Japan-listed cosmetics review media and retail company Istyle Inc today opened its first cosmetics @cosme Store in Hong Kong.
In Tsim Sha Tsui, the outlet offers Japanese cosmetic brands with rankings and testers for almost all products.
Istyle executive officer Hajime Endo, who is also president of Istyle Retail (Hong Kong), says the Hong Kong store follows the model of Japanese stores with event and salon space allowing for makeup demonstrations and the opportunity for customers to meet with the brand owners.
Founded in 1999, Istyle Inc owns the @cosme beauty portal sites and cosmetic stores. The first @cosme Store opened in Shinjuku, Tokyo, in 2007. Istyle Inc has 25 outlets in Japan and four outlets offshore. Its move into Hong Kong was made possible through Invest Hong Kong.