#Japan #Tokyo #K-Beauty #Amorepacific #Loft

Dive into K-Beauty at SEOUL IN THE LOFT by AMOREPACIFIC

Starting April 18, 2026, LOFT stores across Japan will host an extraordinary event titled SEOUL IN THE LOFT by AMOREPACIFIC. This unique experience marks the debut of Amorepacific's brands in Japan and includes a dazzling array of ten K-beauty brands, such as AESTURA, LANEIGE, and INNISFREE. With a total of 220 different cosmetic products available, beauty enthusiasts are sure to find their next favorite item.

As part of the 2026 SS LOFT K-Cosmetic Festival, this event will be featured across eleven LOFT locations, including the prestigious Shibuya and Ginza LOFTs. Each LOFT store will be transformed into a vibrant Korean ambiance, complete with decorations inspired by the streets of Seoul. Attendees can shop for exclusive limited-time offerings, like HANYUL and ILLIYOON products, and receive exciting gifts with qualifying purchases.

Special Features of the Event

During this event, customers spending 2,200 JPY or more on participating products will receive a limited-edition A4 tote bag, along with a brand icon sticker. Supplies are limited, so shoppers are encouraged to participate early to secure their gifts.

The list of featured brands includes:

• - AESTURA (エストラ)
• - LANEIGE (ラネージュ)
• - INNISFREE (イニスフリー)
• - ETUDE (エチュード)
• - PRIMERA (プリメラ)
• - ESPOIR (エスポア)
• - PUZZLEWOOD (パズルウッド)
• - HANYUL (ハンユル)
• - ILLIYOON (イリユン)
• - HERA (ヘラ)

Note: HERA products will only be available at Shibuya LOFT.

Noteworthy Product Highlights

Some standout products you won't want to miss include:

• - ILLIYOON Ceramide at Face & Body Milk for 1,870 JPY, providing fragrance-free, low-irritation moisture.
• - LANEIGE Lip Sleeping Mask Lemon Sorbet, a new spring/summer flavor priced at 2,365 JPY, known for its hydrating properties.
• - ETUDE’s Concon Cheek in five colors, retailing at 1,265 JPY, offering a smooth texture and natural glow.

Interactive Experiences

The event features pop-up stores in Shibuya and Ginza, replicating the vibrant streets of Seoul with designated sections for different brands, each reflecting its unique identity. Exclusive items and special events will occur at these pop-up shops, including:

• - ETUDE’s Fruity Lip & Cheek Balm set priced at 1,870 JPY, perfect for achieving a “happy makeup” look.
• - A limited LANEIGE Ready-to-Go Kit available for 5,170 JPY.

Additionally, customers can participate in crafting their own custom goods by selecting patches to attach to bags, and take part in a lottery event at Shibuya LOFT for a chance to win popular cosmetics.

Event Details

• - Dates: April 18 to May 29, 2026
• - Locations: Shibuya LOFT, Ginza LOFT, Ikebukuro LOFT, Umeda LOFT, Yokohama LOFT, Kichijoji LOFT, Tenjin LOFT, Sendai LOFT, Chiba LOFT, Kyoto LOFT, and Shinjuku Sanchome LOFT.

Join the celebration of Korean beauty at SEOUL IN THE LOFT by AMOREPACIFIC and immerse yourself in this unique beauty experience. It's a perfect opportunity to discover high-quality skincare and makeup while enjoying exclusive promotions and activities across Japan. Mark your calendars and don’t miss this fantastic event that promises to elevate your beauty routine!