[Breaking News] Achieved a Triple Crown on Rakuten Ichiba in its First Week of Sales! “NELIA,” the “Rapid Beauty” Hair Care Proposed by Sleep Brand NELL, Becomes an Exceptional Hit

Morght Inc. (Headquarters: Minato-ku, Tokyo; CEO: Koki Doi), the company behind the "NELL Mattress" which has surpassed 220,000 units in cumulative sales, is pleased to announce that its new hair care brand "NELIA," launched in March 2026, has achieved a triple crown by securing the No. 1 spot in the daily rankings of three major categories, including "Beauty, Cosmetics, and Perfume," on Japan's largest e-commerce mall, "Rakuten Ichiba," within its first week of sales.

"NELIA" Rakuten Ichiba Store https://item.rakuten.co.jp/nell/ne-be/

◼️ Rakuten Ichiba Ranking Achievements (Daily Ranking as of March 14, 2026) The unprecedented concept of "hair care created by a sleep brand" has received a massive response, leading to the No. 1 spot in the following three categories:

- No. 1 in the Beauty, Cosmetics, and Perfume category - No. 1 in the Hair Care and Styling category - No. 1 in the Shampoo and Treatment Set category

◼️ Reason for the Hit: A Perspective Unique to a Sleep Brand: "Minimize Care Time and Dedicate Sleep Time to Beauty" The reason for this success lies in our focus on the deep-seated concern of modern women that "nighttime hair care cuts into sleep time." In a survey conducted by our company (*1), approximately 80% of working women felt that "drying hair is a chore due to fatigue," highlighting the reality that there is a trade-off between beauty consciousness and securing sufficient sleep.

Through a unique formulation, "NELIA" has succeeded in "reducing hair drying time by 20% (*2)" compared to general products.

"Dry quickly, sleep quickly. And nurture healthy hair during the secured sleep time." This rational hair care experience, unique to a sleep brand, has received enthusiastic support from busy modern women.

◼️ Three Core Technologies for Realizing NELIA's "Rapid Beauty" "NELIA" is designed as a "routine-based product" that can be easily incorporated into daily life, featuring the following three technologies:

01. Instant Penetration: Zero "Waiting Time" for Treatments Formulated with 5 types of keratin-derived repair ingredients*1 and moisture-boost ingredients*2 designed for water retention. We have adopted "Instant Penetration Technology," which uses nano-sized ultra-fine beauty oils to instantly draw ingredients into the hair. Even if rinsed off immediately after application, it achieves a texture like you just left a salon.

02. Quick-Dry Repair: Shorten Dryer Time and Turn Heat into an Ally We developed "Quick-Dry Silk Coat Technology," which wraps the hair surface with beauty silk ingredients*3 to efficiently release moisture. This significantly shortens dryer time, while heat-active ingredients*4 repair and protect hair during drying. It balances speed with beauty.

03. Intensive Repair: Restore Natural Radiance While You Sleep "Overnight Formulation"*5 that focuses on the beautiful hair cycle during sleep. Nano-encapsulated ceramides*6 wrap the hair surface, keeping it moisturized while protecting it from friction during sleep. Protein-derived repair ingredients repair daytime damage from the inside while you sleep.

◼️ Triple Crown Commemorative Campaign Now Underway To commemorate the triple crown, we are holding a giveaway campaign on our official Instagram where you can win this product. Please experience "Rapid Beauty" for yourself.

Application Period: Until 23:59 on Tuesday, April 14, 2026 How to Apply: - Follow the NELIA official account (nelia__official) - "Like" the campaign post - Comment on the campaign post Winners: 5 people selected by lottery NELIA Official Account here: https://www.instagram.com/nelia__official/

◼️ Product Overview Brand Name: NELIA Product Name: NELIA Smooth Shampoo / NELIA Smooth Treatment Sales Channels: NELL (NELIA) Official Website (https://nell.life/nelia/products/hair/smooth) Rakuten Ichiba (https://item.rakuten.co.jp/nell/ne-be/) Amazon (https://amzn.asia/d/020zp0Bt) Price: From 2,680 yen (tax included)

◼️ Brand Concept: The Faster, the More Hydrated Your Hair. "You must spend time to be beautiful." We want to free you from that rule.

Spend less time in front of the mirror and move toward "intensive repair" while you sleep. It's not cutting corners, nor is it just saving time; it's the culmination of rapid care × night care. Finish quickly, and then off to dreamland.

Because that is what your hair truly needs. Make your nights more free, make them your own. Daily ease and sufficient rest.

That margin is what brings out the natural radiance of your hair the next morning.

Official Instagram https://www.instagram.com/nelia__official/

(*1) [Survey Overview] Survey Method: Internet survey Survey Period: February 2 - February 3, 2026 Survey Target: Working women in their 20s to 40s nationwide Valid Responses: 1,000

(*2) Based on hair bundle testing. Comparing untreated hair after washing with hair treated with this product (shampoo + treatment), the treated hair reached the weight the untreated hair reached in about 5 minutes in about 4 minutes. Actual drying time varies depending on hair length, volume, usage environment, etc.

Note: *1 Included in shampoo: Cocoyl hydrolyzed keratin K (wool), isostearoyl hydrolyzed keratin (wool), hydrolyzed keratin (cashmere goat) (all for hair repair). Included in treatment: Hydroxypropyltrimonium hydrolyzed keratin (wool), lauryl dimonium hydroxypropyl hydrolyzed keratin (wool) (all for hair repair). *2 Included in shampoo: Glycine, proline, threonine, histidine, phenylalanine, glycerin, cerebrosides, pentylene glycol, sodium hyaluronate, diglycerin (all moisturizing), squalane, linoleic acid, oleic acid (all emollients). *3 Included in treatment: Hydrolyzed silk (hair repair). *4 Included in treatment: γ-docosalactone (hair conditioning). *5 Included in treatment: Hydrolyzed silk (hair repair). *6 Included in treatment: γ-docosalactone (hair conditioning).