Emuart Cosmetics Launches Employee-Led Co-Creation Brand to Mark 31st Anniversary in Shizuoka

Nippon Healthmate Co., Ltd. (Headquarters: Shizuoka City; President: Ikuhiro Shiraishi), the operator of the skincare brand "Emuart Cosmetics," has announced the launch of a new sister brand project. This initiative builds upon the company's 31-year history while transitioning toward a community-centric business model.

### Brand Concept: "The Professional's Skincare Partner" The new brand targets working professionals who prioritize skin health despite busy schedules. The core philosophy centers on skincare that users and creators develop together, moving away from complex routines toward sustainable, high-quality habits. Key pillars include: - Developing products that address the specific skin concerns of working individuals. - Hosting workshops to educate consumers on skincare fundamentals. - Establishing a community where users connect directly with creators. - Promoting a culture of self-care through social media co-creation.

### Employee-Driven Innovation The project was initiated by three long-term employees of Emuart Cosmetics. Having interacted with customers for years, they identified a growing trend where skincare feels like a burden rather than a relief. By leveraging the company's foundation as an esthetic salon-born brand, the team aims to create products that integrate seamlessly into daily life.

### Strategic Initiatives 1. **Establishment of "Emuart Lab"**: A community hub designed to gather user feedback via surveys and events, ensuring the brand evolves according to real-world lifestyle needs. 2. **New Product Development**: Focusing on "ease of use" and "comfort," the team is developing a lineup that supports skin health without requiring excessive time or effort.

The company also revealed plans for its first crowdfunding campaign to involve early supporters in the brand's growth phase. Further details regarding the launch will be announced in the coming months.