UNOVE, Korea's No. 1 hair care brand, has concluded its limited-time pop-up "UNOVE Creamy Café ~Summer Hair Repair Recipe with UNOVE~," held in turn at @cosme TOKYO, @cosme OSAKA and @cosme NAGOYA in three cities nationwide, starting Wednesday, July 22, 2026.
Following last year's well-received Tokyo event, this year the pop-up expanded to three cities across Japan for the first time. Cumulative advance reservations during the period reached 2,000, and total visitors topped 10,000. Many visitors came, with lines forming even before opening.
At the venue, a wide range of content was offered, including a spatial design that let visitors experience the brand's world, a display of new visuals of SEVENTEEN's MINGYU, and a DIY experience making an original comb, and it drew a strong response.
Title and body text "Korea's No. 1": UNOVE Deep Damage Hair Mask / Ranked No. 1 in the hair care category at the Korean OLIVE YOUNG AWARDS for four consecutive years, 2022-2025
Overview and response to "UNOVE Creamy Café" held in three cities nationwide
Held under the theme "UNOVE Creamy Café ~Summer Hair Repair Recipe with UNOVE~," this pop-up offered a special experience in a space expressing the brand's world, where visitors could try the products and enjoy summer care for damaged hair.
The dates and locations were as follows.
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Tokyo: Wednesday, July 22 to Tuesday, July 28, 2026, @cosme TOKYO
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Osaka: Wednesday, August 5 to Tuesday, August 11, 2026, @cosme OSAKA
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Nagoya: Wednesday, August 19 to Tuesday, August 25, 2026, @cosme NAGOYA
The venue featured the "soft bar," "glaze bar" and "scent bar," where visitors could try products suited to their hair concerns, such as damage care, frizz and wave care, and the fragrance line.
Hands-on content that visitors loved
At UNOVE Creamy Café, a variety of content was prepared so that visitors could enjoy the brand's appeal with all five senses.
Summer Repair Recipe experience
In line with the concept of "UNOVE Creamy Café," a "Summer Repair Recipe" tailored to each visitor's hair type and concerns was proposed, covering damage care, frizz and wave care, and the fragrance line. At each bar in the venue, visitors had the chance to try the products and experience hair care that suits them.
Visitors commented, "I learned which items suit my hair type," and "They explained the features of the products carefully, so I could buy a combination that suits me, and I'm looking forward to using it."
Original comb DIY experience
Only for those who had tried the content at the venue, a DIY experience was held in which they could decorate their own original comb. Many visitors took part in this participatory activity, which lets them make a one-of-a-kind item.
Impressions included, "I was able to make my very own comb and enjoy a special experience that only a pop-up can offer," and "I want to treasure the finished comb when I do my hair care with the UNOVE products I bought today."
Display of new visuals of SEVENTEEN's MINGYU
New visuals of SEVENTEEN's MINGYU, the global ambassador, were on display and became popular as a photo spot. Many visitors were seen enjoying taking photos.
Visitors commented, "Seeing the new visuals up close felt very special," "The visuals match the brand's world, and it was a space where I just wanted to take photos," and "I came because I wanted MINGYU's mini standee, but I could also try the products and learn more about what makes UNOVE appealing."
Popular product ranking at the pop-up
At UNOVE Creamy Café, the following products recorded especially high sales.
No. 1: Best-seller set
The best-seller set, exclusive to the @cosme pop-up, was the most popular. Comments included, "I'm happy I could buy UNOVE's main items at a good price," and "The bonus comb is cute, too."
No. 2: Hair Perfume Mist Rosy Blush
The Hair Perfume Mist (Rosy Blush scent), released in advance at @cosme, drew many positive comments such as "The appeal is that I can get it earlier than anywhere else" and "I really like the scent," and led to purchases.
No. 3: Deep Damage Hair Mask 320ml
The hair mask, UNOVE's signature product, was most popular in the large 320ml size. It won strong support from repeat customers, who said, "It's large and a good value, so I use it regularly," and "I'm going to use it anyway, so I want to buy the large size."
About the "UNOVE" brand
UNOVE, a hair care brand from Korea, is built on the concept of "enviable softness and a captivating scent." It is characterized by giving moisture to damaged hair and letting you wear a mood through softness and fragrance.
Its signature product, the "Deep Damage Hair Mask," has won numerous awards in Japan and Korea, including No. 1 in the hair care category at the OLIVE YOUNG AWARDS for four consecutive years, No. 1 in the hair care category at the Qoo10 MEGA BEAUTY AWARDS, No. 1 in the in-bath treatment category at LIPS Best Cosmetics 2025, and No. 1 in the hair care category at VOCE Korean Best Cosmetics 2025.
UNOVE's main features are as follows.
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No. 1 on Korea's leading K-BEAUTY platform
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UNOVE Deep Damage Hair Mask: No. 1 in the hair care category at the OLIVE YOUNG AWARDS for four consecutive years, 2022-2025
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UNOVE Damage Repair Shampoo: No. 2 in the shampoo category at the Korean OLIVE YOUNG AWARDS in 2024-2025
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Serums for hair
- The lineup includes several treatments, such as watery, oil and cream types, so you can choose according to your hair concerns and the occasion.
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Carefully crafted signature perfume
- With its in-house original blend of signature perfume, the brand expresses an attractive, fresh scent.
More details about UNOVE can be found on each official page.
