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Back in 2018, no one saw it coming—but Haruna Kojima aka Nyan, the AKB48 fashion queen, quietly swapped the idol stage for the world of business. Fast forward to now, and her brand Her lip to isn’t just a passion project—it’s a full-blown fashion empire with over 100 staff behind it.
In a heart-to-heart with lifestyle site yoi on March 31, Kojiharu opened up about what running the brand has taught her. Spoiler: It’s a lot more than just pretty dresses.
As CCO, she’s hands-on with design and production. Her lip to started with dreamy, feminine outfits for women but has since branched into beauty and lingerie. Her vision? Simple: “I want people to feel good wearing it. Like, really good. The kind of good where someone compliments you and you suddenly walk a bit taller.”
Still Her, Just Grown Up
Despite the shift from idol life to entrepreneurship, Kojima says she hasn’t changed all that much. “Back then, people might’ve liked me for how I looked. But now, I think they connect with how I work and think,” she says.
Interestingly, Kojima never set out to be a CEO. Her initial goal? Just to stay connected with fans. “I wanted to keep that link, and making things felt like the right way. Eventually, I realised that if I wanted it done right, I had to do it myself. So… I became president.”
And it’s working. She’s built a brand with meaning, one aimed at lifting women up—especially those struggling with self-worth on social media. “I saw so many women doubting themselves, feeling down after reading comments. I just wanted them to like themselves more. That’s where Her lip to began.”
Owning Femininity in Her Own Way
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| X/Kojiharunyan |
The vibe of her brand? Soft, romantic, unapologetically feminine. Think pinks, florals, and elegant silhouettes. But in today’s world, femininity often gets put under a microscope. Kojima doesn’t let that sway her.
“I’ve always loved feminine styles—curvy dresses, soft fragrances. Even when people were saying, ‘not all women like pink,’ I still went with pink. It’s my aesthetic.”
And she’s standing firm on it. Her lingerie line, ROSIER by Her lip to, launched with the bold concept: “Let’s choose femininity.” That phrase struck a chord with many, especially in a time where diversity means embracing all choices—even ultra-feminine ones.
She admits she was nervous about the reaction. “I’ve always believed actions speak louder than words. So opening up about my views publicly was scary. But the support was overwhelming. I learned that using words to share your truth really matters.”
Criticism? She Doesn’t Flinch
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| Kojiharu’s Mission: Make Women Feel Like Queens |
Kojima Haruna’s also faced age-related judgement, which she simply shrugs off. “Honestly, I’ve got more important things to worry about,” she says.
For her, expressing femininity isn’t about fitting into a mould. “It’s just a style, one of many. And if it makes someone feel beautiful, why not celebrate it?”
In the End, It’s Still All About Connection
Whether it’s idol Kojiharu or CEO Kojiharu, her goal remains the same: making people feel good. Through clothes, words, or actions, she’s quietly crafting a legacy that’s both empowering and deeply personal.
And the coolest bit? She’s doing it on her own terms—pink dresses, high heels, and all.