SH-RD Makes a Splash at COSME Tokyo, Primed for Japan Growth

Tokyo l Jan. 14-16th

SH-RD recently hit COSME Tokyo, Japan’s premier beauty expo, making a serious statement in the Hair Zone. Despite being off to the side, our bold deep-green design and open layout grabbed attention right from the entrance, leaving a lasting impression on pros and visitors alike.

This year’s Hair Zone was buzzing next to the K-Beauty pavilion. A major takeaway? Exosome-based scalp care is still the "it" trend in Japan—which is perfect, as it aligns right with SH-RD’s R&D strengths.

We kept the energy high with creative visuals and social media tie-ins. We also noticed live-stream commerce taking off in Japan; seeing products in action really drives immediate buys. This mix of "in-person vibes" and "real-time online selling" is clearly the future of the market.

The crowd at our booth was more diverse than ever—we chatted with everyone from e-commerce platforms and live-stream agencies to distributors and select shops. Even the event organizers were fans, re-sharing our videos on their official channels!

COSME Tokyo was a win for SH-RD. We’ve strengthened our brand presence and built a solid foundation for new partnerships and live-commerce strategies in Japan.