WABE, a dedicated live commerce e-commerce mall app operated by Cellest Co., Ltd., will hold "WABE BEAUTY DAY," a large-scale event focused on beauty products, on Monday, August 24, 2026.
The aim of the event is to have beauty professionals introduce products and explain how to use them in real time, providing a shopping experience like in-store customer service through communication with viewers.
Focusing on the High Affinity Between Beauty Products and Live Commerce
According to Cellest, beauty and cosmetics are a category in which texture, feel in use and ingredient details are hard to convey through text and images alone, and there is high demand for professional advice.
Focusing on this affinity between beauty products and live commerce, the company decided to hold a special event that fills the whole "WABE" app with beauty content.
Many Beauty Professionals Take Part
Professionals active in the beauty industry will take part in the event as streamers. Some of the participants are as follows.
Mita, the Hair-Care-Geek Hairstylist
A hairstylist based in Omotesando and Aoyama, she works under the theme "upgrading the hair of grown-up women." She offers beautiful-hair design centered on hair-quality-improving color and high-concentration keratin treatment, and is supported by 23,000 Instagram followers. She ranked first in sales at the previous "WABE BEAUTY WEEK."
Rei♪ Beauty Store
A hairstylist who runs 10 salons and communicates under the theme "hair has the power to change your life." She has won support for her skills, which include doing hair and makeup for the Milan Collection, and for her knowledge of hair and scalp. She is said to introduce effective hair care and health and beauty items from a professional's viewpoint.
Stylist Ima-chan's Live Commerce Shop
A hair colorist affiliated with a salon in Motosumiyoshi. She addresses the worry "I don't know which hair color suits me" with proposals based on personal color diagnosis. With over 8,700 Instagram followers, she shares coloring knowledge and real examples. She says she will introduce hair care and color care products from a professional's perspective.
Tsuka-san, "Help with Hair Worries"
Affiliated with the beauty salon "Noa" in Kitaurawa, she works under the theme "so that grown-up women can keep shining as themselves." She also has experience in TikTok live commerce, and streams mainly about beauty, cosmetics and personal care.
Streaming Schedule and Content
On the day of the event, each beauty professional will stream live in their own time slot. Product introductions drawing on their expertise and real-time communication are planned.
| Streaming time | Streamer | Products handled |
|---|---|---|
| 6:00–8:00 | Tsuka-san, "Help with Hair Worries" | Hair care, cosmetics |
| 7:30–8:30 | Rei♪ Beauty Store | Hair care products |
| 8:00–10:00 | Stylist Ima-chan's Live Commerce Shop | Beauty products, hair care products |
| 20:00–21:00 | Mita, the Hair-Care-Geek Hairstylist | Hair care, beauty cosmetics |
* Streaming times and content are subject to change.
* Each stream can be watched in the "WABE" app.
Contest with Total Prize Money of 1 Million Yen Also Held
At "WABE BEAUTY DAY," a contest with total prize money of 1 million yen will be held to support streamers' challenge into live commerce.
The contest evaluates not only sales but also communication with viewers and enthusiasm for streaming. By having people active in the beauty industry take on live commerce, the event aims to create new sales channels and customer touchpoints and to expand the possibilities of beauty products and live commerce.
Contest Overview
Event name: WABE BEAUTY DAY
Dates: Monday, August 24, 2026
Venue: "WABE," a dedicated live commerce e-commerce mall app
Content: Live streaming and sales centered on beauty products
Professional-Grade Beauty Products Gather in Live Commerce
At this event, items such as "salon-exclusive products" handled by hairstylists and beauty professionals, as well as professional-grade hair care, cosmetics and other beauty products, will appear.
Even for products that can usually be bought only at beauty salons and specialty stores, viewers are said to be able to learn their features and how to use them in detail through the live streams. A key feature is that viewers can ask the streamer questions directly and choose and buy products that suit them.
Aiming to resolve the mismatch of "not what I expected" in online shopping, the event offers a chance for professionals to answer beauty concerns in real time.
About "WABE," the Dedicated Live Commerce E-Commerce Mall App
"WABE" is a dedicated live commerce e-commerce mall app developed under the concept "Watch, Ask, Buy, Enjoy."
It functions as a platform connecting sellers, such as manufacturers, brands and live commercers, with consumers. Sellers can introduce and sell products in real time through live streams, and the app also has features for purchasing products outside of streams and for social media-style direct messaging.
Sellers are also said to be able to manage order status and customer data, and even do data analysis, all within "WABE."
App Information
App name: WABE
Supported OS: iOS / Android
Service site:WABE official site
App download URL:Download the WABE app
About Cellest Co., Ltd.
Cellest Co., Ltd. is a company aiming to make live commerce infrastructure in Japan. It entered the industry in 2017 and, in addition to developing and operating the dedicated live commerce e-commerce mall app "WABE," runs "Tokibana," a specialized agency that produces and manages live commercers.
The company states that live commerce offers a new shopping experience in which people can buy while checking products in real time, solving the conventional online shopping problem of "not what I expected."
Company Overview
Company name: Cellest Co., Ltd.
Address: 11th Floor, PMOEX Honmachi, 3-1-10 Honmachi, Chuo-ku, Osaka, Osaka Prefecture
Founded: July 31, 2019
Representative: Hiroshi Sasaki
Business: Live commerce management business and live commerce platform business
Corporate site:Cellest Co., Ltd. corporate site
Live commerce specialized agency "Tokibana":Tokibana official site
