#Japan #Shibuya #Matsukiyo #beauty school #Popup Store

Celebrating a Decade of Beauty: Matsukiyo's 10th Anniversary Popup Store

In a remarkable celebration of its 10th anniversary, Matsukiyokokara & Company has announced the launch of a unique Beauty School Popup Store, themed around experiential learning in beauty. This exciting event will take place from November 21 to November 23, 2025, at ZeroBase in Shibuya, Tokyo. With over 3,600 stores nationwide and 82 locations across Asia, Matsukiyo is making waves in the retail drugstore sector. The event promises an engaging and educational experience that gathers beauty enthusiasts in one vibrant space.

An Educational Experience Like No Other

The Matsukiyo Beauty School is designed as an immersive experience, inviting visitors to partake in various beauty-related activities. It encompasses everything from trying out Matsukiyo's private brand (PB) products to participating in interactive sessions led by well-known beauty influencers and experts. The space is intentionally designed to resemble an educational setting, featuring themed areas such as:
- Matsukiyo Library: A cozy environment akin to a library, filled with enlightening resources. Guests can explore development stories and beauty secrets by engaging with the materials available. Special giveaways will be offered for those who participate in reading sessions.
- Café Lounge: Modeled after a university cafeteria, it offers a vibrant atmosphere for refreshing drinks and enticing social media photo opportunities. The Beauster Stand presents unique concoctions inspired by the newest products, designed to provide a delightful and Instagrammable experience.
- Beauty Class: Participants can join hands-on classes to experience various PB beauty products firsthand. Attendees have the chance to assess their skin types through specialized tools and receive personalized consultations from beauty advisors. Hair and makeup touch-ups will also be available, giving each visitor a chance to explore new styles.

Special Beauty Lectures from Industry Know-How

Throughout the Popup Store's duration, esteemed guests—including renowned influencers and celebrities—will take the stage to share their beauty insights in a workshop format. Daily discussions will tackle trending ingredients, care techniques, and the allure of PB cosmetics. Selected attendees will get to interact with celebrity speakers—like Rintarō from EXIT and Sayuri Matsumura—during various lecture sessions. These discussions will provide a platform for the stars to recount their beauty journeys, challenges, and tips for success.

Exclusive Product Showcase

The Popup Store will showcase an array of eight categories of PB products— from haircare and skincare to makeup and wellness items. Guests will have the opportunity to try different products, including exclusive pre-launch items and collaborations with popular beauty figures. This event is a chance that attendees won't want to miss—to explore the latest trends and innovations in beauty.

Event Information

The Matsukiyo Beauty School Popup will run from November 21 to November 23, 2025, at ZeroBase Shibuya, open daily from 12:00 PM to 8:00 PM (last entry at 7:00 PM). Admission is free, but reservations for the beauty lectures and collaborative product events are required. Emergency contacts for inquiries can be made through their support hotline.

Matsukiyo encourages everyone to explore its product range through enjoyable and memorable experiences, making this Popup Store a highlighting event of the year. Join us in Shibuya to discover the exciting world of Matsukiyo and celebrate a decade of beauty innovation!

For additional information and reservations, check the official website: Matsukiyo 10th Anniversary Popup.