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◾️Concept: straight-care from within. Rather than coating hair on the surface, Straine targets the internal hair structure using the world's first "Straight Silk Care" ingredient — a proprietary blend of 7 types of keratin, 9 essential amino acids, 5 ceramides, and Sacran® to smooth frizz and waves while locking in moisture.
◾️Hero products: Straight Shampoo, Straight Treatment, Straight Hair Oil (White Blossom scent)
◾️Launch momentum:
- Ranked #1 across 6 categories on Rakuten on day one
- LIPS Best Cosmetics 2025 H2 — #1 Hair Treatment％#1 Hair Oil(Smooth & Shine Award)
- Brand ambassador: Tomohisa Yamashita (Yamapi)
◾️Company: Ai Robotics Inc. (Tokyo, TSE: 247A)
A Japanese D2C beauty company that uses proprietary AI for product development and performance marketing.
The "AI" in the name refers to data-driven brand building.
◾️Brand portfolio:
- Yunth — Skincare. Known for fresh Vitamin C serum (30-second activation). BTS's V is brand ambassador. 6.5M+ units sold since 2021.
- Straine — Haircare
- Brighte — Beauty devices (e.g. electric face lift device)
◾️ Business model:
Two segments — (1) own D2C brands in beauty/cosmetics, (2) performance marketing services for external FMCG clients using the AI/data stack
◾️Scale:
~¥12.7B revenue (TTM), $756M market cap, only38 employees — extremely lean, high-revenue-per-head
★Booth is organized by Locatide Co., Ltd- Japanese BPO provider that acts as the overseas team for Japanese beauty brands — handling strategy, distributor selection and management, POS data analysis, brand localization, and on-the-ground retail monitoring across markets.