Best K-Beauty Cosmetics Stores in Shin Okubo (September 2025 Update)
Best Korean Beauty Stores in Shin Okubo Korean Town, Tokyo
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Seoul may be a plane ride away, but the buzz of Korean beauty trends is alive and thriving just steps from Shinjuku. Shin Okubo has carved out a reputation as Tokyo’s “Korea Town,” and for beauty enthusiasts, it’s something of a playground for those aware of Korea’s massive beauty industry and the flawless look of Korean idols, authentic “Korean Beauty” ambassadors.
In a certain sense, K-beauty has redefined how consumers think about self-care. What makes K-beauty irresistible is the combination of sleek packaging with affordable price tags and the promise of results, built on formulas that have turned them into cult-favorite brands that global shoppers follow religiously on social media.
Living so close to the area has been a good opportunity to learn about the latest tendencies in K-Beauty, so if you’re chasing that dewy glow or the next viral must-have, let me take you through this concentrated hit of everything the scene has to offer!
1. SKINGARDEN
If Shin Okubo has a beauty capital, this is it. SKINGARDEN spans two full floors, with walls stacked high in sheet masks, serums, and palettes straight out of Seoul. Shelves are packed with top Korean brands spanning skincare, makeup, haircare, and body products, making it an easy one-stop shop for anyone who wants to cover all bases in a single visit.
It’s where makeup junkies can lose an hour comparing shades of cushion foundation, and skincare fans can stock up on bulk packs of cult masks at discount prices. The scale alone makes it worth the visit; the selection includes both established giants and buzzworthy newcomers, so shoppers can stock up on staples while also testing out what’s hot in Seoul right now.
2. Hallyu Hyakkaten/Hanryu Plaza
Hallyu Hyakkaten, also known as Hanryu Plaza (韓流PLAZA / 韓流百貨店), located in the ground floor of the same building as SKINGARDEN, is equal parts K-pop bazaar and beauty hub, and that mash-up is its charm. Tucked between stacks of idol merch and snacks is a sprawling cosmetics section brimming with gift sets, travel kits, and budget-friendly bestsellers. It’s a high-energy, sensory-overload kind of shop, perfect for those who want a taste of everything Korean, cosmetics included.
3. Chonggak-ne (총각네)
Chonggak-ne (チョンガーネ) is best known as a Korean supermarket, but its cosmetics corner is nothing to scoff at, being right next to the SKINGARDEN giant. Beyond the aisles of kimchi and ramyeon, you’ll find racks of skincare essentials and makeup basics that lean practical rather than flashy. It’s the kind of place where everyday shoppers stock up on affordable toners or multipacks of sheet masks. Less polished than specialty shops, Chongane offers a down-to-earth experience that combines beauty with the comfort of a neighborhood store.
4. COSME Re:MAKE
This shop takes a more boutique approach with no clutter, no filler, and mainly the top hits. COSME Re:MAKE (コスメリメイク) is the place to swatch the lip tint you saw go viral on TikTok or finally test out CLIO’s latest eyeliner. The staff keep the shelves stocked with current bestsellers and indie finds, so it feels less like a general store and more like a trend laboratory. Shoppers looking to cut straight to what’s hot right now won’t waste time here.
5. Myungdong Cosme
A Shin Okubo veteran, Myungdong Cosme (明洞コスメ) has built its reputation on affordable pricing and reliable stock. The store mixes household Korean names with budget-friendly alternatives, so shoppers can walk out with a bag full of cleansers, sheet masks, and lip tints without denting their wallets. It may not have the slick design of newer boutiques, but its shelves deliver volume, variety, and value. For first-timers looking to dive in without overthinking, this is a safe and satisfying stop.
 Business Hours |
9:30 AM–10 PM |
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6. IROHANI (이로하니)
IROHANI may be small and a bit off the spotlight on a quieter street, but it makes up for it with a carefully curated selection. Its “mask wall” is legendary among repeat visitors, with everything from soothing aloe sheets to collagen-packed treatments. The shop also highlights lesser-known Korean indie brands, giving beauty hunters a chance to discover products not yet mainstream in Japan. Friendly staff and a manageable layout make it easy to shop without overwhelm, while steady repeat business shows it punches above its size in influence.
7. STARBOX
STARBOX is one of Shin Okubo’s long-standing Korean cosmetics purveyors, with a shop that feels distinctly lively and personal. Near the station, its physical store offers more than 100 types of sheet masks, skincare, and trending makeup brands, with a product selection that spans both classic K-beauty names and newer, buzz-worthy labels, so shoppers who want both reliability and novelty won’t leave disappointed.
8. dasique
When dasique opened its first Japan flagship in August 2025, it instantly drew attention from makeup fans. Known for dreamy palettes and subtle, feminine colors, the brand has a cult following across Asia. The Shin Okubo shop doubles as both retail and showroom, with displays designed for Instagram shots as much as for swatching shadows, creating an experience that showcases variety, as well as immersing visitors in dasique’s aesthetic, perfect for shoppers who want a brand experience rather than just another cosmetics stop.
| Business Hours |
Mon-Thu 11 AM–8:30 PM / Fri-Sun 11 AM–9 PM |
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 Official Website |
https://www.qoo10.jp/shop/dasique |
9. EeNA
EeNA offers something different: the chance to create custom cosmetics. Visitors can choose base ingredients, scents, and textures to design their own skincare or makeup products, then watch them get blended on-site. Alongside the DIY lab, the shop carries a respectable lineup of imported Korean beauty goods, so it works for both experimental shoppers and those who prefer ready-made.
10. fwee Ajit Tokyo
fwee’s flagship in Shin Okubo is as much a store as a brand showcase. Spread over multiple floors, the shop combines cosmetics counters with experiential corners where visitors can test products in photo-ready spaces. Known for playful colors and minimalist packaging, fwee appeals to a younger crowd chasing that “effortlessly cool” Korean look. The store itself doubles as an Instagram set, with backdrops designed for selfies. Come for the vibe, stay for the beauty haul.
If you haven’t already explored the neighborhood, now is the time! If you’re serious about Korean beauty products, Shin Okubo is the place to be for the newest items on the market. Furthermore, this area is also a great destination for Korean dining. Don’t miss the opportunity of indulging in authentic Korean cuisine after your K-Beauty shopping spree! Check out the articles below for details:
Written by
Photographer, journalist, and avid urban cyclist, making sense of Japan since 2017. I was born in Caracas and lived for 14 years in Barcelona before moving to Tokyo. Currently working towards my goal of visiting every prefecture in Japan, I hope to share with readers the everlasting joy of discovery and the neverending urge to keep exploring.
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