Leaving behind her career in the AV industry opened new doors for Yua Mikami to grow and develop herself, particularly through entrepreneurship. Although the beginning was challenging, she persevered with her newfound passion and achieved notable success.
In 2017, Mikami invested her savings from years of work to launch her personal fashion brand initially named “YOUR’S,” later rebranded as “Miyour’s,” and currently known as “MISTREASS.” The brand’s design style was inspired by her close friend and fellow AV idol, Kirara Asuka. Most of the designs feature youthful, refined, and elegant styles, characterized by soft pastel colors and meticulous tailoring. Targeting young women in Japan, Mikami emphasized modest and sophisticated designs to define her brand’s identity.
Not working independently, Mikami showcased sharp business acumen by partnering with major brands to expand operations and boost “YOUR’S” recognition among potential customers.
After achieving early success with “YOUR’S,” Yua Mikami took a bold step into the cosmetics and beauty industry. She launched “Majette”, a colored contact lens brand, “Miss Lash”, an eyelash serum brand, and “Misshelly”, a hair product brand. Her flexible, decisive, and creative business mindset, combined with her understanding of the beauty industry, paved the way for her success in this field.
Additionally, Yua Mikami recently collaborated with MD88 Casino as its global brand ambassador, leveraging her influence to introduce the betting platform to a wider audience of potential players.
Having worked in the AV industry for years, Mikami understood the power of media and how it could create value. She capitalized on her fame and actively participated in various activities to attract media attention, using it as a tool to build her personal brand.
By cultivating a healthy lifestyle paired with a gentle and elegant fashion sense, Yua Mikami is influencing the fashion trends and lifestyles of young women in Japan. She aims to show them that with passion and determination, success is within reach.
One of the key factors behind Yua Mikami’s success is her creativity and innovation. She avoids traditional business models, instead managing her ventures with a youthful, enthusiastic team.
To achieve her current success, she has also faced numerous challenges, including intense competition from both domestic and international brands. Although this competition has brought many difficulties, she and her team have worked tirelessly to overcome them.
Looking ahead, Yua Mikami plans to expand the reach of her brands beyond Japan, aiming to influence youth fashion trends globally and establish her presence on the international stage.