sleep Brand's Unique Perspective: "Minimizing Care Time and Dedicating Sleep Time to Beauty"
The factor behind this hit is that modern women face...
"NELIA" Rakuten Store
https://item.rakuten.co.jp/nell/ne-be/
### Rakuten Ranking Achievements (Daily Rankings as of March 14, 2026)
The unprecedented concept of "haircare made by a sleep brand" generated a significant response, dominating the #1 position in the following three categories:
- #1 in Beauty, Cosmetics & Fragrance Category
- #1 in Haircare & Styling Category
- #1 in Shampoo & Treatment Set Category
### Reason for the Hit: A Sleep Brand's Unique Perspective: "Minimizing Care Time and Dedicating Sleep Time to Beauty"
The factor behind this hit is that modern women face...
FAQ
What is NELIA?
NELIA is a new hair care brand created by Morght Co., Ltd., known for the NELL mattress. Under the concept of 'hair care by a sleep brand,' it aims to minimize care time and dedicate more time to beauty sleep.
Why did NELIA become a hit on Rakuten Market?
In its first week of release, NELIA topped the daily rankings in three categories on Rakuten Market: 'Beauty, Cosmetics, Perfume,' 'Hair Care, Styling,' and 'Shampoo, Treatment Set.' This success is attributed to its unique concept of 'hair care by a sleep brand' and its alignment with the demand for time-saving beauty solutions.
Who is the target audience for NELIA?
NELIA primarily targets busy modern women who want to shorten their care time while pursuing high-quality hair care and beauty effects.