athletia Launches Summer POP UP SHOP at Isetan Shinjuku Main Building B2F, Pre-selling New 'Refreshing Shampoo Balm Big Size'

The skincare and lifestyle brand 'athletia', operated by e'quipe, Ltd. (Headquarters: Shinagawa-ku, Tokyo; President: Masayuki Akahori), will open a POP UP SHOP at the Isetan Shinjuku promotion space starting Wednesday, June 3rd. Additionally, the 'Refreshing Shampoo Balm Big Size', which will be released nationwide on Friday, June 5th, will be available for pre-purchase at the event venue and the permanent Isetan Shinjuku store. Location: Isetan Shinjuku Main Building B2F, Isetan Beauty Apothecary/Park Books & Promotion Period: June 3, 2026 (Wed) – June 9, 2026 (Tue) *Pre-purchase of 'Refreshing Shampoo Balm Big Size' is available at both the POP UP SHOP and the permanent Isetan Shinjuku store. This POP UP SHOP will focus on the new 'Refreshing Shampoo Balm Big Size', as well as the popular 'Refreshing Deodorant Mist (Quasi-drug)' and UV care products from the 'active & go' line, perfect for the upcoming season. Prepare for summer with athletia. As a clean beauty brand that supports a rich lifestyle, we look forward to meeting many customers regardless of gender or age. ■ 'Refreshing Shampoo Balm Big Size' Nationwide release date: June 5, 2026 (Fri) Capacity: 240g Price: 5,500 yen (tax included) Natural origin index: 98% (including water) (compliant with ISO 16128) The long-awaited big size of the 2-in-1 multi-functional shampoo balm that supports active scenes is now available for a limited time this summer. Since its debut in June 2024, the 'Refreshing Shampoo Balm' has been highly popular as a new care style that is refreshing, multi-functional, and time-saving. Responding to the needs of those who want to incorporate hair washing with hot water or non-foaming shampoo while considering hair, scalp, and the environment, this is athletia's proposal to meet the endless expectations of active scenes, from refreshing finishes and quick shampoos on the go to intensive treatment effects. The long-awaited big size is here in response to customer requests for daily use. ■ Isetan Shinjuku Event Special Offer Customers who purchase over 22,000 yen (tax included) will receive an 'athletia Original Hydro Flask Tumbler'. *Limited quantity, while supplies last. *Various kits are excluded. *Please ask staff for details. athletia offers a product lineup that supports both relaxing and active scenes in addition to daily skincare, staying with your lifestyle 24 hours a day. With the concept of 'balance your active/relaxing cycle', we believe we can support each customer's self-conditioning by accompanying the cycle of 'moving well and resting well' and switching between on and off. As a clean beauty brand from Japan, we conduct brand activities that are considerate of nature, the environment, and society.