July 14 is Silica Day: Plant-Based Silica Brand 'BEAUTIFUL SILICA' Launches CHOOSEBASE SHIBUYA Pop-Up Store Commemorative Campaign with Up to 20% Off on Selected Products

F.I.S. Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; CEO: Jun Ishikawa) announces that its plant-based silica brand, 'BEAUTIFUL SILICA,' will launch its 7th 'Silica Day' campaign on Tuesday, July 14, 2026, to commemorate its limited-time pop-up store at CHOOSEBASE SHIBUYA.

This campaign will be available exclusively at the CHOOSEBASE SHIBUYA physical store and its official online store. During the campaign period, selected products will be offered at special prices with discounts of up to 20%.

Additionally, BEAUTIFUL SILICA will be operating a limited-time pop-up store at CHOOSEBASE SHIBUYA, a next-generation OMO store operated by Sogo & Seibu Co., Ltd., from Wednesday, July 1, 2026, to Wednesday, September 30, 2026.

This pop-up offers customers the opportunity to experience the brand's world and product appeal firsthand—something that cannot be fully conveyed online—by showcasing a lineup that promotes plant-based silica for both internal and external care.

Campaign Overview

Campaign Name: July 14 is Silica Day – CHOOSEBASE SHIBUYA Pop-Up Store Commemorative Campaign

Duration: During the CHOOSEBASE SHIBUYA pop-up period (July 1 – September 30, 2026)

Eligible Locations:

- CHOOSEBASE SHIBUYA physical store

- CHOOSEBASE SHIBUYA official online store

https://choosebase.jp/collections/beautiful-silica?srsltid=AfmBOooL7qYe3zebk7Kzg9DPneqjcsGTqPpG7rKorgWMSKtA0NCFKLYx

Details: Selected products available at up to 20% off for a limited time

[Discount Examples]

KIRAKIRA Treatment Essence

¥14,240 (tax included) [20% off]

→ Regular price: ¥17,800 (tax included)

"Drinkable" BEAUTIFUL SILICA 500ml

¥9,350 (tax included) [15% off]

→ Regular price: ¥11,000 (tax included)

* Discount rates and eligible products vary by item.

* This campaign is exclusive to the CHOOSEBASE SHIBUYA physical store and official online store.

* The BEAUTIFUL SILICA official e-commerce site is not eligible.

* Campaign details are subject to change or termination without prior notice.

Pop-Up Store Details

Store Name: CHOOSEBASE SHIBUYA

Duration: Wednesday, July 1, 2026 – Wednesday, September 30, 2026

Location: 1F Parking Building, Seibu Shibuya Store, 21-1 Udagawacho, Shibuya-ku, Tokyo

About CHOOSEBASE SHIBUYA

CHOOSEBASE SHIBUYA is a next-generation OMO store located on the 1st floor of the Seibu Shibuya Store Parking Building.

Under the concept of "Encounter meaning, buy with intention," it offers a new shopping experience that blends online and offline, serving as a space where customers can discover diverse brands and creators.

Official Website: https://choosebase.jp/

Official Instagram: @choosebase_shibuya

Silica Day on the 14th of Every Month

Silica (silicon) has the atomic number "14."

BEAUTIFUL SILICA celebrates the 14th of every month as "Silica Day," a brand-led initiative to share the benefits of plant-based silica and information on beauty and wellness.

Silica is a mineral found in skin, hair, nails, and bones, known to support key structural components of the body such as collagen and elastin.

As internal silica levels are believed to fluctuate with age and lifestyle, it has gained increasing attention in the fields of beauty and health.

Through "Silica Day," BEAUTIFUL SILICA aims to make plant-based silica more accessible and inspire customers to re-evaluate their daily beauty and wellness routines.

About BEAUTIFUL SILICA

BEAUTIFUL SILICA offers the 'KIRAKIRA' high-performance natural skincare series, formulated with plant-based silica (a skin-conditioning ingredient) extracted from upcycled rice husks, and 'Drinkable BEAUTIFUL SILICA,' a supplement that uses proprietary patented technology to liquefy plant-based silica, promoting an eco-friendly and body-friendly 'drinkable silica' habit. The brand proposes a new beauty routine that supports modern lifestyles from both inside and out. Silica (silicon) is a mineral present in skin, hair, nails, and bones, playing a vital role in maintaining the body's structural tissues. As internal silica levels may change with age and lifestyle, it has become increasingly recognized in the beauty and wellness industries.

The Vision of BEAUTIFUL SILICA

Born from the sincere belief of delivering only truly high-quality products, BEAUTIFUL SILICA was co-developed with a specialized manufacturer with 40 years of research in plant-based silica.

The brand focuses on the new potential of plant-based silica by combining Japan's traditional rice farming culture with innovative patented technology.

Through daily care that enhances comfort, BEAUTIFUL SILICA aims to help individuals live authentically and radiantly. The brand strives to support customers' everyday lives by redefining healthy beauty from both inside and out through its products.