History

1998

Established the graphic design company Studio Mash in Azabu

1999

Changed name to MASH Style Lab Co., Ltd.

2000

Full-fledged entry into animation production for advertising

2005

Joined the fashion industry and developed the women’s brand snidel

2008

Developed the loungewear brand gelato pique

2009

Transferred the Fashion Headquarters to Minami-Aoyama in Minato Ward

2010

Developed the women's brand FRAY I.D

Established MASH Beauty lab Co., Ltd., launched the Cosme Kitchen project

2011

Developed the women’s brand Lily Brown

Moved to Shibuya in Shibuya Ward to consolidate all group offices

Entered the Asian market and established MASH Style Lab Co., Ltd. as an affiliate in Shanghai, Taipei, and Hong Kong

2012

Established MASH Holdings Co., Ltd.

Established MASH Food Lab Co., Ltd. affiliate in Hong Kong

2013

Separated departments into wholly-owned subsidiaries of MASH Holdings

Established USAGI ONLINE Co., Ltd., MASH Design Lab Co., Ltd., and MASH Life Lab Co., Ltd.

Developed the natural and organic boutique Biople by CosmeKitchen and the skincare brand F organics

Developed the women’s brand FURFUR

Opened the authentic French crepe shop gelato pique cafe

Established MASH Style Lab Co., Ltd. as an affiliate in Macao

2014

Developed the women’s brand Mila Owen

Established Shuqu Fashion Trade Co., Ltd as an affiliate in Shanghai

2015

Developed the women’s brand emmi

Relocated MASH Group headquarters to Kojimachi in Chiyoda Ward

Launched the corporate slogan “Wellness Design”

Changed the group’s CI (corporate identity)

2016

Developed the women’s brand styling/ and the women’s and men’s brand LITTLE UNION

Developed the total beauty brand Celvoke and the certified organic medicinal cosmetic brand COSKICHI

Opened the organic cafe and restaurant Cosme Kitchen Adaptation

Entered into an exclusive contract with the New Zealand natural care brand ecostore

The entire MASH Group declared itself FUR FREE and discontinued the use of real fur

Launched the MASH PARK PROJECT, a charity project for disaster relief

2017

Opened the French restaurant AZUR et MASA UEKI

Opened MASH no Mori Nursery School as an in-house nursery school at the headquarters

Established ecostore Japan Ltd., a joint venture with New Zealand's ecostore Company Limited

Acquired Pariya, Co., Ltd and developed the delicatessen PARIYA and the men’s brand MISTERGENTLEMAN

Established MASH U.S.A INC. as an affiliate in New York, foray into North America

2018

Developed the women's brand CELFORD

Developed the organic and natural makeup brand to/one, the makeup boutique Make↗Kitchen, the natural hair care brand O by F, and the body care brand geosoap

Developed the Taiwanese soft-serve ice cream shop NINAO

Rebranded snidel and changed the logo to “SNIDEL”

Established MASH SINGAPORE PTE. LTD. in Singapore, MASH TAIWAN Co., Limited in Taiwan, and GELATO PIQUE U.S.A. INC in New York

Opened SNIDEL and gelato pique roadside stores in New York.

2019

Developed the music and culture project WAVE and the underwear brand UNDERSON UNDERSON

2020

Developed the loungewear brand SNIDEL HOME

Started the handmade soba business and opened Tameike and Keyaki

2021

Developed the bedding brand gelato pique Sleep

Developed the total beauty brand SNIDEL BEAUTY

Rebranded Lily Brand and changed the logo notation to “LILY BROWN”

Donated MASH PARK ONAGAWA to the town of Onagawa in Miyagi Prefecture(*The first park created in the MASH PARK PROJECT, a charity project for disaster relief)

Entered into an exclusive contract with Me Today, a premium skincare and supplement brand from New Zealand

2022

Changed the brand name of Biople by CosmeKitchen to “Biople”

Developed the women’s brand MIESROHE

Developed the men’s brand AOURE

Established Barbour partners Japan Ltd.

Changed the brand name of MISTERGENTLEMAN to SOFTHYPHEN

Developed the skin care brand Mitea ORGANIC

Opened the soba shop Fukasawa

2023

Developed the women’s brand SORIN

Opened the soba shop Uehara

Entered into an exclusive contract with trilogy, an organic skincare brand from New Zealand

Established Ballelite Co., Ltd.

Developed the world's first Mucha foundation-approved brand MUCHA

Developed SESAME STREET MARKET which is the world's only official store of Sesame Street

2024

Developed the brand Ballelite

Developed the natural natural and organic convenience store Biop

Opened the Stone-ground Soba shop Sotoichi

Established INNER SENSE ASIA Inc., launched hair care brand INNERSENSE