GIVE-FORWARD: Revolutionizing the Beauty Industry Amidst Polarization Challenges

Addressing the Polarization in the Beauty Industry

The beauty salon market in Japan is valued at approximately 2.68 trillion yen, according to Recruit Co., Ltd. However, there is a troubling polarization emerging within this industry, where a divide has formed between profitable salons and those struggling to stay afloat. Several structural challenges contribute to this situation, including labor shortages, excessive working hours, high turnover rates, and declining service prices. As a result, the burden of day-to-day operations often detracts from time that should be spent honing skills or connecting with customers. Many professionals express their frustrations, stating, "I want to focus on improving my skills, but I'm constantly bogged down by updating blogs and managing clients."

In response to these pressing issues, GIVE-FORWARD Inc., led by CEO Hiroki Suzuki and based in Ota City, Tokyo, is dedicated to providing training and consulting services employing generative AI technology. Our mission is simple: to help everyone involved in the beauty sector reclaim their essential time.

Why We Specialize in the Beauty Industry

At GIVE-FORWARD, we possess a deep understanding of the beauty sector. We leverage generative AI to provide solutions that address the fundamental challenges faced by hairdressers, salon owners, and all other professionals in the industry. By offering innovative tools, we empower them to focus on their time and enhance their ability to manifest their creative visions.

Rapid Expansion and Established Trust

Since the launch of our services in the spring of 2025, within a mere three months, over 30 beauty salons across Japan have adopted our training programs, with more than 600 industry professionals participating in our sessions. We have already surpassed 50 applications for our services and are committed to achieving a target of 100 applications by August 31, 2025, as we kick off our final month of effort.

Our training programs are currently operational in 10 prefectures, including Tokyo, Osaka, Okayama, Hiroshima, Kagawa, Ehime, Niigata, Kanagawa, Saitama, and Iwate. Participants have voiced their satisfaction, noting immediate improvements in operational efficiency. Notably, in a specialized course for 200 sales representatives from Recruit's Hot Pepper Beauty, over 90% rated our program highly and expressed willingness to recommend us to salons.

Engaging with the Okayama Beauty Association

We have established a partnership with the Okayama Beauty and Health Association to conduct training aimed at enhancing the local beauty sector. Our efforts have been recognized, resulting in our scheduled presentation at the Okayama Prefecture General Assembly on November 17, 2025. Through region-specific initiatives, we are promoting the widespread adoption of generative AI in the beauty industry.

Key Strengths and Unique Values of GIVE-FORWARD

Our greatest asset lies in our practical and applicable know-how tailored specifically for the beauty industry. Our specialized team, comprising former beauty salon professionals and past Hot Pepper Beauty sales staff, accurately identifies real issues salons face and delivers training programs that yield immediate results. We provide thorough support for the initial steps of implementing generative AI, ensuring it serves as a vital means for stylists and staff to convey their aspirations and emotions. We are unwavering in our commitment to optimizing the operational use of these tools post-implementation.

Additionally, CEO Hiroki Suzuki is a licensed drone pilot and manages in-house high-quality video production that includes filming and editing for salons. This service supports salons in enhancing their branding and attracting clients through compelling video content.

Building Powerful Partnerships

We maintain a collaborative relationship with CATTLEYA GROUP, a beauty dealer from Okayama, and are exploring seminars and joint ventures with other beauty distributors. We are also progressing partnerships with labor consultants specializing in the beauty sector. Furthermore, collaborations with organizations such as M’s CONNECTION and Japan Hair Design Association are underway for seminars, webinars, and training programs.

Success Stories and Achievements

One notable success is the recognition of "men's salon HOLLYWOOD" from Okayama as a recipient of the HOT PEPPER Beauty AWARD 2025 GOLD. After integrating generative AI into their operations, the salon increased its blog posts from zero to over 15 per month, significantly reducing the time spent on outreach efforts by over 15 hours monthly.

Message from CEO Hiroki Suzuki

"Achieving our target of 100 applications is a crucial first step for those working in the beauty industry to reclaim their focus on what truly matters. We aim to initiate further efforts to tackle the serious issues facing the beauty sector. Join us as we shape the future of the beauty industry together." At GIVE-FORWARD Inc., we will continue our challenge to transform the core issues within the beauty industry.

About GIVE-FORWARD Inc.

GIVE-FORWARD Inc. is dedicated to supporting the implementation of generative AI technologies specifically in the beauty sector. Our team, consisting of professionals with extensive experience in beauty, engages directly with the real challenges faced by beauty practitioners. We strive not just to provide tools but to genuinely address essential tasks, enabling professionals to focus on improving their practices and expressing their creativity. By utilizing generative AI, we offer impactful training that ensures long-term integration and success. Our CEO, Hiroki Suzuki, also provides high-quality drone video content, further supporting salons' branding and client outreach. Our mission is to empower beauty professionals by delivering time and resources for their integral work.