SixTONES member Hokuto Matsumura has stepped into the beauty world as the new ambassador for hair care brand anummy.

The 30-year-old idol attended the brand's launch event in Tokyo on February 17, where he promoted their damage repair hair care line. Matsumura expressed his enthusiasm for the partnership, particularly highlighting the product's "gorgeous amber rose fragrance" and how it introduced him to new scent experiences.

For international fans unfamiliar with anummy, it's a Japanese hair care brand focusing on damage repair and recovery. Matsumura's appointment as ambassador aligns with the growing trend of J-Pop idols partnering with beauty and lifestyle brands.

SixTONES, which debuted in 2020 under Johnny & Associates (now SMILE-UP), has built a strong fanbase both domestically and internationally. The six-member group is known for their rock-influenced sound and diverse solo activities. Matsumura, one of the group's vocalists, has been expanding his individual work beyond music, including acting roles and now beauty endorsements.

This ambassador role represents another step in Matsumura's growing presence in the entertainment and commercial space. His involvement with anummy could help introduce the brand to SixTONES' dedicated fanbase, while also showcasing the idol's appeal to beauty-conscious consumers.

The partnership demonstrates how J-Pop artists continue to diversify their careers beyond music, taking on roles that connect them with fans through everyday products and lifestyle choices.