"athletia," a skincare and lifestyle brand run by Equipe Inc., will hold a limited-time pop-up on the Promotion Space on the basement 2nd floor of the Isetan Shinjuku Main Building from Wednesday, September 2, 2026.
At this event, the new product "Core Balance Concentrated Lotion," which goes on sale nationwide on Friday, September 4, will be released in advance at the event venue and at the permanent Isetan Shinjuku store on the same floor.
Pop-up at Isetan Shinjuku and advance release
The athletia POP UP SHOP will be held at ISETAN BEAUTY Apothecary / Block Promotion on the basement 2nd floor of the Isetan Shinjuku Main Building.
The period is from Wednesday, September 2 to Tuesday, September 8, 2026. Please note that the entire building is closed on Friday, September 4 due to an event.
This POP UP SHOP will feature the new "Core Balance Concentrated Lotion" as well as popular items such as the "Refreshing Deodorant Mist (quasi-drug)" for active occasions and UV care.
New product "Core Balance Concentrated Lotion"
"Core Balance Concentrated Lotion" goes on sale nationwide on Friday, September 4, 2026.
It comes in 150mL and is priced at ¥8,800 (tax included).
It has a Natural Origin Index of 99% (including water) (in accordance with ISO 16128).
athletia pursued a fusion of nature and technology to develop this high-performance toner.
Based on plants harvested at its own circular farm, "athletia garden," the brand built the shared moisturizing complex Bio Energetic Complex*¹ as the foundation of its skincare theory.
In addition to the ashitaba and perilla (shiso) grown in athletia garden, the new product newly adopts Geranium thunbergii (Gennoshoko) extract (moisturizing) as a fourth plant.
This lotion, which contains the bounty of athletia garden, is said to make small dry-skin lines less noticeable*², moisturize the skin, and bring firmness and elasticity.
*¹ Ashitaba leaf/stem extract, perilla leaf extract, rice ferment filtrate, glycerin
*² Efficacy evaluation tested
Isetan Shinjuku exclusive purchase gift
During the pop-up period, customers who purchase ¥13,200 (tax included) or more of athletia products at Isetan Shinjuku will receive the following items.
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Smooth Softening 3D Mask
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Core Balance Concentrated Lotion (mini bottle/30mL)
*Limited quantities; ends when supplies run out.
*Kits are not eligible.
athletia upholds the concept "balance your active/relaxing cycle" and offers products that support self-conditioning, in tune with the cycle of "moving well and resting well" and switching between on and off.
As a clean beauty brand from Japan, it also carries out brand activities that consider nature, the environment and society.
athletia customer service
Toll-free: 0120-220-415
athletia official information
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LINE: athletia
