THE GINZA, the prestige skincare brand of Shiseido Co., Ltd., will open its first permanent department store counter at ISETAN BEAUTY COSMETICS in Isetan Shinjuku in winter 2026. The opening date has not been decided; the release says only "scheduled for winter 2026."
The brand will celebrate its 25th anniversary in 2027. The company positions Japan, the brand's origin, as an important market for its next phase of growth, and says it will deliver new beauty experiences together with partners who share its philosophy and values, without being bound to conventional cosmetics sales channels.
First department store presence for the brand, with Isetan Shinjuku as an important partner
By setting up a permanent counter at Isetan Shinjuku, where the world's luxury brands gather, the brand will create opportunities for customers with whom it has had limited contact so far to experience THE GINZA. The company regards the store, with its strong ability to spread information and its wide range of customer touchpoints, as an important business partner.
The new counter will offer counseling that attends to each person's skin. Beyond the carefully crafted textures, it will also be a place to experience the aesthetics behind the products, such as the signature scent inspired by the linden trees of Namiki-dori in Ginza, which bloom for only about three days a year.
From initiatives at luxury hotels to domestic expansion toward the 25th anniversary
In a comment, Kiyomi Horii, Representative Director of THE GINZA Co., Ltd., describes the spa and amenities at luxury hotels, including Capella Kyoto, as "an attempt to expand special moments in which people can feel THE GINZA with all five senses, not only a place where they pick up the products." Of the encounters and responses that came from this, she says, "We feel that THE GINZA still has great potential."
THE GINZA was launched in 1975 as a fashion boutique. According to the company, it has pursued its own skincare focused on the skin's inherent power, combining long-standing research in skin physiology and advanced technology with the aesthetic sense nurtured in Ginza.
The brand's core ingredients are the newly formulated "THE GINZA Linden Extract" (Tilia cordata flower extract, skin protection) and the evolved "THE GINZA Perceptive Complex III" (polyquaternium-51, polyvinyl alcohol, Angelica keiskei leaf/stem extract, carboxymethyl glucan Na, ginkgo biloba leaf extract, glycerin; moisturizing, skin conditioning).
Isetan Shinjuku THE GINZA counter information and products
- Store name: Isetan Shinjuku ＜THE GINZA＞
- Opening date: scheduled for winter 2026
- Location: ISETAN BEAUTY COSMETICS, Isetan Shinjuku
- Products: all THE GINZA products
- Online: ISETAN BEAUTY ONLINE
THE GINZA is the prestige skincare brand of Shiseido Co., Ltd. The company says it has spent more than 20 years researching skincare that brings out the skin's natural beauty.
Image: courtesy of Shiseido Co., Ltd.
