How much can you talk about why you chose that cosmetic? "#Shokucos Festival 2026" to re-examine "How to choose cosmetics" to be held for the first time in Ebisu on Saturday, June 27, 2026
L-FLAT Co., Ltd. will hold the "#Shokucos Festival 2026" on June 27, 2026, in Ebisu, an event that aims to convey the background and philosophy of cosmetics that cannot be fully expressed through advertising. It provides an opportunity for consumers to deeply understand and choose cosmetics through dialogue with the creators.
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- 📰 Published: May 8, 2026 at 23:30
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This event aims to shed light on the inherent value of "the background and philosophy behind the creation of cosmetics," which cannot be fully conveyed through advertising alone, and to re-examine the very perspective of "how to choose cosmetics."
In response to the challenge in the cosmetics industry where product efficacy, research, and evolution are not adequately expressed and are difficult to convey, this event creates a new point of contact where visitors can "choose with understanding" through dialogue and experience with the creators.
[Web Page] https://shokucos.jp/
What is #Shokucos?
"#Shokucos" refers to artisan-quality cosmetics that, like a craftsman, pursue essence and perfection.
Behind each cosmetic product lies a story that cannot be fully told in just a few lines of advertising.
・Why were those ingredients chosen?
・Why was that texture achieved?
・Why is it delivered with honest expression rather than trendy words?
Formulation is not just a process of combining ingredients.
"Which ingredients to choose, which expressions to omit, and how much to refine the user experience?"
These countless decisions give a single cosmetic product a clear reason for its existence.
We have named cosmetics that allow one to feel even the "touch of the creator" as "#Shokucos."
Why re-examine "how to choose cosmetics" now?
Misako Nishikawa, Representative of L-FLAT Co., Ltd.
L-FLAT Co., Ltd. daily handles legal checks for advertising and labeling expressions, primarily for cosmetics.
Through this work, we have repeatedly felt the reality that it is difficult for brands that genuinely engage in manufacturing to convey their appeal.
The value that would surely be conveyed if one could directly hear the background, reasons, and words of the creators, somehow cannot be fully communicated within the limited words of advertising.
The more one tries to deliver without relying on exaggeration and while adhering to rules, the more the true essence one wishes to convey spills away...
As a result, consumers sometimes lose the opportunity to encounter products without them being adequately reached in an information-rich market. We have felt this to be a significant challenge.
That is why we are convinced that a place is needed where one can actually touch, listen, and feel, beyond just the words of advertising.
The brands exhibiting this time are those that I myself have actually used the products, visited the sites (companies/retailers), and after hearing their stories, felt that I "wanted them to exhibit."
"Artisan Cosmetics (commonly known as #Shokucos)" is not just an image-based "word" like "cosmetics that seem somehow good."
It is the first step towards a culture where "all sincere craftsmanship by artisans is correctly chosen."
■Common characteristics of participating brands in the 1st #Shokucos Festival
☑︎ Resonates with the philosophy of "artisan cosmetics"
☑︎ Can explain the background and philosophy of product development in their own words
☑︎ Makes detailed judgments in formulation and user experience
☑︎ Has reasons not only for "what to include" but also for "what not to include"
☑︎ Considers the long-term use
☑︎ Has a desire to convey value through dialogue
■Exhibiting Brands (in order of application)
RÉGLAGE / Momotani Juntenkan
SUKUUS
Bright Days
Oily Oily Skin
Orchid Beauty / Shiina Ranen
DERMED / San-Ei Pharmaceutical
yorisoT
Beauté Pacifique
CARE
mamo-hada
Event Content
TOPIC 01 | Touch-up point where you can directly touch and try products!
Try products and directly hear about ingredients, formulation, and development background from brand representatives. Favorite products can be purchased on site.
TOPIC 02 | Directly hear the creators' thoughts and product commitment
Each brand will give a presentation of approximately 15 minutes. Explaining the background and philosophy from the creators' perspective.
TOPIC 03 | Distribution of limited booklet "#Shokucos Zukan vol.1"
A limited event booklet "#Shokucos Zukan VOL.1" filled with development secrets and thoughts that can only be read here will be distributed to all visitors. A PDF version will be delivered to registered users later.
#Shokucos Festival is recommended for those who:
・Want to understand the background of ingredients and formulations to enjoy cosmetics more deeply
・Want to confirm scents and textures with their own hands and choose with satisfaction
・Want to directly interact with brands and developers to broaden their understanding and perspective on cosmetics
・Beauty writers who want to delve into the background of cosmetics and disseminate information
If you are someone who wants to discern and talk about the essence of cosmetics, please come and visit.
[Event Overview]
Name
#Shokucos Festival 2026
Date and Time
Saturday, June 27, 2026
Related parties/media: 10:00〜12:00
General admission: 12:00〜17:30 (2 sessions)
Venue
E
In response to the challenge in the cosmetics industry where product efficacy, research, and evolution are not adequately expressed and are difficult to convey, this event creates a new point of contact where visitors can "choose with understanding" through dialogue and experience with the creators.
[Web Page] https://shokucos.jp/
What is #Shokucos?
"#Shokucos" refers to artisan-quality cosmetics that, like a craftsman, pursue essence and perfection.
Behind each cosmetic product lies a story that cannot be fully told in just a few lines of advertising.
・Why were those ingredients chosen?
・Why was that texture achieved?
・Why is it delivered with honest expression rather than trendy words?
Formulation is not just a process of combining ingredients.
"Which ingredients to choose, which expressions to omit, and how much to refine the user experience?"
These countless decisions give a single cosmetic product a clear reason for its existence.
We have named cosmetics that allow one to feel even the "touch of the creator" as "#Shokucos."
Why re-examine "how to choose cosmetics" now?
Misako Nishikawa, Representative of L-FLAT Co., Ltd.
L-FLAT Co., Ltd. daily handles legal checks for advertising and labeling expressions, primarily for cosmetics.
Through this work, we have repeatedly felt the reality that it is difficult for brands that genuinely engage in manufacturing to convey their appeal.
The value that would surely be conveyed if one could directly hear the background, reasons, and words of the creators, somehow cannot be fully communicated within the limited words of advertising.
The more one tries to deliver without relying on exaggeration and while adhering to rules, the more the true essence one wishes to convey spills away...
As a result, consumers sometimes lose the opportunity to encounter products without them being adequately reached in an information-rich market. We have felt this to be a significant challenge.
That is why we are convinced that a place is needed where one can actually touch, listen, and feel, beyond just the words of advertising.
The brands exhibiting this time are those that I myself have actually used the products, visited the sites (companies/retailers), and after hearing their stories, felt that I "wanted them to exhibit."
"Artisan Cosmetics (commonly known as #Shokucos)" is not just an image-based "word" like "cosmetics that seem somehow good."
It is the first step towards a culture where "all sincere craftsmanship by artisans is correctly chosen."
■Common characteristics of participating brands in the 1st #Shokucos Festival
☑︎ Resonates with the philosophy of "artisan cosmetics"
☑︎ Can explain the background and philosophy of product development in their own words
☑︎ Makes detailed judgments in formulation and user experience
☑︎ Has reasons not only for "what to include" but also for "what not to include"
☑︎ Considers the long-term use
☑︎ Has a desire to convey value through dialogue
■Exhibiting Brands (in order of application)
RÉGLAGE / Momotani Juntenkan
SUKUUS
Bright Days
Oily Oily Skin
Orchid Beauty / Shiina Ranen
DERMED / San-Ei Pharmaceutical
yorisoT
Beauté Pacifique
CARE
mamo-hada
Event Content
TOPIC 01 | Touch-up point where you can directly touch and try products!
Try products and directly hear about ingredients, formulation, and development background from brand representatives. Favorite products can be purchased on site.
TOPIC 02 | Directly hear the creators' thoughts and product commitment
Each brand will give a presentation of approximately 15 minutes. Explaining the background and philosophy from the creators' perspective.
TOPIC 03 | Distribution of limited booklet "#Shokucos Zukan vol.1"
A limited event booklet "#Shokucos Zukan VOL.1" filled with development secrets and thoughts that can only be read here will be distributed to all visitors. A PDF version will be delivered to registered users later.
#Shokucos Festival is recommended for those who:
・Want to understand the background of ingredients and formulations to enjoy cosmetics more deeply
・Want to confirm scents and textures with their own hands and choose with satisfaction
・Want to directly interact with brands and developers to broaden their understanding and perspective on cosmetics
・Beauty writers who want to delve into the background of cosmetics and disseminate information
If you are someone who wants to discern and talk about the essence of cosmetics, please come and visit.
[Event Overview]
Name
#Shokucos Festival 2026
Date and Time
Saturday, June 27, 2026
Related parties/media: 10:00〜12:00
General admission: 12:00〜17:30 (2 sessions)
Venue
E