Reju Cosmetics, a skincare brand known for its colorful product range, announced its closure on January 5, 2025, following backlash from fans over inappropriate social media posts. The company, led by President Akihiro Miyauchi, criticized members of the popular dance and vocal group Number_i and their management agency, TOBE, sparking outrage and accusations for its offensive language.
The turmoil erupted when Reju Cosmetics took to X (formerly Twitter) to express disapproval of Number_i's performance during the 75th NHK Kouhaku Uta Gassen on New Year's Eve, publicly labeling them as 'traitors'. The post was met with immediate criticism from fans, who found the comments disrespectful and unwarranted. On January 5, the company issued a formal apology, expressing regret for the harm their words caused.
Underneath the criticism, the offending tweet read, "To think those traitors performed at such timing, I absolutely cannot see them as cool anymore. This just rots my ears and eyes." The harsh sentiment referenced former Johnny's group members who transitioned to Number_i, leading to confusion among fans.
After receiving extensive backlash, Reju Cosmetics swiftly deleted the post. The social media account also faced reports of blocking Number_i's fans, causing additional discontent. Following the wave of criticism, on January 3, the company apologized for creating discomfort and acknowledged the need to correct several aspects of its previous statements.
President Akihiro Miyauchi emphasized, "This time, I sincerely apologize for making inappropriate posts on X. I used rude words not suitable for daily conversation, and I have been corrected about inaccuracies related to the timeline of events." The company sought to express accountability for its mistakes, pledging to prevent such issues from reoccurring.
Reju Cosmetics declared, "Due to the inappropriate post, we are taking responsibility, and our company will cease operations." Effective immediately, they announced the halt of product sales and limited customer service responses aimed solely at addressing inquiries.
The formal apology, addressed to both TOBE and Number_i along with their respective fans, conveyed deep remorse, stating, "We apologize for burdening many people and will listen to your opinions before deleting this account and our past tweets." Such admissions followed sentiments of regret for using language seen as inappropriate and offensive.
While the company’s closure marks the end of its 14-year existence, it raises wider discussions on corporate responsibility and social media ethics. For many, the events serve as a reminder of the need for careful consideration of communication, especially within the public domain.
The sequence of events leading to Reju's bankruptcy offers insight not just on the internal dynamics of the cosmetics brand but also on the symbiotic relationship between companies and their audience. The fallout exemplifies how quickly public sentiment can turn with the wrong message, reminding brands to stay vigilant about their communications.
Indeed, the future of Reju Cosmetics is now uncertain, serving as yet another case study within the cosmetics industry, where customer perception and brand ethics become critically intertwined. The brand, once viewed as vibrant and dependable, faces the inevitable repercussions of its social media blunder.
With the official account featuring only the apology as of January 5, the brand’s decision appears to be final and reflective of their promise to make human-centric decisions moving forward. While it continues to respond to customer inquiries, it has exited the social space to prevent future repercussions. Or, at least, to give time for emotions to settle, hopefully learning from their mistakes.
Onlookers within the industry and fans alike will likely reflect on this incident as Reju Cosmetics officially withdraws from the marketplace. Only time will tell if this serves as a cautionary tale or as something more forgettable—a brief blip within the expansive world of cosmetics.