Finalists Announced for "GEKI→HEN AWARD 2026"! Before-and-After Video Contest Utilizing TikTok & Instagram, Selected from 890 Entries!

Nicca Chemical Co., Ltd. Demi Cosmetics (Headquarters: Fukui City, Fukui Prefecture; Representative Director and President: Yasumasa Emori), a comprehensive manufacturer of cosmetics for beauty salons, held the "GEKI→HEN AWARD," a Before-and-After video contest utilizing TikTok & Instagram (hereinafter referred to as official SNS). Finalists have been selected from a total of 890 entries.

Finalists

Miu Ito [ZEST ange] ~GEKI→HEN! to be the cutest for graduation ceremony!~

Fumiaki Nakano [MASHU] ~GEKI→HEN! to be unique before job hunting!~

Yuto Nashi [fifth TOKYO] ~GEKI→HEN! to a mature, long loose short style!~

Daiki Harada [STAGE] ~GEKI→HEN! with the last bleach before employment!~

Daisuke Horikoshi [LalarOomo] ~GEKI→HEN! into a cool middle-aged man!~

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 alphabetical order

Going forward, the finalists' works will be evaluated by active hairdressers and experts, in addition to various factors such as reactions on official SNS (likes, views), to determine the winners of each award. The grand prize and other awards will be announced at the award ceremony to be held on Tuesday, May 26, 2026, at Tokyo Culture Culture in Shibuya-ku, Tokyo.

Background of the Contest

For over 40 years, Demi Cosmetics has developed technologies and products that maximize the performance of hairdressers and their clients. The purpose of the "GEKI→HEN AWARD" is to discover talented hairdressers who create beauty for their clients every day, widely disseminate their technical skills and hospitality, thereby supporting the success of hairdressers and contributing to the revitalization of the entire beauty industry. Last year, the contest received a total of 753 entries and recorded approximately 1.1 million total views on TikTok, attracting attention as a new platform for hairdressers' expression in the SNS era. In 2026, the eligibility has been expanded to include beauty students, supporting the challenges of the next generation, and communication has been strengthened on Instagram to deliver the appeal of hairdressers to a wider audience. Furthermore, this time, a "GEKI→HEN Monitor" program is also being implemented, where participants can experience treatments by hairdresser judges, further enhancing the overall excitement of the event.

Concept

With the concept of "Change your life dramatically.", this is a video contest that expresses clients transforming through hairdressers' techniques such as cutting, coloring, perming, styling, and makeup, using Before-and-After videos. It aims to disseminate hairdressers' skills and hospitality to the world through official SNS. The judging will comprehensively evaluate the extent of change, technical skill, trendiness, and SNS reactions (likes, views) to determine each award. We support clients who have transformed and the hairdressers who performed the treatments, hoping their lives will dramatically change and become 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 cultivated in the field of textile processing, such as "washing," "dyeing," and "conditioning," to hair, which is also a "fiber." With the concept of "scientifically approaching hair," 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. The company is actively engaged in joint research with various specialized institutions and patent acquisition.

*This contest is not affiliated with TikTok Pte. Ltd. or Meta Platforms, Inc.

[Inquiries for Readers]

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https://www.demi.nicca.co.jp/notes/inquiry.html

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