AnyMind Group has acquired Nadesiko, a Tokyo-based creator studio focused on beauty industry content and ads.

This marks the company’s 12th global acquisition and its sixth in Japan, alongside the pending Vibula deal expected to close in Q3 2025.

Nadesiko specializes in short-form video and social ads for beauty brands. Its flagship TikTok account, Motecosme-chan Beauty, has over 189,000 followers as of August 2025.

AnyMind said the deal will expand its social and ecommerce offerings and broaden its network of beauty-focused creators.

AnyMind, listed in Tokyo, provides BPaaS solutions for advertising, ecommerce, and digital transformation across Asia. The company operates in 15 markets and employs more than 2,000 staff.

🔗 Source: AnyMind

🧠 Food for thought

1️⃣ Acquisition strategy builds regional expertise across Asia’s fragmented markets

AnyMind Group’s acquisition of NADESIKO represents a consistent pattern of targeted regional expansion through strategic acquisitions.

This marks their 12th acquisition globally and 6th in Japan, following previous acquisitions like Acqua Media in Hong Kong (2018), Moindy Digital in Thailand (2019), and FourM in Japan (2017) 123.

Each acquisition has focused on gaining local market expertise and established client relationships rather than just technology, with Acqua Media bringing 252 publishers across Greater China and Australia, and Moindy managing over 500 channels with 30 million subscribers 12.

This approach makes strategic sense given that North Asia accounts for 35% of the global beauty market, with China emerging as a dominant player in the $677 billion global beauty industry 4.

By acquiring established local players like NADESIKO with their 189,000 TikTok followers, AnyMind gains immediate access to engaged audiences and proven content creation capabilities that would take years to build organically.

2️⃣ Beauty brands increasingly rely on social platforms for customer discovery

The timing of NADESIKO’s acquisition aligns with the beauty industry’s fundamental shift toward social-driven commerce.

Research shows that 68% of beauty purchases are now influenced by social media platforms, with 4 in 5 beauty shoppers using Instagram daily for product discovery 54.

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