IROA Co., Ltd. has announced that "arwe," a Korean derma hair and body care brand, will exhibit at "OXO Project | Global Wellness & Beauty POP UP EVENT," to be held in Omotesando, Tokyo, from Friday, August 7 to Sunday, August 9, 2026.
arwe was born from the expertise cultivated in hair salons, under the brand philosophy "Offset your body, arwe" (neither overfilling nor leaving lacking). Pursuing a salon-quality feel and gentle formulas that are comfortable to use every day, it proposes daily hair care and body care as self-care time for facing your own condition.
At this pop-up event, arwe's hair and body care products will be on display, giving visitors the chance to try the scents and textures that are hard to experience online and to come into contact with the world of the brand.
"arwe" exhibits at "OXO Project," proposing self-care
arwe was developed based on the knowledge of hair salons that have long dealt with hair and scalp concerns.
The condition of hair, scalp and skin is thought to change daily depending on the season, weather, stress, amount of exercise, living environment and more. Rather than continuing one fixed routine, arwe values checking your condition for the day and choosing the care you need.
Product design that reflects expert knowledge, yet can be continued at home without strain. Bridging the special care received at a salon and the home care done in daily life is the kind of hair and body care that arwe aims for.
Products that combine gentleness to the skin with functionality
arwe uses ingredients chosen with safety and gentleness to the skin in mind, and emphasizes a "natural vegan" approach that is easy for families to use.
It is characterized not only by being mild, but also by combining the functionality pursued by salon experts with scents and textures you will want to use every day.
Representative products include a weakly acidic body wash that cleanses while protecting the skin's moisture, a scalp care shampoo that can be chosen to suit the scalp's condition that day, and a treatment that is fragrance-free, colorant-free and silicone-free to go easy on the scalp.
"Bitter Butter Body Wash," ranked No. 1 on Qoo10 Korea
One of arwe's representative products is the "Bitter Butter Body Wash."
It features a sensual woody scent with faint notes of fig and butter. It is offered as a weakly acidic, vegan-formula body wash that is not slimy and leaves skin moist after washing.
This product has gathered wide support, including taking the No. 1 ranking*1 in the body wash category and the bath products category on Qoo10 Korea.
*1 As of July 19, 2024
Size: 500 mL
Price: ¥2,600 (tax included)
The Bitter Butter Body Wash is designed with attention to the feel of use, leaving a moist, hydrated feel without an unpleasant slimy residue while keeping the burden on the skin low. It is said to produce rich lather even from a single pump.
The scent is arwe's signature fragrance, a sensual woody blend in which lightly sweet fig and creamy butter melt together. PHA and LHA ingredients also make mild exfoliation possible for every day. With its eight-free formula*2, it aims to keep the skin barrier healthy.
*2 Details of the eight-free formula (for example, the ingredients not used) are not stated in the press release.
A wellness routine to fit in after saunas and workouts
arwe regards the shower or bath time after moving your body, such as after a sauna, yoga, Pilates or running, as an important moment to switch body and mind and as part of a wellness routine.
It suggests washing your body while enjoying the scent and the feel of the lather, and adding the care you need to suit the condition of your skin and scalp that day. By connecting exercise, beauty and rest as a single flow, it says you can bring wellness habits into daily life without strain.
The expansion of "arwe" from Korea to Japan and North America
In addition to its presence at Olive Young in Korea, arwe has built up a track record in Korea's hair and body care market, including No. 1 rankings in the body wash category on Qoo10*3 and on MUSINSA Korea*4.
*3 As of July 19, 2024
*4 As of February 2, 2026
In Japan too, its feel of use, scent and design that blends into everyday spaces have won support, and awareness is spreading mainly through social media. With its salon-derived expertise and a feel that is easy to keep using every day as strengths, it continues to grow as a global brand expanding to Korea, Japan and North America.
Experience the scents and textures at the pop-up event
At this pop-up store, you can actually try the scents of arwe's best sellers, the "Bitter Butter Body Wash" and the "Yuzu Body Wash." Campaigns exclusive to visitors will also be held.
Instagram follow & share campaign
- Follow the official Instagram account and share the pinned post at the top in your Stories to receive 2 sachets of the "Bitter Butter Body Wash" and a "40% OFF coupon" usable on Qoo10.
LINE friend add & no-miss scratch event
- Add the official LINE as a friend and you can take one extra turn at a 100% winning, no-miss scratch game. There is a chance to win prizes such as the best-selling "Body Wash 500 mL (full size)," the "Hand Balm," and the new product "Hand Wash" in full size.
<Notes>
Participation in each campaign is limited to once per day per person.
All prizes are in limited quantities and end when supplies run out.
"OXO Project" overview
Dates: Friday, August 7 – Sunday, August 9, 2026
Hours:
Friday, August 7: 11:30–19:30
Saturday, August 8: 11:30–19:30
Sunday, August 9: 11:30–16:00
Venue: Jingumae Court C 1F, 4-24-3 Jingumae, Shibuya-ku, Tokyo 150-0001
Organizer: IROA Co., Ltd. / OXO Project
Content: Product displays, experiences and sales by Korean wellness, beauty and food brands, plus mat Pilates classes, running sessions, beauty sessions and more
OXO Project is a project that redefines the self-care experience for people living busy lives, centered on the message "XOXO to Myself" (an expression of love for yourself).
It elevates "care for yourself," which tends to be put off in daily life, into a more sensory and positive experience, proposing new value that spans wellness, beauty and lifestyle.
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