Provided by Shiseido

Before New York Fashion Week kick-off, Shiseido, the oldest Japanese skincare company, decided to go and open a pop-up right in the heart of SoHo NY to celebrate the launch of their newest makeup collection. The Japanese Beauty Gallery event is made up of four Instagram-worthy rooms which bring to life Shiseido’s re-imagined makeup textures – consisting of gels, inks, powders, and dews – and allows guests to play with a wide assortment of makeup. Just when you think the pop-up experience is over, guests are guided downstairs to a Tokyo Underground Lounge which consists of a Japanese photo exhibit brought to you by director and photographer Mike Rosenthal and a popping happy hour. Let’s not forget to mention that this happy hour served up Suntory Whiskey Toki and Hibiki Suntory Whiskey – both Japanese whiskeys we can’t seem to forget about.  For a limited time, LA-based chef and restaurateur Jeremy Fall will be offering a four-seat, four-course “Tasting Table” menu with reserved seating only. Serving up Japanese fare with a modernized comfort food twist. Fall dishes up cuisine inspired by each of Shiseido’s four makeup textures. Here is the menu, inspired by the dew texture, guests are served oyster, cucumber-finger lime mignonette, crispy and raw garlic, golden togarashi, Bloody Mary soy sauce, and toasted sesame. For the powder texture, this dish included soba noodles, black garlic ponzu, yuzu kosho-pickled daikon & carrot, crispy garlic, nori, furikake, wasabi ranch, and wasabi powder. For the Ink texture dish, there is red snapper, squid ink, sushi rice, chili & lime corn nuts, pink peppercorn, cherry tomatoes, avocado, garlic Tapatio, and charred broccolini. Lastly, the gel texture dish brings out dessert to the forefront with boba, lychee gelee, fruit loops cereal milk, and bourbon. Cha-An Teahouse also be present to serve up iced matcha latte.

J- Beauty in the Tokyo Underground Lounge
J- Beauty in the Tokyo Underground Lounge

Opening Night:

Shiseido launched the NEW Shiseido Makeup Collection at the private opening event for the Japanese Beauty Gallery presented by Shiseido Makeup. Shiseido Makeup redefines beauty via four reimagined textures – Gels, Inks, Powders, Dews. At this limited time experience in Soho, Manhattan, opened to the public, Thursday September 6  through Sunday. Guests can walk through rooms that bring each texture to life, test and play with new makeup, explore J- Beauty in the Tokyo Underground Lounge and enjoy happy hour from 5-8 by Suntory Japanese Whisky. At the opening, Sonoya Mizuno (Crazy Rich Asians) and Patrick Ta (Shiseido Global Color Artist) faces of the campaign celebrated with sake sips and experienced the Four Texture Rooms. Jamie Chung, Peyton List, and Jasmin Sanders (Golden Barbie) attended and were caught snapping selfies in the Gel and Powder room. Jasmin Sanders fell in love with the new makeup brushes, and tried on all in the product room. Jen Atkin supported her husband Mike Rosenthal the esteemed photographer, whose original Tokyo street photography appears in the lower level gallery.

Jasmin Sanders
(Golden Barbie)
Sonoya Mizuno ( Crazy Rich Asians), Patrick Ta (Shiseido Global Color Artist), Jamie Chung
Peyton List
Jen Atkin

Info on the makeup:

We are so excited to officially announce the NEW Shiseido Makeup Collection launching this fall. The collection includes 19 products and 115 shades classified into four reimagined textures- Dews, Gels, Powders, and Inks- that are weightless but lasting and make a statement with bold, impactful color. DEWS is an entirely new category that recreated light and transforms it on the surface of the skin. Aura Dew Face, Eyes, Lip is available in three shades that evoke this highlighter’s otherworldly qualities. GELS are rediscovered via formulas that juxtapose a durable, high-impact finish with a featherweight feel. This range includes 28 Vision Airy Gel Lipsticks (which boast state-of-the-art Triple Gel Technology), and one Crystal Gel Gloss. The shade names in this category are sourced from both ancient and modern Japan. POWDERS reinvents traditional pigments of the past via breathable, buildable, and blendable formulas that float effortlessly across skin. In the lineup are 24 Modern Matte Powder Lipsticks, eight Essentialist Eye Palettes, eight Minimalist Whipped Powder Blushes, and eight Inner Glow Cheek Powers named after SHISEIDO’s many muses, hip Tokyo streets, and Japan’s buzzing nightlife. INKS redefines the ancient art form of Japanese calligraphy with products that provide graphic precision and extreme intensity. This collection contains 12 Lacquer Ink Lip Shines, 10 Kajal Ink Artist Shadow, Liner, Brow (a non-traditional three-in-one pencil that can be applied as shadow, liner, or brow definer), five MicroLiner Inks, four Brow Ink Trios, one Arch Liner Ink, and two variants of Imperial Lash Mascara Ink. Each product is paired with a name that reflects its rich pigment payoff and pays homage to the history of Japan. Already a leader in the tool category thanks to its iconic eyelash curler, SHISEIDO Makeup is adding five, hand-crafted brushes to the lineup. Each contains a revolutionary hidden core that provides the ultimate balance of strength and softness. With their sleek, ergonomic designs, these high-tech tools make application seamless. Shiseido makeup brings its vision to life via a team of beauty visionaries from every corner of the globe. Introducing the Shiseido Artist Collective: Global Color Artist Patrick Ta (@PatrickTa), APAC Ambassador Pony (@ponysmakeup), Japan Color Artist Hiro Odagiri (@Hiro.Odagiri), North America Color Artist Vincent Oquendo (@MakeupVincent), North America Color Artist Lottie (@lotsar), and EMEA Color Artist Gregoris Prypylis (@gregoris_).The collection will be available for purchase on Shiseido.com and retailers nationwide now.

Room #1- Gels
Room #2 – Inks
Room #3- Powder
Room #4- Dews