MoldBreaking Inc. (Headquarters: Shibuya-ku, Tokyo) is pleased to announce that Asami Joshino (Asami Hara), its Representative Director, has been appointed as the TikTok Brand Evangelist for the "HAS Series" spa treatment brand developed by Wave Corporation Co., Ltd. Through this initiative, we will promote the creation of a new brand growth model that integrates EC, SNS, and offline experiences, starting with TikTok live commerce.

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Towards a New Brand Growth Model in the TikTok Shop Era

In recent years, with the expansion of TikTok Shop, the "purchase experience centered on people" has been rapidly evolving in Japan's EC and beauty industries. The era is shifting from mere product sales to emphasizing who is introducing the product, the worldview with which it is delivered, and how the brand is supported.

Asami Joshino, supported as the "Queen of Inner Beauty," has led numerous brand live commerce events to success, primarily in the beauty, health, and lifestyle domains. Asami Joshino advocates for a new brand support model called "Accompanied Brand Live Commerce," which goes beyond simple sales-oriented live streams.

By collaborating with the HAS Series, which boasts high recognition in the aesthetic industry, we aim to create new customer touchpoints and further enhance brand value by combining TikTok live commerce, SNS content deployment, brand PR, offline events, and brand experience initiatives.

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Main Brand "Spa treatment"

Spa treatment is a skincare brand that has been developing professional-use cosmetics for aesthetic salons for 29 years. It focuses on formulation design that allows penetration* of advanced serum ingredients that are difficult to incorporate, rare ingredients from exclusive sources, and ingredients that have been treasured since ancient times, developing products that cater to the complex concerns and complexes of adult skin.

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Spa treatment "HAS Series"

HAS*1 is an abbreviation derived from "Human Adipose-derived Stem cell." In Spa treatment, it is referred to as HAS*1 (Hasu).

It uses substances extracted from cultured stem cells collected from human adipose tissue, and its culture medium contains about 130 types of growth factors. Furthermore, by making the culture medium liposomal, it facilitates penetration into every corner of the stratum corneum. Born from advanced stem cell research, HAS*1 undergoes rigorous quality inspections and repeated tests, with numerous papers written and research conducted. Spa treatment uses this cosmetic ingredient, which has been used for many years, to provide firmness and radiance, supporting aging skin*3.

*1: Human adipose cell conditioned medium extract (moisturizing and skin-conditioning ingredient)

*2: Stratum corneum

*3: Dryness, lack of firmness, lack of radiance

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Asami Joshino's Comment

"Delivering WOW (amazement) through live streams" – this is the sentiment I have always cherished.

I feel that the HAS Series is a brand that values the concept of "aging beautifully" itself, not just as a skincare product. Through live commerce, I want to deliver not only the product's appeal but also the brand's philosophy and worldview with care, offering a new beauty experience to many people.

PROFILE

Asami Hara, also known as Asami Joshino, is the Representative Director of MoldBreaking Inc. (Headquarters: Shibuya-ku, Tokyo). She is active on platforms like TikTok as "Joshino Asami" and boasts approximately 330,000 followers across social media*. She is gaining attention as a live commerce personality who carefully selects and introduces beauty and inner beauty items, enhancing brand value through live streams.

*As of May 2026

Official TikTok Account: @joshinoasami

Instagram Account: https://www.instagram.com/joshinoasami/

FACT BOX

  • Source: PR TIMES
  • Category: 人事