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YOURTORUN Marks a Milestone: 5th Anniversary and Launch of HERSTEP

In an impressive celebration of growth and innovation, YOURTORUN, a name quickly gaining prominence in the eyelash extension industry, is set to unveil its new brand, HERSTEP, on May 18, 2026. Founded on the vision of providing women with more freedom and opportunities within the beauty sector, YOURTORUN is introducing a brand that aims to address the challenges female beauty technicians often face.

From Word-of-Mouth to Proven Success

For the past five years, YOURTORUN has grown its fanbase primarily through organic word-of-mouth and Instagram buzz, eschewing traditional advertising methods. Their presence at the 2025 Beauty World Japan exhibition saw unprecedented demand, with long lines stretching for over two hours at their booth. This popularity is a testament to the brand's genuine connection with the community.

The beauty industry is seeing a paradigm shift, recognizing the eyelash extension field as a viable and empowering career option for women. However, challenges such as the cost of training, the price of beauty materials, work-life balance with childcare, and the hurdles of gaining independence in the business remain pervasive. HERSTEP seeks to tackle these issues directly, aiming to create a brand that is accessible to more technicians and promote an empowering workplace.

HERSTEP: Taking Steps Toward Empowerment

The HERSTEP line was born to further YOURTORUN's mission, enhancing ease of use, reproducibility in salon work, and accessibility in the beauty industry. The brand name, HERSTEP, encapsulates the desire to empower women, encouraging them to take a step forward in their journeys.

As the first product, HERSTEP is launching the Pearl Rod. Priced at 6,800 yen, this eyelash perm rod combines usability and design, perfect for salon environments. Customers can experience it firsthand at YOURTORUN’s Tokyo location in Ebisu from the launch date, and it will also be available online. The focus is on providing beauty technicians and salon owners a tactile opportunity to assess product quality in relation to real-world application.

Expanding Horizons in the Eyelash Industry

The demand for eyelash perms is burgeoning, both domestically and internationally, and salon environments are increasingly seeking high-quality results in shorter timeframes. HERSTEP's product development prioritizes practicality, ensuring that products are designed with the technicians' perspectives in mind.

Tomoko Hori, the representative director of YOURTORUN, emphasizes the brand's mission: “I wish to create more job opportunities for women to shine. The eyelash industry is unique in that it delivers immediate satisfaction and results for customers. It also allows for flexible careers that can adapt to motherhood—an incredible opportunity for women to carve their paths.” She hopes HERSTEP will provide a fresh start for women striving for independence or those who have faced setbacks in their careers.

Looking Ahead: A Commitment to Women's Empowerment

YOURTORUN and HERSTEP have far-reaching plans that go beyond simply selling products. They aim to support female technicians and salon ownership, facilitate educational content, and explore international markets. Their vision is to become a brand that not only offers products but fundamentally supports women’s working conditions in the beauty industry.

Launch Event and Product Details

• - Brand Name: HERSTEP by YOURTORUN
• - Launch Date: May 18, 2026
• - Product Name: Pearl Rod
• - Sales Location: YOURTORUN, 1-10-14 Ebisu Nishi, Shibuya-ku, Tokyo, 150-0021
• - Target Audience: Eyelash technicians, beauticians, salon owners

YOURTORUN stands as a beacon in the beauty industry, continually amplifying their impact through community-driven growth and dedication to quality. For inquiries, contact NALU Co., Ltd. at [email protected], located in 1-10-14 Ebisu Nishi, Shibuya-ku, Tokyo.