Finally Decided from 890 Entries! "GEKI→HEN AWARD 2026" Finalists Announced! Before→After Video Contest Utilizing TikTok & Instagram
Nicca Chemical Co., Ltd. Demi Cosmetics has announced the finalists for the "GEKI→HEN AWARD 2026," a Before→After video contest utilizing TikTok and Instagram. The finalists, selected from a total of 890 entries, will have their awards decided at the ceremony in Tokyo on May 26.
📋 Article Processing Timeline
- 📰 Published: May 12, 2026 at 20:00
- 🔍 Collected: May 12, 2026 at 11:31
- 🤖 AI Analyzed: May 12, 2026 at 12:34 (1h 2m after Collected)
Nicca Chemical Co., Ltd. Demi Cosmetics (Location: Fukui City, Fukui Prefecture, Representative Director and President: Yasumasa Emori), a comprehensive manufacturer of cosmetics for beauty salons, held the "GEKI→HEN AWARD" (Gekihen Award), a Before→After video contest utilizing TikTok & Instagram (hereinafter referred to as official SNS). The finalists have been selected from a total of 890 entries.
Finalists
Miu Ito (ZEST ange) - GEKI→HEN for the most adorable graduation ceremony!
Fumiaki Nakano (MASHU) - GEKI→HEN with a unique style before job hunting!
Yuto Nashi (fifth TOKYO) - GEKI→HEN into a mature, long, loose short style!
Daiki Harada (STAGE) - GEKI→HEN with a final bleach before employment!
Daisuke Horikoshi (LalarOomo) - GEKI→HEN into a cool older gentleman!
Masatoshi Motosugi (LOUIS) - GEKI→HEN from black long hair to high-tone!
Shinnosuke Yamada (lote. Nagoya) - GEKI→HEN from black hair to milk tea hair!
*Listed in Japanese alphabetical order
Going forward, the finalist works will be evaluated by active beauticians and experts, in addition to various factors such as social media reactions (likes, views) on the official SNS, to determine each award. The grand prize and other awards will be announced at the award ceremony held at Tokyo Culture Culture in Shibuya-ku, Tokyo, on Tuesday, May 26, 2026.
Background of the Contest
For over 40 years, Demi Cosmetics has developed technologies and products that maximize the performance of beauticians and their clients. The purpose of the "GEKI→HEN AWARD" is to discover talented beauticians who create beauty for their clients every day, widely disseminate their technical skills and hospitality, thereby supporting the success of beauticians and contributing to the revitalization of the entire beauty industry. Last year, the contest recorded a total of 753 entries and approximately 1.1 million total views on TikTok, attracting attention as a new platform for beauticians' expression in the SNS era. In 2026, the target audience has been expanded to include beauty school students, supporting the challenges of the next generation, and strengthening outreach on Instagram to deliver the appeal of beauticians to a wider audience. Furthermore, this time, a "GEKI→HEN Monitor" program is also being implemented, allowing participants to experience treatments by beautician judges, further enhancing the overall event.
Concept
With the concept of "Transform your life completely.", the contest expresses clients transforming through beauticians' techniques such as cutting, coloring, perming, styling, and makeup, using Before→After videos. It is a video contest that disseminates the skills and hospitality of beauticians to the world through official SNS. The judging will comprehensively evaluate factors such as the extent of transformation, technical skill, trendiness, and SNS reactions (likes, views) to determine each award. We support the transformation of the lives of both the transformed clients and the beauticians who performed the treatments, helping them take a new step forward.
About Nicca Chemical Co., Ltd. Demi Cosmetics
Born as the cosmetics division of Nicca Chemical Co., Ltd., a leading company in the Japanese textile processing industry founded in 1941. Demi Cosmetics was created by applying the technologies of "washing," "dyeing," and "conditioning" cultivated in the textile processing field to hair, which is the same "fiber." With the concept of "Hair Science," it has conducted research and development backed by hair science for over 40 years, manufacturing and selling unique products as a comprehensive manufacturer of cosmetics for beauty salons. It actively engages in joint research with specialized institutions and obtains patents.
*This contest is not affiliated with TikTok Pte. Ltd. or Meta Platforms, Inc.
[Inquiries for Readers]
Demi Cosmetics Inquiry Form
https://www.demi.nicca.co.jp/notes/inquiry.html
Demi Cosmetics Customer Service
TEL 0120-68-7968 (Weekdays 9:00-17:00)
Finalists
Miu Ito (ZEST ange) - GEKI→HEN for the most adorable graduation ceremony!
Fumiaki Nakano (MASHU) - GEKI→HEN with a unique style before job hunting!
Yuto Nashi (fifth TOKYO) - GEKI→HEN into a mature, long, loose short style!
Daiki Harada (STAGE) - GEKI→HEN with a final bleach before employment!
Daisuke Horikoshi (LalarOomo) - GEKI→HEN into a cool older gentleman!
Masatoshi Motosugi (LOUIS) - GEKI→HEN from black long hair to high-tone!
Shinnosuke Yamada (lote. Nagoya) - GEKI→HEN from black hair to milk tea hair!
*Listed in Japanese alphabetical order
Going forward, the finalist works will be evaluated by active beauticians and experts, in addition to various factors such as social media reactions (likes, views) on the official SNS, to determine each award. The grand prize and other awards will be announced at the award ceremony held at Tokyo Culture Culture in Shibuya-ku, Tokyo, on Tuesday, May 26, 2026.
Background of the Contest
For over 40 years, Demi Cosmetics has developed technologies and products that maximize the performance of beauticians and their clients. The purpose of the "GEKI→HEN AWARD" is to discover talented beauticians who create beauty for their clients every day, widely disseminate their technical skills and hospitality, thereby supporting the success of beauticians and contributing to the revitalization of the entire beauty industry. Last year, the contest recorded a total of 753 entries and approximately 1.1 million total views on TikTok, attracting attention as a new platform for beauticians' expression in the SNS era. In 2026, the target audience has been expanded to include beauty school students, supporting the challenges of the next generation, and strengthening outreach on Instagram to deliver the appeal of beauticians to a wider audience. Furthermore, this time, a "GEKI→HEN Monitor" program is also being implemented, allowing participants to experience treatments by beautician judges, further enhancing the overall event.
Concept
With the concept of "Transform your life completely.", the contest expresses clients transforming through beauticians' techniques such as cutting, coloring, perming, styling, and makeup, using Before→After videos. It is a video contest that disseminates the skills and hospitality of beauticians to the world through official SNS. The judging will comprehensively evaluate factors such as the extent of transformation, technical skill, trendiness, and SNS reactions (likes, views) to determine each award. We support the transformation of the lives of both the transformed clients and the beauticians who performed the treatments, helping them take a new step forward.
About Nicca Chemical Co., Ltd. Demi Cosmetics
Born as the cosmetics division of Nicca Chemical Co., Ltd., a leading company in the Japanese textile processing industry founded in 1941. Demi Cosmetics was created by applying the technologies of "washing," "dyeing," and "conditioning" cultivated in the textile processing field to hair, which is the same "fiber." With the concept of "Hair Science," it has conducted research and development backed by hair science for over 40 years, manufacturing and selling unique products as a comprehensive manufacturer of cosmetics for beauty salons. It actively engages in joint research with specialized institutions and obtains patents.
*This contest is not affiliated with TikTok Pte. Ltd. or Meta Platforms, Inc.
[Inquiries for Readers]
Demi Cosmetics Inquiry Form
https://www.demi.nicca.co.jp/notes/inquiry.html
Demi Cosmetics Customer Service
TEL 0120-68-7968 (Weekdays 9:00-17:00)