#Japan #Tokyo #Gel Me1 #Cosme de Beaute #Onward Holdings

Cosme de Beaute Partners with Onward Holdings

On March 2, 2026, Cosme de Beaute, a Japan-based company headquartered in Shibuya, announced its collaboration with Onward Holdings, aiming to bolster product development and market expansion. This partnership is expected to enhance Cosme de Beaute's presence in the cosmetics industry, particularly through its popular product line, Gel Me1, specializing in self-nail and beauty care items.

Background of the Collaboration

Cosme de Beaute has established a robust market presence with over 7,000 retail points nationwide, having shipped over 7.8 million units of its products. The company's strategic focus on self-nail and cosmetics development has yielded a strong market share. On the other hand, Onward Holdings has been diversifying its business portfolio beyond apparel, venturing into the wellness sector. By bringing together Cosme de Beaute's expertise in creating hit products and Onward's extensive customer network, the two companies aim for accelerated growth in the beauty market.

Three Anticipated Synergies

1. Mutual Utilization of Distribution Channels and E-commerce Integration

Cosme de Beaute plans to leverage its already strong distribution network, which focuses on variety stores, while also tapping into Onward's department store and shopping mall presence, as well as its official e-commerce platform, Onward Closet. This collaboration will create an OMO (Online Merges with Offline) service that significantly enhances customer touchpoints.

2. Strengthened Brand Portfolio Synergy

The partnership aims to tap into Onward's diverse brand offerings to create new value propositions that intersect fashion and beauty. This approach is anticipated to bolster its presence in the wellness market, while also expanding product lineups that cater to a broader customer demographic and emphasize trendy cosmetics.

3. Global Expansion and Strengthened Management Foundations

By utilizing Onward's overseas networks and management resources, Cosme de Beaute plans to accelerate its international expansion and enhance its sustainable growth framework.

New Management Structure

With this collaboration, a new management structure has also been established:

• - President & CEO: Akihito Yoshida
• - Vice President & COO/CDO: Hibari Sakami
• - CSO: Kenpei Shiotani
• - CAO: Aoi Maruyama
• - CMO: Yuki Momota
• - CBO: Maria Tokoro

Leaders’ Comments

Akihito Yoshida, President & CEO

“I’m excited to take on the role of President & CEO of Cosme de Beaute. Joining the Onward Group marks a significant milestone in unleashing new growth opportunities in the wellness sector for both organizations. We strive to communicate our long-held belief that everyone should enjoy fashion and beauty easily and conveniently. Moving forward, we will focus on strengthening our distribution channels by integrating online and offline shopping experiences.”

Hibari Sakami, Vice President & COO/CDO

“Our partnership with Onward Group is a promising opportunity for growth. We are committed to enhancing customer experiences and brand values by reinforcing our digital capabilities, ultimately creating an environment that encourages joy in fashion and beauty for a wider audience.”

Our executive team, including Aoi Maruyama, Yuki Momota, and Maria Tokoro, also share in the enthusiasm for this collaboration, recognizing its potential to foster business synergies while evolving the entire organizational culture. Through innovative product development and proactive market engagement, we are set to carve out new paths for sustainable growth in the beauty industry.

About Onward Holdings

Founded in 1927 as Kashiyama Shoten, Onward Holdings has expanded its business across three main sectors: Fashion, Wellness, and Corporate Design. It operates internationally across Europe, the United States, and Asia, adhering to its mission statement of enriching life quality for people and the planet. Onward is dedicated to customer-centric management that emphasizes its employees' diverse skills.

About Cosme de Beaute

Cosme de Beaute embodies the philosophy of making everyday beauty engaging and accessible. With a focus on nail care products such as manicures and gel nail options, it aims to provide a range of products that resonate with modern lifestyles. The company continues to thrive, delivering innovative beauty solutions nationwide while maintaining a commitment to helping customers express themselves creatively.

For more information, visit Cosme de Beaute’s online store and follow them on social media.