The cosmetics floor at Isetan Shinjuku Main Building has expanded to the first and second floors, and finally had its grand opening on November 20th.


On September 25th, a new zone selling skincare items and beauty devices opened on the second floor of the Main Building. Then, on October 23rd, the fragrance corner was completely renovated and reopened. This time, the grand opening, marking the final stage of this phased remodeling, saw the completion of a makeup zone on the first floor of the Main Building, based on the concept of "self-production."

The area has been expanded by 1.5 times compared to the previous floor. The mall will carry more than 30 brands, including Dolce & Gabbana Beauty, which already opened on October 30th, as well as new brands such as UZU, GRID, Too Faced, JILL STUART BEAUTY, which are opening in a department store for the first time, SHIRO, which has relocated from the second basement floor of the main building, and La Bouche Rouge, a Paris-based brand that is making its first appearance in Japan.

Dolce & Gabbana Beauty (Couture Makeup Zone)
The biggest difference from before is the zoning of the floor. The layout is tailored to the tastes and purposes of customers, with areas such as "Japan Makeup," which brings together Made in Japan brands; "Artist Makeup," where makeup artists are always on-site; "Couture Makeup," where you can experience the world of each brand in a relaxed space; and "Cute Makeup," which brings together cute-looking brands. What's more, the tester space has been increased by approximately 1.5 times, and the aisle area has also been expanded.

Too Faced (Cute Makeup Zone)
UZU (New Makeup Zone)


La Bouche Rouge (New Makeup Zone)
In addition, six brands - ALBION, ESTEE LAUDER, Clé de Peau Beauté, SHISEIDO, DECORTÉ, and LANCÔME - have set up dedicated makeup counters, their first in Japan. An environment has been created where customers can fully experience each brand's items.

"Artist Makeup" Zone
In addition, all brands in the "Artist Makeup" zone, which features a lineup of brands such as RMK, ADDICTION, Amplitude, shu uemura, NARS, and MAC, are also offering a "video take-home service" in which customers can film makeup lessons and advice from artists and take them home. This was born from feedback from customers that "it's difficult to recreate the looks I get in-store." (This service is also available for some brands outside the Artist Makeup Zone.)

In addition, engraving services for lipsticks and fragrances will be available at all times, and special gift wrapping will be available only at Isetan Shinjuku. Kiehl's will also be introducing a new gifting service that allows customers to create stickers using tablets in-store and easily create their own original packaging, while Guerlain will be introducing "Mind Scent," a digital consultation service that suggests fragrances based on brainwaves, for the first time in Japan, proposing new forms of personalization.

Guerlain's "Mind Scent"