hince, a makeup brand planned and sold by VIVAWAVE Co.,Ltd. of Seoul, South Korea, will hold a limited-time POP UP STORE on the 2nd floor of Shibuya Loft from Friday, September 25 to Thursday, October 8, 2026. Hours are 11:00 to 21:00, following Shibuya Loft's business hours.
The centerpiece of the event is the product "NU GLOW WHITE CUSHION." The company says it delivers a finish that combines dewy water-glow radiance with coverage.
All five cushion shades on offer, with three shades not sold offline in Japan exclusive to the POP UP
For NU GLOW WHITE CUSHION, in addition to the regularly available "17 Light" and "21 Pure Ivory," the shades not sold offline in Japan, "15 Fair," "22 Natural" and "23 Beige," will appear exclusively at the POP UP. You can choose the shade that suits your skin from all five.
Three more products, COVER MASTERPIECE PINK CUSHION, SECOND SKIN GLOW CUSHION and SECOND SKIN MESH MATTE CUSHION, will also be on display, so you can try hince's cushion series side by side.
In color items, in addition to RAW GLOW GEL TINT and TRUE DIMENSION RADIANCE BALM, the NEW BLUR TINT in three shades not sold offline in Japan (11 Brow, 12 Rose Pepper, 13 Spice) will also be available exclusively at the POP UP. RADIANCE UV LOOSE POWDER, RADIANCE MAKEUP BOOSTING PREP, PORE SHOT BLUR PRIMER and others will also be displayed.
Skin type CHECK and sticker decoration experience, plus purchase gifts
"Skin type CHECK" is an experience that suggests a hince cushion according to the finish you want, such as "wear resistance," "coverage," "glow" and "moisturizing feel." It introduces a cushion foundation and makeup look matched to your result, and gives you a makeup look card using those items and a PORE SHOT BLUR PRIMER (sachet).
The "sticker decoration experience" is open to those who purchase one item from the eligible cushion series. You freely combine decoration stickers to customize your cushion. Up to 10 stickers and 5 minutes per person apply.
During the period, the following purchase gifts are available to those who buy products at the POP UP STORE.
- Purchase one or more hince products: hince original shopping bag and NU GLOW WHITE CUSHION puffs (2 pieces)
- Purchase one item from the cushion series: hince original shopping bag, NU GLOW WHITE CUSHION puffs (2 pieces) and the sticker decoration experience
- Purchase ¥5,000 or more (tax included): hince original shopping bag, NU GLOW WHITE CUSHION puffs (2 pieces), the sticker decoration experience and NU GLOW WHITE CUSHION MINI
Both the full-size cushion and the gift mini cushion can be customized with decoration stickers.
*Gifts end while supplies last.
*Please check details in store.
"Crane Game Challenge" on weekends only
A "Crane Game Challenge" will be held on weekends during the event. Eligible participants are those who follow any of hince's official SNS accounts, repost the pop-up post, try the cushion lineup and join the "Skin You Want event."
Prizes include a hair comb key ring, an eye primer and a small tote bag. Those who do not win a prize will receive a heart mini puff.
hince POP UP STORE: dates, venue and product prices
- Name: hince POP UP STORE
- Period: Friday, September 25 to Thursday, October 8, 2026
- Hours: 11:00 to 21:00 (following Shibuya Loft's business hours)
- Venue: Shibuya Loft, 2F
- Address: 18-2 Udagawacho, Shibuya-ku, Tokyo 150-0042
- NU GLOW WHITE CUSHION: ¥2,970 (tax included), 12g, five shades at the POP UP (15 Fair / 17 Light / 21 Pure Ivory / 22 Natural / 23 Beige). 15 Fair, 22 Natural and 23 Beige are shades not sold offline in Japan
- NEW BLUR TINT: ¥1,760 (tax included), 3.8g, three shades at the POP UP (11 Brow / 12 Rose Pepper / 13 Spice). All three are shades not sold offline in Japan
*Event and gift details are subject to change without notice.
hince is a makeup brand born in South Korea in January 2019 with the concept of "Narrative Beauty," meaning to create each person's unique atmosphere with dense, rich colors and bring out their latent natural beauty. In Japan, it began online sales in 2019 and opened its first directly operated store in Japan, "hince LUMINE EST Shinjuku," in November 2022. It then opened "hince LUCUA 1100" in May 2023 and "hince Takashimaya Gate Tower Mall" in April 2024.
Image: courtesy of VIVAWAVE Co.,Ltd.
