istyle me Holds 50th Anniversary Event for Beauty Expert Miho Ishii, "VOYAGE de BEAUTÉ"! Minami Tanaka Joins, Harajuku Enveloped in Beauty's Excitement for Two Days

istyle me Co., Ltd. (President and Representative Director: Yusuke Hatano), a consolidated subsidiary of istyle Inc. (President and Representative Director: So Endo), held the event "VOYAGE de BEAUTÉ Miho Ishii 50th Anniversary" to commemorate the 50th milestone of beauty expert Miho Ishii. The event took place over two days, Saturday, July 4, and Sunday, July 5, 2026, at the 3F HALL of WITH HARAJUKU in Tokyo.

This event was co-organized and planned by istyle me, likening Ms. Ishii's rich beauty career to a "journey of beauty (VOYAGE)" and creating a special space where her proposed beauty theories and the beauty brands she uses and trusts daily converged. Held by advance reservation only, the event attracted many beauty enthusiasts and devoted fans, concluding with great success. The 2,000 available reservation slots for the two days received approximately 6,400 applications.

In conjunction with this event, many customers also visited the in-store signage and special display shelves that launched on July 1 (Wed.) at @cosme TOKYO, realizing a seamless experience from the event venue to the store.

"VOYAGE de BEAUTÉ Miho Ishii 50th Anniversary" Event Highlights

1. Minami Tanaka Appears! Celebratory Premium Talk Show

The main stage featured a special talk show with distinguished guests who have a close relationship with Ms. Ishii. Minami Tanaka, who commands immense support from beauty fans, made an appearance. She expressed her deep respect and celebratory message for Ms. Ishii, stating, "Miho-san is my eternal inspiration," and shared her own beauty practices. Ms. Ishii also spoke about her beauty habits and unique aging care methods that keep her radiant even at 50, keeping the audience captivated with excitement throughout.

2. 17 Beloved Brands Gather! Personal Item Displays and Experiential Booths Engaging All Five Senses

Within the venue, a total of 17 carefully selected brands beloved by Ms. Ishii set up special booths. Visitors experienced product touch-ups, consultations, and received limited samples at each booth, in addition to enjoying gifts they could take home. Furthermore, a valuable exhibition corner was set up, showcasing Ms. Ishii's personal belongings and reflecting on her history as a beauty expert, creating an irresistible space for fans. Inner beauty experiences, allowing participants to try beauty drinks and supplements on-site, were also offered, receiving praise as an interactive space that engaged all five senses.

3. SNS Dissemination Connecting Digital to Stores, and Three-Dimensional Retail Integration Involving @cosme TOKYO

Within the venue, active photo and video sharing by attending fans on social media took place, and a live stream from Ms. Ishii's official Instagram was conducted, spreading the excitement to fans nationwide (live video will be archived for 3 months). In addition, this event featured an integrated project with @cosme TOKYO, the flagship shop of @cosme adjacent to the venue. A three-dimensional promotional campaign is currently underway, allowing visitors to try and purchase products at the store with the same enthusiasm generated at the event.

● Vision Signage (July 1 - July 14): Large-scale signage in front of JR Harajuku Station will be adorned with the "VOYAGE de BEAUTÉ" creative.

● Special End Shelf (July 1 - July 28): Special shelves within the store will feature event sponsors' items and products selected by Miho Ishii, creating seamless transitions from experience to purchase and fostering encounters between visitors and brands.

istyle me will continue to propose new forms of beauty marketing by providing integrated retail marketing solutions both domestically and internationally, centered on the communication power of beauty experts and creators, through experiential events at real venues and by leveraging @cosme's assets.

[Inquiries Regarding Beauty and Cosmetics Marketing Business]

https://business.cosme.net/contact/youtube

[Company Overview of istyle Inc.] https://www.istyle.co.jp/ TSE Prime Code Number 3660 ● Location: 34F, Ark Mori Building, 1-12-32 Akasaka, Minato-ku, Tokyo 107-6034 ● Established: July 27, 1999 ● Capital: 7.179 billion yen ● Representative: So Endo, President and Representative Director ● Business Activities: Planning and operation of the beauty information site "@cosme", provision of related advertising services, marketing, and research services.

[Company Overview of istyle me Co., Ltd.] https://group.istyle.co.jp/is-me/

● Location: 34F, Ark Mori Building, 1-12-32 Akasaka, Minato-ku, Tokyo 107-6034 ● Established: December 23, 2020 ● Capital: 20 million yen ● Representative: Yusuke Hatano ● Business Activities: Marketing company specializing in beauty and cosmetics.

[Contact] External Communications Office, istyle Inc. Email: [email protected]