Introducing lele: A New Nail Brand Designed for Generation Z by Karin Takubo

Unveiling lele: The Fresh Nail Brand by Karin Takubo

In a groundbreaking move, Beaile Inc., a subsidiary of Reaplus, has announced the launch of a new nail brand named lele set to debut in April 2025. Spearheading this initiative is Karin Takubo, a social media sensation adored by Generation Z. The brand aims to infuse vibrant colors into everyday life while resonating with the unique sensibilities of its younger audience.

Embracing Freedom and Self-Expression

Karin Takubo’s vision for lele stems from a desire to make nail art more accessible and enjoyable for everyone. “I want people to freely indulge in nail art,” she declared during the brand’s launch announcement. Lele positions itself as a brand that empowers individuals to express their personal style, especially in today's social media-driven world where individual expression through nails is increasingly valued.

An understanding of youthful marketing is integral to Beaile’s approach, and with Takubo at the helm, lele promises to deliver nail products that reflect the current aesthetic and trends favored by Gen Z.

The Brand’s Concept

At the heart of lele's philosophy lies the concept of “Choosing Luxury at My Own Rhythm.” This slogan embodies the freedom to select nail colors that fit one’s mood, allowing a moment of respite from the hectic pace of daily life. Lele strives to make the experience of choosing and wearing nail polish a source of joy and self-acceptance for its users.

Product Overview: 1st Collection

The initial product range includes five distinct shades, each infused with vibrant hues that resonate with today’s trends:

- KOIMIKAN: A juicy, translucent orange that embodies a vibrant adult vitamin color. (10ml, ¥2,500)
- GUAVA PINK: A sheer salmon pink reminiscent of guava juice, perfect for any occasion. (10ml, ¥2,500)
- HIMAWARI: A calm sunflower yellow, excellent as an outfit accent. (10ml, ¥2,500)
- AME: A cool, smoky blue that appears grey or blue depending on lighting. (10ml, ¥2,500)
- SOY: A slightly warm white, reminiscent of soy milk, that blends seamlessly. (10ml, ¥2,500)

They also offer a special limited-edition 5-SET featuring all five shades along with a custom lele pouch, priced at ¥12,500.

Commitment to Quality and Safety

All lele products are produced domestically in Japan, upholding rigorous safety standards. They are free from hazardous substances such as dibutyl phthalate, formaldehyde, and toluene, as well as animal-derived ingredients, making them a conscientious choice for health and environmental safety.

Meet Karin Takubo: The Brand’s Face

Karin Takubo is not only a talented influencer with over 340K Instagram followers, but she’s also a creative force behind various projects, including the fashion brand PINUE. Her authenticity, down-to-earth lifestyle, and striking visuals have garnered her substantial support from her peers. With a background in both fashion and sports—having played baseball for four years and softball for two—Karin perfectly embodies the youthful energy that lele seeks to represent.

You can follow Karin and explore more about her endeavors through her social media platforms:

Company Details

Company Name: lele (operated by Beaile Inc.)
Founded: April 2025
Business Focus: Planning and sale of nail items
Website: lele.co.jp
Instagram: @lele.co.jp

The launch of lele signifies a vibrant new chapter in the beauty industry, inviting users to explore their creativity and express themselves through the art of nail design.