Brand (ブランド) is the general term that identifies the distinctive product of a company. In the Aikatsu! universe, the term "brand" is used to describe the company in which the Aikatsu Stars! cards are from.
Each brand is based on one of the four idol types: Cute, Cool, Sexy, or Pop. From there, they then create designs with themes and styles unique to that brand. There are ten known brands.
Different from the brands from the original Aikatsu! series, in Aikatsu Stars! series, brands are not founded by designers, but instead by "muses", meaning top idols, who represent the spirits of the brands and allow designers to work under the brand project. Only brand muses can wear the premium dresses of that brand.
In the system of Four Star Academy, students who win the S4 Selection match and become a part of S4 can automatically gain the right to create their own brands. Outside the schools, there are also designer companies who voluntarily sponsor idols to start their brands as well.
My Little Heart
My Little Heart (マイリトルハート) is a cute-type brand. It comes with lovely motifs such as ribbons, hearts, and laces, and is a sweet brand adored by many girls. It was founded by Hime Shiratori, and the current brand muse is Aria Futaba.
Spice Chord (スパイスコード) is a cool-type brand. The concept of making everyday exciting, the brand gives a girl that hard rock edge with a twist of girly style. The current brand muse is Laura Sakuraba, and it is also Tsubasa Kisaragi's preferred brand.
Romance Kiss (ロマンスキス) is a sexy-type brand. It shows styles of show outfits to exotic dresses. This brand travels the world of elegance and femininity. The current brand muse is Mahiru Kasumi, and it is also Yozora Kasumi and Koharu Nanakura's preferred brand.
Shiny Smile (シャイニースマイル) is a pop-type brand that sparks a bright, popping style inspired with flowers and fruits. A fresh look to make anyone feel happy wearing or looking at it. The current brand muse is Yuzu Nikaidō.
Perfect Queen (パフェークトクイーン) is a sexy-type brand using regal styles to display its' elegance and flawlessness. It was founded by Elza Forte in order to be the best among all brands and to obtain the ultimate Star Premium Dress.
Rainbow Berry Parfait
Rainbow Berry Parfait (レインボーベリーパルフェ) is a cute-type brand that brings happiness to both the person who wears the clothing and to the people who see it. It was founded by Yume Nijino —the brand muse— and Koharu Nanakura, and is the evolved brand of Berry Parfait.