L'Oréal Japan K.K. (Headquarters: Shinjuku-ku, Tokyo; President: Jean-Pierre Charriton), the Japanese subsidiary of the world's largest cosmetics company, L'Oréal Group (Headquarters: Paris), is continuing its collaboration with the general incorporated association 'Kodomapp' (hereinafter referred to as Kodomapp) following their joint booth exhibition at 'Tokyo Pride 2026' held on June 6-7, 2026. As a follow-up initiative, L'Oréal Japan invited families from the LGBTQIA+ community, who supported their booth exhibition, to the 'Shu Uemura Omotesando Hills Main Store shu:ARTstage,' which opened on June 19.

Booth jointly exhibited at Tokyo Pride 2026

The initiative targeted LGBTQIA+ couples who are raising families and find it difficult to dedicate time to their own makeup amidst their busy parenting lives. They were invited to experience personalized makeup, including professional consultations and AI-driven facial analysis using '3D Face Scanning.'

A Special Makeup Experience Embodying 'Beauty is Not One, and Family Forms Are Not One'

Under the belief of 'Beauty for All, Beauty for Each,' the L'Oréal Group aims to realize a society where everyone can shine authentically. Since its founding, Shu Uemura has valued the unique beauty of each individual, or "individual beauty." In this event, Shu Uemura Senior Lead Makeup Artists (Maho Jingu, Karin Nakashima) conducted thorough consultations, listening closely to each person's lifestyle and individuality. Combining this with cutting-edge AI facial analysis, they provided personalized makeup to bring out each person's "unique beauty." For the participating families, who lead busy daily lives, this was a precious opportunity to reconnect with their own beauty and find fulfillment.

A participant commented on their experience:

'Since having a child, I haven't had much time to focus on my own face, so today's experience was a treasure in my daily life. They perfectly matched my favorite colors, making me feel comfortable, and their attentive consultation and suggestions allowed me to entrust my face to them with confidence.'

Artists who provided the makeup services:

Maho Jingu Instagram: @maho_jingu

Karin Nakashima Instagram: @karin_nakashima_

Ongoing Commitment to Diversity, Equity, and Inclusion Beyond One-Off Events

L'Oréal Japan's commitment to LGBTQIA+ initiatives extends throughout the year, not just during Pride Month or other temporary events.

To create an inclusive society where everyone can live with dignity, we collaborate with external NPOs and regularly conduct employee training and beauty advisor training to provide inclusive customer service that supports all lifestyles. Over 600 individuals have participated in these training sessions so far.

We will continue to strive to build a truly inclusive organization and society by embracing the beauty and lifestyles of each individual.

About L'Oréal Japan

L'Oréal began its operations in Japan in 1963, and its Japanese subsidiary, L'Oréal Japan K.K., was established in 1996. With 2,300 employees as of the end of 2024, the company handles 20 brands, engaging in the import, manufacturing, sales, and marketing of cosmetics. Japan is a key strategic hub within the L'Oréal Group. It comprises the Shinjuku headquarters, which manages the global product planning and development strategies for two brands, Shu Uemura and TAKAMI, as well as sales and marketing for other brands. Additionally, it includes a research and development center in Kawasaki (L'Oréal Japan Research & Innovation Center) and a manufacturing plant in Gotemba (Cosmeworld Co., Ltd.).

https://www.loreal.com/ja-jp/japan/

About Shu Uemura Omotesando Hills Main Store shu:ARTstage This flagship store, which grand-opened on June 19, 2026, serves as a stage for exploring individual beauty with customers, carrying on the brand's legacy. It offers a cutting-edge beauty experience by fusing AI-powered consultations with the exceptional skills of its artists.

https://www.shuuemura.jp/shu-flagship.html

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  • Source: PR TIMES
  • Category: PR