Japan has been getting a lot of attention recently with a brand new brand launch.
According to Japanese fashion magazine Shonen Sunday, the brand name is known as “Mamikakushi” (Beautiful Bride), a reference to the Japanese phrase “mamikake” (beautiful bride), which literally means “beautiful lady”.
It seems that the brand has a strong focus on Japanese beauty standards, which is reflected in its slogan: “The most beautiful bride on earth” is featured on its official website, and a “beauty salon” in the lobby of the hotel in Tokyo is named after its flagship store.
It’s not the first time that Japanese brands have been caught up in the beauty industry, as the country is currently embroiled in a debate over cosmetics regulation and its ban on cosmetic products with animal derivatives.
According the Japan Times, a Japanese company that sells products that contain ingredients that have been found to contain animal by-products, which could result in animals being raised in their food, will be allowed to continue selling in Japan until it complies with a new regulation.
Japanese brands that have had a taste of the beauty world before will have a chance to test their mettle in 2018.
According a Japanese business publication, “Mukaku-bunshin” (Made with Beauty) will be launching in Tokyo in October, while the brand’s website states that it is “a unique, high-quality, and stylish fashion brand”.
The brand has been selling a range of products in Japanese fashion, from swimwear to dresses.