#Japan #Tokyo #BEAUTYLOGIC #美uRA #Kurama Sao

Kurama Sao's New Chapter at BEAUTYLOGIC

In a strategic move, BEAUTYLOGIC Co., Ltd., based in Itabashi, Tokyo, has announced that former Takarazuka star Kurama Sao will assume the role of Executive Officer and Business Producer as of May 1, 2026. Known for its dual-function beauty products like original eyelash serums and eye creams under the brand name '美uRA', the company aims to enhance its product offerings while leveraging Sao's vast experience in performing arts and beauty.

Building Trust Through Collaboration

The partnership between Kurama and BEAUTYLOGIC has been flourishing for the past five years. Both share a common belief that high-performance eye care products should cater to adults seeking convenience and reassurance in their beauty routines. This mutual understanding laid the groundwork for the development and marketing of the 美uRA brand. Over these years, the company has relied on the trust built with adult customers, combined with Kurama's dedication to maintaining a focus on eye care, to create quality products that resonate with users.

BeautyLogic places immense value on customer relationships and community engagement. By promoting a philosophy of "not being number one, but being one of a kind," it aims to develop unique beauty solutions that reflect each individual's needs. Incited by Kurama's insights and the brand's core strategies, 美uRA has enjoyed steady growth, particularly in an industry that tends to be heavily reliant on advertisements.

A Robust Future Ahead

Now stepping into a formal management role, Kurama will spearhead efforts to strengthen the brand strategy and sales initiatives for 美uRA. The brand, which boasts a dual-purpose item that merges eyelash care and eye moisturizing, matches the expectations of contemporary consumers looking for quality and convenience.

As 美uRA continues to gain traction, Kurama's unique background as a performer will play a significant role in shaping its identity and connection with current customers while reaching new audiences. The plan is to ramp up the brand's e-commerce presence, extending the trust cultivated in salons to online platforms.

Realizing the Potential of 美uRA

美uRA is distinguished by combining two essential beauty products into one hybrid solution, catering specifically to adult consumers who value efficiency during their beauty routines. The innovation combines elements from an eyelash serum and an eye cream, fulfilling the daily care routines without the hassle of managing multiple products. This simplicity allows for easy integration into daily habits, ensuring constant eye and lash care.

The product features premium ingredients like domestically sourced human stem cell culture fluid and other beneficial components essential for maintaining healthy lashes and skin around the eyes. The design of the packaging emphasizes ease of use and hygiene, a critical consideration for a product meant for delicate facial areas.

Expanding into eCommerce

Moving forward, Kurama aims to expand the brand's existing client relationships into the eCommerce space. While the eyelash serum market sees many affordable options, there is a significant demand for high-quality products that prioritize ingredients and overall well-being. 美uRA stands out by offering both safety and functionality, aligning with consumers' desires for reliability.

The company anticipates reaching a sales target of 100 million yen for its eCommerce division within the next three years. This ambition is complemented by Kurama's commitment to further integrating her understanding of beauty and self-presentation skills not only into product offerings but also salon services, ultimately transforming beauty consultations into holistic experiences tailored to individual clients.

Kurama Sao's Vision

In reference to her new role, Kurama expressed excitement about developing products that resonate with consumers’ needs while continuing to elevate beauty standards. Her background in Takarazuka, coupled with her evolving identity as a performer and producer and a mother, infuses her perspective on beauty with authenticity and relevance.

She states, "I believe the desire to be beautiful is intrinsically linked to self-respect and confidence. As I step into this new chapter with BEAUTYLOGIC, my goal is to ensure that every individual feels empowered to express their unique beauty and embrace a more joyful daily routine.”

Through this collaboration, both Kurama and BEAUTYLOGIC aim to generate pathways that expand the definition of beauty while fostering trust with consumers across all interactions.

About BEAUTYLOGIC Co., Ltd.

Founded with a mission to prioritize unique customer needs, BEAUTYLOGIC develops beauty products designed not just for aesthetics but to serve real consumer demands and preferences. The company's commitment to ensuring quality and fostering connections within the community resonates throughout its operations, contributing to a broader mission of enhancing beauty culture that values individual expression and satisfaction.