Caddireat Innovation Launches New B2C Brand 'CHERA by peu a beaute', Transitioning from Salon-Exclusive to Consumer Market

Caddireat Innovation Co., Ltd. (Headquarters: Chuo-ku, Tokyo; CEO: Tomohisa Koizumi), the manufacturer of the high-end salon-exclusive beauty innerwear brand "peu a beaute," has announced the launch of its first B2C brand, "CHERA by peu a beaute" (hereinafter "CHERA"). This new venture aims to deliver the philosophy, technology, and quality cultivated in the professional salon industry directly to general consumers. The brand's first product, "Night Care Socks," is scheduled for release in July 2026.

Beauty that begins with self-care The brand name CHERA is a portmanteau of "chère" (dear/valuable) and "beauté" (beauty). It was born from the idea that true beauty comes not from doing it for someone else, but from valuing oneself first. The brand emphasizes that the accumulation of these daily self-care moments leads to lasting, meaningful beauty.

Bringing salon quality closer to daily life Until now, "peu a beaute" has expanded its presence primarily through beauty salons across Japan, gaining significant support from industry professionals. CHERA inherits the commitment to comfort and functional excellence while repositioning itself as a self-care brand that integrates seamlessly into daily routines. Recognizing that consistency is vital in a busy lifestyle, the brand proposes "beauty habits that can be continued effortlessly."

First product: "Night Care Socks" The debut item is the "Night Care Socks," which focuses on the crucial sleep period. Developed under the concept of "more comfortable to wear than not," the product features meticulous attention to compression design, material texture, and overall fit. It is designed as a practical upgrade to nightly self-care routines. Details regarding the launch will be released sequentially via the official CHERA Instagram account.

Caddireat Innovation Corporate Overview We are a company dedicated to creating beauty innovations alongside our customers. We strive to create products that salon staff genuinely love and believe in. The company has won the "BEST BEAUTY ITEM" award from the professional journal Esthetic Tsushin for five consecutive years, earning an induction into its Hall of Fame for products that contributed most to salon sales.