Eyelash Brand "en-gender lush" Born from "mm. × en-gender" Collaboration

rohascompany Co., Ltd. (Headquarters: Kurashiki City, Okayama Prefecture; Representative Director: Keigo Nakabayashi), which operates OEM consignment and cosmetic development businesses, ONLYPRODUCTS Co., Ltd. (Headquarters: Kashiwara City, Osaka Prefecture), and SCALE Co., Ltd. (Headquarters: Kita-ku, Osaka City, Osaka Prefecture), which operates beauty salons, product development, and beauty salon consulting, are pleased to announce the launch of the eyelash brand "en-gender lush" from the joint project "mm. × en-gender" by the brands "mm." and "en-gender."

This brand was developed as a "design-based eyelash product" that does not rely solely on technique, focusing on industry challenges such as variability in reproducibility during eyelash treatments and individual differences in understanding chemicals.

"Care" changes, and "life" changes. The beauty industry changes with the times, but problems remain. With "en-gender," you can change them. *Professional-exclusive product en-gender

Haircare brand "mm." for cross-selling to existing haircare brands. *Professional-exclusive product mm.

Background of Brand Launch

"en-gender lush" was born from the "mm. × en-gender" project.

This project is composed of a collaboration between the following three companies:

* rohascompany Co., Ltd.: OEM, cosmetics development, and manufacturing base * ONLYPRODUCTS Co., Ltd.: Supply, operations, and business development * SCALE Co., Ltd.: Beauty salon operation, on-site product development

By combining their respective expertise, they aim to integrate on-site perspectives with manufacturing technology to solve structural issues in the eyelash industry.

*Lash lift agent based on mineral alkaline reduced water *1st agent / 2nd agent sales

Brand Concept

"A brand that elevates beginners to intermediates to top-level, moving from intuition to design."

~ Aiming for reproducibility in finishes with simple chemical design ~

en-gender lush is an eyelash brand that aims to improve treatment reproducibility based on theory and product design, rather than relying on experience and intuition during procedures.

Main Challenges in the Eyelash Industry

* Individual differences in chemical understanding * Difficulty in damage control * Variability in finishes * Differences in reproducibility due to technique dependence

en-gender lush Initiatives

1. Visualization of Chemical Understanding * Aims to organize the chemical effects during treatment and design for an easy understanding of "why that change occurs." 2. Standardization of Reproducibility * Systematizes chemical formulation and treatment processes to design for reduced variability in treatment results. 3. Consideration for Damage Care (Key Ingredients) * Mineral alkaline reduced water * Biokeratin (tentative) *Bio + Keratin * These ingredient designs ensure consideration for the burden on eyelashes during the treatment process. 4. Improved Treatment Stability * Consideration for durability, stabilization of finishes, standardization of treatment processes. * This aims to stabilize overall salon operations.

Brand Positioning

en-gender lush proposes a new standard in the eyelash industry as a "brand aiming to reduce dependence on individual skill and improve reproducibility through design."

Future Development

Going forward, the brand will primarily expand in the salon market, promoting the widespread adoption of reproducibility-focused eyelash design and expanding its product line.

History of rohascompany Co., Ltd.

* 2011: Founded as a beauty salon business * 2015: Developed exclusive cosmetic product "yakujo" * 2018: Started rohas hair FC expansion * 2022: Capital increased to 70 million JPY, started collaboration business * 2023: Ecocert certified factory completed, OEMBANK started * 2023: Capital increased to 100 million JPY * 2024: Issued bank private placement bonds (1st to 3rd series) * 2025: Issued bank private placement bonds (4th series) * 2025: Released "FUHE" and "mm." * 2026: Issued bank private placement bonds (5th series) * 2026: Evolved into a brand co-creation business

Company Overview

* rohascompany Co., Ltd. * Location: Trust Building, 1-53-3 Kojima Ekimae, Kurashiki City, Okayama Prefecture * Representative Director: Keigo Nakabayashi * Capital: 100 million JPY * Business Activities: Cosmetics OEM, manufacturing, sales, licensing business, FC expansion, etc. * Official Website: https://rohas-company.com

* ONLYPRODUCTS Co., Ltd. * Location: 2-6-8 Hongo, Kashiwara City, Osaka Prefecture * Representative Director and President: Tomohiro Gonbi * Business Activities: OEM consignment, business development, M&A support, marketing support, etc. * Official Website: https://onlyproducts