more trees | A project to enrich forests with Cosme Kitchen
Cosme Kitchen × more trees｜Cosme Kitchen x more trees
Forest Conservation Activities Through Natural & Organic Business (1)
A New Lifestyle Shop Utilizing the Blessings of the Forest
Cosme Kitchen, a select shop for cosmetics, has undertaken numerous social contributions, including the development of charity products and donations from sales. Among these, its connection with "more trees," an organization engaged in forest conservation activities both domestically and internationally, is particularly deep. They have advanced charity initiatives aimed at supporting disaster-stricken areas and forest conservation through the use of thinned wood. This summer, Cosme Kitchen opened "Biople by Cosme Kitchen," an organic lifestyle shop offering miscellaneous goods and food items. This time, we had the opportunity to speak with Mitsuru Kogi, Vice President of Mash Beauty Lab, the company that operates Cosme Kitchen.more treesWe had the opportunity to speak with Mitsuru Kogi, Vice President of Mash Beauty Lab, the company that operates Cosme Kitchen. This summer, Cosme Kitchen opened "Biople by Cosme Kitchen," an organic lifestyle shop offering miscellaneous goods and food items. This time, we had the opportunity to speak with Mitsuru Kogi, Vice President of Mash Beauty Lab, the company that operates Cosme Kitchen.
Photographs by Shinya HiroseText by HIKITA Sachiyo (Fukairi)
An Organic Lifestyle
Launched in Daikanyama in 2004, Cosme Kitchen is a pioneer in organic select shops, now with 24 stores in major cities across Japan. Its extensive lineup of 60 brands and 200 items, coupled with the attentive counseling provided by its staff and a comfortable space designed to evoke a Parisian girl's room, has garnered support from many women.
In August, Cosme Kitchen opened a new lifestyle shop, "Biople by Cosme Kitchen Odawara RASCAL store." Following this, it steadily expanded, opening a store in the Fukuoka Tenjin Underground Mall on September 20th.
Cosme Kitchen's corporate philosophy is to "convey an organic lifestyle." The term "organic" encompasses not only "natural" but also "essential." Mr. Kogi explained that they aim to propose a natural and comfortable life in harmony with nature, while also drawing out women's essential beauty and radiant energy to provide them with happier days.
"What we value most is communication with our customers. Our in-store staff possess extensive knowledge and provide detailed consultations tailored to each customer's condition."
"Furthermore, we hold schools twice a year, around Earth Day in April and Culture Day in November, themed around women's lifestyles. We aim to realize our corporate philosophy of 'conveying an organic lifestyle' by combining in-store experiences with events."
The Birth of "Biople by Cosme Kitchen"
While Cosme Kitchen's main products are cosmetics, there were many requests for them to also handle food and miscellaneous goods. This led to the creation of "Biople by Cosme Kitchen," an organic lifestyle shop that produces the entire lifestyle. We asked Mr. Kogi about its concept and its initiatives with more trees.
"The name comes from 'bio + People,' meaning people who enjoy an organic life surrounded by nature. We select organic cosmetics and food, and for miscellaneous goods, items that can commit to fair trade and sustainable activities, with the hope that the number of 'Biople' will increase."
"In recent years, organic food has been gaining attention. To become healthier and more beautiful, it is important to start by changing the food that makes up our bodies."
"The organic way of life we wish to convey includes a stance of facing our current and future environmental conditions squarely. Therefore, there are many points of resonance with the philosophy of more trees' activities, which promote sustainable forest development."
"Consequently, we have advanced numerous collaborative projects, such as using logs cut from more trees' forests as fixtures in our store displays and developing sachets made from Japanese cypress."
"Of course, our staff are aware that we use more trees' fixtures. However, we deliberately do not highlight them as being made from 'more trees' thinned wood.'"
Logs are subtly placed, enhancing the products. They become a casual topic of conversation during customer interactions. Customers notice them, and word spreads.—"We aim for such a natural approach. We believe this is the true global standard."
The Future of Cosme Kitchen
"Next year, Cosme Kitchen will celebrate its 10th anniversary. We have a growing number of experienced and knowledgeable staff members. I am proud of our staff who find fulfillment in their work, reflect on themselves, and possess the power to change."
Mitsuru Kogi, Vice President of Mash Beauty Lab, speaks with Shin-ichi Mizutani, Secretary General of more trees (left in photo). At the first Cosme Kitchen store in Daikanyama.
"In fact, Cosme Kitchen does not have sales quotas. This is quite unusual in the cosmetics industry, but it stems from our belief that we want customers to make purchases only when they are truly satisfied. If we are genuinely committed, trust will be built, and customers will return. To achieve this, our staff must try the products themselves, experience their effects, and then convey them."
"This resonates with our desire to convey the joy of using wood, which comes from a thorough understanding of more trees' activities and experiencing the comfort of wood. We want both our customers and the future of our planet to remain beautiful forever. We hope to continue assisting in this endeavor."
Cosme Kitchen × more trees｜Cosme Kitchen x more trees
Forest Conservation Activities Through Natural & Organic Business (2)
Towards a Sustainable Society
Mr. Kogi had been involved with more trees and sympathized with their initiatives even before launching Cosme Kitchen. We asked him and Shin-ichi Mizutani, Secretary General of more trees, to share behind-the-scenes stories of their collaborative projects and their vision for the future.
Photographs by Shinya HiroseText by HIKITA Sachiyo (Fukairi)
The Encounter Between Cosme Kitchen and more trees
KogiI was previously in the advertising department at Mitsukoshi Isetan. I was involved in collaborative projects with more trees there, so I was well aware of Mr. Mizutani's initiatives. With that background, when I became independent and planned a charity program, I proposed a donation to more trees, which led to our meeting.
MizutaniThat's right. Even after Mr. Kogi moved to Cosme Kitchen, he continued to suggest, 'Let's do something together.' As we shared our content and brainstormed, we discovered our common ground in wanting to create an organic and sustainable society. This led to our initiatives supporting disaster-stricken areas in Tohoku and branding that utilizes the blessings of the forest.
KogiLast December, Ryuichi Sakamoto, the representative of more trees, held a charity concert in a disaster-stricken area with the theme of "Standing with Disaster Victims."
At that time, we utilized our expertise in "aroma" to create a unique cypress fragrance. With the wish for attendees to be healed and revitalized through their senses, we distributed bookmarks with the fragrance to each person.
It was a great joy to be able to collaborate in this way. Later, I had the opportunity to visit "more trees' forest" in Morotsuka Village, Miyazaki Prefecture, which further deepened our relationship.
The Moment Friends Connect
MizutaniMr. Kogi and I are of the same generation, and we have many friends active in various fields. Each of them genuinely pursues what they believe in. Conversely, we only do what we truly believe in. Because we are like-minded, there is nothing to hide, and a true relationship of trust is born. When we resonate with each other, sometimes things turn out even better than expected.
KogiAfter all, everyone has their own specialty, and we have our limitations. That's why it's important to be a professional in your own field and to have the flexibility to ask experts in other fields for help. more trees is working hard as a professional in forest development, serving as a platform connecting urban and forest areas. Cosme Kitchen, as an organic select shop, supports natural and beautiful women. By cooperating and connecting these two, we can offer a wider range of new sustainable organic lifestyles.
MizutaniIndeed. If we at more trees, who are close to forests, cooperate with Cosme Kitchen, which is close to conscious women in urban areas, we can reach audiences that neither of us can reach alone. Forest content is diverse, so I look forward to future collaborations. For example, in Morotsuka Village, there are blueberry fields and beekeeping is also thriving. Blueberries can be made into smoothies, and if the honey harvest is timely, it could be used at year-end events. Lipstick and lip balm can be made from the highly moisturizing beeswax. Also, in Shimanto, where "more trees' forest" is located, there are many "ingredients" like citrus oils such as yuzu and ponkan, and ginger.
KogiThat sounds interesting! We definitely want to collaborate more.
MizutaniAt the same time, I feel that overcoming cost and timing issues is a major challenge.
For example, as the lot size increases, the unit price of the product decreases, but the balance between supply and demand is not yet established, making it difficult. In the future, we want to establish a system that properly balances with the market, allowing producers to supply stably and meet consumer demand at affordable prices.
KogiThe most important thing is to build a happy relationship between producers and consumers. Similar to fair trade, if producers' livelihoods are secured and their income increases, it will foster a business mindset and further boost their motivation. Profitability also leads to sustainable forest development.
MizutaniExactly. Careful work naturally incurs costs, but it has real value, and a balanced business can be established through accumulated experience. Therefore, we aim for shared awareness among stakeholders and continuous business development.
KogiI have complete trust in Mr. Mizutani and his team, who have carefully built relationships with the local communities, and I want to continue cooperating with them.
Realizing ideas is not easy, but we want to continue proposing to each other, refine them, and turn them into projects. Ultimately, we hope to be able to produce everything related to food, clothing, and housing organically.
Next year, Cosme Kitchen will celebrate its 10th anniversary. We continue to offer proposals for an organic lifestyle, aiming to bring out the true beauty and vibrant charm inherent in each individual, rather than hiding complexes, and to make women worldwide shine.
MizutaniIt's truly remarkable that Cosme Kitchen has been so committed to organic principles and has consistently conveyed its message for 10 years. We also want to continue providing content that enhances corporate value, such as domestic wood products and spatial design utilizing timber. Let's work together towards our 20th and 30th anniversaries!
more trees
Tel. 03-5770-3969
Workshop & Natural Food Seminar Held on the New Moon
On November 3rd (Sunday, holiday), "Cosme Kitchen School Vol. 4 ~New Moon New Culture~" will be held with the aim of proposing a lifestyle that embraces natural and organic principles. On the new moon, considered an auspicious time for new beginnings, a workshop on making Christmas wreaths using herbs and a natural food seminar will be conducted. A New Moon cosmetic kit will also be provided as a gift.
"Cosme Kitchen School Vol. 4 ~New Moon New Culture~"
Date: November 3 (Sunday, holiday)
Time: 14:00 - 16:00
Location: Mash Beauty Lab Headquarters, 12F
1-2-5 Alive Mitake, Shibuya, Shibuya-ku, Tokyo
Participation Fee: 4,500 yen (includes original New Moon kit) *Cancellations not accepted
Capacity: 20 people
Target Audience: Women aged 18 and over
How to Apply: Applications accepted at each Cosme Kitchen store, by phone, or by email (info@cosmekitchen.jp)
Cosme kitchen
Tel. 03-5774-5565
http://cosmekitchen.jp/index.html