BEEDEN

The brand is directed by Nanami Kawamoto, who is popular among women in their teens and twenties for her work in various fields, including as a shop staff member and TV personality. The brand name "BEEDEN" is a combination of the words "Hidden" (hidden), "Beauty" (beautiful), and "Derive" (derived), and with the theme of "freely pursue what you like," BEEDEN aims to bring out the hidden beauty of each and every person.