Japan's largest experiential cosmetics specialty store, "@cosme TOKYO," located in Harajuku, Tokyo, is reopening in March 2025 after a renewal! This article will introduce the features and highlights of the newly added areas, including the fragrance section, the "mini COSME" section with small-sized products, and the self-wrapping corner.
Just Steps from Harajuku Station! What Kind of Store is "@cosme TOKYO"?
Launched as the first physical store of "@cosme," Japan's leading cosmetics and beauty portal site, "@cosme TOKYO" opened in front of Harajuku Station in January 2020. It is an "experiential cosmetics specialty store" where customers can freely try and compare almost all products, from affordable brands under ¥500 to high-end department store cosmetics exceeding ¥100,000 before making a purchase.
First Renovation for the 5th Anniversary! What’s New in the Upgraded Store?
On March 5, 2025, in celebration of its 5th anniversary, the store underwent its first renovation. In addition to the existing sales areas on the 1st and 2nd floors, a new sales floor was added on the 3rd floor, making it one of the largest cosmetics stores in Japan, handling approximately 750 brands.
The number of brands, especially luxury brands, has increased. "@cosme TOKYO" is now the third store in Tokyo to carry "PRADA BEAUTY," and has newly introduced brands such as "SUQQU," "RMK," and "SK-II," offering a wider range of options than ever before.
The renewal also included a complete revamp of the store layout. Ranking displays, next-trend sections, and "Toryumon" (a section highlighting emerging brands) are now strategically placed to naturally catch the eye, creating a store environment that encourages visitors to explore and discover.
From the next section, we will introduce the highlights of each floor.
1st Floor: New Mini COSME Section & Updated Sales Rankings!
Right as you enter, you'll see "THE BEST COSMETICS AWARDS" display. This section showcases items that have won the @cosme Best Cosmetics Awards, making it a great place to start your visit.
One of the highlights of the 1st floor is the newly added Mini COSME section, located to the right of the entrance. It features a diverse lineup of cosmetics, ranging from budget-friendly options to luxury department store brands and even Korean beauty products. The section carries about 50 brands and 100 different products, including exclusive items that are only available at @cosme.
Whether you want to try a product before committing to a full-size bottle, need a travel-friendly size, or have run out of your favorite cosmetics during your trip, this section caters to a variety of needs. Mini COSME items are also a great choice for souvenirs, thanks to their compact size and affordable prices!
Another major update is the expansion of the popular Sales Ranking Corner, where you can see which items are currently trending. Products are categorized into sections like cleansing and face wash, making it easy to find what you need.
The "Tester Bar," where you can try out top-rated and best-selling products from @cosme, has also been improved. With more water stations added, the space is now larger and more convenient for testing products.
2nd Floor: Discover the Latest Trends & Next-Break Hits!
The 2nd floor is packed with trending and next-hit cosmetics. As soon as you go up the stairs, you'll find the newly created "Next Trend Zone," where you can discover brands that @cosme TOKYO is currently focusing on.
One of the biggest additions in this renewal is the "Toryumon" section. This area features new and limited-time products that are only available for a short period. "Toryumon" (登竜門) refers to a crucial challenge or gateway to success, and true to its name, this section might be the birthplace of the next big hit in the beauty world!
The "Sheet Mask Wall" is another impressive highlight, displaying a vast selection of sheet masks across an entire wall. This allows visitors to compare and choose their favorites while enjoying a fun shopping experience.
A new addition catering to Japan’s growing focus on inner beauty is the "Inner Beauty Tower." This section specializes in beauty-enhancing wellness products, including supplements, mineral water, and throat lozenges to help take care of your body from the inside out.
Exploring the floor reveals more than just beauty products—there are also exciting surprises unique to @cosme TOKYO. For example, the Korean beauty brand "Wonjungyo" features a display board with a handwritten autograph from TWICE’s Momo, the brand’s official muse!
3rd Floor: New Fragrance Zone & Self-Wrapping Corner!
A portion of the 3rd floor has been renovated to create a brand-new "Fragrance Zone." This area features around 70 brands and 400 different fragrances, ranging from luxury perfumes found in department stores to unique niche fragrances from Japan and abroad, as well as casual variety scents that are easy to enjoy.
One of the standout features of the Fragrance Zone is its unique display method. In front of each product, you'll find colorful cards known as the "Fragrance INDEX," which represent different scent impressions using 24 colors and descriptive words. For example, if you like a perfume with a green card, chances are you'll also enjoy other fragrances with the same color.
Most people compare scents within the same brand, but this innovative display makes it easier to discover new fragrances across different brands!
Another exciting addition is "Kaorium," an interactive digital signage system that utilizes AI technology to analyze fragrance characteristics. By using this system, you can discover perfumes that perfectly match your personal preferences through a "Fragrance Diagnosis" experience.
Also on the 3rd floor is the newly added "Self-Wrapping Corner." Here, you can create your own beautifully wrapped gifts using special wrapping boxes that can be opened and resealed. With so many stylish box designs to choose from, you might have a hard time deciding.
What makes this feature even better is that you’re not limited to wrapping only items purchased at @cosme TOKYO. You can also include items bought at other stores, making it perfect for assembling a customized souvenir box with your Tokyo shopping finds.
Tax-free shopping is available, and the checkout terminals support multiple languages, including English, Korean, and Simplified Chinese. This ensures that you can easily check product details and prices while making your purchase.
At @cosme TOKYO, you can explore the latest trends in Japanese cosmetics just by walking through the store. Its convenient location right in front of Harajuku Station makes it an easy stop during your Tokyo sightseeing adventures—be sure to check it out.
Store Information
Store Name: @cosme TOKYO
- Address: 1-14-27 Jingumae, Shibuya-ku, Tokyo
- Access: Just a short walk from JR Harajuku Station
- Business Hours: 11:00 AM - 9:00 PM
- Store Area: Approx. 1,380㎡ (after renovation)
- Official Website: https://www.cosme.net/store/flagship/tokyo/
- Official Social Media:
- X (formerly Twitter): https://x.com/at_cosme_tokyo
- Instagram：https://www.instagram.com/at_cosme_tokyo/
Comments