Kosé launches Addiction Tokyo makeup in US retail, teased during New York Fashion Week

12 Sep 2023 --- Kosé, a leading Japanese cosmetic company, has launched Addiction Tokyo in the US during New York Fashion Week, which ends tomorrow. The brand is created by celebrity makeup artist and global creative director, Kanako Takase, who is working behind the scenes during certain shows, creating new beauty looks using the new makeup.

“We are thrilled to be launching Addiction Tokyo in the US. We believe now is the right time to introduce the brand to the American consumer as it has been a favorite in Japan for over 14 years,” says Akira Matsubara, CEO at Kosé America and executive director of Marketing Strategy and Europe and America Business at Kosé.

“We think the brand will be a compelling discovery for the customer, especially since we have seen growing interest in the market in Japanese beauty. At Kosé, we continue to be committed to brightening the world for our customers through cosmetics and to being a company with diverse brands that are a source of beauty for everyone.”

Between two worldsKanako Takase, global creative director at Tokyo Addiction.
Tokyo Addiction “reflects the city’s quality of creativity and sensibility” while using Japanese formulations. The brand markets a beauty that “knows no bounds,” is “not defined” and is “liberated in authenticity.”

“I deeply connect to the brand philosophy and its roots in makeup artistry,” says Takase, who resides between Tokyo and New York. She works with top fashion magazines, designers and photographers.

“My goal is to help people everywhere by creating quality makeup products that have pro performance in mind yet are easy to use so that everyone can discover the artist in themselves. I want people to enjoy and embrace their own beauty but not be afraid to explore and experiment with a variety of looks, colors, textures and products.”

Working backstage helps inspire her work for Tokyo Addiction, says Kosé.

Earlier during Fashion Week, a pop-up store was launched, introducing customers to an immersive Addiction Tokyo experience. They could play with products across the eye, cheek and lip categories. The brand spotlighted its 99 eyeshadow shades that can be layered, mixed and matched.

Beauty and makeup developments
In brand engagement activities, Dove launched a #FreeThePits campaign during New York Fashion Week to encourage women everywhere to reject underarm stereotypes and embrace their armpits.

The Musée du Louvre and Lancôme partnered recently to debut a skin care and makeup collection inspired by nine sculptures and the lights and colors of the museum.

In other makeup brand activities, Avant-garde fashion house and fragrance producer Rabanne unveiled a beauty collection, available on its website.

By Venya Patel

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