Introducing BI-SU: A Sustainable Cosmetic Brand Launching at Isetan Shinjuku

BI-SU: A Sustainable Cosmetic Brand Launches at Isetan Shinjuku

Starting February 9, 2026, the sustainable cosmetic brand BI-SU will open a permanent store located on the second basement floor of Isetan Shinjuku's Isetan Beauty Apothicary. This innovative brand, developed by Mstyle Japan Co., Ltd. headquartered in Fukuoka, emphasizes total body care while providing high-quality skincare solutions using natural swallow's nest ingredients.

Concept: A Sanctuary for Total Body Care

The Isetan Beauty Apothicary is a space designed for those who aspire to maintain their beauty and health now and in the future. At the new BI-SU location, customers can fully immerse themselves in products that emphasize holistic well-being, including inner care and skincare featuring the proprietary extract Rasier™. Alongside these offerings, the store will also include hair care products aimed at fostering healthy hair, ensuring a comprehensive range of beauty solutions derived from the life-enriching properties of natural swallow's nests.

At the store, expert concierges will provide personalized consultations, helping each visitor discover the moisture and vitality that BI-SU products can bring.

Grand Opening Specials: Exclusive Sets & Promotions

To celebrate the opening, specially curated exclusive set boxes will be available, showcasing the essence of BI-SU's offerings:

1. BI-SU16 Variety Pack (Limited Edition) - An iconic item encapsulating the essence of BI-SU, this box contains two variations of swallow's nest in jars, available in sugar-free and sweetened with beet sugar.
- Contents: 1 jar of BI-SU16 (beet sugar), 1 jar of BI-SU16 (sugar-free)
- Price: ¥9,504 (tax included)
- Quantity: Limited to 200 sets
- Purchase bonus: BI-SU16 exclusive spoon
- Available at: Isetan Beauty Apothicary (while supplies last)

2. BI-SU Shampoo & Treatment Set - This exclusive box includes the full-size shampoo and treatment.
- Contents: BI-SU Shampoo (full size), BI-SU Treatment (full size)
- Price: ¥13,750 (tax included)
- Quantity: Limited to 100 sets
- Bonus: Purchase three sets to receive a complimentary full-sized BI-SU Eyelash Serum (valid until March 31, 2026)
- Available at: Isetan Beauty Apothicary, BI-SU GINZA SIX, BI-SU ISETAN SALONE

3. In-store Exclusive: The BI-SU Skincare Trial Set will be available for customers visiting the Isetan Beauty Apothicary to celebrate the grand opening. A sample set containing four points of skincare infused with Rasier™ will be given away while supplies last.
- Eligibility: All visitors to the Isetan Beauty Apothicary
- Period: February 9 (Mon) to end of February (first 100 customers only)

Store Details

- Store Name: Isetan Shinjuku Main Store Basement 2F Isetan Beauty Apothicary/BI-SU
- Opening Date: February 9, 2026
- Location: 160-0022 Tokyo, Shinjuku-ku, Shinjuku 3-14-1
- Operating Hours: 10:00 AM to 8:00 PM