WOSADO

About WOSADO

WOSADO is a direct-to-consumer brand in the beauty technology sector, specializing in reusable magnetic false eyelashes. The company was established in 2020 by co-founders Kathleen Ma and Gianna Zhou, a former Silicon Valley engineer. The idea originated from Gianna's personal frustration with the time-consuming and often irritating process of applying traditional false eyelashes with glue. This led to a two-year research and development phase, where the founders collaborated with magnetic materials expert Tetsu Nakasuka in Japan to create a novel solution.

The company's core business revolves around its patented soft magnetic eyelash technology, which allows users to apply the lashes in seconds. The product consists of two lash strips that sandwich the user's natural lashes, held together by micro-sized magnets embedded in a thin, flexible polymer base. This design avoids the use of glue, which can be irritating and messy. WOSADO has developed a proprietary technology called "R-SLM Soft Magnetic Re-engineering System," which uses polymer composite materials and multi-stage magnetization to create lightweight and comfortable magnetic strips. The products are sold directly to consumers through the company's website and have gained significant traction on social media platforms like TikTok.

The business model is built on selling reusable, high-quality lash sets that can last for several months, positioning them as a cost-effective and more sanitary alternative to single-use lashes or professional extensions. WOSADO targets middle- to high-end consumers, including working professionals and modern mothers, who value convenience and efficiency in their beauty routines. The company has secured Series A funding from investors including Hillhouse, Sequoia Capital, Legend Star, and Fortune Capital, and operates as an internet-first brand based in Japan.