Cosmetics That Both Men and Women Can Relate To

While men's cosmetic sections have become a fixture in men's fashion magazines, ESTNATION has also seen an increase in male shoppers in its cosmetics corners, with many couples trying new products together.

ESTNATION is focusing on "Shared COSMETICS," proposed by the beauty industry publication "WWD Beauty," and is offering cosmetic items that can be shared by partners, such as couples and married pairs, transcending gender.

The five brands featured this time each have their own unique story, and were selected by WWD Beauty and ESTNATION as brands whose textures and scents can be enjoyed by both men and women.

Featuring Five Shared Cosmetic Brands

"AMATORA QUO" is an anti-aging brand that proposes a new approach to hair care called "hair purity," which nurtures natural beauty by enhancing the hair's inherent vitality, rather than concealing signs of aging. It offers essential care that replenishes ingredients similar to those lost from the hair, using technologies like the world-patented "100% liquid crystal structure," and creates an environment conducive to healthy, beautiful hair.

"OLTANA" is an alternative power cosmetics brand, a fusion of three distinct concepts. It offers a novel approach to the aging factors stemming from modern lifestyles, focusing on the signs of aging that arise from the vicious cycle of "lack of sleep, fatigue, and mental stress." The brand proposes a new concept in skincare through the integration of phyto, bio, and organic elements.

"PERSEPHENIE" is an aromatherapy body care brand founded by certified aromatherapist and perfumer Persephanie. It offers unique fragrances, along with exquisite textures and user experiences.

"PRODUCT" is an organic hair care line made solely from natural ingredients essential for hair and scalp. It achieves a high level of finish and usability that meets the needs of hair experts, with a focus on simple, carefully selected organic ingredients and a gentle user experience.

"Veilly TOKYO" is a skincare brand co-developed with physicians, based on the latest medical advancements in skincare. Its basic skincare products, containing high-quality ingredients centered around ceramides, revitalize the skin with daily care, while its rich and captivating fragrances gently envelop both body and mind.

Much like "no-gender" and "shared wardrobe," which have become common fashion keywords, experience the forefront of cosmetics at ESTNATION, where "shared cosmetics" are set to expand.

WWD Beauty × ESTNATION “Shared COSMETICS” POP-UP STORE
Dates and Stores
September 14 (Mon.) - 24 (Thu.), 2015: ESTNATION Yurakucho Store, Roppongi Hills Store
September 15 (Tue.) - 24 (Thu.): ESTNATION Osaka Store
Featured Brands
Yurakucho Store (OLTANA, PERSEPHENIE, PRODUCT)
Roppongi Hills Store (AMATORA QUO, OLTANA, PERSEPHENIE, PRODUCT, Veilly TOKYO)
Osaka Store (Veilly TOKYO)