Nijito's COO, Mikako Kurahashi, to Speak at Japan's D2C Conference

Mikako Kurahashi to Take the Stage at Why!? Direct.2026

The head beauty brand haru, a part of Nijito Co., Ltd., is poised to make a significant impact at the upcoming Why!? Direct.2026 conference, which is set to take place from February 18 to February 20, 2026. Mikako Kurahashi, COO of Nijito and a prominent figure in the beauty industry, will lead the public session titled "Redefining Aging for Beauty and Healthcare Brands (Tentative)." This session aims to explore new methodologies in building brand value from a professional aging and head beauty perspective.

What is Why!? Direct.2026?

Why!? Direct.2026 is recognized as one of Japan's largest D2C (Direct to Consumer) conferences, organized by the Nippon D2C Support Committee. The event focuses on energizing Japan's D2C sector and marks its seventh iteration in 2026. It serves as an invaluable platform for industry leaders to converge, providing a forum for deep discussions on the essence of businesses and brands.

The theme for 2026 is "San-Kaku, Shi-Kaku, Maru". This reflects a journey through the different phases of D2C brand evolution—transitioning from an initial triangular growth phase that emphasizes distinctive values (San-Kaku) to confronting the dualities faced in branding, such as online versus offline and acquisition versus retention (Shi-Kaku). Ultimately, it seeks to foster a harmonious, evolved brand image that integrates and transcends these dichotomies, moving the industry toward greater maturity.

Event Details

- Event Name: Why!? Direct.2026
- Date: February 18 - 20, 2026
- Session Date: February 18, 2026, from 15:10 to 15:45
- Format: Public Session
- Session Title: "Redefining Aging for Beauty and Healthcare Brands (Tentative)"
- Program Details: Why!? Direct.2026 Program

In recent years, the beauty and healthcare industry has witnessed a fundamental shift, with emphasis placing not just on physical beauty but also on overall wellness and lifestyle. In light of this, Nijito has embraced the vision of becoming a "Pro-Aging Company," advocating for a society where individuals can acknowledge and express their unique beauty regardless of age or societal norms. Their product and service development reflects this ethos.

During the session, Kurahashi will be joined by industry leaders such as Hatsuhe Iwamoto (CEO of Aishito) and Hiromi Otonari (Head of Brand Communications at Saishunkan Pharmaceutical). Together, they will delve into the evolution of their brands while discussing the new paradigms expected from contemporary beauty and healthcare brands.

Speaker Profile

Mikako Kurahashi

- Position: COO of Nijito / CEO of Pencil Co., Ltd.
- Background: After joining Pencil Co., Ltd., Kurahashi has played a crucial role in advancing comprehensive marketing consulting with a strong emphasis on e-commerce. She has successfully propelled group management and digital transformation since becoming CEO in 2016. As of April 2025, she also holds the title of COO at Nijito, overseeing the company's marketing strategy and brand development to enhance business growth and brand value. Advocating for pro-aging, she seeks to connect brand values with societal needs, promoting a new marketing approach that highlights the importance of self-care.

About haru

The haru brand, known for its flagship "Kurokami Scalp (haru Shampoo)," has achieved impressive sales with over 8 million units shipped. It offers products through its online store and approximately 5,000 retail locations nationwide. The brand promotes a self-care routine termed "Head Beauty," encouraging individuals to embrace aging positively while living beautifully as their authentic selves. Continuing to innovate, haru aims to provide varied products and experiences that champion their consumers' unique beauty journeys.

haru Official Online Shop

haru Official Instagram

haru Official LINE

About nijito

Nijito Co., Ltd. is a company built on the desire to support individuals in their quest to be true to themselves. As a recognized Pro-Aging Company, it aims to create an environment where everyone can appreciate their current selves, enriching their daily lives with positivity and authenticity.