Two years ago, Celvoke has gained a reputation among media and makeup enthusiasts and its popular red lipstick had a set record of 3,000 on a waiting list. The overall ethos of the brand is to create a mature and assertive female image, with a refined fashion sense in deep colours for a confident and effortless look that uses a combination of natural ingredients.
Celvoke is also the first makeup brand launched by MASH Beauty Lab Co., Ltd. in department stores. It has always been in the brand's vision and plan. In the second year of its founding in Tokyo on September 2017, Celvoke opened its first physical store in Japan at the Osaka Hankyu Umeda store. Strategically, the purpose of its location was to see its sales potential from the flock of overseas tourists that visit Osaka. The brand also plans to open its first store Tokyo at Isetan, Shinjuku on September 1st 2018 and will open two new stores in Tokyo in the same month. Seven stores in total will launch in Japan and one store overseas.