Cellest Inc. (Headquarters: Osaka, Japan; CEO: Hiroshi Sasaki), aiming to become the infrastructure for live commerce in Japan, will hold its first live commerce event focused on beauty, "WABE BEAUTY WEEK," from Wednesday, July 1, 2026, to Tuesday, July 7, 2026, on its live commerce-exclusive EC mall app "WABE." This event is a collaborative effort between Shinbishing Co., Ltd. (Representative: Jun Uda), which handles the distribution of beauty products; CHAINON Entertainment Inc. (Representative: Takatoshi Sakaguchi), which has a broad network in the beauty industry; and our company, which operates the live commerce platform "WABE." By uniting "distribution x beauticians x live commerce," the event aims to expand awareness and sales of beauty products that have historically struggled with broad reach. ■ The Challenge of "Difficult Reach" for Beauty Products Beauty products, especially those distributed through salons and beauticians, have a characteristic of reaching consumers only through limited touchpoints within a multi-layered commercial flow: "Manufacturer → Wholesaler → Dealer → Salon/Beautician → Customer." Even for products with high specialization and excellent quality, there has been a challenge in widely disseminating their appeal due to limited opportunities for information dissemination and promotion on EC sites and social media. ■ Attacking with a Three-Pronged Approach: Distribution, Beauticians, and Live Commerce "WABE BEAUTY WEEK" is an initiative that combines live commerce with the existing beauty product distribution channels. Shinbishing Co., Ltd. will ensure a stable supply of products, beauticians and salons led by CHAINON Entertainment Inc. will provide demonstrations and proposals from a professional perspective, and our company will offer the sales infrastructure and know-how for live commerce, with all three parties bringing their respective strengths. A system will be established where beauticians can focus on sales through direct shipp