Mazeru Share Inc., which runs the men's beauty production company "Soft Drink," has announced "Men’s Beauty Festival 2026," an event where visitors can experience the latest trends in men's beauty.
It will be held for two days, Friday, October 2 and Saturday, October 3, 2026, at Bellesalle Shinjuku Minamiguchi (Shibuya-ku, Tokyo). This year's theme is "PLAY BEAUTY! - Play with beauty to the fullest -."
"Men’s Beauty Festival 2026" event overview
"Men’s Beauty Festival 2026" will be held on Friday, October 2 by invitation for media and influencers, and on Saturday, October 3 by advance reservation for the general public.
General admission is split into morning and afternoon sessions, each with a last entry time.
The venue is Bellesalle Shinjuku Minamiguchi, 3F and 4F of Sumitomo Fudosan Shinjuku Minamiguchi Building, 5-31-11 Sendagaya, Shibuya-ku, Tokyo.
Advance registration is required. Add the LINE account below as a friend and apply through the form that is sent to you.
- LINE for event registration: https://line.me/R/ti/p/@260vbcnj
Event highlights
The event offers content that provides a variety of ways to enjoy men's beauty.
Sponsor booths and product experiences
At the booths of sponsoring companies, visitors can hear directly from brand representatives about product features and how to use them, and experience the appeal of the items through touch-ups. Free products will also be handed out on a first-come, first-served basis.
Men's Beauty Awards and picked-up items
The winning items of the "Men’s Beauty Festival Award 2026," chosen by votes from Soft Drink members and discussions by the Men's Beauty Research Institute editorial team, will be on display. They can also be purchased via QR codes set up at the venue. There will also be an area introducing skincare, makeup, hair care and other items selected by the Men's Beauty Research Institute editorial team.
"PLAY BEAUTY!" experience area
An interactive area themed on not just "seeing" and "learning about" beauty but "enjoying" it. Visitors can casually enjoy beauty through games, strength training, challenge programs and more.
Meet the members of Soft Drink
Beauty creators, actors and others belonging to the men's beauty production company "Soft Drink," run by Mazeru Share Inc., will gather at the venue. Visitors can freely chat with the members they are interested in and consult them about their beauty concerns.
Background and past response
Hiroyuki Matsukura, Representative Director of Mazeru Share Inc., says that men's beauty has spread not only among young people but also to middle-aged and senior people in their 40s and older, and the market is expanding. The venue move and expansion this time are reportedly intended to provide a "playground" where a wider range of people can enjoy beauty as an extension of daily life.
"Men’s Beauty Festival 2025," held in 2025, drew about 2,100 visitors over two days, and 94% of respondents in the visitor survey answered that they were "satisfied." This track record raises expectations for this year's event.
Sponsoring brands
Brands sponsoring the event include GATSBY, Lamdash Palm-in, LuLuLun, LIPPS, Magnifique, iniks, KANEBO, DISM, Rebata, Biteki MEN, uno, BULK HOMME, SHISEIDO MEN and Dr.Ci:Labo. *Sponsoring brands are subject to change without notice.
Related information
Event information is updated from time to time and can be checked on Soft Drink's official social media.
"Men's Beauty Festival" official Instagram: https://www.instagram.com/mens_beauty_festival/
Men's Beauty Research Institute official X (formerly Twitter): https://x.com/biyou_soken
Men's Beauty Research Institute official TikTok: https://www.tiktok.com/@softdrink_beauty
Mazeru Share Inc. website: https://mazeru-share.jp/
Soft Drink official website: https://soft-drink.jp/
