DEEPTOKYO
magazine
EN
DEEPTOKYO
magazine
EN
2025.07.29
The flagship store of the global makeup brand "KATE", where you can experience both real and digital worlds
Nearest Station
Located in Shibuya Sakura Stage is the first-ever flagship store of the popular Japanese makeup brand "KATE", featuring a striking space dominated by a central video tower that expresses the brand's worldview. While you can try all colors of the hit product "Lip Monster," including web-exclusive shades, the store is packed with content that fuses real and digital experiences, such as AI-powered personalized analysis that creates custom eyeshadow palettes just for you. Chinese model Yang Meilan experienced these unique contents available nowhere else.
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The store embodies the worldview of the popular makeup brand "KATE's" slogan, "NO MORE RULES," with a cool atmosphere based on black and red tones. A tower displaying digital video content stands majestically in the center, creating an otherworldly atmosphere. The walls feature street-style graffiti art that captures the essence of Shibuya. Visitors can enjoy shopping and a variety of experiences while immersing themselves in the unique world of "KATE."
Standing in front of the digital tower in the center of the shop creates photographs that resemble a fashion show runway.
The wall graffiti is created by KAZZ ROCK, a pioneer in Japan's graffiti scene who showcases diverse talents across various fields without being limited by boundaries. Although it is located behind the register, many customers request to take commemorative photos in front of this wall. Meilan quickly asked the staff for permission to photograph here as well.
The edgy interior, with black accented by red, creates an exciting, otherworldly space that is thrilling just to look at.
The "KATE iCON BOX" is digital content that utilizes AI technology and KATE's proprietary logic for facial impression analysis, recommending four personalized eyeshadow colors for each individual. It selects four eyeshadow colors for you from a total of 26 shades, and they are dispensed like a vending machine, allowing you to purchase them directly at the register. Meilan experienced this one-of-a-kind content available nowhere else in the world.
First, scan your face with the camera to start the AI facial impression analysis.
The colors selected as perfect for Meilan were 001 White, 007 Light Coral, 027 Apricot Brown, and 062 Mauve Lavender. "These are all pale tones I've never used before—so fresh!"
Amazingly, you can add your name to the transparent filter on the case. She quickly entered her name.
After confirming the purchase, the four eyeshadow colors in a case came out like a vending machine!
"White pearl and pale coral pink glitter—I want to try them right away!" (Meilan)
The "MY Mascara Maker" is content exclusive to this store that allows you to customize the combination of mascara formula, brush, and color according to your desired eye look and facial impression. You can try the digitally recommended products, making it easy to find your ideal mascara.
Touch the magic circle at the mascara booth with your smartphone to start customization. In addition to the facial impression analysis, you can also choose individual mascara components. Meilan prefers comb-type brushes, so she chose one.
She tried the comb-type brush that came up in the analysis on the spot. "It's so easy to apply, and my lashes spread beautifully" (Meilan).
"Lip Monster" became a massive hit for moisturizing lips while maintaining high color payoff from application and being resistant to fading for hours. This "Lip Monster Tower" features all available colors, including the web-exclusive shades. You can finally try that color you've always been curious about in real life! Not only will you find products that suit you, but you can also layer different "Lip Monster" shades to create your own unique colors, expanding your options.
"Lip Monster" products lined up in rows—it's hard to choose with so many options.
What caught her attention was the "Lip Color Control Base EX-1" Yellow Lip Base, which can be used as a primer to add nuance. "I want to try what kind of color this creates!" (Meilan)
In addition to self-application, you can also have a creator apply your makeup. She had them apply the EX-1 Yellow Lip Base, which she was curious about, plus another color that caught her eye: "Lip Monster 16 10 Billion Hectares of Sand Sea" in Sand Beige.
"Layering the yellow lip base created a clear, translucent color without any dullness! I want this" (Meilan).
There was also content where you can get original tickets designed by illustrator, NAKAKI PANTZ! After choosing an illustration from five designs, you customize the background and hair color, then input your name or favorite words. The tickets are transformed into stickers that you can stick anywhere you like. Additionally, "KATE MetaClone®" is content that generates your avatar in a virtual space, expressing KATE's worldview. You can watch a movie of your face avatar walking down a runway. "This is my first time experiencing something like this in a cosmetics store!" (Meilan)
Choose your favorite character from five attractive characters by popular illustrator, NAKAKI PANTZ holding "KATE" cosmetics.
You can customize the character's background and hair color! After trying purple, yellow, and various others, Meilan decided on green hair.
You can also add your own name to the original sticker. Actually, Meilan is a fan of NAKAKI PANTZ, so she was thrilled: "I'm so happy to get such a cute sticker for free!"
For "KATE MetaClone®", choose your preferred model type from three options, then take a photograph of your face.
Matching her face avatar walking down the runway in virtual space, Meilan enthusiastically struck poses.
Many tourists purchase favorites like the hit product "Lip Monster" as souvenirs, but first-time visitors should definitely reference the rankings. Popular items are visible at a glance. Many tourists also experience the "KATE iCON BOX" and take home the selected four-color eyeshadow palette as a souvenir.
For the signature item, "Lip Monster," we recommend the web-exclusive colors, which are only available here. Try them in real life to find your favorite color. "Lip Monster" ¥1,540 each (according to editorial research)
Four-color palette eyeshadows are popular. Beige tones that suit everyone are a safe bet. "Popping Silhouette Shadow PK-1" ¥1,540 (according to editorial research)
"KATE" has many base makeup fans, too! The #1 base makeup ranking item, "Cover Shield Powder Foundation," easily covers pores and unevenness for a smooth finish and is resistant to breakdown. ¥1,760 (according to editorial research), case sold separately ¥660 (according to editorial research)
Also check out the original name tag gift for purchases of ¥5,500 or more (tax included). You can combine 7-8 pieces of your favorite alphabet letters and motif parts. This also makes a memorable souvenir! (While supplies last)
＜PROFILE>
Maylan You
Born in 1999 in China. Came to Japan in 2018 to study Japanese at a language school, and was accepted to Tama Art University's Sculpture Department in 2020. Started her modeling career in 2023 and made her runway debut at Tokyo Collection. Currently active in magazines and advertising, both domestically in Japan and internationally.
Instagram:@maylan_ y
The information contained this article was correct as of 07/29/2025 (the time of publication)
