The Beauty Apothecary on the second basement floor of the Isetan Shinjuku store has begun carrying the Dubai-based cosmetics brand "Shiffa Dubai." This marks the brand's first appearance in a department store.

The brand's founder and CEO, Dr. Rameez Handam, is a Dubai-born dermatologist trained at an Irish medical institution. She personally sought a body oil that could be safely used during pregnancy and would nourish and moisturize sensitive skin. She created the "Stretch Mark Oil" (100ml/¥11,550), which inspired the creation of the brand. She develops skincare products based on her medical expertise, including knowledge of skin structure and wrinkle formation.
Facial care products include the "Aromatic Facial Cleanser" (200ml/¥10,500) and "Skin Balancing Facial Toner" (200ml/¥9,450), as well as three other moisturizers, promoting a simple, serum-free approach. Body care products include four types of body oils (100ml each/11,550 yen) tailored to individual concerns, as well as Sweetness Body Polish (200ml/11,550 yen).

The ingredients and origins of organic herbs and their essential oils, which have been said to have functional properties since ancient times, are carefully selected and blended in a unique ratio. Although the cosmetics originate in Dubai, they are manufactured in the UK, which is said to have the strictest standards in the world for organic certification, and in line with the founder's animal welfare policy, no animal testing is carried out in product development.