Pop-Up Store Opens at Isetan Shinjuku

Birch sap has long been known overseas for its beauty and health benefits, earning it the nickname "nurse of the forest" and widespread affection.

The sap, harvested only for about two to three weeks after the snow melts, is particularly rich in essential components for supple skin, including various vitamins, 18 types of amino acids, 18 types of trace elements, 11 types of fatty acids, and minerals.

Focusing on this precious birch sap, the natural skincare brand "YOSEIDO" was born.

Drawing inspiration from Nordic traditions and employing modern technology, they have created birch sap cosmetics that use "absolutely no water" (※).

Selected birch trees, over 25 years old, are carefully chosen from forests north of the 45th parallel. Traditional harvesting methods are employed with meticulous care to ensure no impact on the trees' growth or the ecosystem.

The lineup includes three products: "Hydrating Lotion (Light/Rich I)," "Hydrating Cream," and "Hydrating Mask." They will be sequentially released starting November 1, 2018, at a pop-up store opening at Isetan Shinjuku, as well as through the online store.

As the season grows drier, YOSEIDO's items, born from nature's bounty, are poised to become a trusted ally for your skincare routine.

※ YST Hydrating Lotion (Rich I) contains a very small amount of water as a carry-over ingredient.


YOSEIDO Pop-Up Store
Dates: Thursday, November 1 - Wednesday, November 7
Venue: Isetan Shinjuku Main Building, B2F Beauty Apothecary
3-14-1 Shinjuku, Shinjuku-ku, Tokyo