Beauty-Focused Innovation Firm 'ampule' Launches New Project to Globalize J-Beauty

## Beauty-Focused Innovation Firm 'ampule' Launches New Project to Globalize J-Beauty

Trenders Inc. (Headquarters: Shibuya-ku, Tokyo; President & CEO: Ryoko Kurokawa; Listed on Tokyo Stock Exchange Growth Market: Stock Code 6069), operator of the beauty-focused innovation firm 'ampule (ampule)', announces the launch of 'ampule J-Beauty Voice' in collaboration with beauty influencers, beauty experts, and beauty professionals to accelerate the international expansion of Japan's beauty industry.

## Background: Why Now, When the World is Watching Japanese Beauty

Interest in J-Beauty is higher than ever in the global beauty market. Japanese-originated beauty philosophies, advanced technologies, and dedication to ingredients are receiving high praise from overseas consumers, buyers, and media, and are increasingly recognized worldwide as a unique value distinct from K-Beauty.

However, whether this potential value is being effectively communicated remains a challenge. Many excellent brands, formulations, and philosophies fail to reach overseas markets due to insufficient communication strategies and expression design. Lack of industry-wide collaboration also continues to hinder international expansion.

In recent years, J-Beauty's potential has also drawn attention at the policy level. The Ministry of Economy, Trade and Industry established the 'Committee for Enhancing Competitiveness of the Cosmetics Industry' to discuss strategies for strengthening the global competitiveness of Japan's cosmetics sector. Additionally, the 'J-Beauty Industry Research Group,' formed by members of the Liberal Democratic Party, compiled the 'Proposal on Growth Strategy for the J-Beauty Industry' in April 2026, attracting significant attention both within and outside the industry.

Since its inception, ampule has championed 'Empower J-Beauty,' aiming to maximize the inherent value of Japan's beauty industry and advance the sector as a whole. Through supporting over 1,000 brands, ampule has consistently promoted the value of J-Beauty. Starting in 2025, it expanded overseas with operations based in the U.S. and South Korea, already supporting multiple brands in both markets.

Building on this context, ampule has decided to launch this network as a collective mechanism to accelerate the global expansion of J-Beauty across the entire industry, partnering with beauty influencers, experts, and professionals who possess communication power, specialized knowledge, and consumer insights.

## What is 'ampule J-Beauty Voice'?

This network serves as a platform that organically connects brands aiming for global expansion with beauty professionals who hold influence both domestically and internationally.

Beyond being a mere information-sharing space, its goal is to collaboratively design and execute effective approaches to overseas markets. By combining ampule’s established domestic and international networks with the communication power, expertise, and creativity of its participants, the network aims to elevate J-Beauty beyond a fleeting trend into a lasting global standard.

## Main Planned Activities

- Joint participation in content creation and promotion of J-Beauty's appeal
- Providing insights and consultation support to J-Beauty brands entering overseas markets
- Co-appearance and outreach activities at domestic and international events and exhibitions
- Regular hosting of knowledge-sharing sessions, study groups, and networking events

## Message from Asami Iida, Representative of ampule

'We believe that for Japan's beauty industry to further strengthen its global presence, it is essential not only for companies and government bodies but also to listen to the voices of those who enjoy, choose, and communicate about beauty.

Given the rapidly changing environment surrounding J-Beauty, we felt it necessary to create a platform that gathers the daily insights of consumers, influencers, and beauty experts and delivers them to the industry and society. This is the motivation behind launching 'ampule J-Beauty Voice'.

We are not launching this initiative to criticize or advocate for a specific stance. Instead, we aim to carefully collect, visualize, and share voices from the field—such as 'What do consumers want?', 'What do communicators feel?', and 'What is happening on the ground?'—to pass on the value of Japan's beauty industry to the next generation. We hope that 'ampule J-Beauty Voice' can become the starting point for such dialogue, where the voices of beauty lovers lead to better products, better communication, and a better future for the industry.

We believe the strength of Japan's beauty industry lies not only in its technology and products, but in the people who have loved, spoken about, and spread its value. That is why we will shape the future of J-Beauty together, one voice at a time.'

## Comments from Supporters

On the launch of 'ampule J-Beauty Voice,' comments were received from makeup artist Keiko Kaji, skincare ingredient hunter Atsushi Takeoka, and Ich, administrator of 'Usuhada Tomo no Kai'.

'As a beauty influencer, I often struggle with how to communicate about skincare, especially given the strict regulations. Japanese brands often use cautious or indirect expressions, making it difficult to convey their strengths to consumers. At the same time, I sometimes feel an unfair gap in communication compared to overseas brands. While avoiding exaggerated claims and paid promotions, we need systems that allow manufacturers to accurately communicate product effectiveness, results, and appeal. I look forward to initiatives that enhance J-Beauty’s communication power in the age of social media, leveraging its safety and reliability as strengths.' (Keiko Kaji)

'Advertising regulations to protect consumers are important, but with the rise of social media and cross-border e-commerce, differences in regulatory compliance between countries make it difficult to convey the value and evidence behind Japanese products. J-Beauty’s strengths lie in its precise formulations, quality control, and foundational technologies built over many years. At the same time, we must remain open to learning from overseas systems and communication methods. I hope that ‘ampule J-Beauty Voice’ becomes a platform to organize trustworthy information with expressions that avoid misunderstanding and to share and communicate it across the entire industry.' (Atsushi Takeoka)

'Japanese cosmetics have many appealing qualities—world-class technologies and refined textures—that I am passionate about sharing. However, I feel that current advertising expressions sometimes fail to fully convey their merits and underlying rationale. While maintaining the dignity of not over-promising consumers, I believe that rethinking how we express these values with a global perspective will be a step toward expanding J-Beauty’s potential. I look forward to this initiative.' (Ich / Sayuri Ishikawa)

## Call for Participation in 'ampule J-Beauty Voice'

'ampule J-Beauty Voice' is now widely inviting beauty influencers, beauty experts, and beauty professionals who are passionate about advancing J-Beauty’s global expansion to join the network.