niji means “rainbow” in Japanese.

Make-up is important for many women. They buy thousands of dollars of make-up. But actually, they never use it all. People always need new colors and new products, but they waste most of their make-up. 

niji is a make-up brand. There is no need to buy multiple colors of the same make-up; niji contains them all in one container. Also, the layers of color make people excited when they are waiting for the next color. It gives our daily lives an element of surprise.