"hada to kokoro" to Hold Limited-Time POPUP Store at Lumine Shinjuku Lumine 2 (May 7 - May 13)

Sekido Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; Representative Director: Masami Sekido; Securities Code: 9878) will hold a limited-time POPUP store for its original total care brand "hada to kokoro" at Lumine Shinjuku Lumine 2, 2F Gallery2, from Thursday, May 7, 2026, to Wednesday, May 13, 2026.

Content of this initiative

"hada to kokoro," which creates a virtuous cycle of beauty, will deliver an experience that uplifts both skin and mind, with the positive energy of Junki Kono (JO1).

At the store, all 17 types of "hada to kokoro" products will be sold, and visitors will have the opportunity to experience their actual feel. In addition, special content and spaces that can only be seen here will be prepared.

Please enjoy a moment of exciting self-care.

Event Details

* Period May 7, 2026 (Thu) - May 13, 2026 (Wed)

* Venue Lumine 2-2F Gallery2 (3-38-2 Shinjuku, Shinjuku-ku, Tokyo)

* Business Hours Weekdays, Saturdays, Sundays, and Holidays: 11:00 - 21:00 * Business hours may change. * Please note that admission may be restricted due to congestion.

* Products Available All hada to kokoro products (17 types) All-in-one cream lotion Scented jam body scrub Melting raw-feel body cream Multiplying serums (4 types) Multiplying gelato packs (4 types) Multiplying serum point sheet masks (4 types) TEATREE WakeUP Mask N.M.F GoodNight Mask

* POPUP Store Exclusive Exhibition Items The complete video of the making-of the photoshoot will be exclusively pre-screened on monitors within the venue. In addition, life-sized panels, autographed items, and actual costumes worn by Junki Kono will be displayed within the venue.

* Store Display Image (Implied, no image provided in text)

* Campaign Initiatives The following campaigns will be conducted during the POPUP store period.

* Ambassador Collaboration Campaign Customers who purchase eligible products will receive a limited ambassador sticker on a first-come, first-served basis, while supplies last. <Eligible campaign product> All-in-one cream lotion <Benefit content> Brand Ambassador Junki Kono Original Sticker (1 type) * Benefits are first-come, first-served and will end when supplies run out. * Stickers will be provided attached to the product itself.

* Visitor Purchase Benefit All customers who purchase products will receive one sheet mask (out of 2 types).

* SNS Follow Benefit Customers who follow hada to kokoro's official Instagram and X and post will receive one random multiplying serum point sheet mask (out of 4 types).

Future Developments

Moving forward, the company will continue to implement online and offline initiatives combining with the brand ambassador to further expand brand recognition and strengthen customer touchpoints. Details of each initiative will be announced sequentially through official SNS and other channels.

Ambassador Collaboration Campaign Eligible Product

All-in-one cream lotion 2,970 yen (tax included) / 90ml This all-in-one cream lotion serves four roles*1 after washing your face: toner, emulsion, serum, and cream. It achieves an unprecedented texture and feel by miniaturizing oil with its unique non-aqueous emulsification method, using almost no water. It deeply delivers moisture to the stratum corneum*2.

Junki Kono (JO1) Profile

Born on January 20, 1998, from Nara Prefecture. Selected by viewer votes in the survival audition program "PRODUCE 101 JAPAN," he debuted in 2020 as a member of the global boy group JO1.

After successful performances at Tokyo Dome and Kyocera Dome Osaka in April this year, an additional concert at Vantelin Dome Nagoya has been decided for July. Furthermore, after steadily building a track record in the United States, they will finally make their nationwide US debut this autumn. A North American tour will also be held in October. Their domestic and international influence is expanding further.

While leading the group as a main vocalist, Kono is also affectionately known as the "mood maker" who boosts the overall mood and morale with his inherent brightness. In addition, he actively participates in media appearances such as TV programs and dramas, expanding his range of activities in parallel with his artist activities.

About hada to kokoro

"hada to kokoro" is a total care brand that draws out inner beauty based on the idea that beautiful skin and a healthy mind are connected.