June 27 (Sat) in Ebisu! '#Shokucos Festival 2026' Brings Together 12 Curated Brands – A New Sensory Experience to See, Hear, and Touch

While information about cosmetics—such as social media posts, word-of-mouth, and ingredient details—is increasingly diverse, many people feel overwhelmed and unsure of how to choose products that truly suit them. At the '#Shokucos Festival 2026', experts in aesthetic medicine, ingredients, and pharmaceutical laws will come together to uncover the hidden truths behind cosmetics advertising from three distinct perspectives. [Website] https://shokucos.jp/ [Press Release List] How deeply can you explain your reasons for choosing a particular cosmetic? Come experience all 12 brands firsthand at the venue! [Website] https://shokucos.jp/ Unveiling the truth behind advertising: Exclusive talk sessions you won’t hear anywhere else At the #Shokucos Festival 2026, attendees won’t just interact with brands and try products—they’ll also hear brand presentations. ・Things you can’t judge by ingredients alone. ・Things you can’t see through reviews alone. ・And the developers’ true intentions that advertising can’t fully convey. From three unique perspectives, we’ll deliver fresh insights into how to choose cosmetics. This time, special guests with expertise in aesthetic medicine, ingredients, and pharmaceutical laws will join us for talk sessions. ■ SESSION 01 | Part 1: 13:30–14:00 Seeing, watching, and being captivated by skincare: A conversation with natu, the 'Cosmetics Clairvoyant,' on how to choose today—and why certain products attract us 'Why this formulation?' 'Why this ingredient?' 'Why was this deliberately left out?' natsu, who has experience in cosmetic brand development and beauty media video production, always considers: 'Why does this cosmetic exist?' From natu’s unique perspective, we’ll explore the 'inner world of cosmetics' and 'the points where you can feel the brand’s intention'—aspects invisible in ingredient lists or ads. This session is especially recommended for those who want to understand the full story behind cosmetics. ■ SESSION 02 | Part 1: 14:00–14:30 Why do all cosmetics ads use the same phrases? A deep dive with Takazawa, a lawyer specializing in pharmaceutical laws Why do cosmetic advertisements all sound so similar? Have you ever looked at a cosmetics ad and wondered, 'What’s the difference?' or 'Are the effects really different?' Terms like 'radiance,' 'anti-aging,' and 'penetrates deep into the stratum corneum' flood advertisements—driven by the Pharmaceutical and Medical Device Act (PMD Act). How do honest brands navigate expression within these rules? And how should consumers interpret these claims? Nishikawa, who supports PMD Act compliance, and attorney Kohei Takazawa, who understands real-world business operations, will clearly explain the hidden side of cosmetics advertising. Understanding 'why this wording is used' will change your perspective on choosing cosmetics. You rarely hear about pharmaceutical laws at beauty events—knowing this might just change how you choose cosmetics! ■ SESSION 03 | Part 2: 15:30–16:00 A serious talk between a beauty treatment enthusiast and a pharmaceutical law expert: 'The real power of cosmetics that you can’t see on the surface' mikichi has spent over 9 million yen on aesthetic treatments and holds professional knowledge as a dental hygienist. As a mother of twins, she continues to prioritize beauty despite a busy daily life. Because she deeply understands aesthetic medicine, she can clearly see what cosmetics can and cannot do. Together with mikichi, who says 'some cosmetics deliver effects stronger than aesthetic treatments,' we’ll deeply explore the real capabilities of cosmetics—beyond ads and reviews. This is a genuine conversation about 'beauty choices' from someone who sees both medicine and cosmetics. Preserving the makers’ journey—a valuable keepsake. Exclusive '#Shokucos Guidebook vol.1' for attendees The Shokucos Guidebook is not just an event pamphlet. 'Why did this brand need to exist?' 'Why did we decide to create it ourselves?' 'Why did we believe we should deliver it ourselves?' We choose not just by price or popularity, but by resonance with the brand’s values and craftsmanship. Understanding a brand’s beliefs and reasons for existence encourages us to think not just 'what to buy,' but 'from whom' and 'why we choose it.' By questioning the meaning of choice, the reason for choosing a cosmetic becomes more than surface-level words—it becomes a deeply meaningful message you’ll want to share in your own words. The Shokucos Festival will also be a valuable opportunity for beauty writers, influencers, and those who publish cosmetic reviews to deepen their brand understanding and gain new perspectives for their content. [Exhibiting Brands] (in no particular order) [Website] https://shokucos.jp/ View details [Event Overview] Name #Shokucos Festival 2026 Date and Time June 27, 2026 (Saturday) For industry and media: 10:00–12:00 General admission: 12:00–17:30 (two-session format) ・Part 1: 12:00–14:30 ・Part 2: 15:00–17:30 Venue EBiS303 5F Conference Room Ebisu Subaru Building 5F, 1-20-8 Ebisu 1-chome, Shibuya-ku, Tokyo Approx. 250m from JR Ebisu Station East Exit (3-minute walk) Approx. 4 minutes on foot from Exit ① of Hibiya Line Ebisu Station Admission For industry and media: 10:00–12:00 ※Please contact support＠l.flat.co.jp For general visitors (two-session format) Part 1: 12:00–14:30 / 150 people Part 2: 15:00–17:30 / 150 people Price For general visitors (Both sessions) 500 JPY including tax (same price for Part 1 and Part 2) Ticket reservation here Exhibiting Brands All 12 brands created by artisanal makers Organizer L-FLAT Co., Ltd. [Official SNS & Contact] Instagram: https://www.instagram.com/shokunin.cosme/ X: https://x.com/ShokuninCosme Hashtags: #職コス #職コスフェス Contact: Nishikawa, L-FLAT Co., Ltd. Email: support@l.flat.co.jp Misako Nishikawa, L-FLAT Co., Ltd. [Company Overview] Company Name: L-FLAT Co., Ltd. Address: Cross Gate 7F, 1-101-1 Sakuragicho, Naka-ku, Yokohama, Kanagawa 231-0062 Representative Director: Misako Nishikawa Established: January 2025 Business: Pharmaceutical and Medical Device Act compliance support, and more