The company claimed that it was the first to bring these concepts into Singapore, which are already well-established in Japan.
Relieving fatigue and insomnia
Moomin is a dry head spa that aims to help consumers improve their overall well-being by cultivating good sleep habits through a specialised head massage technique.
The 21-step massage claims to relieve insomnia, fatigue and stress. It does not use any water or oil, hence the name.
The massage does not apply strong pressure, instead it is designed to be relaxing and promote blood circulation to promote deep sleep.
Sakiko Hareyama, general manager and director of the two brands, believes Moomin offers a novel solution to stressed-out urbanites who are actively seeking methods to relax and decompress.
Hareyama studied the technique at Goku no Kimochi, which pioneered this technique.
She told CosmeticsDesign-Asia that Goku no Kimochi is so popular in Japan, its four outlets have over 400,000 people on the waiting list.
She said there is huge potential in the market for Moomin as the Singaporean lifestyle is similar to Japanese cities like Tokyo.
“Japanese are hard workers with bad sleep habits. Singapore is no different. Over 40% of Singaporeans suffer from lack of sleep.”
Hassle-free teeth whitening
White30 offers consumers affordable 30-minute teeth-whitening treatments.
Unlike conventional teeth whitening treatments, White30 does not use hydrogen peroxide.
Instead, it uses a solvent that contains, titanium dioxide, a compound that is widely used in food and cosmetic products. The treatment also does not harm the enamel surface and is pain-free.
With multiple sessions, White30 treatments will help teeth regain natural whiteness, shine and smoothness.
With White30, Hareyama hopes to change the perception of teeth whitening with White30.
“Before, when people think of teeth whitening, they think it is an expensive and inconvenient dental procedure. With conventional teeth whitening procedures, you have to abstain from certain food like wine and coffee,” she said.
She added: “White30 is for people who love red wine and need to drink coffee every morning. We want consumers to think of our service as friendly and so simple that you can even do-it-yourself.”
Expansion potential
While Singapore is a challenging market, Hareyama said she was optimistic about expanding the businesses nationwide.
She said that Komas Group was already looking at opening more outlets for both brands, including in Thailand
“There are a lot of Japanese expats in Thailand who know about the popularity of these services back home,” she said.
She added that single-service salons like Moomin and White30 would continue to change the beauty and lifestyle market in Asia.
“Consumers are always looking for novel concepts but they want services to be affordable. They also want convenience. A two to three-hour spa that is expensive is no longer the kind of service they are looking for.”
