Wowwe

Wowwe Inc., founded in December 2011 by Masatoshi Mushika, is a holding company in the Japanese beauty industry, primarily operating and managing eyelash salon chains. Originally established as a hair salon named Hair Salon REBORN, the company pivoted to the eyelash sector, launching the 'MARIE TERESIA' brand in 2020. This strategic shift was driven by the rising demand for eye-related beauty treatments during the COVID-19 pandemic.

The company's business model centers on operating a rapidly expanding network of eyelash salons, including 'MARIE TERESIA' and 'roseo snow', across Japan, with a stated goal of reaching 100 locations by 2026. Wowwe differentiates itself by offering cost-effective services, achieved by optimizing operational efficiency and utilizing non-traditional salon spaces like repurposed rental apartments to lower overhead costs. This approach allows them to provide high-quality treatments at competitive prices. The firm also focuses on improving the historically challenging labor conditions for beauticians by offering higher wages and better working environments to reduce staff turnover.

In addition to its salon operations, Wowwe has expanded into product development and sales through its subsidiary, Maison Ailes, which functions as a beauty manufacturer. The company has also begun to diversify its services by incorporating a nail business, leveraging its existing salon management expertise. In January 2025, Wowwe secured 80 million JPY in a Series A funding round to accelerate its digital transformation (DX) initiatives, support further domestic expansion, and explore global markets.

Keywords: eyelash salons, beauty industry, salon chain, MARIE TERESIA, eye beauty, salon management, Japanese market, beautician services, cosmetic products, beauty tech, salon franchising, nail services, Masatoshi Mushika, beauty holding company, retail beauty, customer acquisition