Haruna Kojima, known to many readers through AKB48, launched the lifestyle brand Her lip to in June 2018. The company behind it, heart relation, followed in January 2020. Those dates describe different milestones. The first belongs to the brand customers could encounter, while the second belongs to the company established to operate it. A later management notice, the opening of a concept store in Tokyo and the company's record of new product lines show how the business expanded. Heart relation management announcement and Heart relation corporate-site announcement.
The brand and the company began at different times
Heart relation's management announcement says Kojima joined AKB48 as a first-generation member in 2005 and graduated in 2017. It dates the launch of Her lip to to June of the following year. The notice describes the early brand as operating through her talent agency before expansion prompted a separate business structure. Kojima and Jun Todaka co-founded heart relation in January 2020, according to the same announcement. Those details give the career change a clearer sequence than a single founding date can. Heart relation management announcement.
A reader checking the brand's age should use the 2018 launch. A reader checking when the operating company was formed should use 2020. This distinction also helps when looking at documents that use the brand name prominently. A label on a dress, a store sign and a corporate announcement can all refer to the same business story without referring to the same legal or commercial entity. The company's own explanation links the two dates by describing heart relation as the operator of the earlier brand.
What the 2022 management announcement establishes
The dated notice describes a structure in which Kojima took the role of representative director and chief creative officer. It also names a separate chief executive and identifies Todaka as co-founder and chief operating officer in that structure. The title is useful because it states how creative leadership was organised at that point. A current leadership claim would need a current company record, especially if an article also discusses later investment or management changes. Heart relation management announcement.
The notice describes work that stretched beyond appearing in campaigns. It attributes product planning and creative production to Kojima and explains why the company wanted her to focus on the customer experience as the operation grew. That is the company's own description of the role and purpose. It is evidence about responsibilities announced in 2022 and can be read alongside later brand materials to see what the team actually introduced.
House of Herme made the brand visible in a physical space
Her lip to announced that House of Herme would open on 30 July 2022. The official opening announcement describes a concept store in Tokyo's Jingumae area with a boutique-hotel theme. Its account places a reception area, apparel and beauty displays, and an attached café within that concept. The interiors matter to the business story because they show how the company presented several parts of the brand together in a single place. House of Herme opening announcement.
A launch announcement is a dated record of what the company set out to open. It can establish the concept and opening date, but current operating details should be checked on a current store page. This profile uses the announcement as evidence of the brand's expansion into a physical setting.
What changed when the business added beauty and lingerie
The company's November 2022 notice identifies two extensions introduced that year: Her lip to BEAUTY and ROSIER by Her lip to. It describes ROSIER as a lingerie brand. Those names help readers distinguish the lines when a company announcement uses the broader Her lip to identity. The clothing brand is the earlier starting point. Beauty and lingerie show how the business entered categories with different products and ways of presenting them. Heart relation corporate-site announcement.
That distinction is useful when comparing the store descriptions. The Tokyo concept store announcement presented apparel and beauty together alongside a café. The later Osaka beauty-store page describes a space specifically for Her lip to BEAUTY at LUCUA 1100. The Tokyo site shows the range of experiences the company wanted under one roof. The Osaka listing shows what one category looks like when it has a dedicated location. Together, the records give a more concrete picture of the word “lifestyle” than a label on a corporate biography. House of Herme opening announcement and Her lip to BEAUTY Osaka store.
The Osaka page names Kojima as producer and describes a salon-inspired setting. It also states the brand's self-care theme. That language tells a reader how the company presents the space and the products in it. It should be read as the brand's design intention. Whether the store reaches the audience the company wants, or how the format performs commercially, would take a different type of evidence. The official page is strongest as a source for the format and the creative positioning. Her lip to BEAUTY Osaka store.
What a café and a collaboration can show
Her lip to's opening announcement describes a café attached to House of Herme. The brand later published a page about a collaboration with Mr. CHEESECAKE, which also contains a producer biography for Kojima. These are different ways to connect food and fashion. An attached café is a feature of a place. A collaboration brings in another named producer for a particular project. Both show how the company used experiences adjacent to clothing, but only the announcements for each can establish who was involved and how the project was presented. House of Herme opening announcement and Her lip to collaboration announcement.
To read a collaboration page closely, start with the names of the companies and the date. Then separate the event or collaboration from the biographies below it. A biography can explain why two participants were brought together. It does not make every item mentioned in the biography part of that collaboration. For this profile, the page illustrates one instance of the brand moving into food-related experiences. The store announcement independently establishes the café as part of the Tokyo concept. Her lip to collaboration announcement.
Why offline retail appears in the partnership announcement
In August 2024 heart relation announced that it had agreed to a capital and business alliance with yutori. The notice described physical retail expansion as an important theme and pointed to yutori's experience with community-oriented brands. It also described planned cooperation in brand operations, product planning and marketing. Those statements explain why the partner mattered to the company at the time. Read the wording and date together. An agreement notice establishes the announced relationship and the parties' stated aims at that point. A later ownership claim would require a dated record showing what happened afterward. Heart relation alliance announcement.
The announcement is useful alongside the 2022 store notices because it puts physical retail in the company's own strategic language. A concept store can bring apparel, beauty and hospitality together, while a shop focused on one line can present that category more directly. A temporary event serves a different purpose again. It lets a company bring a collection or collaboration to a place for a limited time. The company describes these activities as part of the same broad brand development, but the documents support different things about each format. Heart relation alliance announcement and Heart relation corporate-site announcement.
The 2024 notice also provides company-reported performance figures for selected activities. Those figures are presented for particular periods or events. A temporary store's sales do not establish annual company sales, and a year-on-year figure needs its reporting period to be useful. This profile uses the notice for the rationale of the alliance and the channels it describes. Anyone comparing financial performance across years should use comparable reporting periods and identify which entity and activities each figure covers. Heart relation alliance announcement.
Read the brand list as a map of the business
Heart relation's brands page is useful if you encounter a product name out of context. It distinguishes the apparel identity, beauty and other operations within the company's published lineup. Use the page to match the line with the company, then use a dated launch notice when the question is about chronology. That approach avoids treating the date a page was updated as the date a product line began. The 2022 corporate notice is the historical reference for the introduction of the two extensions discussed here. Heart relation brands page and Heart relation corporate-site announcement.
There are three ways to refer to Kojima's work that often appear together. The first is her public career as an entertainer, which predates the business. The second is the creative role identified in brand and company material. The third is the corporate role set out in a dated management notice. A producer credit for a store explains her association with that project. A dated appointment says how the company assigned responsibilities at the time. Neither alone gives a complete current management chart. Heart relation management announcement and Her lip to BEAUTY Osaka store.
What Japan's search snapshot showed
At 01:30 UTC on 8 November 2026, Google Trends displayed Haruna Kojima's Japanese name at 100K+ in Japan. Google marked the row Active. It was third in the captured past-24-hour view, sorted by descending search volume with all categories and all trends selected. The higher Aichi earthquake and Typhoon 32 rows already had separate coverage. This profile answers the question of who Kojima is and how her business developed, using records from the company and the brand. Google Trends Japan.
The threshold belongs to the captured search row. It does not describe how many customers the brand has or why each individual searched the name. The accompanying queries can identify other interests, but the trend does not verify biographical claims on its own. Readers who arrived looking for another Japan trend can find the separate Aichi earthquake report. The company timeline here is tied to the named business and its documented milestones.
How to compare the announcements without losing the chronology
Put the public records in date order before comparing descriptions of the business. The management notice was published in February 2022. The Tokyo opening announcement concerns July of that year. The corporate-site announcement came in November and describes the company as it looked after the new lines and store had been introduced. The alliance notice came in August 2024. Reading the four records in that order makes it easier to tell when an idea was announced and when a later document looked back on it. Heart relation management announcement, House of Herme opening announcement and Heart relation alliance announcement.
Notice also who issued each record. A company statement can explain why it set up a leadership structure. A brand page can show how a store was presented to customers. A partnership announcement can state the aims of a proposed relationship. A comparison that preserves those differences helps a reader see the transition from a clothing launch to a company with several retail formats without turning promotional language into an independent assessment.
Another useful check is whether a record refers to a store that carries several lines or a location dedicated to one line. A store name can be prominent on a brand page even when it represents only one part of the company's retail network. Reading that name alongside the category and city clarifies which expansion the announcement describes.
The timeline in order
Kojima graduated from AKB48 in 2017, introduced Her lip to in 2018 and co-founded the company that operates it in 2020. The company's 2022 records document a defined creative leadership role, the move into a permanent Tokyo concept store and the introduction of beauty and lingerie lines. The 2024 alliance announcement explains why the company saw further value in physical retail and cooperation with another apparel business. The useful distinction across that timeline is between a brand launch, the formation of its operator, a new product category and a change in how the company reaches customers. Those are separate developments, even when all appear in a search for the same founder. Heart relation management announcement, Heart relation corporate-site announcement and Heart relation alliance announcement.
Sources consulted 8 November 2026, Bangladesh time. The image is an original illustration of a generic fashion studio.