#Japan #Soyo #Tokyo #HIRO ODAGIRI #Kumano Fude

SOYO Expands at Isetan Mirror

The makeup brush brand "SOYO," produced by renowned hair and makeup artist Hiro Odagiri, is set to expand its reach by offering a limited-time exclusive sale at eight Isetan Mirror locations, beginning on July 23, 2025, and running until October 7, 2025.

This expansion follows the brand's successful debut in March 2025 at the Tokyo Midtown Hibiya store, where it garnered excellent feedback from visitors. For the first time, SOYO products will also be available in Hiroshima, at the Minamo Hiroshima store, allowing customers to connect with the brand's roots at the place where its brushes are crafted.

Wide Range of Products Available

During the event, customers will be able to choose from three popular SOYO makeup brush sets, all available for hands-on testing before purchase. This ensures that shoppers can experience the unique texture and usability of the brushes firsthand:

• - SOYO Excellence Set (14 brushes + brush case) - ¥41,800 (inclusive of tax)
• - SOYO Discover Set (10 brushes + brush case) - ¥30,800 (inclusive of tax)
• - SOYO Standard Daily Set (7 brushes + brush case) - ¥22,000 (inclusive of tax)

Each brush is meticulously crafted by skilled artisans, incorporating the traditions of Kumano Fude, a renowned style of brush-making in Japan. The soft yet dense bristles offer exquisite powder pick-up and a delicate feel on the skin, delivering professional-grade results.

Besides the brushes, customers will also have access to online purchasing options, which will feature special benefits. Every buyer during the promotional period will receive a complimentary SOYO Gift Bag with their brush set purchase.

In addition, customers purchasing select items will receive a limited-edition SOYO Original Mirror, practical for daily use with its double-sided design and magnifying feature, making it a perfect travel companion.

Event Details

• - Period: July 23, 2025 (Wednesday) - October 7, 2025 (Tuesday)
• - Stores: Isetan Mirror, Lumine Shinjuku Store, Lumine Omiya Store, Lumine Kitasenju Store, Atre Ebisu Store, Tokyo Midtown Hibiya Store, Gran Tree Musashi Kosugi Store, Minamo Hiroshima Store.
• - Product Sets:

- SOYO Excellence Set (14 pieces + case) - ¥41,800 (inclusive of tax)
- SOYO Discover Set (10 pieces + case) - ¥30,800 (inclusive of tax)
- SOYO Standard Daily Set (7 pieces + case) - ¥22,000 (inclusive of tax)
Note: Individual brushes will not be available for sale.

About Hiro Odagiri

Hiro Odagiri is a celebrated hair and makeup artist as well as a beauty director. His work spans magazine features, advertising campaigns, and collaborations with cosmetic brands. His extensive beauty knowledge and amicable personality have earned him the trust of numerous actresses and models across Japan. Odagiri is committed to keeping up with the latest beauty trends while sharing his unique insights on hair, makeup, and beauty methods through various media channels.

Follow him on social media:

• - Instagram
• - YouTube Channel

About SOYO

The SOYO brand was launched online in November 2022 as a part of a collaborative effort between CyberAgent and Nous, co-created by Hiro Odagiri. The brand emphasizes quality by using traditional Kumano brushes, handcrafted by skilled artisans in the Kumano region of Japan. The SOYO brushes are designed to offer a smooth application experience, elevating your makeup routine to professional levels.

To learn more, visit the SOYO Official Website.
Follow us on Instagram: SOYO_official

Inquiries

For further inquiries, please contact Nous Co., Ltd. at [email protected].