B-THREE’s “Wearable Cosmetics Pants” Hit Staggering ¥50 Billion in Sales

kawaii skincare japan news

“Wearable Cosmetics” Pants Achieve Jaw-Dropping ¥50 Billion in Sales

B-THREE’s “Haku Keshohin” Series Redefines Comfort and Beauty in Japanese Fashion, Celebrating 17 Years of Innovation.

Stretch pants specialist B-THREE, operated by Value Planning Co., Ltd., proudly announces that its highly popular “Haku Keshohin” (Wearable Cosmetics) series has surpassed a cumulative sales total of approximately 3.3 million pairs, amounting to an impressive ¥50 billion. Launched in 2009, this groundbreaking series has been cherished by customers for 17 years, marking a significant milestone in the apparel industry.

To commemorate this achievement and express gratitude to its loyal customers, B-THREE is launching a special limited-time campaign. Starting March 16, 2026, customers purchasing eligible items from the “Haku Keshohin” series at B-THREE stores nationwide and on the official online store will receive a complimentary makeup sponge with a case.

Three women showcasing different pant styles

The Philosophy Behind “Apparel-Denying Apparel”

Unlike conventional apparel, which often prioritizes fleeting trends and individual tastes, B-THREE embraces a philosophy it calls “Apparel-Denying Apparel.” This approach emphasizes enduring quality and comfort over temporary design fads, encouraging wearers to choose what truly suits them for long-term enjoyment.

This commitment to inner quality is particularly evident in the “Haku Keshohin” series. Inspired by the way cosmetics enhance and care for a woman’s skin, the company set out to create pants that offer a similar experience. The goal was to develop trousers that not only look beautiful but also provide an unparalleled, gentle feel against the skin, much like a nourishing skincare product.

Camellia oil bottle

The “Haku Keshohin” Experience: Skincare for Your Legs

The “Haku Keshohin” series focuses on two key aspects, mirroring the world of cosmetics:

  • Foundation Cosmetics: Just as foundation nourishes the skin, these pants prioritize gentleness. Raw materials and even individual yarns are meticulously selected to ensure a smooth, soft texture that feels kind to the skin.

  • Makeup Cosmetics: Like makeup enhances beauty, the series features elegant, sophisticated color palettes and silhouettes meticulously designed to flatter every figure, creating a beautiful leg line for all wearers.

This dedication to both inner comfort and outer beauty has led to the series becoming a beloved long-seller, with 3.3 million pairs sold over 17 consecutive years – a rare feat in the fast-paced apparel industry. Past iterations of the series have included unique formulations like Tsubaki oil, rose extract, marine collagen, shea butter, and milk protein.

Hands pulling soft fabric

32 Years of Research and the “Leg Beauty Research Institute”

B-THREE’s commitment to quality is rooted in 32 years of research and development. Unlike many apparel brands that purchase pre-made fabrics, B-THREE develops its materials from the very first strand of yarn. This allows for the creation of unique stretch fabrics that not only offer exceptional flexibility but also superior durability and quality. The company’s proprietary “golden ratio” for leg beauty, honed over decades, ensures a consistently elegant silhouette that appeals across all ages and preferences.

Fingers holding yarn

To achieve this, B-THREE established the “Leg Beauty Research Institute,” solely dedicated to the research and development of stretch pants. Here, countless experiments are conducted to perfect fit, elasticity, and durability. For instance, a testing robot nicknamed “Kusshin-chan” (Little Squat) performs approximately 100,000 squats a day to ensure pants maintain their shape and do not sag at the knees. Each product is also assigned a unique serial number, a testament to passing over 60 stringent quality checks – an unusual practice in the apparel industry.

Many customers affectionately refer to them as “Magic Pants,” a testament to their exceptional comfort and the flattering silhouette they create. These pants have supported the comfortable daily lives of over 2.5 million customers, blending visual appeal with unparalleled comfort.

Red pants in a display case, possibly with testing equipment

A Sustainable Vision: The Eco Campaign

Beyond sales, B-THREE is dedicated to sustainability, fostering a “sell-and-continue-to-wear” approach. Since 2009, the company has continuously run its “Eco Campaign” for 17 years. This initiative collects unwanted clothing and accessories from customers, aiming for a circular fashion economy through reuse, recycling, and resource recovery. This commitment was recognized with the “ESG Award” in the 2021 Department Store Buyers’ Award (Ladies’ Division) by Senken Shimbun, an award celebrating companies that actively incorporate environmental, social, and governance considerations into their operations.

Details on the Eco Campaign can be found here: https://b-three.jp/blogs/contents/b3eco

Green sprout emerging from soil, symbolizing eco-friendliness

Special Campaign Details

From March 16, 2026, customers will receive one “makeup sponge with case” for each eligible product purchased. This offer is available while supplies last. For online purchases, the sponge will be randomly selected.

Collection of pastel-colored makeup sponges

Eligible Products Include:

For those interested in delving deeper into B-THREE’s unique story, a special manga titled “The Story of the Birth of Magic Pants” is available: https://b-three.jp/pages/b3manga

As B-THREE continues to innovate with its “Apparel-Denying Apparel” concept, its success with the “Haku Keshohin” series demonstrates a growing global appreciation for fashion that prioritizes comfort, quality, and sustainability. This unique blend of beauty and well-being, akin to the careful regimen of Japanese skincare, offers a compelling vision for the future of kawaii lifestyle products, proving that true beauty begins from within – even in our attire.

Find B-THREE:

editor
kawaii

Japan, often seen as a country that seamlessly integrates tradition and technology, is a region full of rich culture and technological advancements. It is continuously evolving and propelling towards progress, which has been evident in the latest news emerging from the country. We delve deeper into some of these fascinating developments happening in all facets of Japanese society.

kawaii follow
kawaii skincare japan news
share
kawaii follow
kawaii
×
Copied title and URL