From her early days as a first-generation member of AKB48 to her current work as a model, entrepreneur and creative director, Haruna Kojima has continued to evolve both her career and her approach to beauty.
Affectionately known as “Kojiharu,” she became widely recognized for her soft, feminine style, polished fashion sense and long-standing interest in beauty.
She joined AKB48 in 2005 and became one of the group’s best-known early members. Her presence soon expanded beyond idol activities into television, magazines, fashion and beauty.
On April 19, 2017, her 29th birthday, Kojima held her graduation performance at the AKB48 Theater.
Before graduating, she also played an active role in planning her farewell event “Kojimatsuri,” contributing to the setlist, staging and promotion.
That episode is an early example of something that would later become central to her career: creating an entire world and aesthetic, rather than simply appearing within one.
In June 2018, Kojima launched her lifestyle brand Her lip to.
She co-founded heart relation Inc. in 2020 and, from 2022, has served as founder and Representative Director/CCO, working across both management and creative direction.
Her business now extends beyond fashion into beauty, lingerie and self-care, with the idea of “Self Care = Self Love” forming part of the wider brand philosophy.
Kojima has also spoken openly about her own beauty and wellness habits for many years.
Skincare, UV care, makeup, hair care, body care, fitness, food, bathing, sleep and emotional self-care have all appeared in her interviews.
What makes her routine especially interesting is how much it has changed with age, work and lifestyle.
In her 20s, she was highly curious about new beauty information and actively experimented with different approaches.
Around age 30, she began noticing that tiredness and lack of sleep showed more clearly in her skin, which led her to think not only about brightness but also about moisture, softness and a plump-looking complexion.
Now in her late 30s, her beauty philosophy is increasingly about observing how she feels, choosing what she needs and returning herself to a condition that feels right.
This article looks at Haruna Kojima’s beauty and wellness routine from her AKB48 years through 2026, covering skincare, makeup, hair care, body maintenance, exercise, food, bathing, sleep and self-care.
Haruna Kojima Profile
Date of birth: April 19, 1988
Birthplace: Saitama Prefecture, Japan
Nickname: Kojiharu
Occupation: TV personality, model, entrepreneur and creative director
AKB48: Joined as a first-generation member in 2005
AKB48 graduation: April 19, 2017
Her lip to: Launched in June 2018
heart relation: Co-founded in 2020
Current role: Founder and Representative Director/CCO of heart relation Inc.
Main activities: Modeling, media appearances, fashion, beauty and lingerie brand development, and company management
From AKB48 to Entrepreneur: The Origins of Haruna Kojima’s Beauty and Self-Production
Haruna Kojima began her AKB48 career in 2005.
She was part of the group before it became the nationwide phenomenon it later turned into, and she experienced its growth over many years.
Her relaxed personality, feminine style and strong interest in fashion and beauty helped her build a following beyond idol fans, particularly among readers of women’s magazines.
Her long relationship with Japanese beauty media, including MAQUIA, also helped establish the image of Kojima as someone genuinely interested in beauty rather than simply appearing in beauty campaigns.
In a 2017 interview, she said that she had loved makeup and beauty since childhood.
What is interesting is that she did not initially think of herself as someone who was constantly researching beauty.
It was only after people around her pointed it out that she realized she was naturally always looking for new beauty information online and on social media.
💡 Beauty research was simply part of everyday life
In 2017, Kojima described beauty as something very familiar rather than a special event. Searching for new information was almost a hobby, and she enjoyed finding ideas that suited the version of herself she was at that moment.
That habit of choosing what suits her at a particular time still appears in her beauty philosophy almost a decade later.
The products and routines may change, but the habit of observing herself and updating her approach has remained consistent.
Her 2017 AKB48 graduation also revealed the self-producing ability that would later become important in business.
For “Kojimatsuri,” Kojima was deeply involved in the setlist, staging and promotional ideas.
Rather than treating graduation only as a farewell, she turned it into a festival that reflected her own personality.
Thinking about the entire experience—not just what to wear or how to look—shows the same instinct for world-building that would later become central to her brands.
💡 She was already “the creator” at her graduation concert
“Kojimatsuri” was more than a concert in which Kojima simply appeared. Her involvement in the setlist, direction and promotion showed that she had long been interested in shaping how an entire experience looked and felt.
The following year, in June 2018, she launched Her lip to.
In 2020, she co-founded heart relation Inc., and in 2022 became Representative Director/CCO.
Today she is involved not only in product development and creative direction, but also in business management.
The company has expanded from fashion into beauty, lingerie and other lifestyle categories.
Her view of beauty has also expanded—from looking beautiful herself to thinking about how women can feel comfortable and confident in everyday life.
Her career has moved from being seen, to choosing for herself, and finally to creating products and experiences for others.
Haruna Kojima’s Skincare and UV Care: From “Beauty First” to Moisture and Plumpness
Skincare is one of the topics Kojima has discussed most consistently throughout her career.
When she was younger, one of her main beauty priorities was maintaining a bright, clear-looking complexion.
In an interview published around the end of 2016, she reflected that she had not always been particularly conscious of UV care outside strong-sun destinations such as resorts.
She said she wanted to become more attentive to sun protection and moisturizing from then on.
That willingness to notice a change and then update her routine has remained part of her beauty approach ever since.
💡 Her approach to UV care changed over time
Kojima has openly discussed how some habits became more important to her with age and experience. Rather than presenting herself as someone who always did everything perfectly, she has shown how beauty routines can evolve as priorities change.
Around age 30, another change became noticeable.
In a 2025 MAQUIA interview, Kojima said she had begun to feel that lack of sleep and tiredness showed more easily in her skin.
She started thinking not only about brightness but also about moisture, fullness and a plump-looking complexion.
One of her current priorities is keeping the skin well hydrated.
She has talked about carefully applying lotion and, in 2025, also described a routine that included using an emulsion before lotion.
In general skincare, products such as lotions, emulsions and creams can each play different roles in helping the outer layer of the skin retain moisture.
Choosing textures and combinations that suit the season, skin type and personal preference can make everyday skincare easier to continue.
Kojima also changes her own skincare according to how her skin feels and what the weather is like.
In the second half of 2024, for example, she said that after previously preferring richer textures, she began enjoying lighter skincare because the warm season had lasted longer.
Even within the broad goal of moisturizing, she adjusts texture according to the environment.
💡 Even her preferred textures change with the season
Kojima once found richer textures reassuring, but by 2024 she was enjoying lighter formulas more often. Her routine evolves not only through ingredients and steps, but also through the way products feel on the skin.
In 2024, she also described her basic skincare philosophy as “simple is best.”
The more beauty information she has accumulated, the more selective she has become about what she actually keeps in her routine.
By late 2025, she was also talking about being the type of person who continues using something she genuinely likes rather than constantly replacing it with every new launch.
Her 20s were more about discovering and trying.
Her 30s are increasingly about knowing enough to choose.
💡 Her recommendations became influential enough to inspire the phrase “Kojiharu sales”
By 2025, Japanese beauty media were using expressions suggesting that products introduced by Kojima could quickly attract attention. Her influence comes partly from the sense that she does not simply try everything—she selects what she genuinely likes.
Her beauty philosophy has also expanded beyond facial skincare.
Body care, hair, fragrance, lingerie and feminine care all form part of a wider idea of treating herself with care.
In 2025, her business also expanded further into feminine-care products through a lingerie-related brand.
Kojima has said that with age she has increasingly understood the importance of paying attention to herself.
Creating more moments in which she feels comfortable in her own body connects naturally with the idea of “Self Care = Self Love.”
Makeup, Hair and Body Care: Learning What Makes “Kojiharu” Look Like Kojiharu
When people talk about Haruna Kojima, the phrase “Kojiharu-like” often comes up.
Soft-looking skin, feminine curves, glossy hair and romantic fashion have all become associated with her style.
Yet Kojima has said that she was not always confident about having a distinctive image.
In a past interview, she recalled being told during her AKB48 years that she was the one member who lacked a clear individuality.
Over time, however, features such as her fuller lips and naturally rounded body shape became recognized as part of what makes her look like herself.
Her beauty journey has therefore been less about becoming someone else and more about learning how to present her own features as strengths.
💡 She was once told she had “no distinctive character”
The features now seen as recognizably “Kojiharu” were not always treated as strengths. Over the years, she learned how to make her own face, body and style part of a distinctive personal identity.
Her approach to makeup follows the same pattern.
She enjoys trends, but adapts them to her own face, fashion and mood.
In the second half of 2024, for example, she mentioned purchasing deeper rose-toned lip colors.
Rather than treating makeup as separate from fashion, Kojima considers the overall balance of clothing, hair, skin and color.
That holistic way of seeing appearance makes sense for someone who has spent years producing fashion and lifestyle brands.
Hair is another important part of her image.
Her long, glossy hairstyles have become closely associated with her appearance, especially through magazine shoots and brand visuals.
Because frequent shoots and styling can place demands on the hair, she combines everyday maintenance with professional care.
Body care is where her wider philosophy becomes especially clear.
Kojima has described body care as a form of “self-love”—time spent treating herself with attention rather than simply preparing her appearance for other people.
In 2024, she said that she personally feels prone to puffiness and therefore adjusts food, bathing and exercise according to how she feels that day.
She has also said that after mentally demanding work she may crave heavier food, and on some days she chooses to go to the gym later in the evening.
She allows herself to enjoy food and then uses other parts of her routine to restore balance.
That flexibility makes her wellness habits easier to maintain over time.
More broadly, thinking about food, movement and rest as one connected lifestyle can make it easier to build habits that fit an individual schedule.
Fitness, Diet and Body Maintenance: Remembering What Her “Good Condition” Feels Like
Kojima’s body maintenance has attracted attention for many years, sometimes described in Japanese media as the “Kojiharu body.”
What stands out in her more recent interviews is that she places increasing importance on recognizing what feels like a good condition for her own body.
In 2024, she talked about remembering her own “good condition” and trying to maintain it rather than continuously chasing an ever-higher ideal.
That can include visual cues in the mirror, how clothing sits on her body and how she looks during shoots.
One area she particularly notices is the line of her shoulders.
Because the upper body is often visible in photography, the shape and definition of her shoulders became one way for her to judge how she feels about her current condition.
💡 One of her body-check points is the shoulder line
Rather than relying only on body weight, Kojima pays attention to an area she can easily recognize in photos and clothing. Having a personal visual reference makes subtle changes easier for her to notice.
Around 2024, she tried to attend personal training roughly once a week when her schedule allowed.
During busier periods, she adjusted the amount of exercise around her work.
By 2025, she had also been doing incline walking on a treadmill for about six months.
The settings she described were approximately a 10- to 15-degree incline at around 5 km/h.
Those specific numbers make the habit more concrete than simply saying she “goes to the gym.”
💡 Incline 10–15 degrees at about 5 km/h
In 2025, Kojima described using a treadmill with a noticeable incline and continuing that style of walking for around six months. Her exercise choices, like her skincare, change according to what feels realistic for her current lifestyle.
Leaving AKB48 changed the basic structure of her body-management routine
In a 2026 conversation, Kojima reflected on how much her everyday life changed after graduating from AKB48.
As an idol, rehearsals and performances naturally gave her frequent opportunities to move.
After graduation, her work increasingly shifted toward company management, meetings and long hours in an office.
During particularly busy periods, she said there were days when work continued for so long that she reached the evening without having eaten much, followed by dinner with staff.
As her work changed, the timing of both food and exercise changed with it.
She began reorganizing her routine around the life she actually had, including adjusting breakfast, lunch and snacks when preparing for shoots or events.
💡 Graduation meant losing the “everyday dancing” built into idol life
During AKB48, regular movement was naturally part of work. After graduation, Kojima’s days became increasingly centered on business and desk work, so she had to rethink how food and exercise fit into her new lifestyle.
Her eating habits follow the same flexible pattern.
In 2024, she talked about paying attention to factors such as evening salt intake and hydration, and sometimes adding a gym session on days when she expected to eat more.
Before major shoots or events, she combines food and movement according to her schedule and how she feels.
She enjoys everyday life while becoming more intentional when a particular event approaches.
In a 2026 conversation with makeup artist Yusuke Kawakita, Kojima discussed food, exercise, posture and body maintenance as parts of one overall lifestyle.
She said she does not hold tightly to one fixed ideal image; instead, she adjusts according to her condition at the time.
Kawakita, who has worked with her for many years, highlighted her ability to adjust.
When an important shoot or event approaches, she is able to bring herself back toward the condition she wants without turning it into a dramatic process.
💡 A professional who knows her well praises her “adjustment ability”
According to Yusuke Kawakita, Kojima has a strong ability to prepare herself for important shoots and events. Her strength lies in knowing what good condition feels like and being able to return to it when needed.
Knowing what feels comfortable and sustainable gives her a reference point when work becomes busy.
Her approach to body maintenance is less about judging every single day and more about observing herself over a longer period of time.
Bathing, Sleep and Self-Care: Short Baths, TikTok and Even AI
One reason Kojima’s routine is enjoyable to read about is that she also shares the less polished, very realistic side of a busy working life.
One habit she has valued for years is bathing.
In 2024, she said that even on busy days she tries to spend at least a short time in the bath.
She described herself as someone who prefers a brief, concentrated soak in fairly warm water.
Instead of building a complicated ritual, she chooses a format that fits easily into her day.
💡 Her bath style is “short and concentrated”
Even with a busy management schedule, Kojima keeps bathing in her routine by making it realistic. The important part for her is that the habit can fit naturally into everyday life.
Her sleep routine, meanwhile, has sometimes been surprisingly candid.
In a 2023 MAQUIA interview, she said she often returned home from work around 11 p.m.
After bathing and completing basic beauty care, she would often get into bed around 1 a.m.
Then came TikTok Live.
On some nights, that meant she did not actually fall asleep until around 2 or 3 a.m.
Although she said she would like to sleep earlier, she described that time watching TikTok as a kind of personal “mindfulness.”
💡 11 p.m. home → 1 a.m. bed → TikTok → 2–3 a.m. sleep
It is a much more realistic nighttime routine than the perfectly organized image often associated with beauty personalities. For Kojima, watching TikTok Live helped create a mental break between work and sleep.
The useful idea behind the story is not necessarily the app itself, but the fact that she keeps some time in which she can mentally step away from work.
Her methods of self-care have continued to evolve with technology.
In 2025, she said that she sometimes uses AI when she wants to organize a problem or clarify her thoughts.
With many decisions to make in both business and daily life, she uses it as one tool for putting her thoughts in order.
💡 She even uses AI to organize her thoughts
Kojima’s curiosity about new services extends beyond beauty. By 2025, she had also begun using AI as one way to sort through concerns and organize her thinking.
Her approach to feminine care reflects the same wider philosophy.
In 2025, she spoke about treating the entire body with care as an important opportunity to pay attention to herself.
Beauty becomes part of feeling comfortable in her own daily life.
After spending many years in a career where she was constantly being seen by others, her 30s have brought a stronger focus on how she herself feels.
Haruna Kojima in 2026: Beauty as the Ability to Return to Her Own “Good Condition”
As of 2026, Haruna Kojima is 38.
More than 20 years have passed since she joined AKB48 in 2005.
During that time, both her career and her beauty philosophy have expanded dramatically.
AKB48 idol.
Magazine model.
TV personality.
Brand producer.
And now, company executive.
Her lip to, launched in 2018, has also expanded from fashion into beauty, lingerie and broader lifestyle categories.
Her beauty habits have evolved in much the same way.
In her 20s, she actively searched online and through social media for new beauty information.
When she became more conscious of UV care, she updated her daily habits.
Around age 30, she began thinking not only about brightness but also about moisture and a fuller-looking complexion.
For body maintenance, she learned to judge her condition through personal cues such as her shoulder line rather than relying on numbers alone.
When her work changed after graduating from AKB48, she rebuilt her food and exercise routine around a very different lifestyle.
On busy days, she keeps self-care manageable.
When she has time to move, she includes personal training or incline walking.
When she needs to switch off mentally, she enjoys content she likes.
And when she wants to organize her thoughts, she may even use AI.
These habits may look unrelated, but they share one common idea:
she observes herself carefully and chooses what fits the version of herself she is living with at that moment.
In a 2026 conversation with Yusuke Kawakita, Kojima described a beauty philosophy that is less about holding tightly to one ideal and more about adjusting according to her current condition.
After more than two decades in the public eye—and now while running a company—this may be the natural result of years spent learning how her own body, skin and schedule change.
💡 After nearly two decades of beauty experience, “condition” matters more than a single ideal
Kojima has tried countless approaches to skincare, fitness and self-care over the years. Today, one of her strongest skills is simply knowing what feels right for her and making small adjustments when needed.
The most useful lesson from Haruna Kojima’s beauty routine may be learning to recognize your own good condition.
When the skin feels dry, give moisturizing more attention.
When the body wants movement, walk.
When the day is busy, choose a shorter form of self-care.
When the mind feels tired, create time to switch focus.
And when life changes, allow the beauty routine to change with it.
That flexibility is one of the most consistent themes in Kojima’s beauty and wellness journey.
From AKB48 to entrepreneurship, she has repeatedly updated the way she presents herself, works and cares for herself.
Her beauty routine continues to evolve in the same way—alongside her age, career and lifestyle.
