If you’re interested in organic cosmetics, a visit to Cosmekitchen (Mash Beauty Lab) is practically mandatory. It is Japan’s biggest organic beauty store chain: the first Cosmekitchen store opened in 2004 and the company currently operates 30 outlets across Japan. The majority of the stores are in the Kanto area on Honshu island.
Although the organic beauty market in Japan is growing constantly, I think it is still primarily an urban trend – I noticed that Cosmekitchen stores seem to be mostly located in larger cities. The retailer’s outlets are usually shop-in-shop areas that are based in department stores; in Tokyo, for example, five of the Cosmekitchens are situated in outlets of the Lumine department store chain.
I was eager to see the stores of @cosme, a Japanese beauty chain with a retail concept that is strongly driven by social media network. The @cosme approach is an ingenious merger of online and offline retail.
[EDIT 30/01/2018: @cosme finally has an English-language version of the website! Check out: https://www.cosme.com/en; it’s just a part of @cosme’s huge Japanese language database but still, yay!
EDIT 24/01/2020: A couple of weeks ago @cosme opened a massive multi-storey outlet in Harajuku, opposite the Omotesando entrance of Harajuku JR station. This new store is stupendous – it makes all other @cosme outlets in Tokyo look boring and even dated; so if you’re in Harajuku or Omotesando area, do yourself a favour and visit it!]
@cosme is Japan’s largest cosmetics online store and it is also the country’s biggest virtual beauty community. The company’s websites are www.cosme.com and www.cosme.net so every Japanese Internet user who searches for anything to do with cosmetics ends up at @cosme sooner or later. @cosme’s main target group are consumers aged 16-25 which means that the website and its online community are hugely influential in the trend-driven teen and young adult consumer demographic in Japan.
@cosme’s very successful retail venture actually started with a simple review website: cosme.net was launched in 1999 and became popular very quickly. In 2001, the company behind @cosme (marketing agency iStyle), launched online store cosme.com. @cosme sells an extensive range of Japanese, Asian and Western mass market, masstige and premium brands. Whether you are looking for a Japanese face mask, a Korean eyelash lotion or Chanel’s latest whitening face serum, it is all available on @cosme.