Korean hybrid beauty brand "sohme" took part in "OXO Project. Global Wellness & Beauty POP UP in Tokyo," held in Omotesando, Tokyo, from Friday, August 7 to Sunday, August 9, 2026.
Organized by IROA Co., Ltd., the event marked sohme's first offline presence in Japan and gave visitors a chance to experience the brand's world and products firsthand.
sohme carries the brand tagline "Define your own beauty." It proposes a beauty routine that goes beyond the boundary between skincare and makeup, so people can enjoy their own kind of beauty simply, even on busy days. In Korea, the brand has drawn attention from major beauty magazines and other media since its launch.
Japan's first offline experience at OXO Project
This year's "OXO Project" was held under the concept "A summer of loving yourself." The concept resonates with sohme's value of cherishing one's own kind of beauty.
The event ran from August 7 to 9, 2026, at Jingumae Court C 1F, 4-24-3 Jingumae, Shibuya-ku, Tokyo.
A "one-stick" beauty routine proposed at the wellness event
During the event, a variety of activities that get the body moving, such as mat Pilates and running, were offered.
At the sohme booth, a simple beauty routine was proposed: even on skin that has sweated after exercise, a skin tint lightly evens out the complexion, and a single stick adds a natural flush and glow. Without layering multiple items or steps, sohme introduced its own beauty routine that perfects skin and expression with two items that go beyond the boundary between skincare and makeup.
Visitors picked up the products on site and experienced the texture of the sticks, the color payoff, and the light feel of the skin tint. By consulting with staff and choosing colors that suit their own skin and tastes, they got to discover the appeal of sohme's products, which is hard to convey online.
Featured products
TWO-GO BLUSH & GLOW STICK
Blush 5.5g + Glow 4.5g / Price: ¥5,500 (tax included)
A dual-design stick that adds a healthy flush and a glow at the same time.
The blush part uses a cream-to-powder blur texture that finishes smoothly on the skin. It contains skincare-derived ingredients, so you can enjoy makeup while also caring for your skin's condition. The glow part is a balm type containing collagen*, and can be used not only as a highlighter but also on the lips, neck, backs of the hands, and other areas where dryness or glow is a concern.
*Moisturizing ingredient
All four colors can be mixed, so you can enjoy a color of your own to match your mood of the day.
MOISTURIZING CAPSULE SKIN TINT
40ml / Price: ¥4,900 (tax included)
A product that serves as both the last step of skincare and the first step of makeup in one tube.
This skin tint has a dual-layer structure in which tinted capsules are delicately dispersed in a water glow serum base. The capsules melt into the skin and blend in, creating a natural finish that lets your skin show through. The serum base, formulated with NAD+, NMN, multi-hyaluronic acid, collagen, and vitamin E*, spreads lightly and moisturizes the skin.
*All moisturizing ingredients
It comes in two colors.
About OXO Project
"OXO Project" is a project built around the message "XOXO to Myself" (an expression of love for yourself), redefining the self-care experience for people with busy daily lives.
It elevates "caring for yourself," which tends to be put off in daily life, into a more sensory and positive experience, and proposes new value across wellness, beauty, and lifestyle.
IROA Co., Ltd. says it will continue, through OXO Project, to connect the Japanese and overseas wellness and beauty markets and create encounters with new brands, products, and cultures.
Information about OXO Project is available on the official Instagram below.
Here is the shop for MYRÓA, a brand operated by IROA Co., Ltd.
