STELLA BEAUTE pops up at Isetan Shinjuku with its first laser-therapy hair dryer

Beauty-device brand STELLA BEAUTE will run a pop-up store at Isetan Shinjuku's Main Building, on the second basement floor's Beauty Apothecary section, from October 14 to 27, the brand's operator Kirala said on October 7. The format centres on reservation-based consultations tailored to each visitor's concerns, with walk-ins accepted when open slots remain on the day; reservations were taken via the ticketing platform livepocket from October 3 to October 12.

The lineup spans five devices, all priced with tax: a Laser & EMS Lift Brush PRO 2.0 at ¥65,000, an IPL & NIR Light Beauty Device PRO at ¥78,000, and two face sticks, Rin at ¥28,000 and the 2.0 at ¥38,000. The new entry is the Shine Rebirth Hair Dryer JEWEL at ¥55,000, which Kirala describes as STELLA BEAUTE's first device to use low-level laser therapy (LLLT), built to dry hair quickly while keeping it moisturised.

Visitors who try a device and post about it on Instagram with the brand's designated hashtags receive an original coin case while supplies last, and anyone who buys at the pop-up gets an original square vanity case, the company said.

The consultation-first format is the more telling part of the release. Isetan Shinjuku's basement beauty floor is among the venues department stores use to test whether a direct-to-consumer brand's device line can earn a lasting counter, and pop-ups there tend to favour staff-led, one-to-one fitting over simple product display — a People and Presentation bet, in retail terms, as much as a Product one. A two-week run with a dedicated booking window suggests STELLA BEAUTE is using the stop to gauge demand for its newest device before deciding how far to push a Japanese retail footprint.