#Japan #Shibuya #Loft #Beauty Event #Cosmetics Festival

Loft's 30th Cosmetics Festival 2025AW: A Celebration of Color and Care

As one of Japan's leading retail chains, Loft Co., Ltd., based in Shibuya, Tokyo, is delighted to announce that it will host the 30th edition of its annual "Loft Cosmetics Festival 2025AW" starting from August 29. This year marks a special milestone, celebrating 12 years of successfully connecting consumers with the latest beauty trends and products.

A Celebration of Color: Playful Palettes

This year's theme, “Playful Palettes,” encourages visitors to explore and express themselves through a myriad of colorful cosmetics. The festival will showcase a diverse array of beauty products that include high-moisture items to enhance both skin and hair, allowing participants to have fun discovering their individuality through design. The festival boasts an impressive lineup with 1,008 items from 228 different brands, including exclusive items only available at Loft.

Event Details

• - Duration: August 29 (Friday) - October 10 (Friday), 2025
• - Locations: Available at Loft stores nationwide and the Loft online store (special page: Loft Cosmetics Festival 2025AW)
• - Product Range: A total of 1,008 products, including 918 early releases, await beauty enthusiasts. Each store may vary in selection and scale, and all prices include tax.

Featured Products: Elevate Your Beauty Routine

Innovative Makeup Selection

1. Dejavue Lash Up Mascara in Greyish Brown (Imyu): Priced at ¥1,320, this mascara enhances lash definition with its sophisticated grayish-brown hue, perfect for a soft yet elegant look.
2. GENTY Melt Her Liquid Cheek Highlighter (Rainmakers): Also available for ¥1,320, this no-shimmer blush provides a natural finish, perfect for a radiant glow.
3. Canmake Marshmallow Finish Powder in Limited Pearl Container (Ida Laboratories): A versatile face powder (¥1,034) that blends five shades to correct complexion and improve skin tone.
4. Vim Beauty My Confidence Skin Moisturizing Primer Snow Veil (Direct Tech): Retailing at ¥2,750, this light blue color base helps correct uneven skin tones and enhances translucency.
5. BANILA CO Romantic Blush Lip & Cheek (Monoc): At ¥1,791 each, this multifunctional blush offers a soft, hydrating texture and can be layered for a more vibrant finish.

Essential Skincare for Hydrated Skin

1. Kansou Mamiko Medicinal Moist Lotion Refill Set (Styling Life Holdings/BCL Company): Available for ¥1,430, this kit includes a charming refillable bottle featuring the beloved character "Kansou Mamiko".
2. Wonjungyo Moist Up Lady Skin Pack (Rainmakers): A honey lemon scented pack for ¥1,980, designed for targeted use on sensitive areas like the eyes and neck.
3. Yunth Living VC Whitening Serum and Multi-Square Sheet Mask Set (Ai Robotics): Priced at ¥3,960, this limited-edition set combines a brightening serum with 10 versatile sheet masks for targeted care.
4. Anua PDRN Hyaluronic Acid Serum Daily Mask (JT): A convenient 30-piece box of masks (¥2,420) with skin-repairing properties for daily use.
5. Aurelie Moisture Emulsion (AminoCell Pharmaceuticals): This new skincare brand makes its Loft debut with a ¥3,740 emulsion, maintaining skin hydration and preventing dryness.
6. LANEIGE Lip Sleeping Mask Shortcake (Amorepacific Japan): A luxurious three-layered lip mask (¥2,750) that deeply hydrates the lips even overnight.

Intriguing Self-Care Items to Boost Motivation

1. BARTH Special In-Bath Care Set (Earth Pharmaceutical): Retailing at ¥2,574, this set includes a relaxing bath additive and mini body cream.
2. I'm Vita Dynamite Vitamin Shot Pack (Tigris Japan): Available for ¥1,599, this pack contains three beauty shots rich in vitamins C, zinc, and copper.
3. ReFa Milk Protein Royal Shampoo/Treatment (MTG): Each product is priced at ¥3,300 and promotes smooth and manageable hair, with gentle cleansing properties.
4. ReFa Heart Mist Airy (MTG): For ¥2,970, this mist protects the hair from external stressors while ensuring light styling holds its place.
5. MILK Moist Veil Hair Milk (FRAGRANCY): At ¥1,980, this hair milk offers protection from heat while keeping hair soft and manageable without fragrance.
6. Medulla Hyperlink Air Mist (Sparty): Priced at ¥4,400 for a multi-functional mist that performs five tasks, including UV protection.

Convenient on-the-Go Beauty Items

1. Ohana Mahalo Baby Hand Cream Lino Anapa (FRAGRANCY): A mini hand cream (¥792) with a keychain, celebrating the brand's 10th anniversary.
2. MARVISHAVE A MARVIS SMILE KIT (UPPER HOUSE): This kit includes travel-sized oral care products (¥2,794) and a mesh pouch.
3. SALONIA Metal Comb Brush in Pink/Silver (I-ne): At ¥2,970 each, this stylish comb features anti-static properties and is great for on-the-go grooming.

Collaboration with Beauty Publications

Loft's collaboration with popular beauty magazines will also be highlighted through the distribution of special booklets featuring festival products. This initiative promotes not only the festival but also encourages beauty enthusiasts to explore new products available at Loft.

• - VOCE November Issue: Featuring products from the festival, available from September 22, 2025.
• - FINEBOYS+plus BEAUTY Vol.12: Showcasing festival selections, available from September 10, 2025.

Designing the Festival's Visuals

The festival's branding was creatively illustrated by Tokyo-born artist Face Oka, known for her global artistic outreach. Her work captures the themes of joy and creativity present in this diverse celebration of cosmetics.

Looking Ahead: Upcoming Event

The excitement doesn’t end here! Loft will also hold the 31st edition of the Cosmetics Festival, focusing on popular Korean beauty brands and exclusive releases. This next festival will run from October 11 to November 14, 2025. Stay tuned for more stunning beauty offerings!