Developed by a Mother of Nine! Popular Hair Care Brand 'bialne' Launches Loyalty Program for Subscription Members on May 29

The hair care brand 'bialne,' operated by HaD Co., Ltd.—a subsidiary of WinC Co., Ltd., which is itself a subsidiary of MUSCAT GROUP—has announced that it will launch the 'bialne Loyalty Program' on May 29, 2026 (Friday). This program is designed to provide special experiences tailored to individual subscription members.

Background of the Loyalty Program

bialne has grown through word-of-mouth on social media, with products frequently selling out immediately upon online release. However, a need remained to reward long-term fans, particularly subscription members, with added value beyond simple product delivery. Driven by the desire to provide even more special value to those who have supported the brand, this program was introduced to offer deeper brand experiences and services that enrich daily life.

Overview of the 'bialne Loyalty Program'

This is a continuous reward program where membership rank is determined by the total purchase amount over the past 12 months. As the rank increases, the point accumulation rate rises, and earned points can be exchanged for exclusive limited-edition items and popular products.

- Start Date: May 29, 2026 (Friday) - Eligibility: Customers currently using the subscription plan on the official bialne online store - Rank System: Bronze / Silver / Gold / Platinum

### Main Benefits:

1. Up to 25% Point Returns Based on Rank Point accumulation rates for every purchase are upgraded according to membership rank. At the highest rank, customers can earn up to 25% in points, making future shopping even more enjoyable the longer they use the brand.

2. Exclusive Items Exchangeable with Points Earned points can be exchanged for carefully selected non-commercial items and popular bialne products. A lineup of exclusive rewards—from original goods that add a touch of luxury to daily life to popular bialne products—will be available.

3. Exclusive Early Access and Special Events for Subscription Members Subscription members will be offered special opportunities such as priority access to new items before general release, exclusive monitoring projects, and invitations to closed events where they can experience the brand's backstage. *Program details and schedules are subject to change and are not guaranteed to occur every time.

About bialne

Based on the concept of 'beauty habits for busy moms,' bialne is an additive-free* hair care brand designed for the whole family. Despite being additive-free, it allows users to easily experience salon-quality care at home and has been widely loved by mothers since its release. While high-end shampoos often contain dozens of ingredients, bialne uses only 16 strictly selected ingredients. By eliminating the unnecessary, it is safe for those with sensitive skin and children.

*Applies only to shampoo