Nous Co., Ltd., headed by hair and makeup artist Hiro Odagiri, will hold the experiential pop-up event "THE TAG MARKET - Recommendations Come with Love Exhibition -" for eight days from Saturday, August 22 to Saturday, August 29, 2026, at TAKANAWA GATEWAY CITY NEWoMan TAKANAWA South 2F and 3F "＋Base 0" in Takanawa, Tokyo.
The event is paid and by advance reservation, and displays and sells "things he loves" across beauty, lifestyle and culture, carefully selected by Odagiri.
Ahead of the opening, a press preview for members of the media was held on Friday, August 21.
An Experiential Market Produced by Hiro Odagiri
"THE TAG MARKET - Recommendations Come with Love Exhibition -" is built on the concept "Recommendations come with love."
Hiro Odagiri, who has more than 4 million followers in total across social media, presents it as an experiential market gathering "things he loves" that cross the realms of beauty, lifestyle and culture.
The venue spans two floors in all and offers a wide range of content, starting with displays that carry Odagiri's handwritten reasons for each recommendation.
The event also features collaborations with partners outside the beauty field, including the radio station J-WAVE (81.3FM), BUNKITSU TOKYO, which provides a place to encounter books, the business media outlet NewsPicks, the fragrance brand OSAJI kako, and a variety of food-related companies.
Limited-edition merchandise and stage events will also be held, so visitors can experience Odagiri's world from many angles.
Just Before the Opening! Report from the Press Preview
At the media press preview held on Friday, August 21, Hiro Odagiri personally introduced the purpose and concept of the event.
Rainbow Ikeda, who appears with Odagiri on an ABEMA program this summer, made an appearance as a special guest and held a talk show.
Odagiri introduced "sound bath beauty" as a beauty habit he has been into lately, saying he soothes his mind by listening to healing music and the sound of singing bowls before bed.
He conveys the importance of calming the mind in daily life.
Ikeda said that to keep his antenna for beauty always up, he is into "running-in-the-background beauty," keeping beauty content such as TV and videos playing continuously.
He also described himself as "sponge beauty" for immediately adopting the beauty information Odagiri teaches him, and the two, who are close, showed the kind of banter only they can deliver.
Next, the two unveiled tags on which they had written "what I most want to recommend right now" and "what I want to take on now."
What Ikeda introduced as "what I most want to recommend right now" was "daily-special set meal beauty." He revealed that he checks his ever-changing skin condition in the mirror each day and changes his skin care to suit that day's skin.
Odagiri agreed, and spoke about the importance of switching between offensive beauty and defensive beauty and giving care suited to that day's skin.
As "what I want to take on now," Odagiri said he wants to create a "Hiro Museum," commenting that he wants to turn "Japanese beauty" into culture not only through art and space but through many elements such as food, music and scent.
He positions this pop-up event as the first step toward that.
A Wide Range of Content to Color the Event
At the venue, under the concept "THE TAG MARKET - Recommendations Come with Love -," a wide range of content, including cosmetics, scents, tools, food, words, music and things that set your days in order, is presented across two floors.
BEAUTY SELECTION | Favorite Picks
A display of a beauty collection from 48 brands that Hiro Odagiri is passionate about.SOUND MOMENT | Messages in Sound
Visitors can experience a playlist chosen by Hiro Odagiri and J-WAVE (81.3FM) where they can discover new music.WORDS OF BEAUTY | Beauty Words
"Beauty words that gently push you forward," found by holding them up to the light, are offered.THE TAG WALL | Tying Thoughts
A participatory piece where visitors tie up tags on which they have written their thoughts, and everyone creates one work together.READING EDIT | Signposts of Words
Themed around encounters with books that open the intellect and sensibility, a book selection by Hiro Odagiri is also prepared.HIRO'S BEAUTY ONE-BITE PLATE | A Plate of Beauty
Hiro Odagiri's beauty habits are expressed on a single plate (* advance ticket purchase required).
SCENT LAB by OSAJI kako (Ieka) | Scent Blending
Visitors can combine their favorite scents to tailor a home fragrance of their own. An original blend composed by Hiro Odagiri also appears (* the Hiro Odagiri original blend is not for sale * advance ticket purchase required).HIRO'S VOICE GUIDE | Bookmarks of Voice
An audio guide that traces the background of the exhibits is available, with the voice of Hiro Odagiri.SPECIAL STAGE | Hall of Celebration
A special time when fan events and talk shows are held.THE TAG SHOP | Selected Goods
Some of the exhibited items and original goods, including new releases, are sold.
A Merchandise Corner with Limited-Edition Items
Hiro Odagiri's new goods, making their debut at this pop-up event, and some of the exhibited cosmetics are sold at "THE TAG SHOP."
Details of the limited-edition items and collaboration goods have been announced.
GET READY CLIP (PINK/BLACK)
¥2,200 each (tax included)
ICON SOCKS(GREEN/RED/CREAM)
¥2,530 each (tax included)
HIRO × Pake® Set
¥3,080 (tax included)
In addition, visitors to this pop-up event will receive a Hiro Gift containing a tote bag, an original sticker, a cosmetics sample set and more.
The tote bags are scheduled to be distributed at random from the four types below (* distribution of the Hiro Gift ends once the planned quantity is reached).
Event Overview
| ■Name | THE TAG MARKET - Recommendations Come with Love Exhibition - |
|---|---|
| ■Dates | Saturday, August 22 - Saturday, August 29, 2026 |
| ■Hours | Saturday, August 22: 11:00-20:00 (last admission 19:40) Sunday, August 23: 10:00-18:00 (last admission 17:40) Monday, August 24 - Friday, August 28: 12:00-20:00 (last admission 19:40) Saturday, August 29: 11:00-20:00 (last admission 19:40) |
| ■Venue | TAKANAWA GATEWAY CITY NEWoMan TAKANAWA South 2F and 3F "＋Base 0" ("Plus Base Zero") |
| ■Address | 2-21-2 Takanawa, Minato-ku, Tokyo 108-0074 |
| ■Access | Directly connected to Takanawa Gateway Station (South Exit) on the JR Yamanote Line and Keihin-Tohoku Line. |
| ■Admission and entry method | Paid, advance reservation required |
| ■Special site | THE TAG MARKET special site |
| ■Content | - Display, sales and sampling of items selected by Hiro Odagiri - Collaboration content with brands from other industries beyond beauty - Hiro Odagiri stage events and more |
| ■Organizer | Nous Co., Ltd. |
Message and Profile from Hiro Odagiri
About this event, Hiro Odagiri sent a message saying he wants to deliver encounters with "things that move the heart."
He says he hopes this place will be a chance for visitors to meet new sensibilities and values and to take a fresh look at their own kind of beauty.
Hiro Odagiri Profile
He works in hair and makeup mainly for magazines and advertisements, and is active in a wide range of areas including advising on and directing cosmetics brands, media appearances and books.
Backed by extensive beauty knowledge and on-site experience, he has earned high trust from actresses and models.
His YouTube channel "HIRO BEAUTY CHANNEL" is a beauty channel with 1.73 million subscribers.
He has won support with practical, highly reproducible makeup techniques and words that stay close to viewers, and has even influenced consumer trends in the beauty market, creating a cosmetics-buying movement known as "Hiro-gai" (buying what Hiro recommends).
In 2025, he expanded into real-world events, including holding the "ENERGETIC MONSTER HIRO ODAGIRI BEAUTY SELECTED POPUP" in Tokyo and Osaka, and is promoting community building across digital and real life.
He focuses on efforts to reinterpret Japan's delicate techniques and sense of beauty in a modern way and connect the value of J-beauty to today's market, and his total social media followers exceed 4 million.
List of Participating Brands
A total of 48 diverse brands are taking part in collaborations at this event.
Details can be found on the special site below.
