POWDER ROOM Brings a Splash of Pink to Shinjuku with Its Pop-Up Store

POWDER ROOM Brings a Splash of Pink to Shinjuku

In a vibrant celebration of beauty, the well-known Korean beauty platform POWDER ROOM has launched a pop-up store at the popular variety store Ainz & Tulpe in Shinjuku, Tokyo. Beginning on April 11, 2025, this event has gathered significant attention as it merges the latest trends from Korea with the unique Japanese beauty sensibility. From day one, the venue has been bustling with customers eager to explore this exciting new space.

The pop-up store features a captivating pink aesthetic, which is POWDER ROOM's signature color, enhanced by the delightful presence of brand characters scattered throughout the store. One of the highlights is the “K-Onni Recommended” section, showcasing revered Korean brands alongside beloved Japanese products. This thoughtful curation has garnered praise for its ability to transcend borders and blend diverse beauty trends seamlessly.

Among the initial lineup, popular Korean brands experiencing a meteoric rise in popularity—VERAMORE, tip toe, Anuko, and ALL MY THINGS—are proudly featured. Additionally, one of Japan's leading premium skincare brands, ASTALIFT, joins this impressive assembly of beauty giants. The offerings span a wide array of products, from cutting-edge makeup to highly functional skincare and sensory haircare options, catering to the diverse needs of Japanese consumers.

Dedicated experience zones for each brand allow visitors to interact directly with staff while testing products. This immersive setup enables customers to experience the allure and practicality of K-beauty in a hands-on manner. Individual displays for each brand highlight their unique identities, adding to the overall joy of product selection. A delighted visitor shared, "I heard about K-Onni's recommendations and was intrigued. I had seen the VERAMORE cleansing pads on Instagram and was thrilled to finally see them here!" Another customer remarked, "Anuko's products have such unique scents and textures that are rare to find in Japan, and I am excited to purchase them."

A representative from POWDER ROOM expressed, "There is significant interest because we are featuring products recommended by the beauty community that has thrived in Korea for over 20 years. We aim to further strengthen the connection between our brands and customers in the Japanese market."

The pop-up is divided into two phases, with the second phase unveiling new brands like Vital Beauty, DERMAFIRM, TOCOBO, CANMAKE, and JAVIN DE SEOUL. POWDER ROOM Japan plans to use this pop-up as an opportunity to expand touchpoints with Japanese consumers, continuously delivering exciting beauty experiences in collaboration with various brands.

Founded in 2003, POWDER ROOM is the largest beauty community in Korea, facilitating vibrant exchanges among millions of users through reviews, rankings, trial monitors, and diverse content. In 2022, it launched POWDER ROOM Japan, allowing the character "K-Onni (Palmi)" to connect with Japanese users directly while sharing a wealth of transnational beauty information.

For more information, visit POWDER ROOM Japan’s Official Website, or follow them on Instagram and X (formerly Twitter).