Celebrating 50 Years of b-ex: A Vision for the Future in Beauty

On October 21, 2025, b-ex, a leading name in hair cosmetics based in Setagaya, Tokyo, celebrated its 50th anniversary with a spectacular special event at the Ryogoku Kokugikan. The day was filled with insightful presentations, exciting product launches, and dazzling performances, all centered around the theme of innovation in beauty.

Opening Remarks

The event kicked off with a heartfelt presentation by the Group CEO, Toshihiro Fukui. He expressed his deep passion for the beauty industry and the significance of reaching such a milestone. Fukui emphasized that this anniversary is not just a moment to look back but a launchpad for the next 50 years. He stated, “We aim to expand the possibilities of beauty under the mission of 'New Beauty Experiences for Life.' Our future lies in co-creating beautiful experiences that resonate globally, starting from Japan's 'kawaii' culture.”

Product Launches and Brand Highlights

Following Fukui's remarks, CMO Hidehiko Takeuchi introduced new products from b-ex's flagship brands. The event featured exciting unveilings, including a limited edition hair oil from Maison Orchidée, a collaboration with the popular beauty influencer, Asuka Kirara, set to release exclusively at BeB TOKYO. Additionally, DeepLayer introduced innovative products like the EXTRA VELVETY line and a Moisture Rich Shampoo from the Pure Natural Botanical line, showcasing b-ex's commitment to quality and performance.

Discussions on beauty trends followed, with insights from industry leaders, including H.company's Shuta Kodama and WWDJAPAN's editor-in-chief, Motoharu Murakami. They covered the concept of 'designing texture' in hair care, emphasizing the importance of adapting products to meet diverse beauty needs.

Special Stage Performances

The atmosphere heightened as the special stage unfolded, featuring a variety of acts. The charismatic actress and dancer Taoh Tsuchiya wowed the audience with an all-black ensemble, incorporating stunning haircuts and styling into her performance. Taoh's engaging dialogue with audiences highlighted her appreciation for hairstylists, whom she referred to as “magical figures who can transform one’s life.”

The KIRATERA CONTEST, a significant highlight of the evening, showcased the talent of 22 finalists who had advanced through preliminary rounds. The theme, 'Haute Couture,' challenged each contestant to highlight their unique artistic vision, resulting in a pulsating atmosphere during the awards ceremony.

The grand finale of the event featured vibrant live performances from the renowned rapper and singer Chamiina, who connected with the audience and spoke about the collaborative spirit between artists and the beauty industry. Her engaging performance of hit songs like 'Harenchi' and 'Bijin' brought the crowd to their feet, creating a euphoric ambiance in the venue.

Sustainable Practices at the Event

b-ex also emphasized its commitment to sustainability during the event. They utilized green energy certified by renewable power certificates, showcasing their dedication to reducing their carbon footprint. This initiative aligns with their vision of being Asia's leading clean beauty brand, striving for a sustainable future.

In the spirit of the celebrations, attendees were gifted several items, including a commemorative book detailing b-ex's journey over the past 50 years, trial product sets, and exclusive KIRATERA bags.

A Note on b-ex

b-ex, previously known as MoltoBene, established in 1975, has been at the forefront of the beauty industry, offering a wide range of hair care products for professionals and consumers alike. Under the transformational leadership of creative director Kashiwa Sato since 2015, the company has reaffirmed its mission to provide exceptional beauty experiences while prioritizing environmental sustainability and social responsibility.

Moving forward, b-ex is poised to redefine beauty trends and experiences not just within Japan but across the globe, driven by innovation, collaboration, and a commitment to quality.