bobe is a beauty brand launched in Japan in 2023 by HYBES, part of the TSI Holdings Group. Influencer MAI serves as its creative director, and the brand offers skincare and makeup focused on fermentation. Its themes are “momentum, curiosity, brilliance, and narrative.” With a focus on clean beauty, it also engages in upcycling—extracting active ingredients from materials that would otherwise be discarded—and other environmentally conscious initiatives. For makeup, it proposes products that add color to everyday life under the concept of “Uncover Makeup,” which involves discovering a new self without being bound by rules.
Concept
Momentum, curiosity, brilliance, and narrative