Shiseido's THE GINZA opens its first department-store counter, at Isetan Shinjuku
Shiseido's heritage skincare line THE GINZA — sold until now only through hotel spas and its own online store — is taking its first permanent counter inside a department store, at Isetan Shinjuku, testing whether a slowly built luxury position can hold up against every prestige rival on the floor ahead of its 25th anniversary in 2027.
Shiseido said its prestige skincare brand THE GINZA will open its first-ever permanent department-store counter, inside the Isetan Beauty section of Isetan Shinjuku, planned for winter 2026, according to a company release. The counter arrives ahead of the brand's 25th anniversary in 2027.