Daimaru Umeda hosts a week-long K-beauty pop-up from several Korean brands
Tokyo beauty-marketing firm &IMPRES is running a week-long Korean beauty pop-up on Daimaru Umeda's second-floor event space from November 4, the latest small instance of K-beauty's steady push onto Japanese department-store beauty real estate.
&IMPRES, a Tokyo-based firm that handles PR, marketing and sales-channel development for beauty brands, said it will run a K-Beauty Pop Up on the second-floor cosmetics event space at Daimaru Umeda from November 4 to 10, according to a PR TIMES release. A Korean beauty and wedding salon based in Osaka, Yona Korea Total Beauty & Wedding, is supporting the event with its own makeup artists and bridal-beauty advisors on site.
The line-up spans several small Korean brands across hair, skin and sun care — among them Gramix, PH Hubby, Zeroset, The Plant Base, Decore, Bagle, DermaCIA and Laiel — alongside promotions including a first-100 sample giveaway and a free prize draw. A one-off wedding consultation runs on opening day, and a ten-person skincare class, led by the salon's Kazumi Lee, is scheduled for November 8.
It is a small, week-long event — no store openings, no reported sales figures — but it is one more data point in a pattern worth tracking: Korean skincare and haircare brands taking department-store event-floor space in Japan that has historically gone to Japanese and Western houses.