Cinderelax

Cinderelax is a Tokyo-based company founded in January 2023 by Reika Koike. The firm developed the mobile application "BU," which allows users to engage with YouTube makeup tutorials in a more streamlined and interactive manner. The platform enables users to navigate directly to specific segments of a video, such as foundation or eye makeup application, and view the cosmetic products used in real-time. From the app, users can access product reviews and purchase items, creating a seamless experience from content consumption to e-commerce.

The concept for Cinderelax originated from founder Reika Koike's personal experience of finding self-confidence through makeup. While a student at Waseda University, she developed the business model and received the highest evaluation at the university-hosted "WASEDA-EDGE Gap Fund Project," which provided the initial funding to establish the company. Koike, along with other members she met during her university studies, aims to solve the inefficiency of watching long-form makeup videos by creating a tool-indexed by makeup process and products. The business model appears to operate on an e-commerce and affiliate basis, capitalizing on the large and growing audience for beauty content.

In February 2024, Cinderelax secured seed funding from WERU Investment and the Okawa Dream Foundation to enhance its development capabilities, forge partnerships with makeup brands and creators, and expand the app's user base. The application also incorporates features like recommendations based on personal color, catering to trends within the beauty industry.

Keywords: makeup tutorial app, cosmetic e-commerce, beauty tech, video commerce, social shopping, interactive video, product discovery, beauty content, cosmetic reviews, direct-to-consumer, makeup application, personal color analysis, influencer marketing, mobile commerce, Japanese startup, Reika Koike, beauty influencer, video tagging, in-app purchasing, beauty marketplace