We are pleased to announce the rebranding of our group company, Cosme Hunt Inc., to “J-beauty Hunt,” along with the business rationale and growth strategy behind this name change, as reported by Asami Iida, Representative of ampule.

Growing Global Attention and Market Opportunities for the “Japan Brand”

In recent years, a global movement to reevaluate Japan has been gaining momentum.

In 2024, the international success of the drama ‘SHOGUN’ sparked heightened interest in Japanese culture and aesthetics, particularly in Europe and the US. This momentum continued with the 2025 Osaka-Kansai Expo. Consequently, inbound demand has recovered to 150% of pre-COVID levels (according to Japan Tourism Agency data), and interest in “high-quality, safe, natural beauty products from Japan” is expanding again in the Asian and North American markets.

Meanwhile, looking at social media posts:

#kbeauty posts: Approximately 8.83 million

#jbeauty posts: Approximately 286,000 (as of September 2025)

This represents a gap of over 30 times. Conversely, this gap indicates the expansion potential of the J-Beauty market. 

From “Cosme Hunt” to “J-beauty Hunt”

Our subsidiary Cosme Hunt Inc. (San Francisco) has supported over 70 Japanese cosmetics brands in entering and expanding their presence in the U.S. market since its establishment in 2018.

Following its full acquisition by Trendenders in February 2025, the company rebranded its media platform from “Cosme Hunt” to “J-beauty Hunt” in October, refreshing its logo and tagline. It redefined its platform as “The Global Hub for Japanese Beauty Information.”

The new tagline is:
“unfiltered J-beauty, straight from TOKYO”
— Bringing authentic Japanese beauty, unfiltered, to the world.

The logo incorporates a mizuhiki motif, symbolizing “the bond connecting Japanese brands to the world.” Through integrated management across SNS, events, and media, we aim to expand J-Beauty awareness in overseas markets and strengthen brand support.

▼Follow J-beauty Hunt on SNS▼
Instagram：@jbeautyhunt
TikTok：@jbeautyhunt

Building a J-Beauty Community Starting in North America

J-beauty Hunt held its first real-world event, “J-beauty Hunt POPUP in LA,” at ALBION GARDEN in the Venice neighborhood of Los Angeles on Sunday, October 12, 2025, to mark this rebranding.

This event invites J-Beauty LOVER influencers and local community leaders, aiming to create real-world connections in the U.S. market while simultaneously driving online reach.

With the support of various Japanese cosmetics manufacturers, it became an open event offering touch-up experiences with J-Beauty brands.

On the day of the event, actor Christopher Shorn, who is active in Hollywood, will also be in attendance.

He is an actor highly popular in the United States, known for his appearances in “Hawaii Five-0,” “Ultraman: Rising,” “Days of Our Lives,” and “Star Wars Resistance.”

Furthermore, we achieved tremendous response by inviting over 100 influencers and local residents interested in J-Beauty, including Malaysian singer-songwriter and actress Cheryl K, known for her role in the Warner Bros. film Crazy Rich Asians.

Following the event, we received numerous requests to “continue hosting J-Beauty events,” making this a powerful opportunity to sense new possibilities within the North American market.

Future Developments and Business Impact

Trenders Group anticipates the following two business outcomes through this rebranding initiative:

1.  Sales Expansion in Overseas Marketing
    Planned sales growth through J-Beauty-related businesses by fiscal year 2026.

2.  Brand Value Creation through Establishing a J-Beauty Community
    We will form a “cross-border beauty community” integrating communication, experience, and purchasing, establishing an unrivaled position in supporting Japanese brands' overseas expansion.

Make J-Beauty the global standard

Trenders will leverage its strengths in beauty marketing to build a successful model for “Japanese Brands × Overseas Markets” through J-Beauty Hunt.

“To convey Japanese beauty to the world as part of Japanese culture”——

Guided by this philosophy, we will expand the J-Beauty market while cultivating it as a growth driver for the entire Trenders Group.

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【Contact Information】
For inquiries or questions regarding overseas support, please feel free to contact us at the address below.

ampule Overseas Business Division
MAIL：ampule.global@trenders.co.jp