Beauty Apothecary, located on the second basement floor of the main building of Isetan Shinjuku, offers a selection of natural and organic cosmetics and innerwear support items.

This time, under the theme of "Encountering beauty as you travel and thinking about the future of the earth," a pop-up featuring brands that are seriously committed to the SDGs will be held from March 11th.


The term "SDGs," which aims for a sustainable world, is seen in various situations these days. It is a keyword that we living today cannot overlook for the sake of the future of the earth and society.

Rather than overthinking whether there's anything I can do directly to contribute to this grand global agenda, I want to start by being conscious of things close to home, like reducing waste by using reusable items and choosing ethical products.

The image above is an icon of the 17 SDGs.
The SDGs can be summed up in one word: "goals to change the world." They are a set of 17 actions that countries, organizations, and individuals should and can take to protect the global environment and promote peace for all. Proposed by the United Nations in 2015, the SDGs, along with their colorful visuals, are gradually gaining traction. The goal is to achieve them by 2030.
This time, the focus will be on one of the daily choices each of us can make: "shopping." The choices we make and what we buy are our will to make the world a better place, in other words, a "vote of the heart," and Beauty Apothecary will be hosting a "Sustainable Beauty Journey by La CARPE" pop-up shop.


From left, HOLISTIA Lab "Just Be You Body Milk" (195mL / 4,070 yen), same body oil GLOW (75mL / 4,950 yen), same body oil ZEN (75mL / 5,280 yen), same body oil NEW ME (75mL / 4,950 yen)
Using aromatherapy to help women who are one step ahead achieve their "well-being"! The new brand "HOLISTIA Lab" uses fragrance as a key to balancing the mind and body. This body oil is a blend of rich botanical scents.





eume "eume Belly Wrap" (¥4,510 each)
Even on days when it's hard to control your mood, wearing eume products can help you feel at ease and relax. This belly wrap uses photoelectron® fiber, which uses your own body heat to warm you, providing support around the stomach. It's breathable and comfortable to wear without any tightness!



La Chaton "NZ Free-Range Natural Chicken Paste" (15g x 5 pieces, 660 yen, Made in Japan)
*This product is for pets.
It seems like sustainable, high-quality products are set to become popular not only among people, but also among pets! La Shaton believes that pets are family members and that "cats are a symbol of happiness," and offers "natural" pet food made with carefully selected ingredients. They are so particular about the feed and breeding methods used to raise the chicken they use as ingredients that they are particular about. It seems that many pets become addicted to their food after trying it just once.






Uruotte "Retouch Hair Mascara Indigo Black" (10mL, ¥2,750)
Uruotte, a sustainable haircare brand founded 15 years ago with the theme of "a shampoo the whole family can use," is a hair mascara that easily retouches troublesome gray hairs at the hairline. A quick application to your hair will leave it shiny and moisturized. Aiming to revitalize the region, it also contains tea seed oil grown on abandoned farmland, as well as pearl extract from Uwajima.






From left: QINUDE "QINUDE Lotion K" (150mL, ¥6,600) and "QINUDE Moist Milk K" (150mL, ¥8,690)
Silk has long fascinated Japanese women. QINUDE began developing skincare products as part of the "Silk Revival Project," which aims to protect domestic silk. This product contains natural silk fibroin extracted from the same domestically-produced silk used in Kyo-Yuzen kimonos. The easy-to-apply lotion and emulsion step leaves skin feeling silky smooth.


Fukumitsuya "Komelabo Sake Yeast Extract Concentrate" (20mL, ¥3,300)
When it comes to sake cosmetics, Fukumitsuya is the place to go. Sourced from Kanazawa, Ishikawa Prefecture, the city famous for its sake. Discovered through approximately 390 years of research into rice fermentation, this sake yeast, FT15, is said to have the effect of making skin glow and beautiful. This 100% pure extract serum is perfect as a pre-serum before your skincare routine. Use it after washing your face to achieve soft, supple skin.


Sphere "Sphere Soap" (60g 3,260 yen)
The main ingredient is "sea salt." Sphere soap is made from natural ingredients. It's made with a simple combination of "sea salt," a natural ingredient found in the ocean and closely related to us, blended with other natural ingredients. The soap is designed to match the body's salt levels, moisturizing the skin while cleansing. Other products include a salt shampoo for the scalp and toothpaste made from 100% seawater.



DEPLIS "DEPLIS" (180 tablets, ¥27,000)
DEPLIS supplements support daily health and beauty from the inside out. They contain carefully selected, high-quality ingredients, including bird's nest, collagen, fermented hyaluronic acid, ceramide, and astaxanthin. Take six capsules daily to stay in top condition every day.

 
BHY Kurabicha®️ From left: "BHY Kurabicha® Spring," "BHY Kurabicha® Summer," "BHY Kurabicha® Long Summer," "BHY Kurabicha® Autumn," and "BHY Kurabicha® Winter" (2g x 30 packets each, ¥22,680 each)






Hitomibiyou Labo "Vision Formula Supplement" (60 tablets, ¥5,400)
This supplement from Hitomibiyou Labo is made from natural ingredients. Modern digital device users will want to check it out. It contains ingredients necessary for maintaining a beautiful and healthy life, such as lutein, pterostilbene, bilberry, and astaxanthin. The supplement capsules are carefully crafted using natural ingredients derived from corn and seaweed. Take two capsules daily.



Shirayuki Towel "Shirayuki Squalane Moisturizing Towel" (28 x 35 cm, 902 yen) 
Once you try it, you'll be hooked! This fluffy marshmallow towel from "Shirayuki Towel" is made from recycled fibers. This product, made with natural squalane oil kneaded into fiber made from wood, is soft even without fabric softener, making it gentle on the skin and the environment. These smooth towels are recommended for daily skincare. Try them for hot masks, cleansing, and wiping your face.




Harmony "BRAIN REST" (610g 15x26cm 7,700 yen)
Holistic treatment salon "HARMONITY" also offers bedding designed to support modern people's bedtime routines. These items are designed to help us rest while surrounded by digital devices. It's super easy to use; just place it on your favorite pillow and go to sleep as usual. Made with Himalayan pink rock salt, which contains the same 84 minerals as the human body, it's also scented with frankincense. Improve the quality of your relaxation time and live each day happier.


At the pop-up, you'll not only be able to purchase products from the brands introduced in this article, but there will also be a talk show with the brand founder. Why not start by doing what you can now to contribute to the future of society, starting with something close to you?


*The "La Chaton" and "Iumie" brands introduced in this article will also be available at Beauty Apothecary outside of the pop-up period. Other brand items will be available for a limited time from March 11th to 17th.