AnyMind Group’s GROVE launches influencer label “MUNI” for live commerce in beauty and lifestyle

AnyMind Group, a BPaaS company for marketing, e-commerce and digital transformation, has today announced that GROVE, its Japan-based influencer network, has launched a new influencer label named MUNI that empowers beauty and lifestyle creators to quickly break into through live commerce. MUNI provides end-to-end support, from creator development and live streaming infrastructure to brand partnerships and media opportunities.

Live commerce has rapidly grown in Southeast Asia and is now gaining traction in Japan, especially with the upcoming full-scale launch of TikTok Shop in Japan. As consumer behavior continues to evolve, real-time and social-driven shopping experiences are becoming increasingly mainstream. Building on its successful management of creator labels such as seju (featuring talents like naenano and kasumi mori) and YUSŌ (home to shota haya and riku nagahama), GROVE is expanding its portfolio with MUNI to nurture creators who aim to thrive in the beauty and cosmetics sector.

Junki Kitajima, Managing Director of Japan, AnyMind Group, and CEO, GROVE, said: “We are entering a new era where creators can fully leverage their personalities and sensibilities to drive new value through live streaming. With MUNI, our goal is to offer a platform for creators to authentically express themselves in the beauty and lifestyle space and connect meaningfully with their audience. We aim to go beyond traditional advertising and define a new standard for the ‘beauty x creator’ model. As live commerce platforms such as TikTok Shop expand, we will continue to invest in nurturing creators who embrace live expression, drawing on the expertise we’ve developed through GROVE and seju.”

MUNI is a label rooted in the belief that there is no single definition of beauty. It offers an environment where creators can freely express their unique perspectives, styles, and sensibilities, while promoting self-confidence and authenticity. As beauty trends become more diverse and inclusive, MUNI encourages creators to celebrate “what suits me” over “what’s trending,” and supports a shift toward individuality-led consumption.

Featured Creators under MUNI

kaori

Model and influencer. She began her entertainment career as a stage actress during elementary school. In 2024, she was selected as a SNS model for KATE, and in 2025, she modeled for fashion brand JILL by JILLSTUART. In December 2024, she appeared undercover in the role of a beautiful woman on Nippon TV’s show “Sanma no Gochouju GP.”

TikTok：https://www.tiktok.com/@imkaooori?lang=ja-JP
Instagram：https://www.instagram.com/imkaoori/

nana oda

After graduation, he expanded his career as an actor, appearing in terrestrial TV dramas and stage productions. He appeared on the ABEMA show “I Want to Fall in Love Like a Romance Drama.” In 2025, he made his comedy sketch debut on NTV’s “Sugiru Yatsu.”

TikTok：https://www.tiktok.com/@oda_nana
Instagram：https://www.instagram.com/odanana924/?hl=ja
X：https://x.com/oda_nana77

kuya

Self-described beauty creator known for quirky and entertaining content that contrasts with his striking looks. Widely supported by female audiences and recognized in Shibuya Trend Research’s 2025 Next Trend awards.

TikTok：https://www.tiktok.com/@biyoukei_desu

pukupuku

Rising creator known for viral YouTube Shorts with over 20 million views. Frequently praised for her natural beauty and rapidly growing social media following.

TikTok：https://www.tiktok.com/@toga._.40_
Instagram：https://www.instagram.com/toga._.40_/
YouTube：https://www.youtube.com/@toga._.40_
X：https://x.com/toga_40_

kaoko

Kaoko, active as part of the couple creator duo “Room 2/9”, is known for her stunning appearance and exceptional fashion sense. She has been selected as a model for brands such as coen, WEGO, and Skater John. She appeared on Abema’s show “Wedding Wars” as Room 2/9, generating buzz on social media.

Instagram：https://www.instagram.com/7_oko_4/

chihiro ASMR

ASMR creator known for her soothing voice and high-level makeup demonstrations, combining sound and visuals to showcase the texture and usage of cosmetics.

TikTok：https://www.tiktok.com/@chihiroasmr_
Instagram：https://www.instagram.com/chihiro.333/?__pwa=1
YouTube：https://www.youtube.com/@chihiroasmr
X：https://x.com/chihiroasmr_