"Mitea ORGANIC" new product launch event

2022.10.05

Nozomi Tsuji / Ai Takahashi / Moe Kamikokuryo

Mash Beauty Lab Co., Ltd. (Head office: Chiyoda-ku, Tokyo, CEO: Hiroyuki Kondo) has announced the launch of its new skin care brand,Mitea ORGANICAhead of the debut of "Mithia Organic" on Tuesday, October 4, 2022, the brand held a new product launch event at its headquarters on Monday, October 3.
Guests at the event included Tsuji Nozomi, a mother of four who is currently active as a TV personality while raising her children, Takahashi Ai, who has appeared in musicals, stage plays and dramas as an actor and is currently active as a model, mainly for fashion and beauty magazines, and Kamikokuryo Moe, a member of the female Hello! Project idol group Angerme.
Mitea ORGANICWe talked about:

Nozomi Tsuji

Organic cosmetics are expensive and difficult to purchase, but the newly released Mitea cosmetics are reasonably priced at under 2000 yen, and can be purchased at convenience stores, so even busy moms can easily get their hands on them. I especially like the Whitening Serum Lotion, which has a lovely scent and is smooth and absorbs well into the skin.
This time I'm using a clear lipstick called Mandarine Confit, which has a lovely color and is suitable for everyday use. It looks stylish and cute, and it lifts my spirits, making me think, "Let's do our best today too."
Raising children is busy, and it's difficult to find time for beauty care. Even for busy moms like you, Mitea's cosmetics are organic and of high quality. Best of all, you can get this quality cosmetics at a convenience store without having to go to a department store, so I hope it will reach many moms.
Rikkyo University, 4th year student, Sudo Kakuto

Ai Takahashi

In my daily life, I pay attention not only to my skincare but also to my diet and lifestyle, so I found the Mitea products particularly appealing. This is because I could feel the attention to detail that went into the creation of the products. Not only the ingredients used in the skincare products, but even the containers and packaging materials used during delivery are all environmentally friendly, so it feels great to feel like I'm supporting the earth both when I buy and use the products.
What made the biggest impression on me was the cleansing items. They have a lovely scent when you put them on your skin, and the wipe-off type has a very clean feel, making them the perfect products for relieving tired skin, toning it up, and resetting your day. "Mitea" is kind to our skin, our hearts, and the earth, and it has cleared away any preconceived notions about skincare products up until now, and I could sense the strong commitment to organics of the people involved in the production of "Mitea."
I hope that Mitea's carefully crafted products will be used by a wide range of people, regardless of gender. My husband and I would also like to use them together as a couple.
Sakura Fukuda, second-year student at Rikkyo University

Moe Kamikokuryo

I think there are many people of my generation who have yet to try organic cosmetics. I'm glad that "Mitea" is easily available at FamilyMart. It's a product that anyone can pick up at any time. Having actually used it, I would recommend the "Whitening Serum Lotion." You can see it penetrate deep into the skin. I also love the "Cleansing Serum Oil" because it makes the roughness around the sides of my nose smooth. I wear a lot of makeup for work, and "Mitea" doesn't make my skin feel tight, so I'd definitely use it.
This time, I'm also including a new lip product, "Fig Tart," which is not only moisturizing, but also comes in a slim package that makes it easy to put in your bag and perfect for carrying around.
It was my first time performing the Mitia Dance, so I was nervous, like it was my first time on stage. (laughs) It was fun to dance with two seniors, Tsuji Nozomi and Takahashi Ai. I really want everyone to remember it.
Even though I had never paid much attention to organic products before, I felt that Mitea was gentle on my skin. When I perform live in other cities, I sometimes forget my regular cosmetics, so I'd like to use it then too.
Akari Mikamiyama, 3rd year student at Komazawa University

About "Mitea ORGANIC"

"Mitea ORGANIC" offers four skincare items, including quasi-drugs, one lipstick (three colors in total), and a one-day trial kit. The products are formulated with natural organic ingredients that comply with the company's strict, proprietary standards, and are all priced at under 2,000 yen (tax included). The products will be available at FamilyMart stores nationwide, as well as at Cosme Kitchen, Beple, and Makeup Kitchen. This marks the first time that Cosme Kitchen products will be sold at convenience stores.