Limited-Time Pop-Up Shop by YUME to MOMO Opens in Shinjuku Marui

Discover the Magic of YUME to MOMO

The pop-up shop of YUME to MOMO, a co-creative fragrance brand, is now open on the first floor of Shinjuku Marui's main building. This innovative brand, developed by muguetfleur Inc., has attracted attention for its unique approach to fragrance, designed in response to feedback from a thousand women. What makes YUME to MOMO stand out is not just its scents but its philosophy of celebrating moments that inspire joy and confidence.

The Essence of YUME to MOMO

The concept of the brand revolves around empowering individuals to dream of their 'thrilling moments.' YUME to MOMO aims to transcend the idea of mere cosmetics, positioning its products as charms that motivate wearers to embrace themselves and move forward with courage.

The story behind this blossoming brand lies in its founder, Haruka Kawabuchi's experiences during her student days, particularly recalling the scent of a deodorant she used after tennis practice. This aroma evokes memories of hard work and emotion, illustrating the powerful connection fragrance has with our memories and emotions. It was from this understanding that the idea of creating memorable scents for life's milestones was born.

Crafting Fragrances from Women's Voices

Through extensive listening sessions with Gen Z and millennials, YUME to MOMO gathered insights from 1,000 women to shape their fragrance offerings. The key insights gleaned during this process included:

- Strong scents can be overwhelming.
- Portable designs are essential.
- Fragrances should seamlessly fit into everyday life.

In response to these needs, YUME to MOMO developed products that feature:

- Soft, natural scent profiles
- Convenient stick format for easy carrying
- Fast and hassle-free application that can be done in 0.2 seconds.

Featured Products at the Pop-Up Shop

The pop-up shop will sell a selection of exciting products:
1. Stick Fragrances (2,530 yen including tax)
- Peach Floral: A delightful blend of floral notes with the sweetness of peach, reminiscent of a spring morning.
- Pure Sabon: The fresh, clean scent of freshly laundered linen, perfect for uplifting the spirit.
- Natural Amber: A refined fragrance that embodies the warmth and depth of nature.

2. New Hand Cream (Pre-launch, 2,530 yen including tax)
- This hand cream provides long-lasting hydration without the sticky feeling, allowing users to indulge in pleasant scents while nurturing their skin.

Collaborating for a Spring Refresh

Along with YUME to MOMO, the pop-up will feature guest brands: OVERLAP JAPAN, known for reconstructing traditional Japanese techniques into contemporary accessories, and おいしいやかわいいや, a popular bakery in Togoshi Ginza offering adorable and delicious gift items. This collaboration aims to provide perfect gifts for the spring season.