As someone obsessed with exploring Tokyo’s incredible beauty scene, I’m always on the hunt for the next great shopping destination. Enter the new @cosme STORE at NEWoMAN Takanawa, which just opened on September 12, 2025.
Disclaimer: I have not visited yet as it only opened last week, so this is based on press release and my research. I’ m dying to visit, so please tag me on Instagram (@tokyobeautybook) if you do!
Why @cosme STORE Should Be on Every Beauty Lover’s Tokyo List
If you’re visiting Japan or living there as a foreigner, you’ve probably heard whispers about Japanese skincare and cosmetics. The @cosme STORE at NEWoMAN Takanawa is where those whispers become reality. This isn’t just another beauty store—it’s your gateway to understanding what makes Japanese beauty culture so special.
What makes this location particularly exciting
- Size matters At approximately 470㎡, this is one of the largest @cosme stores, giving you maximum exposure to the maximum amount of Japanese beauty brands in one location.
- Curated selection Like at the @cosme stores, everything here is chosen based on actual @cosme reviews from Japanese consumers—you’re shopping the same products locals love and rave about.
- Beautiful new location Being in NEWoMAN, a shopping complex designed with international visitors in mind, the staff are more likely to assist in English. Also and the location in Takanawa (Minato-ku) makes it really easy to access from the major tourist locations.
The Foreign Beauty Hunter’s Guide to @cosme STORE
What You’ll Discover Here
The Real Japanese Favourites: Forget what you think you know about Japanese beauty from overseas retailers. @cosme STORE showcases products that are actually trending and beloved in Japan right now. From drugstore gems that cost under ¥1,000 to luxury items that Japanese beauty enthusiasts swear by, you’ll find the authentic favourites.
Free Testing Culture One thing I absolutely love about Japanese beauty shopping is the testing culture. At @cosme STORE, you can try almost everything before buying. This is crucial when you’re dealing with different formulations designed for Japanese skin types and preferences—test first, fall in love second, buy third.
Discovery Beyond the Obvious While you might come looking for famous brands like Shiseido or SK-II, @cosme STORE will introduce you to brands you’ve never heard of but that Japanese beauty enthusiasts can’t live without. Think of it as your personal Japanese beauty education.
Shopping Tips for International Visitors
Have a budget! Japanese beauty spans an incredible price range. You can walk out with amazing products for ¥500 or splurge on luxury items for ¥50,000+. @cosme STORE carries both ends of the spectrum, so set your budget beforehand or you might get carried away (speaking from experience!).
Think Seasonally Japanese beauty culture is deeply connected to seasons. Visit different times of year to see how product recommendations change with the weather and cultural beauty calendar.
The NEWoMAN Takanawa Experience
Why This Location Works for International Visitors
Strategic Location NEWoMAN Takanawa sits near Takanawa Gateway Station, making it incredibly accessible. The area is part of the new “Global Gateway” development, which means it’s designed with international visitors in mind from the ground up.
Beauty District Vibes You’re not just visiting one store—NEWoMAN Takanawa houses multiple premium beauty retailers including Biople, athletia, ALBION PHILOSOPHY, and IPSA. You can make an entire day of beauty exploration here.
Cultural Context Shopping at NEWoMAN Takanawa gives you insight into how Japanese people actually shop for beauty. This isn’t a tourist trap—it’s where locals come for their beauty needs, giving you an authentic cultural experience.
What Makes Japanese Beauty Shopping Different
The Review Culture
@cosme is Japan’s largest beauty review platform, and shopping at their physical stores means you’re accessing products that have been vetted by millions of Japanese consumers. It’s like having a Japanese best friend guide your beauty choices.
The Service Level
The counseling services at @cosme STORE reflect Japan’s incredible customer service culture. Staff are trained not just to sell, but to truly help you find products that work for your specific needs.
The Innovation Factor
Japanese beauty brands are constantly innovating. Shopping at @cosme STORE keeps you at the forefront of these innovations, from new skincare technologies to makeup techniques that are just emerging in Japan.
Planning Your Visit
What to Bring
- Your passport for tax free shopping
- Photos of your skin concerns (surprisingly helpful for communication)
- Plenty of time (you’ll want to explore and test products)
- An empty suitcase (if you’re visiting Japan…)
Best Times to Visit
- Weekday mornings for personalised attention and a more relaxed shopping experience
- During seasonal transitions for new product launches
- Before major Japanese holidays for special sets and limited editions
Making the Most of Your Experience
- Take advantage of the free testing
- Ask about seasonal recommendations
- Don’t miss the smaller, lesser-known brands
- Consider the tax-free shopping options for tourists
Final Thoughts
As someone who’s spent countless hours exploring Tokyo’s beauty scene, I can confidently say that @cosme STORE’s are my favourite place to shop because of the most authentic and comprehensive Japanese beauty experiences you can have. Whether you’re a beauty novice curious about Japanese skincare or a seasoned enthusiast looking for the next big thing, the combination of an incredible product selection, the easy to understand ranking displays , and the ability to test everything makes it a must-visit destination. Plus, being part of the new NEWoMAN Takanawa complex means you’re experiencing Tokyo’s evolving and top-tier retail landscape while diving deep into Japanese beauty culture.
Next time you’re in Tokyo, make NEWoMAN Takanawa and its @cosme STORE a priority. Your skin (and your Instagram feed) will thank you. TAG me @tokyobeautybook at Instagram with your pics! I can’t wait to visit on my next trip!
@cosme STORE NEWoMAN Takanawa
Location: NEWoMAN Takanawa, South 4F, 2-21-1 Takanawa 2-21-1
Minato-ku, 108-0074, Tokyo
Opening Hours: 11:00 AM – 8:00 PM daily
Hours may vary – please check with store directly
Access
By Train: JR Takanawa Gateway Station: 1-minute walk from station exit. Sengakuji Station (Toei Asakusa Line, Keikyu Main Line): 3-minute walk from A2 exit
By Car: TAKANAWA GATEWAY CITY Parking available
¥500 per 30 minutes / Maximum ¥2,000 for 24 hours
Parking discounts available with purchases over ¥5,000
Official Links
@cosme STORE:
- Website: www.cosme.net/store
- Store Directory: www.cosme.net/store/shop
NEWoMAN Takanawa:
- Website: www.newoman.jp/takanawa
- Instagram: @newoman_takanawa
TAKANAWA GATEWAY CITY:
- Website: www.takanawagateway-city.com
Tokyo Beauty Book is your guide to authentic Japanese beauty experiences. Follow along as we explore the best of Tokyo’s beauty scene from a foreigner’s perspective, uncovering hidden gems and cultural insights that make Japanese beauty shopping so special.
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