Unlocking the Future of Kawaii Beauty Marketing: Maquillage, Community Experts, and X Corp. Japan to Share Insights

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Unlocking the Future of Kawaii Beauty Marketing: Industry Leaders Converge at Mimi Beauty Event

From Shiseido Maquillage’s Rebranding to X Data Trends, Experts Reveal the Next Wave of Beauty Promotion

Beauty Meets for Business Vol.8

Mimi Beauty, a prominent beauty media platform, is set to host its eighth free online marketing event, “Beauty Meets for Business Vol. 8 ~Beauty Marketing’s Now and Future~.” This four-day webinar series, running from January 27 (Tuesday) to January 30 (Friday), 2026, promises to deliver cutting-edge insights from the forefront of the beauty marketing world. Attendees can look forward to hearing from esteemed guests including MoMo Sakakibara, Brand Manager for Shiseido Japan’s Maquillage, Hideki Kojima, Representative Director of the Community Marketing Association, and Yuna Miura, Sr. Research Analyst at X Corp. Japan.

What is “Beauty Meets for Business”?

“Beauty Meets for Business” is Mimi Beauty’s signature event, dedicated to analyzing and researching the essence of “beauty x SNS marketing.” For years, Mimi Beauty has been a trusted provider of solutions in this dynamic field. The event brings together professionals from cosmetic manufacturers, distributors, and platforms, all united by Mimi Beauty’s inspiring concept: “Together, we’ll create a world that sparkles with beauty.” It serves as a vibrant platform for dissecting the latest trends in beauty and SNS marketing, offering a compass for navigating the industry’s evolving landscape.

A Deep Dive into Beauty Marketing’s Next Frontier

The upcoming event boasts a star-studded lineup of speakers who will unravel the complexities of modern beauty marketing. From Maquillage’s strategic overhaul to the power of community and the mechanics of viral trends, the discussions promise to be both enlightening and actionable.

DAY 1: “Leaving a ‘Mark’ – The Story Behind Maquillage’s Rebranding” (January 27, 2026)

Maquillage Rebranding Webinar Day 1

The beauty market is a whirlwind of change, shaped by global events like the pandemic and the rise of K-beauty. In this turbulent environment, Shiseido’s Maquillage brand has boldly embarked on a rebranding journey. On Day 1, MoMo Sakakibara, Brand Manager for Maquillage, will share real-world examples of this rebranding. Through an interview format, she will discuss the brand’s approach to makeup marketing in today’s beauty market and its promotion strategies tailored to Japanese consumers. This is a rare chance to peek behind the curtain of a major beauty brand’s strategic evolution.

DAY 2: “The Value and Application of ‘Community’ in Beauty” (January 28, 2026)

Community Marketing Webinar Day 2

After a decade of supporting cosmetic manufacturers, Mimi Beauty recognizes that the ultimate goal for many brands is to be “loved and sold sustainably.” The key to achieving this, they believe, lies in harnessing the power of “community.” Hideki Kojima, Representative Director of the Community Marketing Association, will join Mimi Beauty’s Yuri Nakatani to present a structured framework for community building. They will also showcase successful examples from Mimi Beauty’s own user community. The focus isn’t just on creating a community, but on “how to nurture customers and co-create value within it,” offering invaluable marketing insights.

DAY 3: “Decoding Buzz Cosmetics & Glimpsing 2026 Trends from X Data” (January 29, 2026)

X Data Trends Webinar Day 3

Is the virality of “buzz cosmetics” a matter of chance or strategy? Yuna Miura, Sr. Research Analyst at X Corp. Japan, alongside Mimi Beauty’s Yuri Nakatani, will revisit 2025’s most talked-about cosmetics. They will analyze how these products ignited conversations and spread across X (formerly Twitter), using X’s unique data. Furthermore, they will delve into X data to uncover the emerging beauty trends that are likely to drive purchases in 2026. This session is a must-attend for anyone aiming to create the next viral beauty sensation or seeking a winning formula for their promotions.

DAY 4: “Seizing Trend Signals & Amplifying Them – SNS Era Beauty Promotion Strategy” (January 30, 2026)

SNS Promotion Strategy Webinar Day 4

In beauty promotion, regardless of the platform, SNS serves as the undeniable starting point. The secret to success lies in “capturing trend signals” and effectively amplifying them. Mimi Beauty’s own team of experts – Rina Endo, Serina Matsuyuki, Shiori Ishikawa, and Momoka Yamashita – will systematically explain how to identify these “signals” through SNS trend analysis, consumer insight, and community engagement. They will then demonstrate how to translate these insights into concrete hypotheses for product PR. The latter half of the session will feature planners, fresh from the front lines of diverse brand planning, sharing their specific approaches.

Who Should Attend?

This event is particularly recommended for:

  • Those eager to understand the current market and future strategies for beauty product brands.

  • Individuals planning the launch or rebranding of their own products.

  • Anyone wishing to learn the fundamentals of “community marketing.”

  • Professionals looking to leverage “community” effectively.

  • Those curious about the factors behind 2025’s buzz cosmetic virality.

  • Marketers keen to discover upcoming trends early and incorporate them into promotions.

Event Overview

The “Beauty Meets for Business Vol. 8 ~Beauty Marketing’s Now and Future~” webinar will take place via Zoom.

  • Dates: January 27 (Tuesday) – January 30 (Friday), 2026

  • Time: 12:00 PM – 1:00 PM JST daily

  • Format: Online webinar via Zoom

  • Participation Fee: Free

  • Registration Deadline: January 21 (Wednesday), 2026, 11:59 PM JST

Don’t miss this opportunity to gain invaluable insights into the dynamic world of beauty marketing!

About Mimi Beauty

Mimi Beauty operates a beauty media platform focused on SNS, guided by the concept, “Together, we’ll create a world that sparkles with beauty.” Beyond simply disseminating beauty information, Mimi Beauty aims to evolve into a co-creative media platform by offering diverse beauty experiences to its users. This initiative seeks to provide everyone with the opportunity to enjoy the transformative power of beauty.

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The Future of Kawaii Beauty: A Global Glimpse

The insights shared at “Beauty Meets for Business Vol. 8” are poised to significantly influence the trajectory of Kawaii beauty culture both in Japan and globally. As Japanese brands like Maquillage adapt to shifting consumer desires and embrace digital communities, their strategies offer a blueprint for others. The data-driven analysis of buzz cosmetics and emerging trends, much like the delicate artistry of Japanese pottery, reveals the meticulous craft behind creating global appeal. Expect to see these forward-thinking approaches shape how beauty is discovered, shared, and adored, fostering a more connected and vibrant Kawaii beauty ecosystem worldwide.

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