LOVECHROME Celebrates 15th Anniversary with Pop-Up Shop at Isetan Shinjuku from June 17, 2026 – Featuring New Launches and Exclusive Products

YC.Primarily Co., Ltd. (Headquarters: Minato-ku, Tokyo; President & CEO: Toyohisa Shimajima) announces the launch of a pop-up shop for its haircare brand LOVECHROME® at 'Isetan Shinjuku Main Building B2F, Isetan Beauty Apothecary / Park Books & Promotion' starting Wednesday, June 17, 2026.

This pop-up shop will feature a special lineup celebrating the brand's 15th anniversary. A wide selection of products will be available, including the popular 'Tsuki' models and 'Bito Hatsu Shower Head,' new items such as the multifunctional 'INBATH KOPADORU Premium Black' comb, as well as best-selling shampoos and treatments. Don’t miss this special opportunity to experience these products firsthand.

Event Period

June 17 (Wed), 2026 – June 23 (Tue), 2026

Location

Isetan Shinjuku Main Building B2F Isetan Beauty Apothecary / Park Books & Promotion Address: 3-14-1 Shinjuku, Shinjuku-ku, Tokyo 160-0022 Opening Hours: 10:00 AM – 8:00 PM

Products on Display

・LOVECHROME Pokémon 30th Anniversary Model K24GP Bangs Comb Gold <Eevee> ・LOVECHROME Pokémon 30th Anniversary Model Pikachu Set ・LOVECHROME Bito Hatsu Shower Head SS Silver ・LOVECHROME Bito Hatsu Shower Head PG Premium Black ・LOVECHROME Bito Hatsu Shower Head IP Gold ・Dryer Privilege La Beaute ・Dryer Privilege La Beaute K24GP Gold ・INBATH KOPADORU Premium Black ・P.B LOVECHROME Professional Shampoo 250ml ・P.B LOVECHROME Professional Treatment 250g ・P.B LOVECHROME Scalp Shampoo 250ml ・P.B LOVECHROME Scalp Treatment 250g ・K24GP Tsuki Rose Gold ・K24GP Weave Tsuki Rose Gold ・K24GP Scalp Kassa Rose Gold ・K24GP Tetsuki Rose Gold ・(R)K24GP Tsuki Gold ・K24GP Weave Tsuki Gold ・(R)K24GP Scalp Kassa Gold ・(R)K24GP Tetsuki Gold ・K24GP Bangs Comb Gold ・(R)INBATH Tsuki Premium Black ・(R)INBATH Scalp Kassa Premium Black ・(R)INBATH Tetsuki Premium Black ・INBATH Weave Tsuki Premium Black

Notice of Selective Price Adjustment for LOVECHROME

While we have made every effort to maintain stable pricing to deliver high-quality products to more customers, ongoing increases in raw material costs, labor, manufacturing expenses, and logistics have made it difficult to sustain current prices. Therefore, we regret to announce a selective price adjustment for certain products.

We remain committed to improving product quality and customer service, and appreciate your understanding and continued support.

Effective Date of Price Adjustment: Wednesday, July 1, 2026

[List of Affected Products]

About LOVECHROME®

Since its founding in 2011, LOVECHROME® has been a Japan-originated haircare brand favored by professionals dedicated to beautiful hair. Utilizing its proprietary surface treatment technology 'JP CHROME-TECH®,' the brand reduces friction and absorbs and disperses static electricity, offering innovative tools that gently detangle hair. Committed to environmental sustainability, LOVECHROME implements eco-conscious manufacturing processes, including material recovery and recycling. In recent years, the brand has expanded internationally, gaining recognition from professionals in cities such as New York and Paris.

[LOVECHROME® Official Website / SNS] Official Website: https://www.lovechrome.jp/ Instagram: @lovechrome_tokyo (https://www.instagram.com/lovechrome_tokyo/) Facebook: lovechrome.jp (https://www.facebook.com/lovechrome.jp/)