Willmina Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; Representative Director: Shiona Yukimura; hereinafter "Willmina") is pleased to announce that its skincare brand "Squa Beauty," developed for consumer cooperatives (hereinafter "co-ops"), has reached its 40th anniversary since its birth in 1986. To commemorate this milestone, a "40th Anniversary Special Website" has been launched, condensing the brand's journey and commitment.

Furthermore, to mark its 40th anniversary, Willmina will sequentially roll out anniversary initiatives throughout the year, including the renewal of its immensely popular long-selling items and the launch of limited-edition products as a token of gratitude for continuous patronage.

**[Squa Beauty 40th Anniversary Special Website]** https://www.kagayaku-cosmetics.com/lp/squa-beauty/40th/

**■ Background of "Squa Beauty" 40th Anniversary: Unchanging Sincerity and Evolving Quality** "Squa Beauty" started in 1986 with a single squalane oil. For 40 years since then, it has continued to respond to the voices of co-op members who seek "high-quality products that can be safely used by the whole family" and "at a price that can be continued daily." By focusing on a simple formula that incorporates naturally derived moisturizing ingredient "squalane" in all products to bring out the skin's natural healthy beauty, the brand has grown to be loved by three generations of families.

**■ Highlights of the 40th Anniversary Special Website** The special website offers content that not only covers the brand's history but also includes interviews with loyal users and expresses gratitude for their long-standing patronage. 1. Brand History: From its birth in 1986 to the present. Tracing the evolution of packaging and the brand's journey through time. 2. The Journey of Squalane: A movie introducing how squalane oil is made. 3. Popular Ranking: Announcing the top 3 most loved popular products.

**■ Topics Celebrating the 40th Anniversary** To commemorate the anniversary year, the following initiatives will be launched sequentially. * **Renewal of Long-Selling Items**: Long-loved items will be updated to quasi-drug formulations. While maintaining the same user experience, they will evolve into products that better address modern skin concerns. * **Launch of 40th Anniversary Limited Edition Products**: New products featuring anniversary-exclusive designs will be released. These are special items available only during this period. * **Launch of Co-op Exclusive "Customer Appreciation Set"**: To express gratitude for continuous support, a special-priced set containing popular items will be offered exclusively to co-op members. This advantageous campaign will be available only to co-op members (excluding some co-ops).

**■ Public Relations' Picks! "Squa Beauty" Masterpieces Available Now on E-commerce Malls** For those interested in the brand after visiting the 40th-anniversary special website, here are popular items easily available on e-commerce malls.

**1. For those concerned about blackheads and dull adult skin.** Thoroughly removes pore and sweat dirt, as well as dullness*¹. A dense, fluffy foam cleanser with three types of enzymes*² that cleanses thoroughly. Many repeat customers praise it for its excellent cost performance. **Foam Cleanser with 3 Enzymes** Available at: Kagayaku Cosmetics Official Store (Amazon, Rakuten Ichiba, Yahoo! Shopping)

**2. For those who dislike oily textures or suffer from dry, aging hair.** A leave-in hair milk that can be used all day regardless of hair type. It provides a light, non-greasy feel, deeply moisturizes, and leaves hair smooth, firm, and shiny. **Hair Revitalizing Hair Milk** Available at: Kagayaku Cosmetics Official Store (Rakuten Ichiba, Yahoo! Shopping)

*1 Due to old keratin and dirt *2 Papain, protease, superoxide dismutase (cleansing ingredients)

**■ Squa Beauty Brand Page** https://www.kagayaku-cosmetics.com/brand/squa-beauty/

**■ Kagayaku Cosmetics Official Store** Rakuten Ichiba Store: https://www.rakuten.ne.jp/gold/otohadalabo/ Amazon Store: https://www.amazon.co.jp/s?me=A1LXH5WQNRR9BZ&marketplaceID=A1VC38T7YXB528 Yahoo! Shopping Store: https://store.shopping.yahoo.co.jp/otohadalabo/

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  • Source: PR TIMES
  • Category: News