The Launch of Hair Iron Rental Service 'ReCute' at Harajuku's Hara-Kado

ReCute: Transforming Beauty Accessibility in Harajuku

In today's fast-paced world, looking good on-the-go is essential for many women. To address this need, a groundbreaking service called ReCute has been launched at Hara-Kado in the trendy Harajuku area. Situated on the B1 floor of Tokyu Plaza Harajuku, this pioneering hair iron rental facility officially opened its doors on April 10, 2025, in collaboration with Maison KOSÉ, resulting in a unique beauty experience.

A New Definition of Urban Beauty

ReCute offers women the chance to easily rent hair irons directly from their app while out and about. Whether in a commercial facility or a train station restroom, users can have their bangs and hair ends freshly styled in mere minutes. This service is all about supporting women who want to maintain their personal style both in their professional and private lives, embodying the idea of beauty as an integral part of urban living.

As part of its mission to make beauty more accessible, ReCute aims to provide every woman with the opportunity to reclaim her inherent beauty wherever her day takes her. According to a company survey, more than 85% of women expressed a desire to touch up their hairstyles while out, but many face obstacles such as the hassle of carrying their hair styling tools and the anxiety associated with using public makeup lounges. By removing these barriers, ReCute enhances not only a woman’s appearance but also her confidence, contributing positively to her overall mood and well-being.

Collaborations with Maison KOSÉ

The partnership with Maison KOSÉ has introduced a new beauty landscape where users can enjoy both “styling” and “trying” products simultaneously. With approximately 200 different cosmetic products available for testing at COSME BUVETTE, beauty enthusiasts can immerse themselves in a comprehensive urban beauty experience.

Campaign Highlights

- Location: Tokyu Plaza Harajuku, B1 Floor Women’s Restroom
- Official Launch: April 10, 2025
- Operational Hours: Friday to Wednesday 7:00 AM – 11:00 PM, Thursday 11:00 AM – 11:00 PM
- Usage Method: Immediate access via a dedicated app compatible with iOS 13.4 and later
- Pricing: Starting at ¥385 (including tax) for the first 10 minutes, with subsequent minutes at ¥33
- Subscription Plans: Monthly memberships available
- Equipment: KINUJO 2-WAY Iron 26mm

The Essence of ReCute

ReCute is not just about beauty products; it embodies a larger mission to create an environment where all women can effortlessly maintain their appearance. With plans to expand the service to 3,500 locations nationwide, including commercial spaces, train stations, and shared offices, ReCute seeks to revolutionize beauty standards in urban environments.

The company also emphasizes the importance of user feedback gleaned from these rental spots to develop a more extensive beauty experience platform. From brand development in cosmetics to targeted marketing strategies, ReCute continually pushes boundaries to fulfill its mission—making beauty a fundamental element of daily life.

- Mission: To make beauty accessible as infrastructure
- Vision: To foster a world where everyone can hold self-confidence and love themselves
- Values: To embrace change and challenge societal norms and expectations

A Future of Beauty

At ReCute, we envision a world where every individual can rediscover their unique beauty. This small step towards enabling effortless styling translates into a significant leap toward self-confidence and empowerment in everyday life. We are committed to furthering our mission by integrating beauty into the fabric of city life through innovative services like ReCute.

Company Overview

- Company Name: ReCute, Inc.
- Location: 5th Floor POLA Aoyama Building, 2-5-17 Minami Aoyama, Minato Ward, Tokyo
- CEO: Moeka Yamashita
- Established: April 2, 2024
- Capital: ¥3,000,000
- Business Activities: Planning and operation of hair iron rental service ReCute
- Official Website: recute.jp